UULE Generator
Build a Google UULE value for any city, and decode one back to a place.
Location
Use the full canonical name. City, region and country are joined with commas and no spaces.
Check local rankings from anywhere
Google decides which local results to show based on where the searcher is. If you are in Leeds and want to see what a customer in Austin sees, you need to tell Google the location. The UULE parameter is how that is done.
Enter a city, region and country, and this tool produces the UULE value plus a ready-to-open Google search URL.
How to generate a UULE
- Enter the city and country. The region is optional.
- Add the search query if you want a full URL.
- Copy the UULE value, or open the generated search URL.
- Scroll to the bottom of the results page to confirm the location Google used.
How the encoding works
The value is a small protocol buffer, base64 encoded and prefixed with w+. It carries a fixed role and producer, then the canonical location name. Because the name has a length prefix, use the full canonical spelling. This generator counts bytes, not characters, so accented names such as Szekszárd encode correctly.
Two practical rules:
- Use the canonical name.
Austin,Texas,United States, notAustin TXorATX. - Pair it with language and market. Add
hl=enandgl=usto the URL when you need a specific language and market.
What the parameter can and cannot do
It can make organic results reflect a location, which is useful for local rank tracking, checking a client’s visibility in another city, and confirming that a page appears in the right market.
It cannot change your physical location for ads, and some features still use your IP. It is a testing tool, not a way to browse as someone else.
Decoding an existing value
Paste a UULE or a full Google URL into the decoder. The tool reads the w+ place-name format and the a+ coordinate format, so you can check where a link is actually pointing before you trust it.
For the rest of your technical SEO, the Schema Markup Generator builds structured data and the Meta Tag Generator handles titles and social tags.
Frequently asked
What is a UULE?
UULE is the parameter Google uses to encode a search location. Adding it to a search URL makes results appear as if you searched from that city, which is how SEOs check local rankings from anywhere.
What location format should I use?
City, region and country joined with commas and no spaces, such as Austin,Texas,United States. The region can be left out for cities that do not need it, such as Berlin,Germany.
Why does the location sometimes not apply?
Google only accepts canonical place names. A nickname such as NYC, a typo, or the wrong comma format falls back silently. Use the full city name and check the location shown at the bottom of the results page.
Is the UULE an official Google feature?
No. It is undocumented and can change. It currently works as a URL parameter and as a cookie value, but it is not supported for production use.
Can I decode an existing UULE?
Yes. Paste a UULE value or a full Google URL into the decoder and the tool returns the place name or coordinates.
Does the tool send my input anywhere?
No. Encoding and decoding happen in your browser.