Internet users generally want to grab information quickly therefore it is often easier to “Google It” than to drill down through IYP style heading searches. While overlap does deliver pass-through traffic to IYP’s SEO’s website ranking benefit end the search process without need to move to an IYP. This is especially true if a user is conducting a specific name search. If a user has a need without a specific provider in mind IYP can deliver “filtered results” (no articles, press releases, etc.) just providers. Theoretically this makes it easier to see a list of qualified providers however relevancy of results and user friendliness remain critical success factors.

EXAMPLE:
We visited Yellowpages.com, searched for Accountants/Dawsonville, GA and the results returned nearly 600 listings, primarily in distant Atlanta, with virtually no manner to easily geographically isolate the desired target – thus the search ended in frustration and without benefit for the Dawsonville, GA accountant.

We visited Superpages.com, used the same search criteria and received exactly what was requested. This user friendliness could be why Superpages.com has almost twice the market share of Yellowpages.com.

We then visited Google, used the same search string and the top results were Yellowbook.com and SuperPages.com links which open to the desired results. This overlap usage surely contributes significantly to the success of IYP, especially Superpages.com. Again though, through SEO your business can be found quickly and without the need to move on to IYP. Reviews of our client’s log files show that the overwhelming majority of their website hits originate with Search Engines not IYP. Providing the “fewest clicks to gratification” is the key.

The subjective assumptions are that IYP user friendliness drives higher usage thus any IYP investment may be better spent with Superpages.com yet with over 80% of Local Searches coming through Search Engines, optimization (SEO) is the best investment to consistently position your business in front of the largest percentage of Internet shoppers. Additionally the same SEO investment makes your business competitive at the highest levels of Internet searches.

Another note is that we see younger online users feeling more connected to Search Engines than to “Yellow Pages”. This is a critical consideration in developing long term Internet marketing strategies.

Our conclusions are that IYP, if well planned, can be an effective part of your SEM program although IYP is NOT good for every business. In the cases of overlap the path is users moving through Search Engines to visit IYP sites. If a marketer optimizes their website and has strong ranking they can grab a prospect before they are lost in the money driven positioning of IYP.

So from a marketer’s perspective I say put yourself in the user’s seat and consider their behaviors. Having a listing with an IYP keeps you in the data pool however investing in your website’s optimization (SEO) should yield optimum results for your business for searches at any level. An Internet marketing strategy should not ignore IYP (for some it is a great channel) however the preferred choice is making the investment into SEO and consistently reaching the largest market share early in the search process. IYP, regardless of overall market share, can be cost prohibitive and non-productive for many businesses. If over 50% of Local Search is “directory assistance” then the ROI potential of IYP becomes quite a concern for a budget minded business and the argument for SEO is further strengthened.