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Google or Yellow Pages – How are customers looking for you in 2011?

Posted by Erin Meyer

A recent article posted at www.site-reference.com reveals an interesting shift in the way people are searching for products and services. The article references a video study that compares the use of Google and Yellow Pages. While it is not necessarily surprising that many searchers indicated a preference for Google, it is striking that 92% of users prefer Google searches to using the Yellow Pages. Though for decades, a flip through Yellow Pages was the best way to locate something in the neighborhood, Google has recently done much to enhance its value as a local search tool with features such as Maps and Places.

Is it time for advertisers to close the book on Yellow Pages? Not necessarily. The Site Reference article points out Yellow Pages can create a new niche, becoming an online search resource with valuable features such as deals and coupons. The large database they’ve amassed puts them in a position to do some creative things to make Yellow Pages a valuable resource for customers and businesses alike.

As local search continues to evolve, a strong web presence remains essential for businesses. While most recognize the need for a quality website, many don’t realize that the website can only be effective as a marketing tool if it can be found and ranked well by search engines. The same Google and Yellow Pages comparison study provided proof of this in further findings:

  • 46% of searchers choose the top search result on Google
  • 30% of searchers never leave the top five listings
  • No one surveyed goes beyond the first page of search results

This means that search engine optimization is a crucial component in today’s marketing plan. Businesses must make a strong and consistent effort to stand out, get noticed by the search engines, and build ranking.