Local Search Association Rebrands as Localogy

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In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.

Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.

As one of the longest-running groups in the industry, LSA now boasts more than 300 members in 20 countries. Its board includes representatives from Facebook, Gannett/USA Today Network, Google, Microsoft, DexYP, and Yext.

“Over the past 20 years, we have built a reputation as the unifying voice and guiding light for all things local,” said Localogy President Bill Dinan in a press release. “As the definition of local continues to evolve, it is incumbent upon us to evaluate and expand our value proposition, incorporating new solutions and customer engagement opportunities — particularly through rapidly emerging cloud technologies and partnerships that enhance the overall customer purchase journey.”

Today’s announcement comes less than a year after the association underwent another major change, when Dinan was appointed president after the retirement of Neg Norton, who had previously held that role at LSA for 15 years. Before taking the helm at LSA, Dinan was vice president and head of strategic business development at WEB.com.

Despite the association’s rebranding, much of its core mission will remain the same. Localogy plans to continue holding networking and educational events and publishing local marketing data. Its member ecosystem is still comprised of companies focused on small businesses, franchises, and multi-location brands, including software-as-a-service technology providers, media companies, marketing service providers, and agencies.

In a press release, Localogy Chairman Chad Richard said he believes Localogy is the ideal association to catalyze the growth and transformation currently going on within the local business industry.

“Since its inception, the association has maintained an unwavering commitment to the local marketplace,” said Richard. “The new Localogy name reflects our focused dedication to the community’s continued success.”

Stephanie Miles is a senior editor at Street Fight.Rainbow over Montclair

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.