Merchants that take out enhanced listings on Yahoo! tend to improve their impressions and clicks by 2X, and increase their all-important ranking on the page, said Yahoo! Local GM Paul Levine, in a Small Business Commando Tele-Seminar that also featured Kelsey Group’s Matt Booth (yes, I helped).
Levine said there is nothing mysterious about the relationship between rankings and buying enhanced listings. The inclusion of custom information in the profile, including photos, custom tag lines etc. simply make many listings more attractive for consumers. In fact, Yahoo! is emphasizing its wide array of integrated social tools (Flickr, Delicio.us, etc.) as a major differentiator.
“It is an opportunity for merchants,” said Levine. “The more they participate, the more likely they are to be on the first or second page” of listings. “The onus is on the merchant to get the message out. Consumers want to find what they are looking for quickly,” he added.