There's no discounting the positive impact that a strong local search strategy can have for a small business--but Jody Nimetz argues that the same cannot be said about local search for big brands. "If you are Pepsi or Coke do you really need to establish a local search strategy? To me local search is useful and works best for small to medium sized businesses with one or possibly a couple of different locations," Nimetz says.
While Nimetz says that local search can work for some larger brands, there are factors that make it less of a priority, starting with the fact that the big engines have some difficulty delivering high-quality, relevant local results for queries that don't contain a city or town modifier.
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