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interactive local media


Interactive Local Media Advisory

Local Search Getting Better, Faster
Greg Sterling , 3/9/2005

Summary:Until very recently, Yahoo! was the clear leader in the local space among search engines. However, new enhancements from Google and a reinvigorated AOL have made the market more competitive. The Virginia-based Web portal recently launched AOL Local and added a whole range of upgrades and new functionality, which as a whole are very impressive. Google, more modestly and incrementally, has added reviews, structured data feeds to support a new details page for individual listings, and integrated its new mapping product into Google Local. Together, these changes make Google Local much more useful for consumers.

For the search engines, except A9, the brand local has replaced Yellow Pages as the doorway into local business information and related data. Mirroring the competition in the larger Web search arena, local has become the focus of accelerated and ongoing product development and the products are maturing rapidly.

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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