1. A method, comprising: determining a location of a client device associated with a first user; presenting on the client device a first user interface for selecting a criterion to localize search results; responsive to the client device receiving a selection of alter egos of the first user as the criterion, presenting on the client device a second user interface for selecting an alter ego from a plurality of available alter egos to determine search results relevant to the alter ego when the alter ego is located at the location of the client device, wherein one or more of the plurality of available alter egos are associated with at least a second user that is different from the first user; responsive to the client device receiving a selection of the second user as the alter ego, presenting on the client device a third user interface for selecting a user interest from a plurality of available user interests to determine search results relevant to the user interest; responsive to the client device receiving a selection of a first user interest as the user interest, generating by and transmitting from the client device a search query based on the location of the client device, the alter ego, and the first user interest; and responsive to the client device receiving first search results relevant to the search query, presenting on the client device a fourth user interface for interacting with the first search results.