Local search refers to searches made with the intent of finding a local business or service within a geographic location. It is estimated that 30-40% of all searches are for local information. It is important for businesses to claim and optimize their listings on search engines like Google, Yahoo, and Bing to show up in local search results. The document provides tips for businesses on how to create and enhance their listings, including adding details like the address, phone number, categories, hours, images, videos, and coupons. It also discusses factors that can influence local search rankings like citations and customer reviews.