Sensis works overtime on small business search engine

Popular search engines Google, Yahoo and ninemsn now have a new rival: Telstra’s

The Sensis launch on Tuesday came at the end of six months of development.

The technology platform was built by IT service provider Fast Search & Transfer International.

Sensis search general manager Greg Ellis said the Sensis search strategy differs from its competitors in that it will be direct, deep, locally relevant and will span across the Internet, telephone and eventually wireless. will use its own Yellow and White pages, the recently acquired Trading Post Group and other Web sites in its search engine.

Sensis claim that through the use of meta tagging each and every single aspect of its directories, it will provide local results for simple keyword searches. The results will come with maps, business opening hours and contact details.

Sensis plan to launch wireless products and services later in the year.

“We have launched our telephone search service 1234 and now our Internet search service. This means we will be able to offer businesses the chance to advertise over all of these mediums. It also means we will be able to offer users the information they need wherever they are, whether that information be over PC, mobile phone or hand-held device,” said Ellis.

The good news for smaller businesses, Sensis claims, is that even if they do not have a Web site they can now have an online presence. Simply by being listed in the Yellow Pages, a small business will now be included in a search term at This will not cost the business any extra money.

Advertisers can pay extra for what Sensis calls ‘priority placements’ in their search results. There is also a ‘bidding’ system where advertisers can ‘buy’ keywords through an auction model.

The top three results in a Sensis search will be paid results, highlighted as ‘featured listings’.

“We’ve integrated the paid-for results, because our research shows that to be more effective than putting them as side-bar advertisements,” said Sensis national sales manager Robbie Hills.

Ellis admits that pulling customers away from Google and Yahoo could be challenging.

“We’re not approaching this as though it will be easy. It’s not.

“But I challenge my competitors to deliver a product that is as locally relevant and direct as ours,” he said.

Mel Bohse, the managing director of Yahoo subsidiary Overture, said she plans to do just that.

Overture will release its LocalMatch Australia product later this year. It will be similar to the US version released two weeks ago.

Like the Sensis search product, it will provide local deep information to users and enable smaller businesses to have an online presence without a Web site.

“We will create a ‘locater page’ for small businesses to which they will be linked instead of a Web site. It will simply contain the business contact details, opening hours and a map giving directions.”

“The Australian public are not driven purely by multi-million dollar advertising campaigns. They want a good and reliable product. If Sensis can offer that, they deserve a slice of the commercial market, but we are yet to see.”

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?