Yellow Pages Directory Inc

Tag: Google

The Rise of Digital Advertising in the Post-Print Yellow Pages Era

NEW YORK - Since their inception, the Yellow Pages have been an iconic symbol of communication, both in America and around the world, with the big yellow book plunking down on stoops across the country annually for decades. For many, it was the only way to find contact information for a plethora of businesses, and likewise, it was also a primary way for many of those self-same businesses to advertise to the public.

However, in recent years the rise of the Internet has signaled a slow-but-sure death knell of print Yellow Page directories, and with that unfortunate passing, businesses have been abandoning the format in droves and going to where the money is. Yes, in 2019, the money to be spent on digital advertising is estimated to be as high as $130 billion, which puts the format on pace to easily surpass print, radio, billboards, and television; combined, those other formats are expected to see only $110 billion invested in them, a first for advertising in general and a real indicator that digital has truly arrived.

Overall, spending on traditional print Yellow Pages have been in decline for years; in 2019, money spent on Yellow Page advertising is estimated to drop approximately 19 percent over the previous year – with an additional 18 percent drop in other print formats – a continuing trend that has prevailed for some time now. Digital Yellow Page advertising on the other hand – along with ads placed with prominent online retailers – has become the norm and is expected to continue to rise. For the first time, print, TV, and radio has lost the lion’s share of the advertising pie, dropping to a 46 percent market share, down from 51 percent in 2018.

For years, with the advent of the internet and portable digital devices such as smartphones, iPads, and tablets, print Yellow Pages have taken a hit in terms of distribution and advertising dollars as more and more people have embraced online sources for information. In the United States, numerous companies publish Yellow Page directories – as opposed to places where the term is trademarked, such as the United Kingdom – and the market for print phone books has found itself growing more and more unwanted, with droves of people opting-out of delivery in recent years. It’s gotten so bad that the UK recently ended the 51 year print run of its own version of the Yellow Pages, instead opting to go with online-based directories only…along with online-based advertising options for businesses, of course.

A very large segment of the population is turning away from print directories not just because of their lack of efficiency – after all, it’s far faster and easier to look up a business on your phone while on the go than having to head home to crack open a big ol’ book – but also for environmental and sustainability issues, as the creation and eventual disposal of phone books generates a great deal of waste and pollution.
In addition, online advertising is simply more dynamic and reaches a boarder audience than print. After all, over 90 percent of Americans are currently internet users, and online advertising allows companies to reach consumers as they’re actively searching for products, as opposed to interrupting them during other activities. In addition, online marketing allows for businesses to gauge just how effective their current campaign is due to advanced tracking and analytics, something that print cannot offer as effectively.

Clearly, businesses are reallocating their advertising budgets to digital sources in order to get noticed; online behemoths Facebook and Google alone account for almost 60 percent of digital ad revenue, in addition to revenue brought in by retailers such as Amazon and online Yellow Page directories, which have become a force to be reckoned with in recent years in terms of ad reach. While print ads still serve a very specific purpose – sometimes they can still be effectively used on a hyper-local level for very specific needs – it’s still only a matter of time before it completely falls by the wayside as it continuously loses ground to its digital counterpart.

Further Declines in Print Yellow Pages Ads Expected

Print Yellow Pages are expected to see a 19% decline in an industry said to remain a $3 Billion dollar a year business.

NEW YORK – Research firm eMarketer has released a study that expects digital advertising to surpass spending on traditional TV, billboard and print by the end of this year.

A portion of that decline is expected to be print Yellow Pages which are expected to see a 19% decline in an industry said to remain a $3 Billion dollar a year business. This translated to figures in the area of $570 Million fewer ad dollars for print yellow pages books.

Winners in the online ad space sector remain to be Facebook (NASDAQ: FB) and Google (NASDAQ: GOOGL)which are expected to capture a whopping 60% of all online ad spending, with Facebook taking in somewhat more than Google since it is also the owner of popular social platform Instagram.

The Yellow Pages business, specifically the print product, has seen continually declines over the years with our own Homepage poll reflecting 64% of people using online versions of the Yellow Pages most, versus the 36% claiming to still use print more often.

According to QZ.com the Yellow Pages Opt Out Movement has been particularly painful for print Yellow Pages publishers as consumers have the new-found opportunity to choose not to receive delivery of the print book, an effort which began after Yellow Pages Goes Green and Paperless Petition began online petitions for opt-out regulation.

Yext Wins Retail Week Tech. AWARD 2018 for Supplier of the Year

 

LONDON,  -- Yext, Inc. (NYSE :YEXT ), the leader in Digital Knowledge Management (DKM), has been awarded the Retail Week Tech. AWARD, for Supplier of the Year 2018. As part of Retail Week's two-day Tech. festival, the Tech. AWARDS recognize retailers, start-ups and tech innovators who lead change, enhance customer experience, and revolutionize the retail industry across Europe.

 

Yext is the leader in a new category: Digital Knowledge Management. The Yext Knowledge Engine gives companies control over their brand experiences across the digital universe. Yext's integrations with over a hundred global maps, apps, search engines, social networks and directories, including Apple, Facebook, Bring, Amazon Alexa and Google, enable businesses to quickly update their business data across the digital ecosystem, in order to drive discovery, foot traffic, and sales.

 

"We are proud to be recognized for our dedication and hard work to put businesses in control of their information everywhere," said Jon Buss, Managing Director UK and Northern Europe at Yext. "Digital Knowledge Management is a global opportunity, and we're constantly working to expand the endpoints and types of information that businesses can manage in Yext, allowing retailers amongst others to grow their brand loyalty and customer lifetime value."

 

Among recent enhancements to the Yext Knowledge Engine, Yext recently launched Yext for Events, allowing businesses to update, publish, and measure event information across the places that consumers use to search for events, like Facebook, Eventful, and Eventbrite.

 

Read more about the Tech. AWARDS and check out the full list of winners here.

 

About Yext 

Yext (NYSE :YEXT ) is the leading Digital Knowledge Management (DKM) platform. Yext's mission is to give companies control over their brand experiences across the digital universe of maps, apps, search engines, voice assistants, and other intelligent services that drive consumer discovery, decision, and action. Today, thousands of businesses use the Yext Knowledge Engine™ to manage their digital knowledge in order to boost brand engagement, drive foot traffic, and increase sales.

 

Yext has been named a Best Place to Work by Fortune and Great Places to Work® as well as a Best Workplace for women.  Yext is headquartered in New York City with offices in BerlinChicagoDallasGenevaLondonParis, Tyson's Corner, San FranciscoShanghai, and Tokyo. For more information, visit www.yext.com.

 

SOURCE Yext, Inc.

Using Online White Pages Searches to Perform Reverse Phone Number Lookups

by Christopher Boyle

 

NEW YORK - We’ve all done it- we’ve dug into our pockets and fished out our cell phones only to realize upon swiping open the screen that we’ve missed a phone call or two; despite being certain that we had the phone on vibrate, the everyday distractions that life offers may have drawn our attention away from that vital moment when someone – or something – was trying to get in touch with us. But there are also the times that we DO notice our phones ringing and sometimes, the caller behind that ring may be originating from a number we don’t recognize. Do you answer it or let it go to voicemail? What if they don’t leave a voicemail? How do you figure out who just called, short of calling this unknown number back?

 

Of course, there’s a great probability that the person calling could be a scam artist out to separate you from your hear- earned money, but there’s an equal chance that it was simply a friend or legit business without any ulterior motives. Either way, if you’re just itching to know who this mystery caller was and what it is that they wanted, there are several fast and relatively easy ways to identify them with little muss or fuss.

 

First of all, you can go to Google and make use of a White Pages search to investigate any unknown phone number; simply type in the number and you should get instant results indicating the origin of the caller who just attempted to contact you. If the caller was from a real business or company, that number should correspond with their official website and bring it up within the first few results. If that’s the case, it’s safe to say that they’re not a scammer out to fleece you, so from there the choice is yours as to if you want to call them back.

 

Results for landline telephone numbers also typically come up in Internet White Page searches, as most landline users are listed in publicly-accessible phone book listings unless they purposely go out of their way to acquire an unlisted number. So, if the person who just called you is a private citizen using a landline, it’s likely that they will come back in search results as well. Again, it’s just a matter of figuring out if you know who they are and if you want to call them back at that point.

 

HOWEVER, if the phone number is that of a person, group, or organization that has been recognized for fraudulent and/or scam-based activity, you’re probably going to see a very different series of results when you plug their number into any White Page search. WhoCalled.us800notes.com, and WhoCallsMe.com are among the many websites that track and log the phone numbers of known fraudsters who specialize in running phone scams upon unsuspecting members of the public; if any of those sites come up – or similar ones – it’s best to count yourself lucky that you didn’t answer the phone and just move on.

 

Also, if you’ve discovered that your missed caller is indeed a scammer, many of the aforementioned reporting websites on such activity allow users to leave comments on their experiences with the specific phone numbers they have archived on their site. So, if you look up a certain number on one of these sites that you suspect is NOT on the up-and-up, and you notice that the comments on said number all reflect a similar trend in terms of potential scams that have been perpetrated by the caller, it’s safe to say that number is one to avoid. And if you’ve had the misfortune to have had spoken with one of these criminals yourself, feel free to add your story to the others and help people in your shoes avoid trouble down the line.

 

Facebook is another way to reverse lookup phone numbers for one simple reason- while traditional landline phone numbers are typically available to the public, cell phone numbers are usually considered private and are only accessible by others if the owners of said number voluntarily put them out there for others to see. Often, Facebook will request users to include their phone numbers with profile information to aid with people searches, and not all Facebook users are savvy enough to make their profiles completely private to avoid being in this list. So, if you have a missed call from a number and Google or a White Page search isn’t turning up anything, a quick cut-and-paste of the number into Facebook may turn up some results instead.

 

However, more often than not, you’ll get the information you’re looking for on the identity of a missed caller just by a White Pages search, and more often than not, you’ll get more than just their name in search results. You could also score their address – or, short of that, at least their basic geographical location – as well as learning the distinction between the caller’s status as a cell or landline user, and if they’re a company or an individual. From there, you should have enough info to decide on whether or not to call this unknown entity back; if not, perhaps it’s best to leave well enough alone, move on with life, and worry about more important things.

Using Local Search Engine Optimization To Help Your Yellow Pages Listings Get Noticed

by Christopher Boyle

 

NEW YORK, NY - In today’s hyper-competitive local business world, an entrepreneur isn’t just up against the other stores in his strip mall or companies housed within the same industrial park; he or she are literally competing with everyone within driving distance – and in some cases, the entire planet – thanks to a timely little invention known as the internet, which puts every need of today’s consumer virtually right at their fingertips thanks to online Yellow Page directories.

 

And while many consumers nowadays are using online Yellow Pages to find goods and services in a timely and effective manner, simply having a listing there isn’t enough to succeed anymore. Now you have to find a way to drive customers TO your Yellow Pages listing and/or business website, and that’s where something known as Local Search Engine Optimization – or SEO – comes in. It’s a tricky, unpredictable way to get noticed in today’s business world – Google is notoriously tight-lipped about what does and doesn’t work when it comes to their mysterious search algorithm – but if it’s done right, it’s worth the effort and then some, and this article will give you a few tips to get started; from there, you can either engage the services of a company that specializes in SEO, take a few online courses, or read a good book on SEO and get own hands dirty yourself.

 

Essentially, having your information included in internet-based directory listings is a great way to be discovered by potential customers who are looking for whatever services you may provide by going to a search engine – most likely Google – and typing a the topic or location and sifting through the results. Most people doing this will more often than not stick with the businesses provided to them on the very first page of results, so appearing there is vital to getting noticed. The more listings you’re a part of, the more improved your SEO ranking will be, and the more often you’ll appear in search engine results related to your field.

 

To start off, all of your listings online should always include the following bits of information: your company’s name, address (both physical and/or website), and phone number. Known as “citations,” it’s very important that information about your business is up-to-date when it comes to your Google rankings, as old and outdated information can cause your ranking to slip to unacceptable levels. In addition, in it’s also highly recommended to keep all of your information in synch across multiple listings, as discrepancies in addresses or phone numbers can confuse Google into thinking these are separate businesses, further tanking your ranking.

 

Making sure all of your links are working as well is key- if a customer finds your listing and clicks on a broken link in an attempt to get there, it’s unlikely that they would waste their time trying to find an alternate way to access your business; instead, they’ll just go and find one of your competitors who keep their links in proper working order.

 

Also, in every online listing you possess, it’s always best to include as much information about your business as possible; if they offer you room for details, such as how Yellow Pages Directory Inc., does - take advantage of it. If the option if available, you should always include the following tidbits about your company or shop:

 

  • A description of your business and services
  • Your location on Google Maps
  • Your hours of business
  • Photos and/or videos highlighting your business
  • Blog posts pertaining to your field, with regular new additions of fresh content
  • Links to your social media accounts
  • A logo

 

Bear in mind that if maintaining listing across multiple websites sounds like a taxing and time-consuming affair when you take into consideration all of the other duties that come along with running a successful business, you can certainly hire companies to do it for you. There’s no shortage of them out there, although some are better than others; it pays to do some research and read some reviews on any company you may get involved with that offers SEO services.

 

I know it all sounds like a lot of work, but nowadays the business world is more competitive than ever, and if you’re not keeping up with your presence on the internet, you can rest assured that the other businesses in your field are, and they will reap the rewards for doing so. The internet is not only the future, but the present as well- take advantage and the customers will beat a path to your door.

Add Your Business

Add your business to Yellow Pages Goes Green®

No More Printed Yellow Pages