1. 1 How does Yell.com Search Work? February 2007

2. 2 ‘Where’ Search (Location) Q: What places can you search for?  Postal outcode (e.g. W, W1 or W1A).  Village, town county, region, country and the UK.  Tourist areas - National Parks and scenic areas.  Administrative areas - Unitary authorities, English district councils, Northern Ireland district councils and London boroughs.  Train stations and London tube stations.  Full postcode for find-the-nearest search.

3. 3 Q: What qualifies a business as an “in-area” result?  The postcode of a business is within the search location  Based on authoratative data from the Royal Mail Q: What qualifies a business as a “wider location” result?  The postcode of a business is not within the search location  The business has a “Coverage Plus” advert to promote their business in a wider area (beyond their physical location)  “Wider Location” adverts appear when the search is for a town or a smaller location “Wider Location” results “In Area” results

4. 4 ‘What’ Search (Product/Service) 1. The user searches for a product or service. 2. Yell.com Search matches this to one or more classifications. 3. Within these classifications only, Yell.com Search queries all the advertiser content - any advertiser whose listing or website contains the specific terms the user is looking for is prioritised above other advertisers. “Matches: ” shows the terms found within the advertiser’s content Here are the classifications that the Advertiser has purchased (a maximum of five classifications are displayed) If the term(s) are found within bullets/text of Advert, then these are highlighted in bold

5. 5 How are the results prioritised? Within the selected classifications only, Yell.com Search prioritises those advertisers who match the users search term (above advertisers who do not mention the users search term)… so, adverts rich in product, service and brand keywords are more likely to be returned. The free business listings will appear after the advertisers. A keyword just has to appear once in an advert for it to be relevant - repeating the keyword does not boost the relevance

6. 6 Which adverts are searched? * Amends go live and become searchable 24 hrs later. All pages of a Site Builder are crawled and made searchable. ** Websites accessed via LSLs and Web Links are crawled every 10 days at which time changes become searchable. Yell.com attempts to crawl external websites to a depth of 1 (i.e. the linked page and all pages one below it) - currently crawling up to 15 pages per website; this figure will increase during 2007. Be aware that URLs redirects are not followed. For more details on how to get your site found on Yell.com Search see: www.yell.com/optimise Searchable Yell.com adverts are:  Enhanced Listings*  Enhanced Listing Info Page*  Site Builder*  Web Links**  Local Sponsored Listings (LSLs)**  YP Ad Online

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11. 11 ‘Who’ Search (company name)  Intelligence to understand sound-alike phonetics e.g. Vodaphone for Vodafone  Also deals with spaces e.g. Fastsigns for Fast signs, and alpha- numeric issues e.g.7-11 for Seven eleven  Synonyms used for large companies e.g. Marks & Sparks = Marks & Spencer  ‘Did you mean to look for a company called…’ helps users who type company name into the ‘what’ box e.g. Did you mean to search for a company called tesco?search for a company called tesco

12. 12 Two categories of results: ‘Exact matches’  We have a high degree of confidence that the results are what the user wants  Advertisers in the ‘exact match’ category will be shown above free line entries ‘Possible matches’  These use a much broader set of criteria to provide a number of possible alternatives  Possible results are ranked purely by relevance Exact matches Possible matches

13. 13 Find-the-closest search  It is a FRESH search  Results are prioritised by distance from a point specified by the user eg postcode, train or tube station or Airport  FLE can appear above Listings  Helps users to find a local business  Advertisers get a second chance to be seen

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