Telstra's directory division, Sensis, has unveiled changes to its Yellow Pages OnLine site (www.yellowpages.com.au) in what it says is the first in a series of initiatives planned for 2006. The company is pushing then line that its revamped site is more localised and user friendly than search engine competitors.

The company said the new look Yellow Pages OnLine site was an integral part of its growth plans and would ensure Sensis remained clear leader in local search because of its depth and breadth of local business information.

Among the key changes to the Yellow Pages OnLine site announced today were:

·         Search technology that recognises types of searches people conduct with more relevant and local results;

·         A simplified look and feel;

·         Local mapping information detailing top results visually; and

·         Choice buyer’s guides.

 
According to Sensis senior product manager, David Egan, the simplified look and feel and localised information will give the revamped site a clear lead over search engine rivals.

“There’s no doubt competition is increasing and  this year we’re rolling out some major innovations to the Yellow Pages OnLine site to  provide small businesses and consumers with an even greater experience in local search,” Mr Egan said.

“Later this year, we will be launching the first of our specialist category initiatives, in an area where Yellow Pages is a clear market leader in local search. For the first time, we will bring consumers and advertisers together and provide everything from information to transaction services on the one online site.”