Yodle Writes the Book on Local Search. Literally.

April 16th, 2010 |


Jeff Louis is a strategic media planner, brand project manager, blogger, and aspiring writer. He's intrigued by innovation overcoming adversity, survival of the fittest brand, history, reading, and similar fun stuff. He writes for sites and is the Public Relations and Advertising writer for the Chicago Examiner.

Yodle is an online advertising company leading the industry in local search capabilities.  They were named the named fastest growing local online advertising company by industry analyst, Borrell Associates. Yodle’s local search business is a simple, cost-effective, and integrated approach to connecting thousands of local businesses with consumers.

Now, Court Cunningham, CEO of Yodle has co-authored an all-things-local search guide for online advertising that provides local business owners the ability to find new online customers. The book, Local Online Advertising for Dummies, went on sale April 12th and helps establish Yodle as the authority for local search compared to competitors. Other companies in the local online search provider business include Local Marketers,  OrangeSoda,  ReachLoca, and WebVisible.

Local Online Advertising for Dummies hit the shelves at an opportune time; over the past ten years, consumers in search of local businesses has grown from nothing to 80% of all searches conducted. Although the search market has changed, there are misconceptions about promoting a local business using search. Local Online Advertising for Dummies is the first effort to show business owners how to capitalize on the expanding local search trend.

While the book has been written by Yodle and includes a $100 coupon for Yodle’s services, Cunningham stated that when writing the book, he did so in an objectionable manner so as to eliminate any bias. According to the Wall Street Journal blog Digits:

“I don’t think this is going to be a huge lead generator for us,” said Chief Executive Court Cunningham, one of the book’s lead authors. “In terms of what is in the book, we tried to be fair and balanced.”

Court Cunningham also noted that the book increases the pressure on the growing company due to its authoritative posture as local search leader. Yodle is entering their fifth year of business, and while they’ve grown dramatically in five years, doubling their revenues YOY from 2008 to 2009, the company has yet to realize a profit.

According to Mr. Cunningham, “Our goal is to be the industry leader and we think this a long-term evolution.” Below, he explains the book and its purpose.

Judging from the company’s phenomenal growth (300% from 2006-2007 and 700% 2007-2008) and industry recognition in 2009 by Silicone Valley Insider as “one of America’s hottest start-ups, there doesn’t seem to be any doubt that Yodle, and Court Cunningham, have a clear strategy for a successful future.  If you’re a local business looking for leads, pick up a copy of Local Online Advertising for Dummies or purchase a copy online.

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Jeff Louis