The Web Is Now the Phone Book
A May 2011 Pew Internet survey found that 92% of adults who use the Internet use search enginesto look up on the Web, including 59% who do almost every day. This puts search at the top of the list of most popular uses for the Web mong U.S. adults. You know yourself that you use search for a lot of things. So does everyone else. It's faster, better results, and you can take it with you.
So what about the old way?
Here's a datum from the Local Search Association- formerly the Yellow Pages Association.
"In 2010, consumers generated 11 billion references to print Yellow pages."
If that sounds like a big number, think again: "Google's web query volume was 10.36 billion during March 2010, a 4.3% increase from 9.93 billion in February 2010" (From Compete Market Research).
Google
alone had roughly the same volume in a month as
all Yellow Pages directories got in a year. And that was in 2010.
Then what about the in-between way? The phone directory folks say they now do local search, and if you own a business, you've had them try to sell you their online Yellow Pages advertising. Does it work?
The best answer is an example. A client even used part of what we taught them when they bought a Yellow Pages enhanced online directory listing, had the YP firm put up a second website for them, and probably more.
Here are the two sites in Google results:
The difference between Page 1 and Page 6 matters, a lot. It would be unkind to the Yellow Pages firm to mention how many clicks our client got from their online directory ad (27 )and compare it to the 500+ visits their Page 1 website from us got in February. And that's for a local business, the kind a local directory can do best. If you're state or regional, you can't expect even that much.
But don't you at least want to be listed in the online YP directories? Of course- and that's free whether or not you advertise with them. If you bought a print ad, you're there, and you may be there even if you didn't. If not, our SEO work makes sure you're there and in a lot of other places too, at no extra cost.
The same applies to web and search marketing firms that call us all up- yes, we get those calls too- and offer listings on Google, Bing, and Yahoo. Those listings aren't anywhere near as effective as a real website- and you're probably in them already, automatically and for nothing. So save your money for things that aren't free, and that will help you.
What Are the Numbers?
We won't go overboard with numbers. How many times do you need to read the same thing?
From a
Pew Internet Study from Jan 2011, on how people find information about local businesses.
For information about local businesses in general:
• 47% rely most on the Internet
• 36% search engines
• 16% specialty websites
(a small fraction of these are Yellow Pages sites)
• 1% social media
• 30% rely on newspapers
•29% printed / 2% online
•22% rely on word of mouth
•8% rely on local TV
And from a 2
012 Pew Study on Internet Search
91% of search users say they always or mostly find the info they're looking for
• 73% say the info they find is trustworthy
• 66% say results are unbiased
• 52% of adult users say results are better than in the past
• 7% say worse
Is Social Media an Alternative?
We just covered that- check those numbers again. Of those who use the Internet for local business info, most use search engines, less than half as many use "specialty websites"- including online Yellow Pages- and only a sliver of that group use social media.
That's right- despite how ineffective Internet Yellow Pages advertising is, surveys show it still works far better than Facebook, Twitter, et al.
Social media
does work well if you're in one of a couple of categories (and we'll tell you if you are), but it's poor use of resources for most businesses.
We hope we've just given many people a reason to spend less time on Facebook. And remember those numbers next time you're talking to a web marketing "consultant" who says you should work on your Facebook, LinkedIn, and Twitter presence.