Summary
Despite all the bells and whistles that are increasingly available to them, consumers conducting online searches for local businesses want the basics. They eschew fancier features like videos and click-to-callback in favor of low-tech but high-value information: proximity, hours of operation, contact information, and the like. Product strategists charged with improving local search would be wise to focus on optimizing and refining the core experience — and experimenting sparingly with more advanced features.
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