We looked closer at the Yellow Pages vs. Search Engine models and identified four trends that impact how local companies advertise.

I. Ease of Use - People do what is easy. Access to the Internet via work, home or any library have truly made getting online easy.

If you can type your problem or what you want into a search engine and find what you need, you don't need to go through the 100 pages of ads in the yellow pages.

Search engines are getting more precise down to an industry specialty and geographic focus, while also continuing to be easier to use. 

II. Cost Model of Yellow Pages vs. Search Engine - In reviewing these two models we need to compare the traits and cost basis of each media.

• Yellow pages have printing cost.  Search Engines don't.
• Yellow pages have mailing/distribution Costs. Search Engines don't.
• Yellow pages have Sales Rep cost.  Search Engines don't.
• Yellow pages have a 1 year commitment level.  Search Engines don't.  (You can change as often as you want!)

Clearly, the Yellow Pages model is more expensive while also being significantly less flexible and scalable than online search engines.

III. Differentiation vs. Directory - As a business owner, the last thing you would do is give your prospects a detailed list of your competitors, including addresses and phone numbers.  That is exactly what the Yellow Pages do.

Using search engines, you can differentiate yourself from everyone else. So when the ideal client is looking for what you do, they find you, not all your competitors.

IV. The Big Winner in Internet Search ... Local Firms! - Search engines now have the ability to determine where the search is coming from. What that means to you is you can target all the way down to a city, zip or area code.

If your business/organization has a defined geographic area, you have an incredible opportunity to be the top firm that comes up when people use a search engine for services in your area.