Although the projections and numbers differ depending on the source there is no denying that the future of local search is upon us now! According to a Piper Jaffray 2007 research paper 30% of all queries contain a city, state or zip code. Furthermore, over the next ten years they are projecting that local search will grow from a 4.5 billion dollar market to one that exceeds 25 billion dollars.

While the numbers are great – what really excites me about local search is Location, Location, Location! Currently when a user conducts a search which includes a zip code, city name or state name, local search results are returned. These results are listed below the paid search results but above the organic listings. In addition they usually have push pins or some other identifier next to them helping them to stand out. This is prime real estate for attracting your consumers’ attention and clicks.

Step Aside Yellow Pages


Unlike the Yellow Pages where businesses are restricted in the type of information they can submit and in turn how they can be found (Business name, address, telephone number, fax number, URL and category) success in online local search requires that more robust information be provided.

  • Secondary Categories
  • Brands Carried
  • Products/Services
  • Hours of Operation
  • Logo
  • Slogan/Tagline
  • Amenities
  • Photos
  • Specialties
  • Longitude and Latitude

This is especially important when you consider how users are searching for local information and how the local search algorithms work.


Seek and You Shall Find


There are two primary ways in which users search for local information:

  • Recovery Search: This is when the business name is known and the user is looking for more information from that business to make an intent to purchase. An example of this would be somebody on a business trip in Los Angeles who needs to make copies for their presentation tomorrow. They might type in Kinko’s near Los Angeles Airport.
  • Discovery Search: This is when the business name is not known, and the user is hoping to uncover local businesses that provide the desired product or service searched. This type of search is keyword driven. An example of this would be somebody in a Chicago hotel late at night
    craving deep dish pizza. They might do a search for the nearest deep dish pizza place near their hotel.

The Ways of the Algorithm


Most local search engine results are determined based on the following criteria:

  • Geo-Proximity to the Searched Location/Zip Code
  • Searched “business or service/product/brand” – is in the Business Name?
  • Searched “business or service/product/brand” – this ‘content’ associated with the business profile
  • Has the marketplace interacted with the listing – i.e. User feedback, etc…

Clearly the way to maximize your exposure in the local search results is to build out a profile that takes full advantage of the additional information that the online search space allows. So if this is the case why are so few doing so? Currently the majority of the listings that are appearing in the local search results are being pulled directly from the yellow page listings. The majority of businesses are unaware that they can update their listings directly within the major search engines such as Google and Yahoo. In addition businesses with multiple locations can partner with companies such as Localeze, Axiom or InfoUSA to distribute their listings to a broader network.

Local Search Coming to a Phone Near You


Over the last few months, Microsoft and Google have launched similar free phone based directory assistance services with the goal of extending their online businesses to the potentially huge mobile market. Yahoo and several other companies are currently in the process of doing the same. This is another great opportunity to demonstrate how businesses can leverage local search to connect clients with local consumers.

Try the following:

Do a search on Google for Miami hotels
Notice the local search results, and then click to see more
Now go to http://www.google.com/goog411/  (watch the video it is only 1.5 minutes)
Call the free directory number listed
Ask for hotels in Miami Florida
Say skip to all the other options….
What do you hear?

That’s right the local search results appearing in Google and MSN are now accessible via phones through their directory service.  It is only a matter of time before businesses will be able to send coupons in their listings that can be sent directly to the mobile phone user when they are provided with local search results.