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Local search guru Peter Krasilovsky of Local Onliner fame reported on Yellow Pages veteran Pat Marshall’s move from Superpages to archrival Yellowbook back in July 2007. As the CNMO (Chief New Media Officer) Marshall assumed operating responsibility for Yellow Book’s new media products, including yellowbook.com and search engine advertising. Krasilovsky noted that YellowBook’s website wasn’t really a priority at the company, and one line of business where Idearc had a strong lead.

So how’s he doing? The chart on the left shows traffic through Oct, 2007. Here are the comScore numbers for December:

Yellow Book Network jumped 137 percent to 10.4 million visitors. Visits to Yellowbook.com network sites tripled (up 207 percent to 4.6 million visitors) with the acquisition of a new property.

Yellowbook can’t rest on its laurels. AT&T’s Yellowpages.com has replaced Yahoo Local Search for AT&T’s broadband and Internet customers. (Krasilovsky also reported YellowPages.com recently told analysts it expects to attract two billion searches in 2008, and three billion by 2010.)

Yellowpages.com Network grew by 51 percent to more than 24 million visitors in December, 2007.

Mike Boland of The Kelsey Group explained in SEW Experts why Google, Yahoo, and MSN need to take the IYP threat seriously. Verizon’s also reportedly competing with Google for the $4.7 billion C-block for 700 mhz wireless spectrum, according to Saul Hansell of The New York Times.

For search marketers, their clients, and small and medium sized enterprises, that means online-offline integrated search advertising.

Writing ads for search engine advertising is almost like writing headlines. It requires an ability to distill information into attention-grabbing, character-restricted words. In today’s SEM Crossfire column, “PPC 101 Writing Successful Creatives,” Frank Watson outlines a plan to write ads that will grab attention, and convert.

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Want a snapshot of the day’s search marketing news? Here we’ve collected today’s top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

• Google Position 6 Smack-Down: Filter, Penalty, or Bunk?
  A creepy “Position 6” Google SERPs punishment pattern has emerged, where pages which should dominate the organic SERPs somehow place at lowly #6.
• SEW Experts: Mobile Local Search: A Perfect Storm
  Last week’s Consumer Electronics Show (CES) showcased the first few devices that run Google’s much anticipated Android operating system.
• SEW Experts: PPC 101 Writing Successful Creatives
  Writing ads for search engine advertising is almost like writing headlines. It requires an ability to distill information into attention-grabbing, character-restricted words.
• SEW Experts: Win the Right Search Marketing Clients - Part 2
  For a search marketing agency, especially one just starting out, choosing the right clients can make or break your business.

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Writing ads for search engine advertising is almost like writing headlines. It requires an ability to distill information into attention-grabbing, character-restricted words. In today’s SEM Crossfire column, “PPC 101 Writing Successful Creatives,” Frank Watson outlines a plan to write ads that will grab attention, and convert.

Want a snapshot of the day’s search marketing news? Here we’ve collected today’s top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:
From the SEW Blog:

Fitting Search Into Your Marketing StrategyThere are a few different ways to integrate search into your overall marketing strategy. Working with a [...]

Just a few short years ago when search engine marketing was still very young; a prospective client looking for help with search marketing sought an agency with expertise in search. Once the client selected a search capable agency, they did not want “their” agency working with other companies in their industry or vertical market. Clients [...]

If you’re a small business exclusively serving a local market, you probably think the Internet has little to offer for your local advertising needs.While search engine advertising has been a great…
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The herd mentality never fails to amaze me. When the pay-per-click concept was first pioneered in 1997-98 by GoTo.com (now Yahoo! Search Marketing), it was years before the model was widely…
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the state of search engine advertising reality and alternativesRate this: 2.5