Tuesday, April 26, 2005

Internet Yellow Pages beat search engines

An independent survey conducted by comscore indicated that users of Internet Yellow Pages were much farther along the buying process than users of search engines.

In brief, a lead from an IYP is far more likely to convert to a sale than a lead from a search engine. My personal experiences marketing my wife's business certainly hold that to be true.

The problem facing IYPs is that they all need to increase the amount of traffic they receive.

Search engines have traffic, but it's a much lower quality than the IYP.

In all, this reinforces what I've held all along. Search engines are for searching. IYPs are for buying.


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