This document discusses the importance of local search engine optimization. It notes that 20-53% of desktop searches and 28-36% of mobile searches have local intent like finding nearby businesses. Mobile is overtaking desktop usage, with 25% of Google's paid clicks coming from mobile by end 2012. The document outlines Google's algorithm updates to better surface locally relevant results, including predictions, rankings, and detecting local queries and documents. It provides tips for local SEO like optimizing business listings, citations, social media, local websites, and reviews. Finally, it discusses differences between Google Places for Business and Google+ Local listings.