A method of configuring a personalized geographical area for a user. An electronic system for providing a geographical-based service (e.g., a business directory, mapping, consumer opinions) obtains information regarding locations that can be associated with the user. Such locations may include his home address, the zip code in which he works, a business district he provides or reviews consumer opinions for, an address of an establishment for which he requests a map, etc. Using the various locations associated with the user, a personalized geographical area is configured for the user, to act as his default area when reviewing consumer opinions, requesting business locations and/or other purposes. His personalized area may change over time as the system obtains newer information regarding his activities. The personalized area may be of any size and shape, particularly non-circular, as it may be derived based on travel distances over terrain (i.e., instead of straight-line distance).