UK’s Yell Group Purchases TrustedPlaces

In yet another example of a Yellow Pages company expanding its footprint in the popular online local review space, Yell Group announced today that is has acquired TrustedPlaces, one of the leading neighborhood review sites in the UK.

According to Yell’s press release, the addition of TrustedPlaces’ user recommendations, combined with Yell’s database of more than two million local businesses, represents “a major shake-up of the fast-growing local reviews market.” Yell believes its purchase will strongly benefit its small business advertisers by generating additional leads and creating an environment for valuable interaction between existing and potential customers.

While the initial integration will take place under the domain in the UK, the company said it will share TrustedPlaces’ technology with other Yell companies in the US, Spain, and Latin America.

In a post on his blog Screenwerk, Greg Sterling notes that the acquisition is a “smart move” that complements’s recent redesign, which also included the addition of new street maps features and a business video channel.

AT&T, Yellow Pages Group, SuperMedia and others have also recently introduced new offerings that take advantage of online consumer reviews and social media—adding additional value to the company’s Internet Yellow Pages directories.

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