The beta test of a new search feature will display a local map along with local area search results.
The new MSN Local Search functionality is an evolution of the Near Me search feature that debuted on MSN Search in February of this year and allowed consumers to receive search results tailored to a geographic location.
MSN has expanded its “Near Me” search option to incorporate drilled-down local results. MSN, which trails Google and Yahoo in online search usage, wants to enhance its product and make its online advertising model more profitable.
Usage equals money in the search engine arena. The new Local feature of MSN search brings forth information from local White and Yellow Pages directories, and on a map displays markers showing where they can be found geographically.
The initial beta of Local search will be a first step toward a broader goal, where geographical data will pair with local listings for businesses and residences. Further development will incorporate more information, like news, special events, and weather, about the local area with search results.
Those results should help MSN market its search beyond advertisers with a global or even just national presence. Being able to tailor local advertising to local search results could be a big winner for MSN.
To further enhance those results, Microsoft announced its Virtual Earth team would join the MSN search. Virtual Earth will soon allow users to overlay search results onto a single map.
David Utter is a staff writer for Murdok covering technology and business. Email him here.
