From Location Phrases to Geographic Entities: Task-Adapted Retrieval for People Search
Yanbo Li, Chujie Zheng, Jiahao Xu, Chetan Bhole, Lingyu Zhang, Puneet Singh Ahluwalia, Kevin Nguyen, Raghavan Muthuregunathan, Santhosh Sachindran, Sachin Ahuja, Fedor Borisyuk
Abstract
People search must map free-form location phrases to geographic entities used as structured retrieval filters. Lexical standardizers handle canonical names well but are brittle to aliases, misspellings, metropolitan expressions, and same-name ambiguity. We formulate this task as graded, set-valued entity retrieval over a fixed ontology. We identify three coupled design requirements: distinguishing identity-preserving variation from knowledge-dependent aliases, controlling false negatives among valid same-name entities, and separating stable transformations from mutable entity knowledge. We realize them in a prompt-asymmetric bi-encoder with calibrated alias support, bounded ambiguity-aware negatives, and editable entity documents that support localized updates without retraining. Across a fixed production-derived development benchmark and a public GeoNames transfer task, task adaptation improves substantially over frozen encoders and standard token baselines. Controlled development ablations show that specialized supervision contributes beyond standard task fine-tuning and encoder scaling. On GeoNames, the adapted model improves known-target Recall@1 throughout zero-to-moderate character overlap, while character n-grams retain a small aggregate Target Recall@5 advantage. In a blinded human comparison on a stratified production challenge set, our model raises relevant P@1 from 28.0% to 46.0% (p=0.012). Fixed-query endpoint estimates improve on non-canonical queries and remain close to control on frequent queries; a randomized live experiment detects no engagement regression. These results support task-adapted geographic entity retrieval as a practical replacement for the incumbent taxonomy-based standardizer, with the largest relevance gains on non-canonical queries.