The IYPs are making a determined push towards *pure local search*. Verizon SuperPages is an excellent example of this trend.
Pure search is new to IYPs that are used to highly structured category mapping in search. Yet, the needs of the user don't always map to categories. Moving forward, IYP result-sets need to be prioritized based upon user need if they are going to compete with the SEs. Pure search enables a user to further specify their needs through a wider array of keywords (like the real world).
To accomplish pure search, the IYPs understand that they need to aggregate more * business content* [they are not quite yet crawling the web themselves:/]. The content serves as spider food for their keyword driven queries that may contain such things as * brand, services, certifications, payment types, product type etc.* Traditional data providers and advertisers themselves do not bring IYPs this information. It needs to be produced or bought.
Today free business profile pages at SuperPages are available to businesses. The free user-generated business profiles (an inexpensive way to aggregate rich/qualitative content)contain the information that the IYP needs to accomplish pure search and produce better result-sets.
And a new breed of data aggregators is now gathering up all the flat, traditional data, running it through a hygene process and enriching it with the meta data (the richer qualitative content)that will drive pure search on the IYPs. One of the most important ones is Amacai, a group now feeding SuperPages.
Categories are and will continue to be used within a pure search enviornment to qualify user/query intent. ~ given your search would you like result-sets from this category of company or that category of company~. This hybrid structure can be used as an advantage by the IYPs because it provides drill down that is based on business data exclusively. The structured data is also good for external distribution / crawlability:/
There are important ramifactions of this obvious and important trend towards IYP pure search.