Paid ads are much more prominent on Yahoo Local than on Google. In this example, the first three listings are all paid ads, and are clearly noted as such. These ads come from Yahoo Search Marketing’s Local Advertising program. There are often additional paid listings at the bottom of the page, too.

One thing worth mentioning is that Yahoo seems to struggle at times with its ad targeting. When you search for obscure businesses, Yahoo will continue to show paid listings that are not specific to the search term. For example, searches for [dog walking service] and [dog bathing service] included paid listings from animal hospitals, gourmet pet food stores and the like. (On similar Google Maps searches, the paid listings were all relevant to the search, though not necessarily to the location.)

Yahoo Local isn’t only different in its display; the content is substantially more robust and — in true Yahoo form — user-driven. User reviews are included, when available, with each business listing that gets returned in a local search. Reviews take the form of a 1-5 star system and/or comments submitted by Yahoo users.

How to Market:

A) At minimum, make sure your business is listed in Yahoo Local and that the information is accurate. You can do that via the Local Listings Center — look for the “Local Basic Listings” option, which is free. You’ll need a Yahoo account to do this. The submission process is fairly straightforward, and takes place completely online. When you’re done, Yahoo says your submission will be reviewed for inclusion within 3-5 business days, and invites you to check your submission status at the Local Listings Account Center.

B) Also at the Local Listings Center, you can sign up for either a “Local Enhanced Listing” or for a “Local Featured Listing.” Both of these services will add enhancements to the Local Basic Listing, and perhaps best of all for many small businesses, both services are flat-fee — making it easier on your current and future budgeting.  Featured Listings service

C) Yahoo Search Marketing offers Local Sponsored Search, a pay-per-click advertising option that lets your target your ads in the geographic area(s) of your choosing. And you don’t have to have a web site because the program includes what Yahoo calls a “locator page” that displays all your pertinent business and contact information.

D) Like Google, Yahoo is said to be testing a click-to-call advertising service.