A post by Website Factory Plus looked at a video on Google and the Yellow Pages, to see which one was the most effective. It turns out the Yellow Pages might be a little displeased with Website’s findings.
Yellow Pages May Not Get the Success It’s Looking For Online
Yellow Pages recently changed its name to reflect a stronger focus on local marketing, but that might not help, if this study is any indication. In the post, there were four very important bits to make note of:
- 92% chose Google over the Yellow Pages
- 46% choose the top result
- 30% never leave the top 5 listings
- No one went past the first page of the SERPs
What This Information Indicates
Basically, businesses that operate online, and aren’t at least doing some SEO, won’t have much hope when it comes to generating traffic through search. The top five spots is where the money is really at, and after that, it declines sharply. This is not exactly groundbreaking news, however.
What is rather quite interesting was the large number of people who chose Google over the Yellow Pages. I don’t think businesses should avoid getting their listings in the yellow pages, but it’s definitely something to pay attention to when planning your marketing budget. If you start finding the same results with your local directory listings, it may be a good sign to place a little more emphasis on local search results.
Can the Yellow Pages Turn Things Around?
Hearing numbers like this, you might think it would essentially mean the end of the traditional business directory, but that’s just not true; there are a number of things they can do to get an edge over the search giant.
Recently, on TV, Yellow Pages began advertising their online directory, as well as an app that featured coupons, deals and other features. If they can drive up enough interest here, they could cement themselves as the household search engine for local businesses. The advantage here is that, while Google has TV ads, they’ve yet to really push ads for their local results into user’s homes. The Yellow Pages is also setting itself up to compete with geosocial coupon sites as well.
Bottom line: If the Yellow Pages search dynasty hopes to survive, it needs to carve out its own niche. It needs to become indispensible in every day households and it needs to do it in a way that takes advantage of the large database of information they have access to.
Make Your Business Listing Stand Out
Whether you choose to stick with Google, focus on directories like the Yellow Pages, or use both mediums, standing out and differentiating yourself from your competitors is absolutely vital. Here are some great resources for ensuring your local marketing is a success:
Google and Local Search:
- DIY SEO Guide — Step 5 Google Places
- Guide to Google Places for Business
- Local Search Tips, Tricks & Secrets
- Top Five Tips for Local Search
- Matt McGee’s Local Search Guides
The Yellow Pages, Classified Ads, and Directories:
- Top Tips for Yellow Pages and Classified Ads
- Tips and Tools from YP Commando
- Tips for Optimizing Your Local Business Listings
If you have any really good resources, let us know and we’ll add it to our list!