Did you know they used to print the internet into a book? Yup, all the businesses in a city would have their contact info printed out into one book, and they called it “the Yellow Pages”.

The theme for 2018 so far has been “the year the phonebook died” because we have never had so many questions like this:

We used to advertise in the Yellow Pages but we don’t think anyone uses it anymore, can you help? 

Why, yes, yes we can!

Now before you go and think I’m just here to bash the phonebook or Yellowpages, I’m not. Years and years ago the phonebook was the smartest marketing investment you could make. You would advertise your “roofing company” under roofers, when people needed a new roof, they go to the phonebook, find your ad and call you. Simple as that! AND the phonebook company in my city (Direct West) measured those leads extremely well. In one sales meeting I was at roughly 9 years ago, I remember them saying they would sometimes put a special number in the phone book so they could track how many people called you a month. AMAZING! You could easily measure return on investment (ROI) of your phonebook ad buy.

Fast forward to the Internet age, or better yet the age of Google. Today, anyone who’s willing to consult a phonebook to try and find you probably is technologically illiterate and most likely someone you don’t want to have a business relationship with. Yes it does work for some industries, but you’re getting the customers you deserve if you’re going to put an ad into a phone book.

What’s the “New” Yellow Pages? How do people find what they’re looking for?

Google search. Well yes, technically Bing, Duck Duck Go and Yahoo as well but for the most part, Google search is how we find what we’re looking for. Yes you can ask someone to use an app like Yelp, BBB, Trusted Whatever, or 411, but you’re going against human nature to use the default easiest search engine on the market.

WWGD (What Would Google Do?)

The new Yellow Pages is Google search results. More importantly, the first page of Google. Yes sometimes we go to several different pages in search but generally speaking if you know how to search, you’re going to find what you’re looking for on the first page.

50% of all Google search are Four words or more

People don’t just search “roofing Regina”. Well yes they do, but they more likely search “shingle roofing Regina companies”, or “flat roofing companies in Regina”. If you don’t have those words on your website, the odds your website will come up for that search keyword term are slim to nil. Creating consistent content on your website is the only way to stay on top what your customers may be searching. Also measuring and tracking where you come up in Google search and where your website ranks week after week is a must in 2019 and beyond. We use Moz to do that.