The present invention extends to methods, systems, and computer program products for deriving signal location from signal content. A raw signal is ingested. A partially normalized signal is derived from the raw signal. One or more named entities are recognized from content included in the raw signal. A geo cell database is queried with the one or more recognized named entities. A geo cell where the raw signal originated is identified. The partially normalized signal is annotated with a location annotation identifying the geo cell. A location is determined from the location annotation. The location is inserted into the partially normalized signal to form a normalized signal.