Mary Bowling at Blizzard Internet Marketing, Inc. has recently published a white paper: Local Search Engine Marketing – Profitable Tactics for the Lodging Industry.

From their presse release:

You need a strategy for Local Search and, in this whitepaper, you’ll get detailed instruction on how to:

Optimize your website for Local Search using both on-page and off-page tactics.

Insure your presence across the many Local Search and Social Web platforms.

Choose the right directories to drive highly targeted traffic to your website.

Increase the return on investment of your pay per click advertising using local-specific strategies.

Standardize the information about you across the web in order to bolster your credibility with people and search engines.

The report provides a comprehensive overview of the local search industry with examples and tactics. It makes for a good read and while it is specifically written for the lodging industry, it includes a great deal of generally valuable information.

You may request a copy by visiting their website.