Yahoo! has been an early and dominant player in local search. Much like MSN’s and Google’s local initiatives, Yahoo! Local combines local information, maps, and sponsored opportunities into a single local search offering. It’s beginning to integrate results across the various verticals and the primary SERPs (define). A search for “lawn care in Kansas City,” for example, provides local results for businesses in Kansas City on the SERP. Clicking one of the results, and you’ll land on local listings for the result.
My last column covered MSN’s perspective on targeting local audiences with its current and emerging services. This week, I had a chance to solicit the same perspective from Yahoo! with a focus on how marketers should approach local with Yahoo!
I was lucky enough to have a conversation with Warren Kay, director of emerging products at Yahoo! Search Marketing. He managed to shed some light on what’s admittedly a confusing offering, one that’s still evolving.
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