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interactive local media


Interactive Local Media Advisory

Local Content at Center of AOL Search Strategy
Greg Sterling , 11/24/2003

Summary: 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 Rights Reserved.
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.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.