YP has made a deal to include Goodzer‘s enhanced local services data across 3,000 business categories on YP.com and YP’s mobile app. The move is designed to improve the value of YP’s owned and operated digital properties to merchants and consumers.
Consumers will now find more content within the YP environment when the conduct local searches, finding menu items and pricing information pulled from Goodzer’s data, for example. Merchants will have their presence on YP’s sites enhanced with rich local data. The end game for YP is more traffic to its owned and operated properties.
Goodzer was founded in 2010 a source for hyper-local retail data — helping consumers find products in local stores. In July, the company announced a push into local services, which expanded the number of locations that Goodzer had data on from 500,000 to 2.5 million. The move also greatly enhanced Goodzer’s attractiveness to partners like YP that hail from the services-heavy Yellow Pages industry. YP has 20 million businesses listed on YP.com.
“By teaming up with Goodzer, YP solidifies its position as an effective search leader by developing industry-leading digital solutions for consumers,” said YP CTO Darren Clark in a statement.
The deal is a boon for Goodzer. CEO Mike Wilson, himself a former Yellowbook executive, noted this in a statement about the deal.
“Working with YP will allow Goodzer to not only substantially expand our reach, but also make it easier for consumers to engage with local businesses,” said Mike Wilson, CEO of Goodzer. “Combining our enhanced local product and service data with YP’s scale will allow us to further deliver a better user experience for consumers while supporting the continued growth of local businesses.”
Investing in content is a critical strategic decision for a player like YP. Directory companies worldwide have found much of their digital growth in recent years from lower margin products like search engine marketing, while IYP revenue has been flat or declining. Building organic traffic on owned and operated properties is a path to profitable digital growth.
YP has clearly been focused on the consumer experience, more so than many of its directory peers. A case in point was the recent expansion of the My Book feature, which allows consumers to share YP.com content (lists, etc.) with their friends.