In this time of College Football bowl games, I have created my own match-up in the LOCAL Bowl. The teams are Yahoo Local and FindBuffalo.com. The match-up features two areas of execution to win: Tools vs. Penetration. Yahoo Local (see earlier post) is rolling out some great user tools to draw input, feedback and create content from the experts … YOU, the local person. Local SEO expert Paul Jahn recently blogged about Yahoo Local’s goals of business listing relevance and populating them with deep content (Paul is the Keith Jackson of Local Search commentary). That’s funny, both teams are trying to win this big game by executing the same game plan, just with different talent on the field. Here is the breakdown of the teams and what the outcome may be:
Yahoo Local:
Tools: They have a team of talented developers, usability experts and endless budget (in comparison to FB). As you can see from their local page on Buffalo, users have the ability to generate content on restaurants, businesses, local favorites and more … with the ability to rate them and collect them.
Penetration: This one is tougher to start with but ultimately can be very deep. For Yahoo it is finding ways to drive the user to say what they think, save what they think and share what they think (the 3S theory). When you’re the size of Yahoo, having that intimate connection with a user in Buffalo, MN can be tough to get started. However … once a head of steam is built, the growth is limitless with their powers.
FindBuffalo:
Tools: It’s the effort of a few people, in their few minutes of spare time to create tools for the site. More enhanced tools, like user generated content are even tougher. The hope for us is to find some effective ways to create more 3S tools so users on FB can say it, save it, share it. Regardless it must be done, we must provide “Power to the people!”.
Penetration: Here is my edge … I can connect and communicate with the local audience at a rapid pace. In creating awareness for the site through online marketing and offline promotions, locals will stumble onto FB and hopefully find a passion to participate in a community portal. The realization of “I can use this information, but also use this platform to inform or communicate with others on my thoughts or expertise” is a great thought to provoke. My growth potential might not be as great … but my passion potential among converted users can be strong.
Outcome:
We’ll find out, right? FB is working on enhancements for user tools that empower 3S. We are the little guy … the one people root for, but ultimately we must find niches to beat out the big guy or the rooting becomes quiet and unheard. Knowing this is half the battle, executing this is the true way to win. Good luck Yahoo Local, I’m trying to find that hail mary pass to win! I’ll go with FindBuffalo.com as the clock expires 28-27. 
