Mike – Great input, thanks. It seems like some of what you’re describing relates to a big part of the so-called “Pigeon” update. As David Mihm put it in October 2014, “the user is the new centroid.” So we’ve been seeing Google serving that kind of location-sensitive data for a while now; but the interesting point that you’ve discovered is that Pixel and Home might be giving you different data which, for some queries, would make sense since I might be more sensitive to location if I’m on my phone than if I’m still at home talking to Google Home.
Did you sign in to Google Home with the same account as on the mobile device (or whatever device you were using to compare the Home’s results)? Can you be reasonably certain that the 2 devices were pulling from the same data set?
It’s clear that yes, as you say, the Home will be personalizing itself over time. However, in the meantime, Google is trying to validate relevance and trust signals. How can local businesses optimize for that? Be hyper-relevant to your area. If there are events or characteristics unique to your area (and this can be down to the neighborhood, depending on the business) then why not engage with those (provided they’re relevant). So a pizza restaurant could sponsor local youth sports teams and have a page talking about the teams’ successes, showing pictures of the kids and their families at the restaurant, etc. Be a good neighbor and demonstrate that neighborliness. If you’re not a big brand, then you need to be CLEARLY good at what you do. (Look for engagement and feedback on relevant social media, etc.) I hope that helps, and I’d love to hear more about your experience and as testing continues!

Thanks for your sobering perspective, Al. Yours is an important reminder that AI is not the same as plain old I, by which I mean intelligence. America is the land of innovation, efficiency, openness and, perhaps, technological reliance. Everything in life is a trade-off. With our technical reliance we may give up some internal reliance and become lax in any individual attention to detail. But I’m hopeful that the net gain is positive. Those who see technology as an enhancement and not replacement to intellectual interests, discipline and dedication, make contributions that move the whole of society forward.

Two: Just remember, the world’s most simple, sophisticated search engine, the LIBRARY, has no SEO and all the other crap that comes with GOOGLE and their brothers and sisters.

Google is a step backwards from high intelligence to the lowly low.

In 1978, USA placed #1 in math and science in the global community. Today, it doesn’t even place in the top 10, 20, or 30. Sadly, reading has now joined them.

This is NOT moving FORWARD, anything but.

We as a People, at least here in the USA, need to return to a higher level of intelligence, forget Google and the like, and take back our #1 status and pride.

GUARANTEED, not gonna happen with Google talkin’ garbage at us.

Kind regards,
Al Toman

I like the idea and have emphasised to clients that the object of SEO is to get more targeted users and more conversions, optimisation, not more traffic for traffic’s sake.