It’s a great question – -and it’s among the topics that will be discussed at the upcoming Search Marketing Expo – SMX Local + Mobile in San Francisco, July 24-25.

Local search has become a critical channel for marketers, as consumers are becoming more sophisticated and as tracking and online targeting capabilities continue to evolve.

According to a recent comScore study, 82% of Local Searchers follow up offline via an in-store visit, a phone call, or a purchase. Of these, 61% end up making a purchase.

Local Search is also at the heart of our next webcast – “National Brands Marketing Local,” Wednesday, June 25 at 1 PM EDT. Register for this webcast – it’s free.

The implication for marketers is significant: how do you track offline conversions that began in an online search? How does a large, national brand take advantage of search at the local level? As consumers become more adept at searching online, how do marketers keep up with the shifting behavior? Are Internet Yellow pages the way to go – or should you consider a combination of print and online advertising to maximize your offline sales?

In this webcast, Greg Sterling will discuss the latest developments in the Local Search landscape and how brand marketers — of any size — can take advantage of this evolving channel.

Greg Sterling, local and mobile search correspondent for Search Engine Land, has been covering local search for more than six years. He is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.