WebProNews

Sometimes it can be easy to forget that people use other sites besides Google, Yahoo, and Bing to find local results. There are plenty of people using YellowPages.com, and why not? Google may have the most untouchable brand on the Internet right now, but the Yellow Pages brand has been around much longer.

There are still plenty of people using the print version of the Yellow Pages, but the AT&T's YellowPages.com extended network still gets over 40 million unique visitors a month according to the company. Not too shabby.

AT&T Interactive Chief Product Officer David Yoo tells WebProNews about a new site from the company called simply YP.com, which builds upon the local search concept of its predecessor, and takes it into some new areas.

"Our approach to building YP.COM is consistent with the approach we take
in creating our other local search offerings including our mobile applications," says Yoo. "YP.COM is focused on creating and incorporating technology that help consumers discover local and at the same time, help our advertisers grow their business."

"With YP.COM, we're aiming to sharpen the local search experience from the ground up - starting with new data systems, new local search stack, user interface and design," he adds.

Features include:

- Expandable local maps in results

- Improved search refinements

- Aggregated content about local businesses

- Videos, coupons, and promotions from local businesses

"This beta launch is a first step in creating a new way for consumers to discover and transact locally - and for advertisers to benefit from more relevant targeting," says Yoo.

YellowPages.com will continue to connect advertisers with consumers are searching locally, "But as some consumers look for a different search experience, we are creating ways for our advertisers to become a part of the discovery process from the initial search to the final transaction," Yoo says.

It will be interesting to see if YP.com can significantly enhance the performance of the YellowPages.com network in terms of utilizing that familiar brand to attract users before they just decide to go the Google Maps route. That is the situation everybody in the search industry faces when launching a new product though. Microsoft has done a decent job getting some search engine attention so far with Bing, but it hasn't been cheap.