Interactive Local Media Advisory
Local Content at Center of AOL Search Strategy
Greg Sterling , 11/24/2003
AOL made a big splash last week by buying the Seattle-based audio/video
search engine SingingFish as part of its overall broadband content
strategy. But of greater interest to The Kelsey Group were a number
of simultaneous AOL search enhancements. Specifically, AOL formally
announced "In Your Area," a tab that offers localized search results
from a number of its in-house properties, including AOL Yellow Pages,
Digital City, Moviefone and MapQuest. The company has also launched
SmartBox, which seeks to "disambiguate" search queries and drive
users directly to the content they're seeking.
While the new
functionality isn't perfect it's still in "beta"
"In Your Area"
does offer considerable improvements over the current state of Web
crawling for local information. Ultimately, AOL sees search localization
as a component of a larger personalization strategy.
Copyright � 2005 The Kelsey Group. All
This published material is for internal
client use only. It may not be duplicated or distributed in any manner
not permitted by contract. Any unauthorized distribution could result
in termination of the client relationship, fines and other civil or criminal
penalties under Federal law. The Kelsey Group disclaims all warranties
regarding the accuracy of the information herein and similarly disclaims
any liability for direct, indirect or consequential damages that may result
from the use or interpretation of this information.
Learn more about:
Summaries of White Papers
What TKG clients receive