Google customizes the SERPs (search results) according to the location of the
user. That means (for instance) that SERPs in the UK may be different from SERPs in USA or in Australia.
Those differences consist of a better ranking of the "local"
sites. For instance, a better ranking of sites
located in the UK in SERPs in UK.
The
location of a site has nothing to do with the place where the content has been created.
Google and most search engines fix location of a site on basis of the following rules:
1. As for sites with a
country TLD (.fr, .co.uk, .in, .es, ..), the site is located in the country of the TLD.
For instance, a site with .co.uk is supposed to be located in the UK even if it is hosted in India and its content is provided by a French company.
2. As for sites with a
generic TLD (.com, .net. org, .info,..), the site is supposed to be located in the country where the site has been hosted. So a site .com hosted in India
may be better ranked in India than in other countries, even if its content has been created in the USA or UK.
3. Since the hosting place may be irrelevant, Google allows only owners of sites with generic TLD to
fix another target country in the google webmaster account.
http://www.google.com/support/webmas...n&answer=62399