1. A method comprising: identifying location keywords associated with granular locations; identifying geographic features associated with an area of interest that includes the granular locations; for each geographic feature of the identified geographic features: determining geo data for the geographic feature; forming a set of granular locations that is associated with the geographic feature using the determined geo data; and aggregating a set of location keywords from the identified location keywords, wherein the set of location keywords is associated with the set of granular locations to form a keyword mapping for the geographic feature; receiving an indication of a geographic location that is proximate to a user or is of interest to the user; determining, by a computer, a first one of the geographic features that includes the geographic location; and targeting content for delivery to the user using a corresponding keyword mapping for the determined first one of the geographic features, wherein the corresponding keyword mapping for the determined first one of the geographic features is formed from a corresponding aggregated set of location keywords associated with the determined first one of the geographic features, wherein the targeted content for delivery is based on at least one of granular locations outside of the determined first one of the geographic features that is closer to the geographic location than at least one of corresponding formed set of granular locations, associated with the determined first one of the geographic features, is to the geographic location.
4. The method of claim 1 , wherein the identification of the location keywords is based at least in part on search query logs.