Local search is becoming increasingly important. Google reports that 20% of search queries have local intent, amounting to billions of searches per month. What's more, local search is even more critical in the booming mobile search space. Microsoft recently reported that 53% of mobile searches have local intent.

Beyond raw numbers, local search is important for another reason - those searching locally are often the most highly qualified customers. People searching for "prom dress" may just want to browse styles, but a search for "prom dress in michigan" indicates they have a real intent to purchase. Making sure you show up prominently when local searchers are looking for your products or services is critical for success. It will only become more critical as the push towards mobile search continues and as more and more people stop consulting the yellow pages and go straight to their favorite search engine to find what they need.