Most Web sites of any size provide a local search for users. Given the desire for immediate gratification these search facilities make sense and should improve user satisfaction. However, we think there is one aspect of local search that is often overlooked - put simply local search queries tell you want users actually want! Consider that every time the user types something in the search query box they are telling you exactly the kind of data that they are looking for. You should make sure that any search you deploy provides reporting on queries and that you act promptly upon this data.