Local search market "open"

5th March 2008

In contrast to the monopolised general search market, local search has been described as open by one web traffic monitoring service.

Hitwise observes that a proliferation of local search providers exists when the market is compared to mainstream search, in which 97 per cent of the sector is dominated by four companies.

As well as the local search facilities provided by the major engines, traditional phone firms such as BT and Yell are present as well as newer online specialists such as 192.com and UpMyStreet.

Despite the fact that mainstream search engines have more than doubled their market share over the past year, while alternative providers have experienced relatively flat expansion, Robin Goad claims on his blog for Hitwise that the "local search war".

Mainstream giants have the advantage of maps, he explains, meaning that the hits they receive are split between users looking for local information and those seeking maps.

In related news, the BBC's recent website design features customisable local content.