Where traditional web, or organic search is designed to help people browse the internet for relevant web pages, PDFs, photos and documents, local search is geared towards helping customers find the most relevant and trustworthy businesses, destinations, service providers, etc. in their area.
“Over 80% of people use the internet to find local businesses and 45% of all the searches on Google are made with local intent, or the intent of finding a nearby location”
No matter how you search, through a map or traditional results, when a search engine recognizes you’ve searched with local intent it returns geographically relevant results. Those results could come in the form of a local pack on Google, a list of results on Yelp or map results in iMaps.
On average, 84% of local searches will lead to an in-store purchase. Local search is more actionable by nature and designed to help customers who have the intention of visiting a store or making an offline purchase. This means that restaurants, apartment complexes, doctor’s offices, plumbers, auto repair shops…any business with a desire to provide a service to a certain geographic area or drive traffic to their physical locations should take interest in local search.