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The Evolution of Local Search: Change is a Constant

*First published on the YP Corporate Blog on February 24, 2016 Our industry is constantly changing. New technology, updated platforms, consumer behavior are among the myriad of factors that contribute to this continued evolution. As a result, search engines, including our own yp.com and the YP℠ app, constantly perform tests and updates to their proprietary search algorithms for relevancy, performance and user experience. Google recently made it official that they would no longer serve ads on the right rail in desktop and tablet search results, something that is already standard in searches from mobile devices. The company also announced that for some queries they would place a fourth ad at the top of the page. All told the total number of text ads that can appear on a search engine results page (SERP) will shrink from as many as eleven to a maximum of seven. While this has been in the works for a while, the change has generated a lot of buzz, and we wanted to offer our perspective. As a Google AdWords Premier SMB partner, YP works closely with Google, and other leading search engines, on technology changes. Not many people realize that we have people at YP who built the original search engine marketing technologies that helped establish the SEM industry. YP's optimization engine, which supports our search solutions, is built to continuously optimize campaigns for performance and will continue to help deliver the best results for advertisers. In addition to automating many of the complex and laborious tasks required to build and manage a campaign across multiple search sites at once, the engine takes in performance data across those search sites to manage budgets on a daily basis. This is all backed by an industry-leading organization of sales professionals and customer service representatives who have years of experience working with hundreds of thousands of local businesses. With a legacy that spans more than 100 years, we've certainly seen more than a few changes in our history. And there's no doubt that more are on the horizon. Only time will tell what they are and what they mean. Yet through it all our mission — and our commitment at YP — has remained constant connecting consumers with local businesses when they're ready to buy.  

Allison leads YP's marketing, branding, and communications efforts to consumers, local businesses, and the advertising industry. She holds a BS degree in Economics and Engineering Science/Management of Technology from Vanderbilt University and an MBA from the Harvard Business School. Allison currently resides in Los Angeles with her husband and three kids.

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