Yahoo Canada shutters local search, teams with Yellow Pages on new service

Yahoo Canada has shuttered its Yahoo Local service, replacing it with a co-branded local search experience with Yellow Pages Group (YPG). The service, which utilizes YPG’s YellowAPI technology, is an expansion of a partnership that launched six years ago in which Yellow Pages provided its basic local listings to Yahoo. Local search results are now […]

Yahoo Canada has shuttered its Yahoo Local service, replacing it with a co-branded local search experience with Yellow Pages Group (YPG).

The service, which utilizes YPG’s YellowAPI technology, is an expansion of a partnership that launched six years ago in which Yellow Pages provided its basic local listings to Yahoo.

Local search results are now pulled from YPG’s data set that includes content on local businesses such as hours of operation, photos, videos, ratings and reviews.

According to the two companies, the changes mean users’ results will be better organized based on their search history or location, and the technology ensures users receive more accurate results based on where they are.

Yahoo users can perform a search on Yahoo.ca and then click on the “Local” tab, which takes them to a results page that features Yahoo Canada’s branding and a personalized mapping experience.

Gina Cothey, senior director of audience at Yahoo Canada, said the local search previously “wasn’t a property that we were focused on initially, so it was quite difficult to get to,” involving several clicks within Yahoo’s navigation.

She added that Yahoo Canada looked at what people were searching for through Yahoo Search, how they were navigating through and whether they were getting relevant results. “We know that a large percentage of our users were searching for local terms,” said Cothey. “So if our users want good local results and were not able to fulfill that through search, we wanted to find a way to integrated the local listings into the search results.” With YellowAPI, “we believe we’re giving the user a better experience.”

YellowAPI has listings for 1.5 million Canadian businesses, “whether they’re a paid advertiser or not,” said Darby Sieben, director of business development at Yellow Pages Group.

Media Articles

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

Plastic Mobile sends U.S. startups a Canada starter pack

Self-promo effort was designed to boost awareness of Canada's tech scene

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

Shomi: The data

Streaming video service releases aggregated user info to mark one-year-anniversary

Twitter Canada announces new head of news and government

Former politican and journalist Jennifer Hollett takes over for Steve Ladurantaye

CRTC issues order for simsub removal

Regulator says no new evidence to suggest broadcasters can't benefit from ad sales

Rio Games attract 32.1 million Canadians

Men's 200m final the most-watched event