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BByy KKevin ZZimmeerrman
OST INTERNET users use search functions many times a day, whether they’re
looking for information on a general topic (“Movies”) or something more
Mspecifi c (“James Cameron Movies”). But while the more Net-savvy may also
know that they can fi nd out what movies are playing in their area and at what times (“Movie
Times Chicago, IL”), they may not be aware of how such localized search can be applicable,
and a valuable tool, for their own business. In fact, whether a given company’s prospects
are mostly located within the same zip code or scatt ered around the world, local search has
become critically important to drive traffi c, both physical and electronic, to its stores. Wisely
employing local search gives a company an additional chance of appearing high on the results
listings of a given search (“Wholesale Clothing Chicago”), and in the still-developing mobile
device market, may prove invaluable when potential customers perform searches on their
iPhones or similar devices.
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