In the new boom, trends fit new philosophy. Call it Web 2.0, call it whatever you want but it all boils down to users. Suddenly, everything is about US: about sharing photos with our friends, about blogging our thoughts, about “digging” our favorite news. Local search services like TrueLocal exist to serve this personal sphere… a local one, which provides a way to harness the web’s power in our offline lives. Where can I find something in my neighborhood and how do I get there? Jake Baille and TrueLocal can answer that in a snap.In fact, it’s probably the friendliest local search engine we’ve seen. Simply answer “What are you looking for?” and “Where are you looking for it?” then click “Search.” That’s as intuitive as it gets!But Baillie’s not resting on his laurels. In an interview with WebProNews at Search Engine Strategies, he delivers kind words for Ask.com’s new AskCity service, and chats a bit on the mobile web market.“From an industry perspective the hardest part of being on to mobile devices is getting on to what’s called the ‘deck’ or the initial list of options you have on a carrier. A lot of carriers… have walled in their experience. The first hurdle is getting on to the ‘deck’… after that it’s only limited to what the devices can do.”As most web savvy businessmen, Baillie knows his SEO, sharing his take on filters versus penalties and even musing on Google’s profit from spam blogs. Why should Google battle scraper sites when they share revenue from ads placed there with AdWords?“It makes money in the short term, but in the long term it presents a bad user experience. I think that it IS in Google’s interest to get rid of these. Even though the short term may be a hit…”