Local search marketing has become a big deal for many businesses looking to garner website traffic and interact with their immediate communities. Search engine marketing and social media sites are now turning to local search to legitimize brands online while also offering more ways for users to get in contact with companies.
Marketing Land pointed out that local search efforts are a significant boost for any business, especially within a certain community. Narrowing down marketing tactics to target a specific group of people in one location can open up new opportunities, one market at a time.
While search engines were primarily a local search avenue, social media sites such as Google Plus, Facebook and Foursquare are all taking the opportunity to engage users and connect them with brands on their platforms. Search Engine Watch pointed out that Facebook Graph allows users to see businesses that friends visit and contact. Programs like this make local search a competitive game for marketers, especially with the introduction of mobile local search. Sites like Yelp have to keep up with the way people interact with brands on social media sites and continue to offer worthy, reputable content.