I wrote earlier this month about the death of the yellow pages, and author and search guru John Battelle has some great insights on the YP and Yahoo! Local Search today:
Yahoo Local has rolled out an update to its business model for local merchants, and it's looking a lot like what the Yellow Pages do, only online, self service, cheaper, and, well, what I've been on about for a while - a step towards the online version of what the Yellow Pages really need to become... (Full article here.)
My particular focus is on your business, and using the web to help you grow. If you feel your customer is using search engines to try and find you (probably) and you buy a local ad (they are pretty affordable,) then you need to differentiate your business from the other guys.
You need a clear, smart, compelling website that inspires your prospects and motivates them to call, to come by, to request a quote.
...oops, I misspoke. You need a great website to differentiate regardless of whether you advertise on Yahoo!, The New York Times, or by trailing a banner by from a plane flying over the Giants game this weekend.
--
Return to Leverage Blog homepage: small business blog >>
I don't know about the average user, but I'd probably ignore the paid results and just focus on the "real" results - so if someone paid a premium to only show up in those sections with the blue backgrounds, that wouldn't do them much good as far as my clicks are concerned.
Frank Caufield
Posted by: San Jose Web Design | September 02, 2009 at 12:50 PM