The information we have seen indicates that at least 50% add a geo-modifier to their very first search. And this number would be going up continually as folks gain experience on the internet.

If a Nashvillian were to simply type in "Dentist" they will get results from Maryland, Texas, California as well as a myriad of directory sites. So assuming that they neglected to use the word Nashville in an initial search, a searcher of modest experience would then likely add the word Nashville at some point to properly localize their search in order to deliver some usable results.

More and more consumers are using search engines to find local businesses. "When searching for a local service online, respondents said they typically require three searches to find the information that they need." This is from Dec 2006, but see here: http://searchenginewatch.com/showPage.html?page=3624135

see also: http://www.hosting.net.vn/Story/en/News-en/WebPomotion/2007/6/796.html

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