As these recent figures from Hitwise in the US suggest, searchers are using more and more keywords in their searches to help determine their search results before they appear.
What does this mean for local marketers?
Well, it is increasingly important to ensure the correct keywords and locations are used in web content, landing pages, press releases. And also that you explore the long tail of your PPC search campaigns to ensure you are picking up on the smaller number of searchers that are closer to knowing what they want. The guys at the bottom of the Sales funnel, that are about to pick up the phone and talk to you.
What should I do about it?
Next time you brief copywriting, ensure you include the words that your target audience are using are included in the brief to be used in the copy. Want to know what people are searching on? Use this tool.