The death of the yellow pages

A quick thought on the yellow pages:  Even a hot-air balloon won't save them.

I know it's hard to imagine a world without that big book in your drawer, and I know that sometimes it's more effective than a search engine at finding a local service, like a plumber.  Or a roofer.  Or a jumpy-house for your daughter's birthday.  (You didn't forget, did you...?)

But Local Search from Google, Yahoo and MSN will replace the yellow pages, because it's getting better.  Better at presenting all the plumbers in your area, instead of a random few.  In the past local search has fallen-short because we're not getting the results we want...so we turn to the big yellow book.

But the advertising revenue is too great for the search industry to ignore, so local results are becoming more relevant, more useful, and the search-method of choice.

Where is the local-search opportunity for your business?  If you deliver a product or service within a specific regional area you still have time to beat the competition.  How?

1. Build a clear, smart, professional website.
2. Optimize it (i.e., search engine optimization, or SEO) for specific, local keyword searches.

Just showing up in Google's "Local Results" is not enough to win the business.  A one-page website created by a friend is not going differentiate you from the other guys.

I still believe local search is the biggest opportunity for small business on the web.

 

Comments

[Tod]

They've been predicting the demise of the Yellow Pages since 1995.

But I do believe the end is neigh.

Not only can you find what you're looking for in short order, but you can read what other patrons of said business have to say about it. Talk about accountability.

Now not only can you not afford to be on the Web (local businesses with websites have a huge advantage because people can link from the search result to the business in one click), but you can't afford to be an asshole, loser, or schlep ANYMORE either.

And that's a gooooood thing.

[todd]

Just read a rumor that Google's looking to buy Verizon's YP business and Yahoo! is going to buy AT&T's.

[Michael Rolph]

I heard about the Verizon buy also. Google will use it to help build out Local results, and maybe use the existing sales infrastructure to cross-sell AdWords.

The crazy thing is I bet 50% of the biggest YP ad-buyers-- moving companies, plumbers, auto repair shops, etc.-- don't even HAVE websites.

I keep yapping about this missed opportunity for the SB's-- that's why www.wheelmedia.com exists.

What consumer wants to dig up that yellow book?

[Ben]

The Yellow Pages is going to die because not only do they not provide a good return today (and even less going forward when no one under 40 will look at them), they will die because one of thier key advantages is thier mafia like sales strategies will not allow them to use this advantage to sell the inexpensive and effective advertising on the Local Internet. (these strategies are made worse by them most being owned by private equity firms who are all trying to extract the last nickel from the local merchant before the business collapses)

[Michael Rolph]

Thanks for your comment Ben, I'm with you.

I imagine the aggressive business development tactics you mentioned have helped the YP industry to survive over the last several years-- huge teams of tele-sales reps convincing the SMB to keep spending money on ads in the big book.

[Jim Darrah]

There will always be a place for the YP's. No doubt that local online searches are growing and that all local businesses need to be on the web, but don't be so quick to write off the YP's (no, I don't sell YP ad's!). There will always be a large population that will use the YP's, especially the boomers. Local businesses must implement a PLAN that includes ALL effective forms of advertising to survive in today's economy, and YP's normally should be part of the mix. The real problem is that most small businesses just don't understand how to use the YPs and fall victim to the clueless YP salespeople. The fact is the YP's can be an outstanding tool to DRIVE PROSPECTS TO A WEBSITE and it's not hard to track the effectiveness of the YP ad. Yes, YP effectiveness and usage will continue decline but it is still, and will continue to be for a long time, an important part of any effective advertising mix for local businesses.