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Search vs. Yellow Pages for Local Online Marketing
Major search engines have been developing their search marketing tools to appeal to businesses that only market to a local area.
The Yellow Pages used to be a primary means for searchers to find local companies before everyone started looking on the Internet. The Yellow pages are also online, but many consumers still just type the local business in google or Yahoo!
The local advertising market is huge, totalling over $97.7 billion in 2004, and expected to reach $100 billion this year. It includes radio, newspapers, Yellow Pages, and TV.
Yellow Pages better for local search?
In the face of pressure from search engines, Yellow Pages publishers sponsored a study conducted by comScore. They found that local searches via online yellow pages were more efficient than search engine searches, and that online yellow page searchers spent more money offline after hunting for local products and services.
1.5 million consumers studied
The new study analyzed searches by a 1.5 million-strong consumer panel throughout the year of 2004. It compared 150 million Internet Yellow Page (IYP) sites with Internet search sites AOL, Ask Jeeves, Google, MSN and Yahoo. "Local search" was defined as a search conducted by querying on both a keyword and the name of a city, state, ZIP code or telephone number. The top five consumer search categories were studied: financial services, health care, home services, automotive products and services, and restaurant dining.
Search engines more popular, but Yellow Pages more efficient
The study found that search engines were much more commonly used, accounting for 66% of local searches, while yellow pages accounted for 34%.
According to how many clicks it took searchers to find what they were looking for, yellow pages were more efficient. "On average, consumers used 4.6 clicks to find local results. With search engines, users took 7.6 clicks on average." The study also found that yellow pages users spent more money offline after searching.
Read the article here on eMarketer (open access til May 6).
Search Engine Optimization Blog Article...
The Yellow Pages used to be a primary means for searchers to find local companies before everyone started looking on the Internet. The Yellow pages are also online, but many consumers still just type the local business in google or Yahoo!
The local advertising market is huge, totalling over $97.7 billion in 2004, and expected to reach $100 billion this year. It includes radio, newspapers, Yellow Pages, and TV.
Yellow Pages better for local search?
In the face of pressure from search engines, Yellow Pages publishers sponsored a study conducted by comScore. They found that local searches via online yellow pages were more efficient than search engine searches, and that online yellow page searchers spent more money offline after hunting for local products and services.
1.5 million consumers studied
The new study analyzed searches by a 1.5 million-strong consumer panel throughout the year of 2004. It compared 150 million Internet Yellow Page (IYP) sites with Internet search sites AOL, Ask Jeeves, Google, MSN and Yahoo. "Local search" was defined as a search conducted by querying on both a keyword and the name of a city, state, ZIP code or telephone number. The top five consumer search categories were studied: financial services, health care, home services, automotive products and services, and restaurant dining.
Search engines more popular, but Yellow Pages more efficient
The study found that search engines were much more commonly used, accounting for 66% of local searches, while yellow pages accounted for 34%.
According to how many clicks it took searchers to find what they were looking for, yellow pages were more efficient. "On average, consumers used 4.6 clicks to find local results. With search engines, users took 7.6 clicks on average." The study also found that yellow pages users spent more money offline after searching.
Read the article here on eMarketer (open access til May 6).
Search Engine Optimization Blog Article...
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