Yellow or Google?

Quick, you’ve got 30 seconds to decide. If you were offered the option of having the first ad in your category of Yellow (Pages) or first result on Google (organic, left hand side, not the paid ads on right) which would you choose?

10 years ago the answer would have definitely been Yellow.

5 years ago you probably still been swayed towards Yellow, but at least you had to think about it.

But now, what would you choose?

Savvy internet marketers don’t have to even think about it, they’d choose Google immediately because they understand the numbers and know how powerful being on the first page of Google for a desired search can be.

So why are so many business owners still committing so much money to Yellow (Pages) directories when they haven’t explored any well-considered web strategies?

According numerous sources, over 80% of B2B transactions now involve a web search at some stage. Update: WebWatchUK reports “When participants were asked to indicate how they would go about making a B2B purchase, 93.2 percent said they would research the purchase online.”

Around 90% of Australian searches are done on Google.

Today, Australia has over 14 million online users and according to recent research conducted by Ansearch, “each month over 8 million of these users hit one of the various search engines EVERY DAY.”

One of the best reactions we see from new clients is when we show them how many searches are done around their industry and region on Google every month. Its a game changer.

Just look at your own habits. Do you use Yellow (Pages) very often? Can you even find a copy quickly in your office (except the one propping up your PC monitor)? Or do you tend to fire up Google every time you need to know or find just about anything?

The simple truth is that being found at the top of a Google search can be extremely good for your business. The viewer is likely to be finding something more in context with their needs and can quickly decide whether you business right for them. Online search engines have replaced Yellow as the default search for businesses.

And lets compare the costs:

Yellow (Pages) can cost tens of thousands of dollars for just one advertisement. In Newcastle its around $28,000 for a full page ad, which many businesses feel obliged to buy in order to be near the front of their category. Problem is, they usually have more than one category. And then they have to pay it again next year, and the year after.

Meanwhile your website, which also serves other purposes, can be found at the top of Google searches for numerous categories when it is well optimised. Even better, the keywords can be so refined, so targetted that they relate precisely to the sort of business you are or customers you desire, rather than being broad and only semi-relevant. And you don’t have to pay to be there every year.

Once you have established a good website (you can use Web ANLYZR to find out how your’s rates), put a strong marketing plan in place and learnt a little about search engine optimisation you can create an inbound marketing program that will direct customers to your business 24/7.

So in 2009 when asked to decide between Yellow or Google, the answer is clear. Get your business on top in Google searches. Not only will you have more customers who have been acquired more cost-effectively, you will have saved a fortune on Yellow (Pages) ads.