Most searches performed at search engineers are users looking for local information.  These searches have some influence on what users do offline.

Even people who buy offline do their research online.  There is an acronym for them:  ROBO [research online, buy offline]

Local searches are 100% for categories like trade services, restaurants, and other products where most -- if not all -- conversions happen offline.

Last year, web-influenced retail store sales were almost four times more than retail eCommerce sales.  Therefore, companies need to meet users' expectations of website content, even if most of them purchase offline.

To read more about ROBOs, click here:
http://searchenginewatch.com/showPage.html?page=3629096

Definition 6 keeps these principles in mind when designing websites for clients.

Lynn Moss
Def 6 Client Manager