Local search (Internet)

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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.^[1] 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.^[2]

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.^[3] 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.