subject: How To Maximize The Worth Of Online Classifieds [print this page] How To Maximize The Worth Of Online Classifieds
Most marketing gurus have been predicting the end of the Yellow Page books for a time, primarily as a result of the competition from Internet alternatives. In addition, the aggressive invasion of search engines into cyberspace in the recent past has made some analysts wonder if Internet Yellow Pages directories may also be headed for extinction next to the printed books.
If one does some keyword searches for white pages, they seem to be relatively consistent over the years, while keyword searches for Yellow Pages are declining. One could assume that people aren't looking for Yellow Page websites as much since they're able to find businesses through other types of websites and directly through search engines. However, looked at another way it could be assumed that might be going directly to Yellow Page websites. The question becomes are people searching in Google for Yellow Pages less as a result of the Internet Yellow Page (IYP) companies are succeeding in improving their brand recognition?
Many of those online Yellow Pages websites are showing gains over the same period. Super pages searches are somewhat flat, while searches for YellowPages.com, Yellow Book, Yelp, and Dex Online all showing positive trends. Therefore, one could assume that the increase in the recognition of brand names among most of the IYPs has resulted in fewer people researching yellow pages websites. But that can't be true, at least not based on keyword searches in Google. It appears that there are many more users looking for yellow pages than there are those who are looking for any particular IYP brand website.
At a minimum it would appear that the increase in IYP brand specific type of searches isn't equal to the reduction of searches for the Yellow Pages. The number of searches for Yellow Pages is far greater than the combined brand searches for IYPs.
However, it's wrong to base these assumptions from such a small number of total Internet statistics. There are also multiple assumptions being made. Google Trends only show a relative amount of the total number of searches by keywords, so the statistics don't necessarily correlate to the total amount of traffic. There are so many variables involved that there could be numerous reasons to explain these trends. They could be specific to only Google users and not to everyone.
Regardless of the reason, it's fair to say that the Yellow Pages days are numbered. The Internet is replacing them.
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