1) It allows users to perform a local search on the local media site versus leaving the local media site to perform the local search on Google, etc..

2) It provides the local media site with an opportunity to attract local search traffic through search engine referrals. In other words, a user starts their local search on Google and then clicks through to the media site’s directory from the Google search results page. This referral process can drive significant incremental traffic to a local media website if the local search solution is search engine optimized. The referral traffic can be increased if the media company adds content to the baseline directory data provided by a private label local search partner, such as local.com.