Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. Typical local search queries include not only information about "what" the site visitor is searching for (such as keywords, a business category, or the name of a consumer product) but also "where" information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude. Examples of local searches include "Hong Kong hotels", "Manhattan restaurants", and "Dublin car rental". Local searches exhibit explicit or implicit local intent. A search that includes a location modifier, such as "Bellevue, WA" or "14th arrondissement", is an explicit local search. A search that references a product or service that is typically consumed locally, such as "restaurant" or "nail salon", is an implicit local search. Local searches on Google Search typically return organic results prefaced with a 'local 3-pack', a list of three local results. More local results can be obtained by clicking on “more places” under the 3-pack. The list of results one obtains is also called the Local Finder. Search engines and directories are primarily supported by advertising from businesses that wish to be prominently featured when users search for specific products and services in specific locations. Google for instance, has developed local inventory ads and features ads in the local pack. Local search advertising can be highly effective because it allows ads to be targeted very precisely to the search terms and location provided by the user.
Evolution Local search is the natural evolution of traditional offline advertising, typically distributed by newspaper publishers and TV and radio broadcasters, to the Web. Historically, consumers relied on local newspapers and local TV and radio stations to find local products and services. With the advent of the Web, consumers are increasingly using search engines to find these local products and services online. In recent years, the number of local searches online has grown rapidly while off-line information searches, such as print Yellow Page lookups, have declined. As a natural consequence of this shift in consumer behavior, local product, and service providers are slowly shifting their advertising investments from traditional off-line media to local search engines.
Of directories, search engines and maps One can search for local information via search engines. These often return local search results from directories and maps. Google for instance, will present results from its directory (called Google Business Profile) in Google Maps and also in the search engine results pages in the form of a local pack. One can also look for local information by searching Apple Maps Search engines offer local businesses the possibility to upload their business data to their respective local search databases. Other local search engines adjunct to major web search portals include general Windows Live Local, Yahoo! Local, and ask.com's AskCity. Yahoo!, for example, separates its local search engine features into Yahoo! Local and Yahoo! Maps, the former being focused on business data and correlating it with web data, the latter focused primarily on the map features (e.g. directions, larger map, navigation). Local search, like ordinary search, can be applied in two ways. As John Battelle coined it in his book "The Search," search can be either recovery search or discovery search.
This perfect search also has perfect recall – it knows what you’ve seen, and can discern between a journey of discovery – where you want to find something new – and recovery – where you want to find something you’ve seen before.
This applies especially to local searches. Recovery search implies, for example, that a consumer knows who she is looking for (i.e., Main Street Pizza Parlor) but she does not know where they are, or needs their phone number. Discovery search implies that the searcher knows, for example, what she wants but not who she needs it from (i.e., pizza on Main Street in Springfield). In February 2012, Google announced that they made 40 changes to their search algorithm, including one codenamed "Venice" which Google states will improve local search results by "relying more on the ranking of (Google's) main search results as a signal", meaning local search will now rely more on organic SERPs (Search Engine Result Pages).
Local search results Google can show a business's information in mobile or desktop google search results, or/and in mobile and desktop google maps results. Local search results displayed by google often include a local pack, that currently displays three listings.
Ranking factors Major search engines have algorithms that determine which local businesses rank in local search. Primary factors that impact a local business's chance of appearing in local search are proper categorization in business directories, a business's name, address, and phone number (NAP) being crawlable on the website, and citations (mentions of the small business on other relevant websites like a chamber of commerce website). In 2016, a study using statistical analysis assessed how and why businesses ranked in the local packs and identified positive correlations between local rankings and 100+ ranking factors. Although the study can't replicate Google's algorithm, it did deliver several interesting findings:
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