So basically, what SearchMonkey does is allow publishers to push their customized content look and feel right into the Yahoo Search results. Well, not push, actually, but make available, based on open formats. So for users who opt into the widget for any given company's rich content, if the listing for that content comes up in search results, custom look-and-feel info included. So if it's a Yelp review, you get a bit of the Yelp "richness, look, and feel" right on Yahoo.
When I search for "g h johnson toronto," a review from HomeStars comes up in the SERP's. The user (if they have opted in) sees a small inobtrusive HomeStars logo. It goes no farther than that unless they also click on the down arrow. This provides custom, rich information without leaving the search results page: our custom star rating icon, the average rating, a synopsis of the most recent review, and three links so that a searcher could then click for photos, all reviews in that city, or top rated companies in the furniture category.
It's pretty cool Yahoo is allowing for this level of richness for custom content right in the SERP's, but in a mostly opt-in environment. This could go in any number of directions, but for now, unsurprisingly, they are taking a cautious route.
Posted by Andrew Goodman
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