Industry News

Digital directories attract online real estate

Gap bridged between local businesses, Internet advertising
Published on May 17, 2004

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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