As Lisa Barone describes, there are four important levers for success in local search.
On page optimization and link building play the same role as they do in regular universal web search. The other two are critical to success in local search.
Citations are important in providing precision on the actual location of the local business. It is important to ensure consistency among all the different citations.
The fourth factor is reviews and these are of growing importance in SEO. Whether they are negative or positive they help the business stand out from the pack. Ask for reviews from anyone who has a stake in your future success.
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