Where are your Yellow Pages?

When was the list time you used them?  OK maybe you used them when your niece Sally came over and you needed a booster seat, but when is the last time you used them to find a local business?

With the explosion of the web, broadband, and smart phones most people are now turning to Google when searching for local businesses. According to the Nielsen Online Custom Survey and WebVisible Inc. 2008 study, compared to two years prior, yellow page usage has decreased 23 percent and local newspaper usage has decreased 41 percent by consumers searching for a service or product.

Also in the survey:

  • 82 percent of consumers use search engines (Google, Yahoo! or Bing) vs. 57 percent who use Yellow Pages directories
  • 50 percent turned to search engines first while only 24 percent chose the Yellow Pages

To put it another way, consumers are looking for their goods and services online using search engines, (Google, Yahoo!, Bing, etc.), in an ever-increasing rate.

Local Search is the process of getting a business listed on a search engine with a geographical modifier attached to a targeted key phrase.  Let’s take Google as an example.  Type in “roofing contractor + your city name”. Something like this: roofing contractor Madison WI.  Here is an example:

Local Search Results

If your business is not listed on Google maps, then you are missing hundreds, if not thousands of potential customers.  In addition to the map, you need to appear in the listings below the map Consider these statistics from Cornell University:

  1. The first two results on page 1 get up 50% of the attention of viewers and the #1 listing gets clicked on up to FOUR TIMES as much as the #2 listing.
  2. The last listing on Page 1 is 2.5 times more effective than being the last listing on Page 2.
  3. The top 5 listings get 88% of the click traffic from a search.
  4. The top 3 listings get 79% of the click traffic from a search.

With over 82% of users now using the web to find local business, make sure your business has a good presence in all the major search engines.  Learn how Wired Web Marketing can help to optimize your local business listing and how you can dominate your market online.