YellowPages Relaunches Site, Local Search

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YellowPages.com is relaunching its site to provide more relevant local search results and will promote the new features with a multimedia campaign in January.


AT&T and BellSouth announced the revamped YellowPages site late last week. The two companies created the joint venture and acquired YellowPages.com in November 2004 to unify SBC's SMARTpages.com and BellSouth's RealPages.com.


Along with the relaunch, YellowPages unveiled its new logo, which replaces the "A" in YellowPages.com with the well-known "walking fingers" icon. It will start a multimedia ad campaign to promote the site in January.


Though YellowPages.com is the most recognized URL in local search, according to a statement from the company, it wants to deliver "deeper and relevant local advertising content." Now, users can refine search results by sorting by business category, business name, products and services. A click-to-call feature lets consumers initiate direct calls to selected businesses.


Search results include links to Web sites, maps, driving directions and coupons. In addition, advertiser content becomes searchable text, allowing consumers more ways to get relevant results.


Visitors also can save the results to My YellowPages, a personal favorites list.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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