Search Engine Optimization SEO Blog

Yellow Pages vs Search Engines

Trends that will impact how companies advertise:

• Let's face it; people will do what is easy. Access to the internet has made getting online easy. According to Jupiter Media, over 64% of people looking for information online, use search engines. If I can type what I want into a search engine and find what I need, I don't need to go through the 100 pages of ads in the Yellow Pages. Search Engines are getting more precise down to an industry specialty and geographic focus, while also continuing to be easier to use.


• I'm not sure about you, but as a business owner, the last thing I would do is give my prospects a list of my competitors. The Yellow Pages does just that. Using search engines, you can differentiate yourself from everyone else. Given that your site is optimized, when the ideal client is looking for what you do, they find you, not your competitors.


• And did you know that as far back as February 2004, The Kelsey Group and Bizrate. Com found that 64% of Internet users who make purchases online prefer search engines to conventional Yellow Pages. Go figure.


• The Yellow Pages Integrated Media Association commissioned a study finding that the printed Yellow Pages have seen usage decline from 2.0 average weekly lookups per person in the mid 1990s to 1.4 average weekly lookups in 2003. However, the economics of publishing printed Yellow Pages remains incredibly strong, so even with decreasing usage; the books continue to appeal to advertisers at maximized ad rates. With more research validating Search Engine Optimization and benefits, listen for the ripping of those Yellow Pages rate cards.


• And finally in the series of trends: The cost model of Yellow Pages vs. Search Engine. Let's look at the traits and cost basis of each media.

	Yellow Pages	Search Engine
a. Printing Costs	Yes	No
b. Mailing Distribution Costs	Yes	No
c. Sales Rep Cost Model	Yes	No
d. Per Click or Action Model	No	Yes
e. Commitment level	1 Year	None
f. Flexibility of Ad	Once a year	Anytime

Clearly the Yellow Pages model is more expensive and less flexible than online search engines.

Bottom line: Realize that yellow page books and yellow page online directories do not differentiate you from everyone else. Make sure your site tells what you do, where you are located and invites the client to take action with your firm. Welcome to search, the killer application that is leapfrogging the current directory model. Search is the future: the question is - are you are going to be a player or a spectator? Good Selling!

posted by Terry at Permanent Link