Tag Archive for ‘yellow pages’ at Amplify

Just announced yesterday was the partnership between Sensis Yellow Pages Online and Google Maps starting from the first quarter of next year. This would have definitely come as a shock to other major online media networks in Australia. But this decision marks the next step to deliver better quality information to the online Australian user – and it’s about time!

And it’s refreshing to finally see at least one of the online media players in oz keeping their ego in check. The Sydney Morning Herald states it as Sensis admitting defeat to Google, since Whereis.com.au (part of Sensis) directly competes with Google Maps in Australia. Maybe to a certain extent, but the deal will drive more relevant traffic to Yellow Online, benefiting the businesses listed on the site. This contributes to the brand of Yellow Pages, and put more money in Sensis’ pocket. That’s surely a win for them.

A ‘truly local’ business listing

The move made by Sensis may not be so crash hot for competitor True Local though, who also runs business listings through Google Maps. True Local (owned by News Digital Media) may have the advantage of time, with some of its listings already rich with reviews and user content on Google Maps. One example is its listing for Tetsuya’s Restaurant, which turns up as the most relevant listing when you search for ‘restaurant in Sydney’:

Tetsuyas Google Maps Listing

But with a more extensive list of businesses in its ammunition, Yellow Pages Online will cover the bases where True Local doesn’t. While it’s still early days, it won’t be hard for Sensis to dominate space on Google Maps if they get the strategy right. Suit up, True Local; play time is over!

Implications for local companies, online business directories, & SEO firms

Greater competition in the online space for listing directories is good news for local businesses. It means an extra outlet of exposure for companies listed on Yellow Online. It will also mean better product offerings and innovation from other online commercial directories.

This also has implications on the SEO front. Optimising local business listings for Google Maps will now require more effort, more expertise, and more opportunities for respectable SEO firms.

Happy Melbourne Cup day!

Sensis says they do…

A recent issue of B&T Magazine details how Sensis is investing more in its print product Yellow Pages than it has in many years. While online advertising has been on the rise at the expense of traditional advertising, Sensis is balking the trend with increased spend on paper advertising.

Using ‘metered ads’ (a US system), Sensis found that 65% of people made a purchase from a sample of 400 Yellow Pages print directory ads - a mighty conversion rate by any standpoint. Read the original Sensis media release.

Online users more likely to browse the Yellow Pages!

So the Yellow Pages convert… but who uses the print version of the Yellow Pages nowadays? According to Bruce Akhurst, Sensis’ chief executive, you’d be surprised:

“The fact is that regular internet users — people using the internet at least weekly — are more likely to use Yellow print directories than the rest of us”.

Weekly Internet Users Disagree…

Oh really? Just to be sure we surveyed the office to see if Sensis’ data reflected our reality - After all, going by Mr. Akhurst’s quote Amplify employees would qualify as ‘people using the Internet weekly’.

Our findings: Only two out of nine Amplify folk were daily users of the print yellow pages.

Do you use the Yellow Pages?

A poll of only 9 people of course means nothing. A poll of statistical outliers like the good people working at Amplify – well that REALLY means nothing. Mainly because we use these directories as laptop stands for workplace ergonomics. That said, we’d like to know what your search habits are. Do you use the Yellow Pages in print or do you find what you’re looking for using other means? Let us know!

Where do you look first for a local business or service?

Amplify