1. A method comprising: receiving, from a user device, a request for content submitted by a particular user, the request for content being associated with a location and including one or more keywords; determining, by one or more processors, one or more entities located proximate to the location associated with the request; determining, by the one or more processors, a prominent entity of the one or more entities located proximate to the location associated with the request; determining, by the one or more processors, one or more categories associated with the prominent entity; evaluating, by the one or more processors, historical search queries submitted by the particular user to determine: one or more interests of the particular user; and one or more additional keywords associated with the particular user; identifying, by the one or more processors, one or more content items responsive to the request based at least in part on the one or more keywords included with the request for content, the one or more categories included with the prominent entity, the one or more interests of the particular user and the one or more additional keywords; and providing, to the user device, the one or more content items responsive to the request for presentation to the particular user, such that the particular user is presented with one or more content items identified based at least in part on one or more keywords included with the request for content, one or more categories associated with a prominent entity of one or more entities determined to be located proximate to a location associated with the request, wherein the one or more interests of the particular user are identified based at least in part on historical search queries submitted by the particular user, and the one or more additional keywords associated with the particular user identified based at least in part on historical search queries submitted by the particular user, wherein the additional keywords are not included in the request for content submitted the particular user.