Our newest Search Engine Land column, Locals Only, launches today. Locals Only will appear on Mondays, covering local search, mapping, online yellow pages and other sites that help searchers pinpoint real-world merchants, service providers and other location-based entities. Columnists will look at both using local search services and how search marketers can take advantage of the opportunities they provide for reaching a unique audience.

Today’s debut features Greg Sterling, a regular Search Engine Land blogger, with How Much Is ‘Local Search’ Really Worth?, musing over the question, “When will local search finally take off?” and providing a range of answers from analysts who follow the local search space.

Related Topics: About Search Engine Land | Columns | Local Search