Google is turning to businesses to improve the accuracy and relevance of its local search. Businesses may directly add or modify their listing via the new Google Local Business Center, whether or not they already have an online presence. "This makes it easy for customers to find you online," said Google engineer Jon Kennell.

When a business submits its information, Google e-mails a personal identification number (PIN) to confirm the listing and verify future changes. Google Local was taken live early February as a new service for locating nearby businesses and integrates Google Maps to provide address information and directions.