I think Google search makes a lot of assumptions based on search history.
Regarding Great Yarmouth... This morning, for example, I was browsing Amazon for a piece of garden apparatus. I found something I liked, then narrowed it down by ‘googling’ for the manufacturer, who was Norfolk based. I connected to that website a few times today, each time ‘googling’ to remind myself the precise URL, and clicking through. It therefor seems like more than coincidence, a few hours later, that Google should have decided I probably live in Norfolk?
Re GDPR. Not sure, but I thought GDPR was mainly about personal data, and not sure an IP address would be classed as ‘personal’. My understanding.... For example, a junk mail database naming me as “Mr Muddle” with my postal address, is classed as personal data. But the junk mailer can get around it by storing the same details but addressing me as “The Occupier” at same address, which does not count as personal data. May be wrong, though.