Yellow Pages vs. Google – Out with the Old?
For over 100 years, telephone customers have been receiving printed directories of phone numbers, addresses, and advertisements relating to local business and individuals. Though the separation of Ma Bell caused an increase in the number of disparate yellow page brands, one company still holds the rights to the “real Yellow Pages”: AT&T.
Millions of people all over the world are familiar with the tomes that get dropped on our doorsteps every three months or so. Though these used to be useful directories that each individual used on a regular basis to look up the telephone number of the local plumber or pizza parlor, the increasing saturation of the Internet in peoples’ lives have made these books all but defunct. Aside from making good kindling to start a fire in your fireplace (another near-obsolete concept), people are finding decreasing usefulness and increasing frustration over these heavy paperweights made of paper.
Google, the world’s most popular search engine, has gone to great lengths to ensure that they are the number one source of local search in today’s fast-paced, information-oriented economy. With its “Places” feature and bid for popular coupon site Groupon, Google has made it clear that they want to be the first and last place a user has to go to find local business and phone numbers, and with good reason.
Local advertising is a huge business, and companies like Google make the majority of their revenue on advertising. AT&T isn’t taking the fight sitting down though, and they’re following the local search trend in to the 21st century with YP.com, the web’s 3rd largest source for local search information. With a simple interface that encourages users to just find what they want, YP.com is a growing force in the industry.
Aided by the fact that AT&T can push their mobile YP.com app to their cell phone customers, as well as users with iPads and other web-enabled devices, their local search engine is now reaching more users than ever. They are still a far cry from being able to tackle the Google behemoth, but AT&T is poised to overtake Yelp’s second-place position in the local search market. It’s a fine example of how even a print service can change its tactics to become viable in the digital age.<
Fred Meek is a professional Austin Search Engine Optimization consultant in Austin Texas. Click here for information on Local Search Marketing.
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12 Responses to “Yellow Pages vs. Google – Out with the Old?”
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It looks like a nice little search site and app. In the UK Yell have badly remade an advert from 1983 to show how they’ve changed. It makes them look like they have no new ideas.
That inform…about Quick index in Search Engine
The yellow pages is definitely dead here’s a pretty cool video on youtube where people were asked “do you use the yellow pages?” … the overwhelming response was no.
http://www.youtube.com/watch?v=C4cCZ0DHcBQ
I think it’s only a matter of time before they spot printing the YP… in fact, I think they’re already starting this in some countries around the world.
I agree regarding printed versions of yellow pages but not so sure about online business directories. I find them still useful especially since one doesn’t always find what he’s looking for in Google.
I haven’t used a printed version of the Yellow Pages for ages!!
If I’m looking for an address, Google Maps is the way to go since I can even have a street view of it. I think Google is the way to go to promote businesses and such, also, it’s cheaper!
I still use the yellow pages. Maybe it’s because I’m a bit older but the ability to look at many pages and adverts at one time is IMHO quicker than a long search on google. If you know who you are looking for then no problems but also remember that a lot of one man businesses such as plumbers are not easily located on the web.
The only Yellow pages I use is yellowpages.ca
I got in trouble form my wife last time I brought up a phonebook from our lobby.
Associates studied 200,000 yellow pages ads & found that calls to them (using tracking phone numbers) are up on average 10% from 2008 to 2010. My best friend has an ad in the local Yellow Pages & his calls have increased every year for the past six years.
While this 31 year old doesn’t often open the book I consistently see call tracking and tracking URL reports from clients that still show great return from the yellow pages. That’s why I’ll continue to recommend directory advertising to clients (where it makes sense), while also ensuring their online strategy is in place & effective.
I run an SEO company in Orange County and I pay attention to the yellow pages. I actually went around my neighborhood looking for a copy and it was hard to find someone who had one. I just received the new book for this year and it’s hard to believe (or maybe not so hard) but it’s even thinner than last year.
I was speaking with a business owner the other day who still heavily advertises in the Yellow Pages and he was saying that YP halved their spend and doubled their coverage just to keep them as customers. Obviously, the YP book is not going to be around much longer.
I never thought of this until now.. I think google wins over yellow page..
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It all depends on how a person is. In this time and era there are still some people who use the yellow pages. This could be because most of them do not have access to internet connection. Searching for contacts online is however better and much more convenient.