UGC will finally enable Local Search...mark my words

Posted by Brendan Kenalty at 4/12/2007 8:49 PM
Categories: Search Marketing
Yahoo! Local or

Ah Local Search...sound so easy doesn't it. I have a yellow pages...there are lots of business directories...why is it that there isn't a way to use the internet to find stuff in my neighborhood?

Reality is it's all about economics isn't it. The business model just doesn't work when you need such a high volume of content and granularity to make the tool effective...then the cost of servicing every small and medium sized business is large...and they can't afford to pay much. The internet is really dominated by the large companies with the resources to build robust eMarketing programs.

There are 2 ways to get local search...start at the top and work down ...Google Local / Yahoo Local tried using their algorythms to compile it but found what the rest of us knew that only <50% of businesses have a website yet...or start at bottom and work up (about a million small local directory services). Both of these are failing. You'd think Yellow Pages could do it with their existing Sales force...but no...they can't seem to get it.

What will ultimately enable Local Search is User Generated Content. The first company to provide the platform and to enable local community members to create the content and rating system for local vendors...social search of you will... will clean up...hmmm...I have to go now...

Interesting article from ClickZ: http://www.clickz.com/showPage.html?page=3625556

What do you think?

 

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