Local search can be defined as the experience when consumers search via the web or mobile-based sites and apps with a query that contains a geo-specific term such as a city name or zip code or where location is derived by the publisher to make the search results more relevant. The results that follow are typically comprised of businesses or points of interest with specific information such as name, address, phone number and other enhanced data fields. Consumers are conducting local searches across the internet via search engines, mapping services, internet yellow pages, specialized directories and social media sites on both the desktop as well as mobile devices. According to an immr/YP Local Search Study on “How Consumers Are Using Local Search . . .
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