Owners of small businesses should be focusing their search engine marketing strategies on localised search in order for it to be effective.

This is the view of Jake Hird, senior research analyst at Econsultancy, who said getting such enterprises listed on services such as Google Maps and Google Places could be a vital part of a successful campaign.

He added that business owners looking to take advantage of the mobile marketing options that are now available should also consider localising their content in order to prepare for future developments.

Although tools such as Google Instant for portable devices are not yet able to provide location-based content, this is something the company may be looking to implement later this year, so websites should be prepared for any developments in this area.

According to data published as part of the MerchantCircle Confidence Index last week, local sellers have yet to fully tap into the opportunities afforded by mobile marketing.

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