15. A computerized method for selecting relevant content at a search engine comprising: receiving, at the search engine, a search query associated with a location; calculating, with a localness calculator, a geographic range for the location associated with the search query; determining, with a processor, a candidate set of available content based on a contextual relevancy of the search query and based on the geographic range for the search query location; expanding from the location to determine location bands, wherein the geographic range sets an outer bound for an outermost location band; identifying which of the location bands include a location for each of the available content in the candidate set; ranking content in the candidate set based on the contextual comparison with the search query and based on the identified location band for the content, wherein content in a closer location band is ranked higher; and selecting, with a matching engine, the relevant content from the candidate set of available content based on the ranking.
15. A computerized method for selecting relevant content at a search engine comprising: receiving, at the search engine, a search query associated with a location; calculating, with a localness calculator, a geographic range for the location associated with the search query; determining, with a processor, a candidate set of available content based on a contextual relevancy of the search query and based on the geographic range for the search query location; expanding from the location to determine location bands, wherein the geographic range sets an outer bound for an outermost location band; identifying which of the location bands include a location for each of the available content in the candidate set; ranking content in the candidate set based on the contextual comparison with the search query and based on the identified location band for the content, wherein content in a closer location band is ranked higher; and selecting, with a matching engine, the relevant content from the candidate set of available content based on the ranking. 18. The method of claim 15 wherein the relevant content comprises at least one advertisement displayed with search results from the search query.