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Google produces a separate set of results at the top of the SERPs for local searches. These results are managed by a completely separate team within Google.
Our local SEO guide offers an extensive overview of the ins and outs of local search engine optimization. It is available as a PDF or as a download from the link below. In 2016, local results will be more important to users than ever.
If you don't have a local SEO strategy, you'll miss out on a ton of traffic. When implemented properly, local SEO yields a positive ROI for your business. It's probably not going to break you if you decide against it.
More info about local SEO: optimizing your rankings for google local search:
https://seo.co/local-seo/
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