How Location-Aware Devices are Impacting Local Search Marketing

Location-aware technology is making local search more powerful than ever before. The ability to elicit a direct response is strong for both small businesses in local regions and online businesses who are intending to reach a national or international audience.

How It Works

Many smartphones are capable of taking advantage of location awareness in order to deliver locally relevant search results on Google. The way it works is that the phone communicates its GPS coordinates as well as the ID of the cell tower that it is using at the given moment. IP addresses can also be used on devices like laptops; the internet connection can communicate its location this way and the users on that connection can also receive local search results.

The Result

As a result of devices being “aware” of their location and applying that information to search results, users can acquire information that pertains to them locally, such as local businesses that carry a product or service they may be searching for. Maps, phone numbers and other contact information can be provided. This is indispensible for restaurants, gas stations, hotels, stores and virtually any other local business.