• Search Engine Land, Tuesday, August 5, 2008 1:30 PM

The phrase "local search" can be used to describe both on- and offline searches, and according to recent reports, the categories local users search within online tend to mirror the categories of offline yellow pages. For example, the top two headings in terms of volume for on- and offline local searches were "restaurants" and "physicians & surgeons." And the similarities continue through the top 10.

But there are some difference between on- and offline local searches. "Offline searches are more often conducted for service-oriented businesses, such as Plumbers and Veterinarians, while online searches are typically a superior vehicle for product searches--for Sporting Goods, Office Supplies, Shoes," says Larry Small. "This is because service-oriented searches typically require a live phone conversation for the consumer to describe their unique and specific issue, determine if the service provider can help with that issue and what the next step might be--a service call/appointment, a free estimate or another service provider."

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