Rating Local Search Platforms

Google may dominate the overall search landscape, but they are far from dominating the local business market. True, they still control the market share of search, whether it is local, regional or nation, but neither Google, Yahoo nor MSN can say people turn to them exclusively when searching for local businesses in their area.

Let's briefly review some local search platforms.

Google Local Business Center (local.google.com): The advancement of Google Maps have helped fuel the development of the local business center. When searching for local businesses, (ex: Redmond, Wa software company) you are given up to three direct business results before the "˜natural' results. Although this is helpful, it isn't completely clear how these are ranked or how often they are updated.

Pros: Tied into Google's natural search results, detailed mapping features

Cons: Hard to understand backend system for business owners, not updated frequently, limited information architecture

Rating: Average (could be better than average if backend system improves)

Yahoo Local (local.yahoo.com): Yahoo, known more as a portal than search engine, offers more detailed local services than Google. An added bonus for the small business owner, is a distinct advertising service to advertise their business.

Pros: Easy for business owners to update, good mapping features and engaging interface

Cons: Hard to distinguish between paid and natural results (this is good for Yahoo)

Rating: Above the rest

MSN City Guides (local.msn.com): Microsoft has focused their local section has an event and community board instead of a portal or search engine. MSN provides some good tools for find nearby restaurants and nightlife, but offers more of a Yellow Pages approach to finding businesses in your area.

Pros: City specific, highlighted events, weather and movie services

Cons: Architecture lacks set starting and ending points, main focal point controlled by MSN

Rating: Average

City Search(citysearch.com): Specific to each city, CitySearch aims to provide THE local search platform. They have recently upgraded their design and architecture to be more engaging to the user. I think the new interface helps new users find what they are looking for, but it more a City Guide, hence the CitySearch, instead of a local business search platform. The lack of an easy to use mapping feature also hinders the user from finding truly "local" businesses.

Pros: Great architecture and guides to specific cities

Cons: Lack of mapping local areas and searching capabilities

Rating: Better than average

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I think all of these platforms have positive things to offer. It is just that some offer a full range of services including comprehensive and easy to use backend systems.

According to several high profile search engine marketers, the future of search is LOCAL. I believe we will either see some significant upgrades from all four of the platforms we discussed or a new player will emerge to capture the localized search market.