Google has recently updated their search quality rating guidelines which gives emphasis to location based search and user intend. This is because all the searches performed on Google are dependent on the location and language from which the search is being performed. The same keywords will have different meanings in different locations. It is also the same case on different contest.
People searching from different locations with different intentions want to have different kind of search result to be displayed. Search engines calculate the search locations and the intent behind the search before showing up the results. The nature of search results also depend upon what the user want to see based upon the web history.
However certain kind of searches does not change the way results are displayed because users from different locations want the same kind of result. In such cases Google and other search engines displays the same kind of result. In certain cases people in one country might be looking for result related to that specific location. Events and festivals are such type of search queries.
