Comscore this month reports that local search grew 58% last year, reaching a total of 15.7 billion searches. Internet search grew only 21%. Local search is defined as the use of search tools like Google to find local businesses, products or services. Local search now comprises 11.5% of all internet search, and the percentage is growing.

Analysis shows that 75% of the top 100 keywords searched on Yellow Pages are non-branded. Neg Norton, president of the Yellow Pages Association said “Even if the searcher doesn’t know the company or brand they will ultimately give their business to, the decision to actually make a purchase has often already been made.” This is compelling evidence in favour of local businesses developing a strong online presence. Any advertising plan for local business should incorporate a local search strategy as growing numbers of planning-to-purchase consumers move to the web to research what, and more importantly where they will buy.