Touch Local to Challenge Thomson, Yell

In the context of discussing some high level personnel exiting Yahoo! for various startups, the Search Engine Watch blog identifies a new (to me) local directory/search site in the UK, Touch Local.

Touch Local allows users to search locally and nationally and offers products (through a relationship with Yahoo!-owned Kelkoo) in addition to traditional, YP-style service listings. The site features ratings and reviews and the ability for businesses to update and enhance their information for free.

Advertising options for local businesses include guaranteed leads packages, PPClick and PPCall.

The site is relatively new and so content in some areas is sparse, but local ratings/reviews and product search capability appear to be two consumer differentiators from more established competitors Yell.com (the dominant incumbent) and Thomson Local.