The local search searches for information online with the intention of making an offline transaction. Everything that is normally searched for in the printed yellow pages becomes a local search when done online. Local search is the use of specialized search engines on the Internet that allow users to submit geographically restricted searches in a structured database of local business listings. Typical local search queries include not only information about what the site visitor is looking for (for example, keywords, a business category, or the name of a consumer product), but also location information, such as address, city name, zip code, or geographical coordinates, such as latitude and longitude.
Examples of local searches include hotels in Hong Kong, restaurants in Manhattan and car rental in Dublin. Local searches show explicit or implicit local intent. A search that includes a location modifier, such as Bellevue, Washington, or District 14, is an explicit local search. A search that refers to a product or service that is normally consumed locally, such as a restaurant or nail salon, is an implicit local search.
Organic listings are another great opportunity for your local business to appear among motivated search engines when Google determines that the query has a local intent. Local search that incorporates internal or external social cues could be considered driven by local social search. The main factors that influence the likelihood of a local business appearing in local searches are proper categorization in business directories, the ability to track the company's name, address and telephone number (NAP) on the website, and citations (mentions of the small business on other relevant websites, such as a chamber of commerce website). Local search is an integral part of any SEO strategy aimed at customers in a specific region, city, or neighborhood.
So, while local and organic SEO are interconnected in these ways, each requires a unique strategy with different optimization tactics. As you can see, local search is an essential channel for companies of all types that serve local customers: franchises, retail chains, stores called Mom & Pop, financial services brands, service providers, business brands and SMEs alike.
