Yell and Thompson are both well known for their printed directories. Historically these were the go-to tools for people looking for a service or business. If you wanted to find a painter in your local area, you would leaf through one of these directories. But it’s been a long time since this was the case, you may have noticed that these directories have been physically shrinking in recent years and Thompson may even stop printing their directory in the near future. The reason for this change is the vast increase in the use of online searching.
With that in mind, the printed directories are pretty much redundant, so how do you make the most of an advertising budget? Firstly, it’s worth thinking about where people go to search for businesses or services online. Around 90% of all searches are on Google. So only a small percentage of people would search through a directory like Yell or Thompson. Yell.com however, has a lot fewer users than Google, with far fewer searches for specific terms, actually giving them a much higher conversion rate than Google. People who do use these directories are in ‘shopping mode’, actively searching to find contact details for a service provider and as a result click through to websites more often. So while having a listing may be worthwhile, remember where most searches are taking place.