Where did the name come from

The searches that had always proved the most difficult were when you needed the local hardware store or plumber. Large companies are good at getting their information out but smaller ones sometimes, even in this day and age, don't even have a web presence. I was formulating the idea that what was needed was a local directory giving contact details for all the types of services you might need. Once you'd found a page that gave you that, you'd bookmark it. Hence - bookmark local.