Businesses looking to perform search engine optimisation in the next year need to have a strategy in place to deal with the increased use of localisation features on Google, it has been claimed.

According to Econsultancy's Ashley Friedlein, the search engine is set to focus "big firepower" on the area in 2011 and could become a key player in related markets such as online reviews.

He stated that the firm is using its dominance to promote the use of local listings and reviews on its results and predicted that many organisations, especially smaller ones, will be able to use the features of their Google Business Listing account to conduct a large proportion of their online activities.

Continuing, Mr Friedlein explained that "Google is looking at pushing search results to users based on their location" and that, as the company is investing heavily in mobile search, localised results will be a major part of that.

It was recently stated by Google's Robert Hamilton in an interview with the Guardian that there would be five billion mobile phone users worldwide by the end of this year.

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