Facebook's Graph Search makes local-level branding far more important, even for national companies, Rob Reed writes. Claiming and updating local pages, merging duplicate pages, publishing locally relevant content and monitoring rivals' local presence are all important initial steps, Reed writes. "[B]rands that move quickly and deliberately to take advantage of this new search paradigm will gain a competitive edge just as first movers in Google Search and Facebook Pages did in the past," he writes.

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