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Grouping Portal Sites (there is overlap)
Credits: Wilson Web
Marketing by Ralph Wilson
www.wilsonweb.com
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URL |
Comment 1
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Comment 2
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- Owned by SBC
- Provides City
Guides for more than 20 cities.
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Yellow
Page listings often feed other portal sites! |
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- Partners with MSN,
Yahoo! Search, Ask Jeeves, and others
- Provides local
arts and entertainment content for that city
- Offers live
events, calendars, local sports, and recreation
events
- Parent company is
IAC/InterActiveCorp
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- CitySearch is
operated by Ticket Master.
- Other companies
owned by IAC include Lending Tree, Hotels.com,
Match.com, RealEstate.com, Home Shopping Network,
and Hotwire.com
- CitySearch offers
various types of PPC and CPM ads
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- Media based sites
- Emphasize news,
classifieds, local shopping
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For local businesses who
market to residents |
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Local Based City Guides like Denver.org
and Fort Worth.com |
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Check you area |
If your business is
tourist related, check out advertising on these sites |
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Portal Tie-ins to Local Search Engines, Part 1 |
| Yahoo! Local |
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This is not Yahoo! Search
(formerly Overture). This is Yahoo! Local (http://local.yahoo.com)
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Basic listings in Yahoo!
Local are free.
Enhanced listings are
$9.95/month introductory (includes placement of business
in 5 categories, links to your site, paragraph of
operating info (faq's, payments, etc.), services
provided, tagline or meme, business description, up to 2
coupons, and 10 photos. |
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- Receives data from
SBC SmartPages.com and InfoUSA.
- A basic listing is
free - includes 1 detail page with map.
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Three (3) additional tiers
of ad enhancement (http://edit.yp.yahoo.com/learnmore)
Tier 1 $60: top
placement, logo, text line, and photo; Tier 2 $40:
text line and better placement; Tier 3 $25: placement
above non-sponsored |
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- Enhanced by
CitySearch.com with reviews and ratings
- Links to local
autos, real estate, HotJobs, personals, and movies
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To get listings into city
guides, go thru CitySearch |
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Provides an easy path to
local offerings. When you search on an address and
city or zip, a map will be displayed with the
opportunity to get detail directions. From the map
page displayed, you can get the business name by
mouseover with a link for "More Information".
Clicking on the link takes you to Yahoo! Yellow Pages.
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To show up
fully on Yahoo! engine, advertise with Yahoo! Sponsored
Search for PPC ads, Yahoo! Yellow Pages for enhanced
listings, Yahoo! Local for enhanced listings, and with
CitySearch for enhanced listings. |
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Google Local (Beta,
http://local.google.com).
Offerings are very
simple. Google does not have a link to Google
Local. If you do a Google search that includes
using a zip code or business name, a link to Google
Local will appear at the top of the page results.
The compass logo will identify the link.
Google has no city
guides or city sites. To find a local business, search
by the keyword plus the location, i.e. web development,
Rockford IL. The results page will show a listing
of those types of businesses sorted by distance from the
center of the search city. When you click on a
business link, the detail page provides a map of the
business location plus links on the web that reference
this business. If the business has a web site, it
will be near the top of the information plus there will
be links to other web pages that mention this business.
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Ask Jeeves Local (http://local.ask.com)
is very new.
Resembles Google more
than Yahoo! in display and listings. PPC ads come
from CitySearch. |
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Tip:
Effective local business advertising means that you
should assess your city or MSA to determine whether
there are important (dominant) online portals that need
to be added to the advertising mix in addition to Yahoo!
Searches Local Sponsored Search. |
