What Is the uule Parameter?
uule is a URL parameter used by Google to encode location data directly into a search request. It allows Google to deliver SERP (Search Engine Result Page) results as if the query were submitted from a specific geographic location, regardless of the actual location of the user.
The parameter is encoded in base64 and is part of the full search URL structure. It is especially useful for SEO professionals who want to analyze localized rankings without relying on proxies, VPNs, or physical presence in the target location.
Why Is uule Important?
Google customizes its results based on:
The user’s current location (via IP or GPS)
The query's local intent (e.g., "best pizza near me")
Personalization history (in some cases)
When conducting SEO research or performance monitoring across multiple regions, it’s essential to bypass IP-based localization and directly simulate searches from any desired location. This is exactly what the uule parameter enables.
How Does the uule Parameter Work?
The structure of a Google search URL typically looks like this:
arduino
CopyEdit
https://www.google.com/search?q=seo+agency
To simulate a search from a specific city, you append a uule parameter like this:
arduino
CopyEdit
https://www.google.com/search?q=seo+agency&uule=w+CAIQICIJTG9uZG9uLCBVSyA-
This string tells Google to return results as if the search is being made from London, UK.
Technical Breakdown
The uule string starts with a constant prefix (w+CAIQICI...)
The location is encoded using base64
It includes the location name, character length, and encoding level
It is case-sensitive and sensitive to location spelling
How to Generate a uule String
Manually generating a valid uule string requires:
Knowledge of location codes and hierarchy
Base64 encoding
Proper formatting of prefix and suffix values
Since the format is non-trivial, SEO professionals typically rely on tools that automate this process.
Use a Tool to Simplify the Process
A reliable and efficient way to generate the uule parameter is by using the UULE Generator at:
👉
This free tool allows users to:
Select a location from a predefined list
Instantly generate the corresponding uule string
Copy and paste it into Google search URLs or SEO scripts
This eliminates the need for manual encoding and ensures accuracy across locations.
Practical Use Cases
Local SEO Audits: Check how businesses rank in different cities
Competitor Monitoring: Compare visibility in various geographic markets
Keyword Research: Analyze localized keyword intent
Reporting Automation: Integrate uule into rank tracking tools and scripts
Conclusion
The uule parameter in Google search is a powerful yet underutilized method for simulating localized SERPs. It gives SEO professionals precise control over the geographic context of search queries — without relying on physical presence or IP spoofing.
By understanding how uule works and using tools like the LinkTrust UULE Generator, it’s possible to run more accurate and scalable SEO campaigns tailored to specific locations.