Earlier this year AT&T acquired the domain YP.com from LiveDeal for roughly $3.8 million. The brand-related reasons for the acquisition were obvious. But today, in a little bit of a surprise to me, AT&T/Yellowpages.com is relaunching YP.com as a distinct destination that will evolve further away from a traditional IYP.
I was told by Product SVP David Yoo that this was a first step. On the back end, however, the site has been rebuilt “from the ground” up with a focus on improved relevance and increasing content aggregation. From David Yoo’s post:
As a compliment to our YELLOWPAGES.COM property, which focuses on presentation and placement of geo-targeted advertisers, YP.COM Beta sharpens the local search experience by providing consumers with increased relevant local results, while providing advertisers with more relevant targeting. To pull it off, we’ve been busy!
Makes sense, right? Increased relevancy leads to better results. Better results lead to happier consumers and advertisers. It’s just that simple
Our teams built YP.COM Beta from the ground up. From new data systems and a new local search stack to a new user interface and design. We also added some great features to help consumers discover and transact with local businesses:
- Expandable local maps in results
- Improved search refinements
- Aggregated content about local businesses
- Videos, coupons, and promotions from local businesses
I asked whether YP.com was being thought of as a kind of lab that would be used to test features before they were rolled into Yellowpages.com and Yoo said that it wasn’t envisioned that way. It’s a different site with a different mission apparently. This is not unlike Idearc’s LocalSearch.com.
In one sense the new YP.com can be seen in the context of the YP industry’s increasing diversification into different types of sites as well as verticals (see my post about Yellowpages.ca). This site is intended to appeal to different categories of users and use cases.
Take a look and tell me what you think. Again Yoo said this was a “first step.” I haven’t yet had time to check it out but I’m curious to hear what you have to say.