An IAB Local Committee white paper finds businesses must do more to ensure the accuracy of their location listings if they want to take advantage of users' local searches. As few as 1 in 10 business locations listed on search engines are managed by marketers, leaving many listings without even basic information. "It may sound elementary, but marketers should pay attention to data and formatting of listings across the company's Web site, directories and social networks," writes Laurie Sullivan.

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