Local search is incredibly important because
- Many searches are "local" in character - e.g., "Pizza," or "Massage Therapist."
- Many other searches which you might not think are "local" actually are e.g., SEO Expert.
- Google+, though hardly a huge social media success, is the #1 interconnect between Google and local.
To boot, Google+ can help you "control" your branded searches, and by getting you local reviews make you AWESOME. For example, search for the JM Internet Group on Google.