Feeds

Google taps your IP address for Starbucks targeting

Except when it does something else

5 things you didn’t know about cloud backup

Google's search engine monopoly now offers so-called local results - even if you neglect to key in your particular location.

Today, with a post to the Official Google Blog, the Mountain View Chocolate Factory trumpeted a worldwide roll-out of new tech that serves up local search results according to your IP address.

"When you search on Google, we will guess where you are and show results near you," the post reads. "In most cases, we match your IP address to a broad geographical location."

As usual, Google leaves you wondering what it does in all the other cases. This may or may not extend beyond the ability to set your own location using a link in the top right-hand corner of the results page. We've asked Google for clarification, but have yet to hear back.

"We try to make our guesses as good as they can be so that whether you're shopping for groceries, sporting goods or flowers, or looking for your bank, your gym or the post office, you can just say what you want, and we'll try to find it right where you are," the post rambles on. "You can also search for specific stores or street addresses near you."

Google has long provided this sort of local search, pinpointing nearby businesses on a Google map, but only if you specifically provided your location.

Of late, the company has exhibited a multifaceted obsession with online geolocation. In February, it rolled out Google Latitude, which lets you track friends and family via their mobile devices. And soon thereafter, it introduced a Gmail "Labs" offering that shows off the location of the people you're chatting with over email.

Nonetheless, Google insists that IP addresses are not personally identifiable information. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.