Interchange Improves Local Search Platform

  |  August 25, 2004   |  Comments

The Local Direct search platform now includes searchable landmarks and resolution of failed search terms.

Local paid-search service provider Interchange on Wednesday debuted enhancements to its Local Direct geographically targeted search platform.

Local Direct, which debuted in March, is a service for Internet Yellow Pages sites and Yellow Pages publishers that combines Interchange's paid-search technology with a database of business listings. The platform enables publishers to sell cost-per-click advertising products to their own advertisers under their own brand.

Local Direct is powered by the company's Keyword DNA technology, which maps billions of keywords to over 10 million U.S. business listings. The latest enhancements add capabilities to search for products and services near U.S. landmarks, to receive search results vie email, to track and resolve failed search terms, and to direct statewide searches to the most populous city.

"We continue to refine our Local Direct search and advertising platform to improve the user search experience and provide publishers and local businesses with the opportunity to participate in paid-search and connect with consumers on the local level," said Scott Wessler, Interchange product development director.

Searchable landmarks include airports, stadiums, historical landmarks, shopping centers and universities. Searches can be made for a product or business name near a landmark, such as "sushi near Yankee Stadium". The platform also recognizes zip codes, area codes and other location modifiers.

In order to continually improve the results of Local Direct searches, Interchange reviews all failed searches in order to match them to the correct business listings for future searches.

Local search has been a hot arena lately, with search giants Google and Yahoo each making inroads into the largely untapped market.

According to the latest Jupiter Research Paid Search Forecast, local search marketing will generate $502 million in 2004, or 19 percent of the total search marketing spend.

An Interchange spokesman declined further comment for this story, citing SEC "quiet period" regulations surrounding the company's pending IPO, which was filed in June.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...