Search Marketing is the collective term used to describe activities undertaken to increase the visibility of content or a business listing, on the organic and/or paid areas of a search engine results page.
Local Search Marketing focuses specifically on improving visibility for searches with local intent.
The searcher is typically looking for information or to purchase or consume a product or service near to where they conducted the search, which could be from their desktop computer, or more likely from their mobile device.
These local searches are growing in number due to the proliferation of mobile devices and how consumer behaviour is changing. These searches tend to be profitable for businesses to target since the searcher is more likely to be looking for instant gratification, since a high percentage of the searches will result in a transaction taking place. This is opposed to informational searches which typify the search environment, and are far greater in volume overall.
Marketers can use Local SEO tactics and Local Ads to improve the chances of their clients business listings, or content, appearing for the searches that mean the most to them.