A network device to manage a search query from a mobile device over a network, comprising:

a transceiver to send and receive data over the network; and

a processor that is operative to perform actions, including:

receiving a search query from the mobile device;

parsing the search query into at least one primary search term, and zero or more location modifiers;

if a location modifier is parsed from the search query, using the location modifier to determine a physical location;

refining the search query based on the at least one primary search term and the determined physical location; and

performing a search using the refined search query.