This seems like a very small thing: Yellow Pages Group Partners With The Weather Network and MeteoMedia to Provide Local Weather on YellowPages.ca . . . But it has some interesting potential to drive more frequent usage of the site.
According to the release:
Under the agreement, users searching for business listings on YellowPages.ca will experience the added benefit of receiving locally relevant weather above the map section on the search results pages.
Here’s what it looks like:
This is a nice addition. One problem: you can’t just get weather by searching “weather, Toronto” for example. I would recommend however that YPG enable people to use the site simply to do weather related searches.
These searches right now go to Weather.com (or its competitors) or in my case to Google:
I’m always surprised by how involved people are with weather and how much they’re searching for weather related information. Most recently Bob Visse from Microsoft told me this. By contrast, yellow pages are used infrequently relative to search or social networks or mobile devices:
The above chart is from comScore and TMPDM/15 Miles. What it shows is that only 3% of people use IYP sites daily. Adding content like weather has the potential to boost daily usage frequency, which would benefit IYP usage more generally.