1. A method comprising: providing a data structure that includes one or more historical query logs, each query log including query log entries, each query log entry comprising a respective search query submitted by an individual to a search computer system; accessing the query log entries of the one or more historical query logs; determining a location of interest for one or more of the query log entries, wherein the location of interest for each query log entry is based on text of the respective search query or a view of a map application associated with the query log entry; determining, for each of the one or more query log entries, a submission location corresponding to where the respective search query was submitted; calculating, for each of the one or more query log entries, a distance between the location of interest for the query log entry and the submission location of the query log entry; determining, for each of the one or more query log entries, whether the calculated distance exceeds a threshold value, and identifying the query log entry as a candidate query only if the calculated distance exceeds the threshold value; evaluating the one or more candidate queries to determine particular targeting information for the location of interest; receiving a request for content from a user that is proximate to the location of interest or that has expressed an interest in the location of interest; and providing content to the user based at least in part on the particular targeting information determined from the one or more candidate queries.
4. The method of claim 1 , wherein the submission location is determined based on a mode of the user, and wherein the mode is selected from either at work, home or away.