Madness you say? Maybe, but all the same, it is true. I’ll continue.
As the process above describes, Google uses location as part of nearly every search that is completed. That way when you search for a hardware store while your sitting at your desk in Indianapolis, you receive Indianapolis-based hardware stores and not hardware stores in New York. This is a very good and convenient thing. But there is a disconnect – people searching don’t actually search for the keyphrase ‘hardware store’. They search for ‘hardware store Broad Ripple’ or ‘hardware store Castleton’ (both Indianapolis-based neighborhoods). Google doesn’t need this additional information but it is given regardless. Why then, when people use the Keyword Planner to find out if anyone ever searches for Castleton hardware store, the Keyword Planner says there are 0 searches per month?
Because – Google collates. Google adds that search term along with millions like it to a corollary search term. That is good for Google. Why? Money. Instead of only a single company bidding on a term in Ads that they will always win when someone searches for something so specific, Google simply pushes that search into Indianapolis Hardware Stores (for example) where there are 50 local companies competing for clicks.