Local profiles and directory listings have become increasingly important factors in determining a firm's placement in search results. Search engines look to profile information to help display results that are relevant to each searcher's unique location.

Mobile device use is also driving a push toward smarter search results. According to BIA/Kelsey, mobile local search will overtake desktop local search by 2015. With the proliferation of mobile search and the availability of location-related data, where you exist physically...