Superpages.com Enhances Mapping Functionality As Local Search Continues to Grow in Popularity
DALLAS—(BUSINESS WIRE)—Superpages.com, a product of Idearc Media Corp., today strengthens its mapping functionality with an enhanced map-based search application.
Context & Ripple Effects
SuperPages had already been broadening its local-search offer with a social-networking integration in February 2007. The new map interface adds a location-based way to navigate the same category of search.
The service also had a Google AdWords relationship dating to 2006, linking its local-search strategy to paid-search distribution as well as on-site product features.
First-order effects
- SuperPages users gain a map-based route to finding local businesses, making geographic context part of the service’s search experience.
- Idearc Media gives SuperPages a more feature-rich local-search product alongside its existing social and advertising connections.
Second-order effects
- Businesses seeking visibility through SuperPages gain another discovery surface within the directory, complementing exposure associated with its Google AdWords relationship.
- Local-search providers are pushed to compete on how users explore results—not only on the breadth of their business listings.
Third-order effects
- If directories keep combining maps, social features and search distribution, local search will increasingly be defined by discovery interfaces rather than static yellow-pages listings.
The trend: Local directories are evolving from listing databases into location-aware search products that combine navigation, social discovery and advertising reach.