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interactive local media

Interactive Local Media Advisory

Switchboard Adds Elements to Evolving Local Search Strategy
Greg Sterling , 2/18/2004

Summary: Founded in 1995 in Westborough, Massachusetts, Switchboard Inc. is an Internet survival story. Begun as a White Pages directory, the company introduced the Internet's first "interactive Yellow Pages display ads." Eight years later, Switchboard is among those leading the charge toward the next transformational phase of Internet Yellow Pages into local search providers.

Switchboard has followed quickly on the heels of DexOnline, among others, in moving to a single keyword search box to improve the user experience. It has also introduced a "learning algorithm" that employs collaborative filtering to improve the relevance of search results for users. The new algorithm takes a user query and runs it against a database of information to identify the most likely intention behind the search term or terms, based on popularity, in an effort to "disambiguate" local search queries.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.