Why Local Search Matters

[Chicago]

Because of inventory availability
Because local result sets are being propagated on traditional SERPs and being thrust into primary nav
Because significant off-line advertising efforts by SEs to drive traffic to local search
Because of early mover advantages as an advertiser
Because it is often free and often easy
Because learning it opens your eyes to numerous other inventory types
Because user conversions are high
Because accurate business information propagation is critical to search
Because search segmentation is the future
Because small business adoption will grow significantly over the next few years
Because local business is the overwhelming majority of all business
Because interesting, new algorthms are at play
Because reviews, ratings, social networking, and mapping are becoming fundemental to the futue of search
Because your customers will ask
Because diversification is key to a quality, long-term internet marketing strategy.
Because local search mimics the real world, like social constructs
Because it is neatly aligned to local consumption behavior patterns
Because as much as 40% of all search is local
Because you can out compete traditional local advertising competition in an interactive environment
Because it supports tradition value and supply chains
Because of its many derivations: networking, entertainment, travel, workplace, utility, emergency, and more are immense and increasingly important micro-segments
Because stats show that as much as 90% of online shopping queries result in offline sales
Because the average small business conducts the majority of their business within 50 miles
Because vertical search and local search co-exist neatly
Because generalist agencies need core internet specialization experts
Because information and physical space combine in an awesome new search environment, a la A9, Keyhole, and others
Because the 3% of SMEs currently utilizing interactive inventory will increase to 25+% in the next few years
Because the traditional YP industy is proven and established as a revenue driver, while local search is proving much more efficient
Because the same is true for newspaper ads, classifies, local radio and tv
Because it concerns core business data accuracy
Because it is a 9 billion dollar industry in a few years
Because it is search and quality search inventory (all of it) is at a premium due to the quality of the prospect and tier 1 inventory price inflation
Because every search click lost to a competitor should be of concern/interest to you

[Webwork]

Tevye never would have had to ask a follow up question of Golde if she made such a compelling case as you do, Chicago, the first time Tevye asked.

Tevye: Do you love me?

[bostonBeans]

Because the applications are being built to support it

To me, that is really what is driving all of this. The market was always there, but the attention it is starting to get will make that market reachable to the online masses. The improvments in these applications, on both the consumer and advertiser sides, will drive all of the things you talk about.

Nice list. You may have just convinced me to launch a venture in the local search space :)

-bB

[inbound]

Because people want to find relevant information quickly and easily.

On a side note, there don't seem to be many Local Search folk at all, I'd really like to see a Local Search trade association or something similar, please sticky me if you would welcome this or would like to see something else that may help us all.

[nice2cu]

I agree with Chicago 90%. Local Search is the gateway to welcome one's first client.

I had experienced many a times that prospected client would first come to your door so far. The reason for this, I think is that he/she would feel comfortable to deal after looking at the real platform with his/her eyes; A sort of touch & feel. May be it feels good to them when they see their neighbourhood.

I have kept rest of 10% for those who don't have Local product/service available. Sometimes they are not happy with the kind of product/service offered by a Local vendor. These types of people would certainly look for something else then just Local.

Afterall, Chicago has done real hardwork for the topic of discussion & have reasonable ways of justification. I am impressed! Keep up the good work!