Google Search Localization Explained: gl vs hl vs uule

What Is gl?

Parameter: gl = Geolocation (Country)
Purpose: Sets the country for the search context.
Example: &gl=us for the United States, &gl=de for Germany.

Effect: Influences which domains, language variants, and regional results Google prioritizes. It simulates which country the user is in, but does not affect precise city-level results.

✅ Useful for:

Testing how Google ranks results across different countries

Checking international targeting

Comparing ccTLD visibility

What Is hl?

Parameter: hl = Host Language
Purpose: Sets the language of the Google interface (menus, buttons, etc.)
Example: &hl=en for English, &hl=fr for French.

Effect: Does not directly change the search results, but influences which language versions of websites and snippets are preferred or displayed.

✅ Useful for:

Testing multilingual SERPs

Ensuring the right language version of a page appears

Evaluating hreflang performance

What Is uule?

Parameter: uule = Exact User Location (Encoded)
Purpose: Encodes city-level (or even neighborhood-level) location in base64.
Example: &uule=w+CAIQICIJTG9uZG9uLCBVSyA- (simulates a search from London, UK)

Effect: Overrides the inferred location from IP. Google uses this value to customize results as if the search were performed from the specific location, affecting map packs, local businesses, and geo-sensitive queries.

✅ Useful for:

Local SEO audits

Checking SERPs in specific cities

Tracking geo-targeted rankings

How They Work Together

These parameters can (and often should) be used in combination. Here’s how they interact:

Example search URL:

https://www.google.com/search?q=plumber+near+me&gl=us&hl=en&uule=w+CAIQICIEU2VhdHRsZQ 

This URL simulates a search from Seattle, in the U.S., using the English interface.

Best Practices

Use gl to simulate a search from a different country

Use hl to test how language preferences affect display and snippet text

Use uule to get hyper-local results (e.g., for Google Maps, local packs)

Always encode uule correctly — use a tool like LinkTrust UULE Generator

Summary

Using these parameters properly allows for accurate SERP simulation, better local SEO audits, and more reliable reporting — without the need for VPNs or physical presence.