I am searching my website in Google.com with keywords + location, my website is showing in Google SERP. But when searching with only keywords and setting custom location my website not showing in Google SERP why this happening? Like ice skate Fairport NY result showing Ice skate with custom location setting result not showing
It could be the reason that your site seems to be popular one when search is narrowed down to a local area however, while searching in a more generic context other sites could be more relevant according to Google.