Local search is where it’s all at when it comes to a location based business. If you have a physical storefront or headquarters then you could be missing a valuable opportunity to improve your rankings or worse! For some businesses you might actually be harming your rankings without even knowing it. You see, Google and the other search engines look at online directories for citations about your business. What that means, is if you have lots of references to your business, they will consider it a good sign you are in business and relevant to people’s searches.
If you are not properly listed in online directories (for example if you changed your phone number awhile back) you could have inaccurate citations about your business! Not only will you lose the rank juice from these pages, but you also risk your customers finding this inaccurate information and not being able to reach you.