Google is concerned about local consumers because they’re often the most targeted and motivated set of people who conduct local searches. They are also invaluable targets for your lead gen and for improving conversion rates.
Whether the search was done on a desktop or on a mobile device, local consumers usually purchase at a higher rate. According to Act-On, “18% of local smartphone searches led to a purchase within a day compared to 7% of non-local searches.”
Just like content marketing, local landing pages have become the focus, since Google is gravitating towards user intent and not just the keywords that users searched for.