Thursday, January 03, 2008
Local Search Pits Yellow Pages Versus Search Engines
Part of the
continuing story of this year's local frenzy is the battle for dominance between internet yellow pages and the search engines.
Michael Boland at
Seach Engine Watch highlights the 8 trends for the year in local search, and he's betting on the directory services. But I'll put my money on Google et al if search can act quick enough. IYP services don't want to cannibalize their print sales, but search engines have no such restraint, so they can be more aggressive in their pricing and tactics. This will be one of the great power struggles of the year.
I also received a call yesterday from a local "local search" company that promised that they could put my wife's business on the first page of Google's search results in the sponsored links. Now why would I pay a third party when I could go straight to Google itself, and besides, I've optimized the results anyway so that it's already in many of the top natural search results? But, you can't blame a company for trying, and we'll see even more startups try to rouse local businesses from their slumber to get online.
Posted By John Gartner at 09:44 AM
Permanent Link: Local Search Pits Yellow Pages Versus Search Engines
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(2) Comments on Local Search Pits Yellow Pages Versus Search Engines
I agree, the IYP's are trying to adapt to a new medium where they no longer have a dominant position, however they do have salesforces which most online players lack. The majority of owner-managed, time-starved, small businesses are not as web-savvy as you John, they'll happily pay for someone else to do the work and more often than not need to be actively sold to, so this is where the IYPs have an advantage. The social-networking based local directory and review sites are creating a big buzz but most of them will struggle to derive revenues directly from the businesses they feature.
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