In August 2017, Google stated that local searches without the "near me" modifier had grown by 150% and that searchers were beginning to drop geo-modifiers - like zip code and neighborhood - from local queries altogether. But does Google still know what searchers are after?

For example: the query [best breakfast places] suggests that quality takes top priority; [breakfast places near me] indicates that close proximity is essential; and [breakfast places in Seattle] seems to cast a city-wide net; while [breakfast places] is largely ambiguous.
With a better understanding of how local SERPs behave, SEOs can refine keyword lists, tailor content, and build targeted campaigns accordingly.

Presented by Rob Bucci at MozCon 2018