MozPal and Local Search maestro, David Mihm, is back this week to continue our look at the world of Local Search. This week David takes us through some of the fundamentals of performing SEO for Local Search by explaining how Google uses information from different sources, and what you can do with those sources to help your local rankings.

If you watched last week's Whiteboard Friday, you'll recall that Google uses information from their Local Business Center, certain trusted providers like InfoUSA, Acxiom, and Localeze, as well as certain data from their webcrawl to determine local rankings. In the video, David and Rand walk through a chart of these info sources and how you need to tweak them for different aspects of your business.

One of the most important things you can do is to simply make sure your business is properly submitted to the LBC and Trusted sources, and that your contact info is accurate and consistent across all of your listings. You can also do some active management and search for web references to make sure mentions of your business are using the correct contact information.

There are also very important considerations for where and how you categorize your business, as well as where you're receiving reviews and mentions. They can all have a big impact on your local rankings and your location prominence with Google; watch the video to learn more about how to dramatically improve your local search rankings without building a single link.