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Over time, Google’s algorithm has continued to improve the search experience by providing users with the most relevant information. Over the last year, it has become apparent that one of the ways Google is doing this is by focussing on local search results.

This means really placing an emphasis on where the user is in relation to the goods and services they’re searching for.

For advertisers this is important for three important reasons:

1. The local results appear above the regular natural results section of Google. In fact, it will be at the very top if there are no paid search results
2. The real estate on the first page and highlighted importance will definitely have the attention of the searchers eyes. The biggest lure is the map itself which shows where your business is in relation to them. Although it may not ultimately matter the user is curious about that for a number of reasons.
3. These results give advertisers the opportunity to show off how happy customers are with their service as these results will indicate how many reviews you have and what your average score is.

Put yourself in the position of the searcher. Are you more likely to click a link at the bottom of the first page, or a link near the top where you can see where the business is positioned with reviews and images at your fingertips? It’s a fairly easy choice.

So the question is, how does Local SEO work?

In order to answer the question, it’s important to understand what makes Google great, and why we use their search engine 10x more than Yahoo and Bing combined. Simply put, Google provides the most accurate and consistent results.