1. A method comprising: identifying, by one or more computing devices, location keywords for each of a plurality of granular locations; identifying, by the one or more computing devices, geographic features associated with an area of interest that includes the plurality of granular locations; for each geographic feature of the identified geographic features: determining, by the one or more computing devices, geo data for the geographic feature; forming, by the one or more computing devices, a set of granular locations that is associated with the geographic feature using the determined geo data, the set of granular locations being from among the plurality of granular locations, wherein the forming is based on a threshold percentage of coverage of each of the plurality of granular locations by the geographic feature; and generating, by the one or more computing devices, a keyword mapping for the geographic feature based at least in part on a set of location keywords from the identified location keywords, wherein the set of location keywords is associated with the set of granular locations; receiving, by the one or more computing devices, an indication of a geographic location that is proximate to a user or is of interest to the user; determining, by the one or more computing devices, a first one of the geographic features that includes the geographic location; and selecting, by the one or more computing devices, content for delivery to the user using a corresponding keyword mapping for the determined first one of the geographic features, wherein the corresponding keyword mapping for the determined first one of the geographic features is formed from a corresponding set of location keywords associated with the determined first one of the geographic features.