Hailing the rise of local search, the Yellow Pages has unveiled a new name for itself - the Local Search Association.

It's a monumental day as the Yellow Pages Association, founded in 1975, rebrands itself as the Local Search Association. Internet marketers should take this as a sign that local search is now more relevant to Americans than the large yellow phone books that once occupied every home and business location.

Local Search Association executives say the rebranding better positions the company to “attract new members.” Local search marketing is, indeed, an increasingly important way for businesses to get their brands noticed on the web. As Brafton has reported, 79 percent of U.S. consumers conduct local business searches.

Marketers might consider getting their businesses listed in the former Yellow Pages as the LSA aims to help “position [business partners] for success in the broader local search space.” In fact, Neg Norton, Local Search Association president, says the rebranding will be accompanied with a new focus on integrated local marketing solutions.

Of course, listings with the Local Search Association are just one of many ways brands can enter the local search market, and businesses shouldn't underestimate the value of local SEO. As Brafton reported, a recent study found that Google organic search results are one of the top drivers of web visits to local business sites.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.