One of the perks of international travel is getting to see what the SERPs really look like in other countries. Check out this query for “Sams Club”* I did while in Barcelona yesterday:
So Google thinks the “Barcelona” line of Sam’s Club furniture is relevant to me simply because I am in Barcelona. Note my query never specified location. Google just knows there’s a page called “Barcelona” which matches the name of city I am in. If had been in Helsinki and Sam’s had a line of much-needed Helsinki Bullshit Deflectors, it probably would have shown those.