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Local Search Update: Yelp up 91%, Insider Pages up 34% in Past Six Months

Authored by Hitwise on March 2, 2007 - 3:10pm.
The following is a blog entry from LeeAnn Prescott at Hitwise: This week Insider Pages was acquired by the Citysearch division of IAC. Hitwise data shows that the market share of US visits to Insider Pages was up 34% in the past 6 months (August 2006 vs. February 2007). The market share of visits to Yelp, another user-generated local review site, was up by an impressive 91% in the same period. Judy's Book did not show an increase, although traffic jumped in September and October 2006 when it received a substantial increase in traffic from Local.com, suggesting a content deal that was turned off.

How do these smaller UGC-focused review sites compare against the bigger players in local search? Yahoo! Local and Google Maps, which includes local content, received more than 10X the market share of visits of Insider Pages in February 2007. Traffic to Google Maps increased by 26% from January to February 2007. It appears that this increase was due to an increase in upstream traffic from Google, which occurred on February 7, according to this daily clickstream chart shown here. Did anyone notice a change in how Google drives traffic to Google Maps around this time?

How do these smaller UGC-focused review sites compare against the bigger players in local search? Yahoo! Local and Google Maps, which includes local content, received more than 10X the market share of visits of Insider Pages in February 2007. Traffic to Google Maps increased by 26% from January to February 2007. It appears that this increase was due to an increase in upstream traffic from Google, which occurred on February 7, according to this daily clickstream chart shown here. Did anyone notice a change in how Google drives traffic to Google Maps around this time?

Note: This originally appeared to Hitwise blog here.
tags: Internet | Marketing | Metrics | Search | HitWise | Yelp |



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