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How can an out-of-town company compete with local competition?

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In a search environment where local is becoming increasingly important (and more full on the SERP), how can an out of town company compete with the local based (and locally housed) competition without lying to show up in these local results? Bryant D., Lansing, MI Learn about service areas in Google Places here: www.google.com Have a question? Ask it in our Webmaster Help Forum: www.google.com Want your question to be answered on a video like this? Follow us on Twitter and look for an announcement when we take new questions: twitter.com More videos: www.youtube.com Webmaster Central Blog: googlewebmastercentral.blogspot.com Webmaster Central: www.google.com