Local Search | Jennifer Lind

When I am explaining internet yellow pages to a client or new coworker, many often have a very good understanding of search engine optimization and paid listings, and they typically think internet yellow pages work in the same ways. For example, that the sponsored links typically found on the right hand side of IYP sites are the only options for advertising.

One area where I have seen changes from the IYP sites to be more like the search engines is in keyword building. Many sites such as Superpages and Dex now offer the ability to add category keywords chosen from a pre-generated list specific to the category you are advertising under. For example, on the Superpages category look up tool, for the Limousine Services category, you can add Leather Seating, Party Bus, or Video Games to your keyword list. You can also choose to select Jaguar as a keyword if you only offer Jaguar limos.

Though Yellowpages doesn’t have category keywords currently, their site is now pulling direct match results from keywords entered in the More Info Page when specific product or service keywords are entered. You will notice these results typically when your search does not push you to a category but instead brings up a short list of advertisers with your keywords highlighted in the hyper link to the business’ More Info Page.

One day we may see businesses taking advantage of SEM/SEO keyword lists to better build out their More Info Pages on IYPs.

As organizations adapt their campaigns to better take advantage of keyword search tools on IYP sites, we may see further development in this area in the future.

Read more on this topic from The Kelsey Group’s blog – Recommended Reading: The “Semantics” of Local Search – where a posting was made today on the necessity for local advertisers to make themselves more unique by focusing on services offered and other factors that go beyond the brand name and category.