Yodle developed its own directory, Yodle Local, like many marketing companies before it, for the purpose of gaining “free” traffic for its advertisers. Now, in a logical move, the company is expanding that strategy and offering a customizable white label directory product with listings, maps and advertisers to developers and other publishers:
Local.com, MojoPages, PlanetDiscover and a few less-well-known others are also in this business. Citysearch, with CityGrid, is also in a way. Are these “free” directories the equivalent of the “open local listings database” I wrote about over the weekend?
This in some ways is analogous to what Yodle is doing for The Berry Company on the ad sales side: website development, SEO and SEM for advertisers sold by the Berry sales organization — a platform or “powered by” maneuver.
Thanks Steve for the tip.
Yodle is also using its authorship of the Dummies Book on local online advertising as part of a “branding” move. In other words it appears to be using the Dummies association to boost its credibility.