This is the first installment of my new Search Engine Land column, “On Location.” It will focus on local SEO, location-based marketing, location intelligence, relevant consumer behavior trends and online-to-offline analytics. I’m also interested in hearing from you about what topics and issues you’d like to see covered. Mobile location data has become a critical and versatile tool for marketers. It can act as a kind of real-world cookie substitute (device IDs), identify audience segments, provide competitive insights and measure the…