Local Search Taxonomy


Taxonomy can improve the search experience on your local search or IYP website by increasing the number of keywords for which a user can receive relevant results. Taxonomy can also be used to add additional metadata to business listings, including more specific product keywords and brands.  With additional metadata associated to business listings, local search sites can deliver a more sophisticated and relevant search experience for end users and deliver better marketing results for local search advertisers.


For our local search clients, WAND combines the 44,000+ categories, 42,000+ synonyms, and extensive attributes and attribute values within the WAND Product and Service Taxonomy and combines it with our proprietary database of more than 1 million (and growing…) keywords and keyphrases. We then map these categories to the third party category set to create a robust structure of categories and keywords with your original set of categories at the top.


The result is that a user query can then match to a term in the taxonomy which will identify the correct business category that should be displayed, by way of the mappings. So, a search for “Chardonnay” that previously returned no results will now be correctly identified and return a list of “Wine Retailers”.



Benefits include

  • Recognize user keywords and keyphrases with expanded synonym tables
  • Delivery of more clicks to advertisers thanks to fewer failed searches
  • Compatible with any existing business category structure
  • Leverage taxonomy to suggest and display related YP headings
  • Provide keyword suggestions for business profile tagging during registration


Integration Process

Integrating the WAND Local Search Taxonomy is a three step process that ties the taxonomy into any existing data set and search platform.


Step 1: Mapping of the WAND Taxonomy into the customer’s category structure:

The WAND Local Search Taxonomy can be mapped to nearly any yellow pages category system, SIC categories, or other category structures. Expected timeline is approximately 4 weeks, which may vary depending on the size of the customer category structure.


Step 2: Technical Discussions:

The WAND technical team will meet with the customer’s technical team to make sure there is a clear understanding about how the taxonomy will be used and what the delivered data will look like. This can occur concurrently with the mapping project.


Step 3: Data delivery and followup:

The WAND Local Search Taxonomy data files and the associated category mappings will be delivered to the customer in an agreed upon electronic format for integration. The format of delivery will depend on which search engine is being used and how the customer plans to make use of the taxonomy. WAND has developed an integration document discussing a variety of integration options that is available upon request. We want to be sure that you make the most of the taxonomy and will be available by phone or email to answer any questions or iron out any issues until you have the data successfully installed.