Google have recently changed their search results to include a customisable IP setting. This allows a user to change his/her IP location search to skew search results to their current location. This isn’t completely new, Google have been doing this for a while but not too effectively. Google have now made it easier for countries such as Australia who have some citizens IP’s based in the US or in other states from which they live to obtain relevant location search based results when searching. Users are now able to change their location and customise their search result. You might say well you can do that by placing the location in your search query, this is true. However when you are searching for something more general such as “tools” if your default setting is set for Prahran then as you search you will receive results that incorporate the keyword Prahran and thus provide you with a far more relevant search result. Try it out for yourself.