"My ROI on local search advertising is literally 10 times better than my Yellow Pages ad."

With those words, my dad changed my opinion of local search.

Truth be told, I've never been a fan of local search. Local search prophets actually annoyed me. I didn't believe them.

I watched local search conferences emerge and scoffed at the research. I believed their growth figures were self-serving and grossly exaggerated. Local search was myth, a market hyped by those hoping to profit from carving out a niche using location. Its professed power didn't accurately reflect the market's reality.

Man, was I wrong.

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