Google quietly announced a new addition to Google Now at an event in Paris today known as Location Aware Search. The new feature uses your real time location to modify its answers to various questions. It can now understand your location, nearby landmarks, businesses and geographical features such as rivers with only vague questions to go on. During the conference, some great examples were given:
“Call this conference center” – The phone dialed the reception desk
“How long is this river” – An accurate reply for the Seine that runs next to the centre
“How tall is it?” – using location spoofing for NYC, returned a reply for the Empire State Building
Whilst we have seen no official news from Google relating to the feature, it is now working on many users Google Now apps. Obviously if you have not allowed it access to your location data, as I’m sure many of won’t have, the features will not work.

Source: http://www.xda-developers.com/google-location-aware-search-goes-live/