Geo-Targeting of search results is very likely the next big trend to be followed by mainstream search engines. As a precursor to user-specific personalization, geo-targeting results allows search engines to serve data to users based on their location, thus offering what should be more useful information for consumers. As a measure of the growing belief in this trend, there have been several articles written about local-search in the past two weeks, including a series by Search Engine Watch editor Chris Sherman. Last week we looked at Overture's experiment with paid, Local Sponsored Match geo-targeted listings. This week we'll look at two free search tools experimenting with geo-targeting, Google and the new, MobileMaps from the UK based startup, High Country Software.

GoogleLabs is beta testing a geo-targeting search tool, Search By Location. While the service is currently only available for US based websites, the beta version of the tool looks very promising. Using the very clean, uncluttered interface loved by Googlites, users are asked to enter search terms (or keyword phrases) into one of two small text-boxes, with geographic information such as city name or zip code into a second text-box. The results will show a 15-mile (24km) radius map generated by MapQuest with on the left side of the screen. The map has letters which correspond with the ten point-form listing results (noted by letters A - J) that appear to the right of the screen. Below, the same Top10 listings are displayed in "normal" Google fashion, along the standard multi-colored numbered links to the 11 - 20 listings, 21 - 30 listings, etc... Like other GoogleLabs projects, Google users are invited to critique the beta-version of the geo-search tool in a discussion forum environment. Google has always fostered user input during beta tests of new products, a habit which generally produces better post-beta tools.

The other new geo-targeting search tool comes from a small Surrey UK based start-up, High Country Software, which has introduced its tool, MobileMaps. Currently limited to the state of California, MobileMaps produces a fairly detailed 50-mile (80.5km) map showing results drawn from the Open Directory Project with numbers denoting geographic locations of sites listed below the map. MobileMaps does have a paid-inclusion section. Aside from the quality of the maps and accuracy of the geographic locators used in this project, the most interesting aspect is that it is an Open Source tool which can be copied and modified for use in other geographic areas. In fact, the development team does not plan to expand their demo version which will remain limited to California but expect to see revenues from paid-advertising in the future.

With the rapid advancements being made in local-based search tools, the companies that publish Yellow Page directories are likely looking at their own search based offerings. This is certainly one of the directions search tools will be moving in the future and, like other traditional advertising industries, paper based city-wide directories will need to evolve to meet and exceed the search engines, adding value for both advertisers and consumers.