Vertical digital directories, which are online properties that provide structured content for a niche category such as real estate, home improvement or travel, serve as a bridge to online and paid search advertising for many local businesses, according to an industry group study. Vertical directories play a dual role online. They provide content to search engines in response to local search queries and offer a gateway to paid search advertising for small and medium-sized businesses like real estate companies. The Kelsey Group, which provides research and analysis of Yellow Pages, electronic directories and local media, today released a 63-page white paper that examines the role of vertical directories in local advertising. The report is available only to clients of The Kelsey Group's Digital Directories: Interactive Local Media Continuous Advisory Service. "Online vertical directories have the resources and expertise necessary to buy pay-per-click advertising and compete successfully...
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