To do this, add “&near=cityname” to the end of the search URL. For instance, let's say you're in Kansas City and want to see how a coffee shop chain called “Jitters” compares to its competitors in Seattle. You can start by searching for “coffee shops near me” on Google.

The main reasons for users getting varying results in Google are location, personalisation and algorithm variations. Google's aim is to deliver the most accurate and relevant results for each individual search engine user, so the variations are entirely intentional.