Google is rolling out the Venice update this week and has buried the information in a long list of 40 algorithm changes. In reality Venice is a really major change to how they show results and one that probably took a huge amount of work.
Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.
Basically if you search for “plumbers” the organic results will now show you organic results related to your location rather than just general results for that keyword. This has never been the case before on Google (outside of the Google Local & Places results).
This means that every site offering a geographical service needs to have a geographical SEO strategy. If you don’t then sites with a more relevant geographical page will rank higher than you for generic keywords.
The screenshot below was taken from a search for “plumbers” in Google Chrome incognito. Normally only a search for “plumbers in leeds” would bring up results like this.