Business listing optimization and improving your "findability" in the local search space is the hot market right now. Local search is mainstream. And If you're not already convinced of this, all you have to do is measure the real estate Google allots to their 7-pack (listings that appear adjacent to the large map of business locations) in the universal results - on many screens almost pushing the index-based results below the fold. Last year, the major engines saw a whopping 2.6 billion local searches conducted per month.
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