The way people interact with the internet has changed drastically in recent years. With the advent of social media, consumers are more inclined to share information about what they're doing, what they think and where they are.

The way people interact with the internet has changed drastically in recent years. With the advent of social media, consumers are more inclined to share information about what they're doing, what they think and where they are. According to one expert, the third category presents a prime opportunity to content marketing campaigns.

Writing for Campaign Asia-Pacific, Favspot president Wendy Yu recently asserted that businesses can incorporate local SEO and other location-based services into their marketing strategies to entice consumers and drive business. Her advice supports recent studies that show local search is skyrocketing – especially among mobile consumers. (And the recently launched Google+ app for the iPhone may push the trend of checking in at local spots even further.)

One of the most common uses of location-based marketing is offering deals to nearby and loyal customers. However, the platform can also serve as a channel for getting the word out about special events, such as product launches, store openings and trade shows.

“Whether it is a concert or a fashion show or a trade fair, it is interesting to see everyone checking into the same spot and sharing the excitement in real time,” Yu wrote.

Local searches don't necessarily have to be restricted to metropolitan areas, however. On the contrary, as Brafton reported, a recent Chitika report noted that businesses in smaller towns can utilize local SEO to attract customers as well.