Local.com Enhances Search Advertising Relevance

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By: E&P Staff

Local search site and network Local.com, Irvine, Calif., has launched enhancements to its search advertising relevance, which it expects will increase monetization of search traffic across the Local.com site and network.

The upgrade is also expected to result in faster search response times.

The company has deployed the new technology on its flagship property, www.local.com, and plans to roll it out across its network of 41,000 sites through the remainder of the year.

Better search advertising relevance should improve users experience, leading to more repeat site visits, according to Local.com Product Management Vice President Eileen Licitra. “The enhancements have already shown marked improvements in the relevance and click-through rates to our advertisers,” Licitra said in a statement.

Serving more than 20 million consumers monthly who search for local businesses, products and services, Local.com cited Borrell Associates figures projecting U.S. local search advertising growing to $5.147 billion by 2013.

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