Local search actually operates on an algorithm separate from national SEO. You’ll notice this if you perform a local search (using geographic-specific keywords or enabling location awareness on your mobile device); you’ll see three entries above the “usual” organic search results. As you might imagine, this triple slot availability gives you some incredible strategic opportunities. If you can make your site relevant enough to get to one of these slots, you’ll carry enormous visibility—and you don’t have to worry about competing with national players. For companies that operate exclusively for a local population, this is ideal.