July 21, 2009 by Greg Sterling
Yell is developing a blogging network that reportedly will also feature “how-to” videos, although the video may appear on Yell.com as well. From the Guardian’s article on it:
The directory website has struck a deal with Videojug, the creator of around 50,000 “how to” and “Ask the Experts” video clips, to provide online films that match business services for which consumers are searching online.
Yell.com is also seeking to develop a blogging network to provide advice and information on key business areas. The service will launch later this week with blogs on popular topics including plumbing and heating, home security, motoring and car maintenance, and hair and beauty.
The first wave of Yell.com blogs will be built and managed by a team of about 30. The aim over the coming months is to ultimately set up a network of about 100 bloggers who will “inform and inspire consumers” with advice and ideas covering the 1,400 business classifications Yell.com offers.
At the most basic level this is a huge SEO play and intended to dramatically expand the reach of Yell (and its advertisers) via search. But it also illustrates some creative thinking going on at Yell, which has historically been more creative than its US counterparts in expanding beyond the traditional boundaries of an online directory.