26/11/2025
Ever wonder why the internet looks different depending on where you are?
Massive just released a fascinating deep dive into geographic bias—showing how search results change across cities, markets, and regions.
Their team used residential & ISP proxies across 10 U.S. cities to test informational, commercial, and local-intent queries. The results show:
🌍 The web isn’t unified
💼 Commercial queries look similar nationwide
📍 Local-intent searches are heavily personalized
🤖 Algorithms + regulations + localization all shape what you see
For SEO teams, analysts, data scientists, marketers, and anyone who relies on web data—this research provides clear, measurable evidence of the “Splinternet.”
Read the full article here:
It is important to understand that the World Wide Web that you may know is a ghost. We still believe in one and the same digital space where a developer in Tokyo and an analyst in Berlin can execute the same search query, and this means they can both see the same universal truth. It is good to think...