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In December Yell will place two QR Codes on the front covers of the Edinburgh and Cardiff editions of the Yellow Pages. I think it must be defined a schema for metadata (like XML) so that I can also save information in my phone to keep them organized. If you have received your own you will have noticed that it is advertised on the front cover as New look, New content, New handy size. Not sure about the new look as it looks very much like the old one although a new Local pages section has been added at the beginning but that looks about it! As far as new content is concerned, checking a randomly opened Floor Cleaning & Treatment category there were 4 display ads in old directory but only 3 in the new one (25% less). Comparing another randomly selected category Carpenters & Joiners there were in the old directory 78 mixed style display ads and 55 in the new one (30% less).
The overall effect this has had it that the type size of entries is smaller and the relative size of each ad has been reduced. If, and assuming, there is a corresponding reduction in a large number of categories, will consumers still continue to consult their Yellow Pages to the same level as we are told they have done in the past. My main reason for highlighting the above is to emphasise the past, present and future importance of local search and the impact the internet has had and is continuing to have on the expansion of local search. With the introduction or more accurately, the amalgamation of Google Maps and Google Local, into the new Google Places format, and the real estate they can take up on the first page of SERPS, pushing organic results further down and even off it onto page 2, the importance of local search marketing cannot be overemphasised for local bricks & mortar businesses.


An alternative is to ensure that your business is properly registered and optimised for Google Places search and the corresponding services provided by the other major search engines.
This entry was posted in Advertising, Conversion Rate Optimisation, Inbound Marketing, PPC, Testing and tagged yell, yellow pages, yp. Following on from our article last year about the rapid decline of the Yellow Pages in Chelmsford, there is a new update.
We have received calls from the Yellow Pages here and the result is always the same – too much money for the service they provide. As improvements in Google Local search algorithm takes place the quality of local search continues to improve – the cheaper, spammier sites are literally being drive out of the market. These are good times for smaller businesses, good times for Google, bad times for the traditional print industry. Send Us Your Events and NewsIf you are organising an event in Essex you can advertise it here. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic.
The two codes will resolve to local cinema and weather information provided by the Press Association. Actually linking codes to url’s will not only be prominent but should and will also be free.


No one who knows how to use or even has a slight interest in QR codes would turn to the *printed* version of the Yellow pages for anything!
Owner of Search Marketing company, WebMedia Inbound Marketing dedicated to helping small businesses get more from the internet and improve their profitability. More businesses are now using a wide range of online alternatives to the more traditional print based advertising options. We also share information use of our site with our social media, advertising and analytics partners. Google Local, that lists businesses on its Google Maps service, now sends much more business leads to companies than the Yellow Pages could. In many ways the companies that list in the Yellow Pages trusted more than ones people find online, but that attitude is also changing, and changing quickly. Although many of the larger companies still advertise in the Yellow Pages, smaller businesses just cannot justify their costs now.



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