Small business owners may not pay much attention to developments in search technology, but a new white paper titled "An Overlooked Marketing Channel for Small Business Advertisers" by Joe Laratro of shows why that's a huge oversight. Local Search offers a highly targeted and low-cost way to aggregate customers. Using increasingly sophisticated local search on MSN and Google, small businesses can deliver a point on a map, a website address and a phone number to potential customers. As the Web broadens it narrows at the same time.