I have three kids. All boys.
Two that are alpha males, and one that I’m pretty sure is smarter than me (I hope he doesn’t put this together anytime soon).
My middle guy (an alpha) has become increasingly independent lately. He has opted out of using his booster seat at the table.
I get it. Nobody wants to sit on a hard piece of plastic whilst shoveling finger foods in their mouth.
So I say to myself “the next time yellow pages gets delivered I’ll make it a fun game that he gets to sit on the book.”
In theory this is a great idea. In reality it’s not.
Why you ask? Well, YP came around the other day…
After the book sat on the porch for about a week I pick it up only to realize that it’s no more than an inch thick.
Not going to work for its intended usage.
The book slowly made its way into my office over the next week and today I cracked it open to take a peak and see if I had any interest in doing some
sleazy sales calls that convert 1% of the time if you’re lucky cold calls.
I didn’t but…
I did do a little research and it dawned on me that the majority of local businesses still don’t get it!
So, here’s some insight on YP, Local Businesses, and Local SEO for you.
The internet is fast, easy, and sleazy!
Print, though, has to be created. It has to be designed and approved. Sent to a big warehouse with lots of machines and people and time clocks, and you have to touch and feel the product to make sure it dances the way it should in the eyes of the consumer.
What. A. Crock.
Here’s the deal. A 1/2 page, full color ad in the YP is going to run you about $800-$1200 a month.
At minimum that is almost $10,000 a year! Just say that number in your mind a couple of times…
$10,000. $10,000. $10,000.
For a chance that someone still goes to “the book” instead of the internet to look for your business. Hah! Fat chance!
Now say to yourself $1500. Fifteen-Hundred.
That’s it, on average. For the year (probably the next 2-3 years)…
to supply your business with an endless stream of leads every time somebody searches for what you offer.
But here’s the kicker. I still get balked at when I mention I do local seo for $1000 to a business that runs in the yellow pages!
All this to say it’s obvious most businesses still do not perceive value in the web.
Easy Gains In Local (Not For Long)
So Performance Electric in my hometown of Fresno (pictured above) runs a nice display ad in YP.
They even list their URL and actual land-line to the business. Hooray!
(side-note I just visited the url, does not work. phone does though!)
If I Google the DBA which happens to be an exact match domain (if it was working) I’m served their G+ page.
Of course it’s NOT claimed or optimized. No biggie though that’s pretty easy to do.
But here is where this company should start licking its chops!
I might catch some flack for this but I’m going to throw it out there anyways. (It’s Friday, #YOLO)
If this business claimed and optimized their G+ page then headed to a couple of other services like 4square, Yelp, Yahoo, Bing, and Merchant Circle and did the same there is a big chance they could crack the pack.
I like that “crack the pack.” If I ever get invited to speak some where I’m going to use that!
Think about this. Performance Electric could spend ZERO dollars and get listed on Google.
Now add a one page site that has contact info, town + keywords in title tag, and a little text on it’s history or services and Wah-Lah they are A, B, C, or D in the results.
I mean c’mon! Right?
But it won’t be that way for long. This whole local seo market is shifting. More and more companies are offering a local seo service.
Which means more and more of your competitors are going to start competing for those tops spots.
What Will You Do?
Some of you reading this offer local seo services. Feel free to call these dudes. That’s not my kinda deal, you know, cold calling.
But for most of you reading this you know you can get ranked with a little elbow grease and some guidance.
And to the select few who are just getting started YOU can do it! You can get your local business to show up higher on Google. Start today! Stop wasting money on silly books. I believe in you!
Need help? Let me know in the comments below and I’ll give you my advice on your local business.