The Evolution of Local Search Eric Chandler, President SuperPages.com SuperPages.com.

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Presentation transcript:

The Evolution of Local Search Eric Chandler, President SuperPages.com SuperPages.com

The Evolution of IYPs and Local Search   “Co-opetition”  Create an Interactive Community/Personalization  Willingness to Change/Risk-taking   “Co-opetition”  Create an Interactive Community/Personalization  Willingness to Change/Risk-taking

IYP vs. Local Search – Today’s Landscape SEARCH: Highly Structured  Categories  USPS-Defined Geographies LISTINGS: Merchant-Based PRODUCTS: Fixed Fee USER EXPERIENCE: Reference- Type Look & Feel  Find Business and Contact via Phone  Limited Online Transactions IYP SEARCH: Less Structured  Keywords  Areas, Neighborhoods, etc. LISTINGS: Products, Brands, Services, etc. PRODUCTS: Performance- Based USER EXPERIENCE: Community-Type Feel (Social Search)  Browsing/Researching  User/Third-Party Reviews  Enhanced Content Local Search

Industry Growth Trends Source: The Kelsey Group, October 2005, March 2006 U.S. IYP/Local Search Revenue Forecast Critical Success Factors: Local Customer Relationships Quality Traffic Robust Content National Footprint Full Service

SuperPages.com’s Evolution: Our Lessons Learned Search Traffic Paradigm Pay Per Search Fixed RateVariable Revenue Share Product Focus Fixed Fee 2004 Pay For Calls (Patents Filed 7/05) Sales Channels Local Channel Focus Internet Sales Channels (Target Non-Traditional Customers) 2003 Consumer Search Category Based Directory Merchant - Focused Product, Brands & Services Enhanced Content (3 rd Party, Retailers, Consumer-generated) 2002 Pay Per Click (Patent Filed 9/03)

Pay For Calls Network Active in Print Yellow Pages Patent-pending PFC Print Distribution Network Leverage Print Distribution to Drive Calls to Online PFC Advertisers Projected Launch in over 500 Books

“Co-opetiton” - The Competitive Advantage   Fragmented Market  Leverage Strategic Partnerships  Improve Search Experience for Users  Bring Greater ROI to Advertisers   Fragmented Market  Leverage Strategic Partnerships  Improve Search Experience for Users  Bring Greater ROI to Advertisers

Local Advertiser Profile Affordable Home Inspections PPC Campaign Performance $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 Jun-05Jul-05Aug-05Sep-05Oct-05Nov-05Dec-05Jan-06Feb-06 Extended Distributionsuperpages.comTotal Spend

Local Advertiser Profile

Personalization: Industry View Local reviews:  Yahoo Local  AOL YP  a9.com  Insider Pages, Judy’s book, Zipingo  Citysearch  Google Base Vertical (mostly dining/entertainment and hotels):  Dining: Dine.com, dinnerbuzz.com,dinesite.com, chefmoz.org;  Travel: mytravelguide.com; tripadvisor.com  Editorial: gayot.com; phantomgourmet.com (Boston); guidelive.com (Dallas); sanfrancisco.com/dining Subscription: Angie’s List

Personalization: Service-based Businesses San Francisco Packaging & Shipping Services Dentists

Personalization: What We Are Learning

Personalization: Its Evolution  How Will Personalization Evolve?  Reinventing Ourselves  “Connecting Buyers with Sellers”  How Will Personalization Evolve?  Reinventing Ourselves  “Connecting Buyers with Sellers”

Q&A