It can be tempting to try to save by creating an in-house locator but consider the trade-offs. Aside from a basic search platform and navigation service, locators should provide enhanced services such as IP and GPS detection of user location in order to achieve peak performance. You must ensure that your location data is always up to date and accurate and that your locator conforms to Google’s latest local and mobile SEO requirements. Many companies find that the benefit is an effective lead generation of working with a locator specialist far outweighs the cost, though of course this decision will be based on your company’s individual needs and priorities.