Finding a product or service online can take seconds but that result may not be a local result. It is vital that you show up in Local Search Results
As it search results have evolved Google wants to give users the results that they want, and very often these results are location based. There is point in finding a plumber in Dubai if you are searching for a local plumber in Dublin.
As more and more searches are made on mobile devices with GPS its is less likely users will search for a place name, they can ask Google something like “Find me a Pizza Restaurant nearby”