One city, and a search map drawn by compass point.

Knoxville is the seat of Knox County and the centre of the metro: the University of Tennessee, the Tennessee River, two interstates meeting in the middle, and a ring of towns and communities that each think of themselves as somewhere else. Inside the city limits the neighbourhoods have real identities — the old streets north of downtown, districts of post-war ranches, the newer subdivisions on the west and north-west edges — and the search behaviour follows them.

People here do not search "Knoxville" as often as an outsider would guess. They search West Knoxville, North Knoxville, South Knoxville, Fountain City, Bearden, Hardin Valley, Karns, Halls. The map pack draws on where the phone is, not where the city limits are, and the limits are irregular enough that a Knoxville business and a Farragut business are competing for the same searcher standing in the same driveway.

The housing runs across a century. Early-twentieth-century houses near the centre with the wiring and plumbing to match, mid-century ranches across whole districts, and subdivisions built in the last thirty years. Hot, humid summers, a spring that arrives with storms and pollen, and enough mature trees that a tree company can build a business on wind alone. Every trade on this site works here; the question is which part of the city each one should be talking to.