Exa News Update, April 2011
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Is Yellow Pages Shrinking your Business?

Gone are the days where the Yellow Pages at your front door meant the risk of a hernia bringing it into the house. You may have noticed this year that the two Yellow Pages volumes have shrunk to a nice healthy size (see image). Not so healthy, though, for Sensis as potential customers switch to online search for their products and services.

The last quarter of 2010 had Sensis reveal its Yellow Pages print operations booked an 18 per cent drop in adjusted revenue. The company has recently announced the second volume of the Yellow Pages print edition will be scrapped in response to competition from the internet.

Now, the company that once dismissed search engines as 'Google schmoogle' are migrating print customers to online; searching for a solution to the print decline.

Although the Yellow Pages globally were historically a successful business, they are now the perfect example of the decline of print in a highly competitive online world. Once, these books were the first source for business information with consumers looking to the physical pages to find local services.

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With convenient online search options, consumers and businesses alike can find local information at the touch of a button. More than 50% of Australians own a smart phone and with built-in GPS technology they can search for businesses based on their current location and find results in an instant.

Google is the number one search engine around the world, with 80% of searches taking place on the leading search engine giant. Using Google, consumers can educate themselves about a product or a service before they make a purchase decision. They compare prices, check customer reviews, read case studies and receive instant responses to their queries.

Online search is foremost in customers' minds way ahead of the Yellow Pages. A business without an online presence is missing the opportunity to capture their target market when they're looking to buy.

Online search is convenient; flicking through pages of businesses to find the right one is not. Don't get left un-noticed in the print world. Get your business online and get acknowledged by Google.

Sensis has warned that its revenue will decline over the next three years.
Sensis said that so far 20,000 Australians have asked not to receive
the Yellow Pages directories.
81% of people first search online before making a purchase instead of
using Yellow Pages, newspapers or other traditional "offline" methods.
People are much more likely to search on Google for information on
businesses, products and services before they pick up the print edition of the
Yellow Pages.
Half of internet users now use search engines on a daily basis.
41 - 45% of people believe the most trusted result is page 1 of organic listings


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