Optimizing Location Data: What It Is, Where It’s Going and Why It’s So Important

Opinion: Local search is a weapon marketers can use to increase store revenues and boost local brand perception

Locational data has made headway as the new biggest trend because it provides marketers with clarity zhudifeng/iStock

With 45 percent of all searches on Google now including local intent (finding nearby businesses) and 84 percent of those local searches resulting in purchases, local search is now the largest weapon marketers can use to increase both store revenues and local brand perception. However, many businesses, and even marketing executives, are not taking enough action to improve their local presence.