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interactive local media


Interactive Local Media Advisory

Switchboard Adds Elements to Evolving Local Search Strategy
Greg Sterling , 2/18/2004

Summary: Founded in 1995 in Westborough, Massachusetts, Switchboard Inc. is an Internet survival story. Begun as a White Pages directory, the company introduced the Internet's first "interactive Yellow Pages display ads." Eight years later, Switchboard is among those leading the charge toward the next transformational phase of Internet Yellow Pages into local search providers.

Switchboard has followed quickly on the heels of DexOnline, among others, in moving to a single keyword search box to improve the user experience. It has also introduced a "learning algorithm" that employs collaborative filtering to improve the relevance of search results for users. The new algorithm takes a user query and runs it against a database of information to identify the most likely intention behind the search term or terms, based on popularity, in an effort to "disambiguate" local search queries.

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.