Aspects of the present invention customize services, including search results, that are customized based on the user's familiarity with a geographic area. The search results may be customized by including different information in a search result, emphasizing different information in a search result, adjusting a relevance rank of different search results, and such. The search results may be customized based on the understanding that a user's familiarity with a particular area may influence the type of information that can be useful to the user. Different levels of familiarity may cause different types and levels of search result customization to be performed.