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What Is Local Search?

[Definition By Wikipedia.com] Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. Typical local search queries include not only information about "what" the site visitor is searching for (such as keywords, a business category, or the name of a consumer product) but also "where" information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude. Examples of local searches include "San Francisco hotels", "Manhattan restaurants", and "Las Vegas Hertz". Local searches exhibit explicit or implicit local intent. A search that includes a location modifier, such as "Bellevue, WA" or "98006", is an explicit local search. A search that references a product or service that is typically consumed locally, such as "restaurant" or "nail salon", is an implicit local search.

Local search sites are primarily supported by advertising from businesses that wish to be prominently featured when users search for specific products and services in specific locations. Local search advertising can be highly effective because it allows ads to be targeted very precisely to the search terms and location provided by the user.

Small business owners and even marketing executives for large enterprises may have a broad understanding of local search, and some are already using Search Engine Optimization or paid search but many have yet to take advantage of their own content being distributed on local search engines. Given that local search is the fastest growing form of online activity, according to comScore, and consumers will soon conduct two billion local searches each month, businesses should take action to manage their online local listings.

Because most online local business content comes from outdated offline sources, there are a large number of business listings being distributed across multiple local search engines, which are inaccurate. Equally as unsettling, there are a significant amount of business listings that aren’t being distributed at all. If you’re not managing your local search engine presence, you have no control over how often or accurately your listings appear in keyword-driven local search engine results.