Spot on, so is your site mobile ready?
the interesting part for us is the two and ip thing? you can live in a town and have an ip miles away. thats an issue that needs a plan. the phone can send back all that data about where you are and the time of day weather where you are etc etc but if the ip is wrong then the results will be wrong if you only use carpet cleaning or carpet cleaners. BTW but a s on the end of cleaner and it does make a difference.
google knows when i am at home not because of my ip but because I have latitude turned on and thats without checking in. latitude is going to be moved to G+ so the match up of circles will also help. that old thing of you know him, who knows her who knows the prospect that is searching in your area connection. G+ calls them ripples, unlike facebook where you dont have these open ripples and would have to work at them its all done for free by google for people searching outside of G+ as long as they are signed in when searching. thats why you get profile images on google results pages alongside those results of people using G+ and authorship
thats what moz is saying, its not the words but the data thats being given back without you having to tell google.