This article is from ClickZ

“For some businesses, all search is local search. This includes service businesses that work within a defined geographic area, brick-and-mortar businesses that exist in only one location, and those that have several different branches.

For these enterprises, location is everything and local search is the only search that matters. Their target market is potential buyers of goods or services who could walk into their place of business. It makes no sense to expend resources advertising to anyone else. For these business owners, narrowing their marketing is one of the best ways to a get good ROI (define).” Read article.