In a recent Search Engine Land’s “Locals Only” column, Yellow Pages Association President Neg Norton shares his perspective on the growing importance of vertical Web sites.

These days, local marketing can seem a lot more complicated to the average small business owner than it used to be—and for very good reason. With advances in digital offerings, small businesses are now confronted with a growing range of possibilities for their ad dollars. Moreover, owners are faced with the harder task of determining how to link their various initiatives into cohesive strategies that deliver the strongest rates of return for their businesses.

Since the start of the year, I’ve watched first-hand as several Yellow Pages companies in the U.S. and Canada have expanded and retooled their offerings in order to help small businesses overcome these types of obstacles.

read the full article at SearchEngineLand.com>>