Yodle Offering White Label YP to Others

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.

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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.

3 Responses to “Yodle Offering White Label YP to Others”

  1. Will Scott Says:

    Greg,

    I think this is a great move on their part. More distributions for advertisers can’t hurt.

    From the Compete data it looks like local.yodle.com is getting a fair amount of traffic on its own right.

    It’s interesting when you think about it. It’s not much different than independent yellow pages publishers “prototyping” a directory.

    Step 1: Sell ads
    Step 2: Print books
    Step 3: Distribute books to grow usage
    – repeat until done –

    Seriously though, smart adsense publishers would do well to pick up this data set and re-purpose it with their own ads. If they get per-click revenues from Yodle it would be gravy.

    Will

  2. Anuj Says:

    I tried a few queries and was not happy with the quality of results. For e.g. if you search for “Pump It Up” in San Francisco, you get a bunch of listings but not the actual business with the same name.

    http://local.yodle.com/search?q=Pump+It+Up&l=San+Francisco%2C+CA

    This makes me wish there was an independent site that accepted community input and periodically ran search tests and assigned a local search quality score to all those local search sites out there.

    Would be a good incentive to get all these guys to improve the quality of their data.

  3. Greg Sterling Says:

    I did a version of that for one client at one point. Partly it could be automated but it would involve humans and is somewhat labor-intensive. There’s also some subjectivity involved.

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