Do the math: Google Place Pages + Google+ Pages = Google+ Local Pages.

The inevitable merging of Google’s Place pages and Google+ pages has taken place. The result? Google+ Local Pages.

• Search Engine Land calls this “the center of gravity for local search“. 20% of Google’s search is “local”, so I’m not sure about “the center of gravity”, but Local+ Pages are certainly a piece of the fragmented search puzzle.

• The Wall St. Journal covered Google’s continued struggles to capture the “local market”, stating “Google is hoping stores and other businesses will use their new Google+ pages to communicate with customers”. The jury is still out of course – but clearly you never want all your eggs in one basket (a holistic, integrated approach is most effective). The WSJ illustration below helps map out their longer-term vision:

Among other reasons, here is why this update is important to Local Businesses:

• The appearance of a “Local” tab within Google+, making local searches from Google’s social network easier.
• For Restaurants in particular, the integration and free availability of Zagat reviews adds a massive amount of additional (searchable) content.
• The integration of Google+ Local pages across Google properties (search, Maps, mobile)
• Integration of a circles filter to find reviews/recommendations from friends/family/colleagues
• And perhaps most importantly, Google+ Local Pages can now be found in Google organic results.