Brian McLane

Media and Social Commentary

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THINK YOU KNOW YELLOWPAGES.com? CLICK LESS LIVE MORE.

January 30th, 2012 · No Comments · Social Commentary

Today I was talking with a videographer who, even though I knew the name of his company, I couldn’t find him on the web. Yet he told me he was spending money on Facebook and Google Adwords. He is also filling out a listing on every free directory to which you can submit to keep costs down. I asked him if he was paying someone to do that. He said no and admitted he spent about 5 hours a week or more on it. So figure that’s about 20 plus hours a month.

How much is your time worth? It’s the other side of Click Less Live More.

Todays YellowPages Directories are changing the way people search. Directories are not a search engines. Which is why people who think they’re doing online media buying by telling me they’re on Google have already let me know that they’re misguided.

Some do Ad Words which from all accounts are not that effective though it varies by industry. To be sure, real online advertising (if we’re talking about display) is done by Ad Networks. In fact here is a list of the top Ad Networks. If you want to spend tens, even hundreds of thousands of dollars on behavioral, geo and demo advertising, use this.

Get Your Ad Networks Here.

And if you’re interested in free stuff (remember you get what you pay for), here’s another link for those businesses that are trying to bootstrap it on a shoestring:

Best Free Web Directories.

But what one might want to know about AT&T’s Yellowpages.com is that “YP” just passed Twitter, Yelp and Linkedin and has climbed to it’s highest point at Number 26 on the Comscore Top 100 Web Properties. Yellowpages.com has finally figured out how to do a better job of getting natural page rank on search engines like Google and Yahoo. Overall traffic for IYP’s is growing year over year too.

With AT&T behind Yellowpages.com, it’s easy to see why Yellowpages.com is gaining in popularity. The mobile app is slamming as well and they’ve got all that money to constantly develop the products and services.

And the proof is in the pudding. Call retention has improved dramatically whereas data services on Verizon still stink. So AT&T is putting their money where their mouth is. The base formula in my opinion for online and mobile advertising is do some Yellowpages.com, mix in some Search Engine Marketing “SEM” (and go with AT&T not some overseas black hat outfit), make sure your quality score is high by having a great More Info page, and put yourself on the local map sites such as Google Maps and Yahoo Maps.

Here’s a link to the AT&T Interactive Site and an interesting video.

Yellowpages.com Gaining on Google

Yellowpages.com Gaining on Google

and does not display lists of web pages based on keywords; instead, it lists web sites by category and subcategory. Most web directory entries are also not found by web crawlers but by humans.[1] The categorization is usually based on the whole web site rather than one page or a set of keywords, and sites are often limited to inclusion in only a few categories. Web directories often allow site owners to submit their site for inclusion, and have editors review submissions for fitness.

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