Are you taking advantage of knowing where your users are?  There is big money to be had in advertising local businesses on the web.  But you have to know where they are located before you can do that.

Enter IP2Location.com.  At IP2location.com, you can get information on the lattitude and longitude position of any IP address.

Do you need to know your own IP gateway address?  Go to IP2location.com and you will see it displayed.

Do you need to know a users location?  You can either use their free tool at  http://www.ip2location.com/demo.aspx , or get an account with an API interface so that you can resolve the IP information real time. 

Give your users more information and help them connect their dots better.  Use IP2location on your site.