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Local Search on Cell Phones will Derail Yellow Page Directory Usage
By: Dr. Lynella Grant
Local Businesses have Been Slow to Capitalize on Search Engine
Notice
Yellow Page directory usage has been falling for years. But most
merchants who've always relied on their directory listing for new
business have not taken the necessary steps to promote
themselves online as well.
Local Search by search engines makes the Internet a vital
component of more and more retail sales. Buyers can find
convenient sources of products or services (the time-honored role
of the Yellow Pages) with queries that include a geographic
element.
They narrow their search by adding a specific city, zip code, region
(Pike's Peak), county, etc. Only nearby businesses appear in the
results. Suddenly, even the smallest business (without a website)
has a chance of being easily found online.
The Public's Buying Habits Have Changed
Over 25% of all search-engine queries are for Local Search results;
and that percentage is growing quickly. Last year, both Google and
Yahoo committed to expanding the value of Local Search results
they deliver. People want them and are driving the trend. Small
businesses that don't get aboard risk being left behind (and
unfound).
Increasingly, customers go online first to find product information
and sources-even if they intend to spend their money locally.
Instead of opening the fat Yellow Page directory (which is months
out of date, since it's only updated once a year), they let their
fingers do the walking online.
That could be Internet Yellow Pages (IYP), a search engine query
such as Google or Yahoo, or visiting a specialized online directory.
There are many demographic reasons why people no longer make
the Yellow Pages the first step in their buying process. They still
want to research their options, but are often looking for different
information than Yellow Page ads provide.
Get Local Search Results on your Cell Phone
Add convenience to the search, since Google brought out Local
Mobile Search in March, 2005.
http://mobile.google.com/loc_search.html Google Local lets
callers find everything from restaurants to retail outlets using their
mobile phone. This option is available in most American cities.
People can access the mobile web browser on any mobile phone or
device that supports XHTML (WAP 2.0).
Visualize yourself driving down the street, and you decide you'd
like sushi. You park and enter your town plus sushi into a
Google search on your cell phone. Within seconds you know your
choices. You can even get driving directions, maps and click to
call, if you have a question.
Now, that's miles ahead of finding a payphone and digging through
the directory, assuming there is one.
Conduct a Local Search from your Cell Phone
Type http://mobile.google.com/local
Enter your local search query in the 'What' box
Enter your location in the 'Where' box
Select and hit the "Google Search" button
Scroll through your search results
Locate a business's exact location
Get driving directions to your desired location
Place a call directly to a listed business
Callers can also get Local Search results by going to the Google
home page on the phone's web browser
http://www.google.com/xhtml
Business Owners Must get Listed so they'll Appear in Search
Results
Given the widespread use of cell phones, Google's new feature will
create an immediate impact. People on the go (and who isn't,
anymore?) will have less reason than ever to look in the printed
Yellow Page directory.
What to do? YellowPageSage.com
http://www.yellowpagesage.com provides step-by-step how-to,
so your business gets found when suitable buyers are looking.
Make life easier for yourself - and customers relying on their cell
phones to decide where they should spend their money.
It's time to develop your marketing strategy beyond what the
Yellow Pages can deliver. Be sure your operation is easy for people
to find, whether they use a print directory or the Internet. Get your
share of the free exposure that Mobile Local Search will be able to
send your way.
About the author:
--Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.comSmarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450
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