Local Search Marketing

When we speak of actual local search, we are referring to the ability to locate and find specific businesses in specific locations. An example of this would be a locksmith ranking well for a search on locksmith services in a select city or community. This mode of search works particularly well for local businesses. If you are primary online, or have no local storefront, the concepts discussed around "localization" will still be of interest, but true local search requires an address and phone number in a location.
There are two components you must understand in order to be successful in local search. The first is the concept of localization, and then the idea of local search itself. When websites speak of local search, they often refer to being found in a specific location or across multiple specific locations. For example, you may want you web site to be found for a particular product in all areas that are most likely to consume this product. If your product is ski wax, it would make sense to appear in search results originating from any area that enjoys an active skiing culture. While this may seem like a great idea, local search is not without its challenges. In localization, you are trying to be associated with many regions, but you may not necessarily have a physical location in any of them.
Obvious in the local search results are phone numbers and addresses. The rest of the results on the search page, whether paid or organic, are a mix of local business as well. One main differentiator between localized search and local search is the need for a web site. Business can be found quickly and easily through local search with the most pertinent information on hand: a phone number and physical address. There is no need to have an actual web site to participate in local search. This might seem counter intuitive, but when you understand that searchers are actually looking for a specific service in most local searches, it becomes clear that what they need are directions to a product or service and a contact number so they can find out if this product or service is available immediately.
In local search, you will enter into a process with a search engine to identify yourself and associate yourself with a specific area and location. You'll be required to provide a local phone number and mailing address, both of which the search engine can opt to contact with confirmation information for you. When you've completed that part of the process, you can help the engine understand more about you by entering as much information about your location and area of service as possible. The more information the search engine has, the better it understands how to rank your website in a search engine results page.
The information contained in this ad is fictitious, but you will note there is no web site listed in the ad. None is needed to appear in the local search results. It's similar to being in the phone book, or the search engine's version of a phone book. No actual web site is needed, as they show your name, location, and phone number when users in your area search for your services or products. Google uses the information you provide on the first page, as well as all the information on this and subsequent pages, to understand exactly what your business is about. Don't take shortcuts. Make sure you fill in as much information as possible so that the search engine can rank you as relevant result. if this means going outside and taking photographs of your business, products, or services in action, then you should do it and upload the photos into your profile.