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And some queriescould go either

way. Some usersmay want nearbyresults and others

may not. Here aresome examples of
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queries with both

local and non-localintent

[hotels]

[post office]

[apple store]

[citibank][bmw]

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[best buy][office depot]

[target][library]

[bank of america]

[the gap]

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[barnes and noble]

Use your commonsense when

thinking aboutqueries andwhether they havepossible localintent.

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Proprietary andConfidentialCopyright 2014120

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16.3 UserLocation andUnderstanding

the QueryEvery query has a

locale. Somequeries also haveinformation about

where the user is

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located: the user

location. The userlocation is always

inside the localeand is usually acity.

Sometimes the

user location canchange our

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interpretation of

the query or ourunderstanding of

user intent. Forusers inSunnyvale,California, thequery [turmeric]

could have twodifferent

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interpretations: a

popular restaurantnamed Turmeric or

the spice turmeric.Proprietary and

ConfidentialCopyright 2014121

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In most other user

locations, there isno restaurant (or

anything else)named Turmeric.In most userlocations, thereis just one

interpretation ofthe query

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[turmeric]: the

spice. Even withno user location,

we will assumethat the dominantinterpretation of[turmeric] is thespice. The

Sunnyvalerestaurant is not

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well known

outside ofSunnyvale,

California. Formany or mostqueries, the userlocation does notchange our

understanding of

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the query. Here are

some examples:

[facebook]

[pictures ofkittens]

[how many milesbetween the earth

and the moon]

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[reviews of hd tv]

[yahoo mail]

[chineserestaurants]

[pizza][citibank] When is

the user locationimportant in

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understanding

queryinterpretation and

user intent?Sometimes orrarely, it dependson the query.

Please use bothweb research and

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your personal

judgment toanswer this

question. Askyourself, Wouldusers in one city belooking forsomething

different than usersin another city?

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For many queries,

the answer to thatquestion is no.

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Copyright 2014122

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16.4 Querieswith an ExplicitLocation

Sometimes userstell search engines

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exactly what kinds

of results they arelooking for by

adding the desiredlocation in thequery. We'll callthis location insidethe query the

explicit location.The explicit

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location makes

queries mucheasier to

understand andinterpret.Sometimes theexplicit locationmatches the user

location or locale,and sometimes it

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doesn't. When

there is an explicitlocation in the

query, payattention to it!Users have told thesearch enginesomething very

important byincluding exactly

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what they are

looking for.Proprietary and

ConfidentialCopyright 2014

123

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16.5 VitalRatings forQueries with a

User LocationIn most cases, the

user location doesnot affect theVital

rating. Sometimes,user location

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allows us to better

understand theintent of the query

and give a result aVitalrating. Here is anexample of thisrelatively rare

situation. There aremultiple libraries

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named Belmont

Library in the U.S.Without a user

location, we do notknow whichlibrary the user islooking for and noV

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rating is possible.

With a userlocation, a

Vrating is possible.Proprietary andConfidentialCopyright 2014124

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