The present invention extends to methods, systems, and computer program products for deriving signal location from signal content. In general, signal ingestion modules ingest different types of raw structured and/or raw unstructured signals on an ongoing basis. The signal ingestion modules normalize raw signals to form normalized signals. In one aspect, a raw signal is ingested. A derived signal is derived from the raw signal. A list of one or more geo cells where the raw signal potentially originated is accessed. A location annotation identifying a geo cell from among the one or more geo cells is formulated. The derived signal is annotated with the location annotation. A location in a two dimensional space is determined from the location annotation. The location is inserted into the derived signal forming a normalized signal.