When a special event comes to town, online retailers need to pay more attention to opportunities that could attract consumers with local search. Chip suggests marketers should consider SEO practices
to help consumers locate related information on the company's Web site.
Aside from organic search, companies should consider using paid search, Google Maps, Yahoo Travel, and Trip
Advisor. In Google Maps, for example, local business results return in local-based Google queries. Not only does the engine return results, it also provides insight into maps, addresses and
directions.
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