This higher visibility is very positive and validates
Greg Sterling’s view that research undercounts local searches and searches with local intent. One presumes that Google has tested this broadly and feels that the Unversal Local results provides increased relevance to these broad searches. Steve Espinosa in a prescient
Local Search News article from February titled,
The Downfall of Geo Modifiers, he noted a nearly 700% rise in referrals when the geo modifier was not required.
Given the jump in visibility that Google has just offered up to local results, we hope that the steps Joel speaks of are large steps. Regardless,
Local visibility has just taken a quantum leap and the flood gates are open!