1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

What would you do if you were an old fashioned business directory provider?

Discussion in 'BlackHat Lounge' started by davids355, Jun 18, 2013.

  1. davids355

    davids355 Jr. VIP Jr. VIP Premium Member

    Joined:
    Apr 25, 2011
    Messages:
    8,796
    Likes Received:
    6,360
    Home Page:
    Just a random thread to stimulate discussion.
    i don't know what it's like in the US, but in the UK, 5 years ago, physical business directories like the yellow pages and the Thompson local were a necessity for home owners, and were big business for the directory providers.

    i know a lot of companies that spent almost all of their advertising budgets with them.

    recently, the latest Thompson local directory came through my door, and its now a5 instead of a4, and its a quarter of an niche thick instead of 2inches thick.

    ive seen all of the directory providers turn to phone services and online directories in an attempt to claw back some market share in the age of the Internet, Yell.com probably being the most successful in the UK.

    but in reality, there is no demand for even that: who goes to yell.com to find a plumber? I just google it.

    Great for local SEO providers, but how can these businesses get back in the game?

    Or how can we convince previous directory customers to spend money on SEO ?
     
  2. Duffers5000

    Duffers5000 Elite Member

    Joined:
    Apr 1, 2012
    Messages:
    2,466
    Likes Received:
    7,615
    I remember when the Yellow pages was something you had to be in or you didnt exist. Now when it or Thomsons gets delivered I think to myself "why ? have you not heard of the net !"

    Google it, is now a verb and nobody pulls out a phonebook anymore. A large amount of profit for directory classifieds was based on vanity (and good salesmanship) if you only had a one line text entry you were obviously a bum so you needed a 1/4 column for your small town flower shop(it worked though)

    That money is still out there and sounds like a good seo pitch to old time shop people. "Hey remember when all your customers called you from the Yellow/Golden pages ? Well the new Yellow pages is called Google, only it gets 100 times the customers and I can get you to the front page of those listings"
     
  3. davids355

    davids355 Jr. VIP Jr. VIP Premium Member

    Joined:
    Apr 25, 2011
    Messages:
    8,796
    Likes Received:
    6,360
    Home Page:
    ^^ that's right. But we used it where I work and we got almost all of our business from it. It was good.

    but also, in my experience, customers ethos is still wrong, I know businesses that spent between £3k - £5k per year on physical directories. But they won't even dream of spending that online.

    i don't know why.
     
  4. Dr Acula

    Dr Acula Junior Member

    Joined:
    Jun 8, 2013
    Messages:
    159
    Likes Received:
    150
    Say you live in, I don't know, King's Lynn in Norfolk.

    - Buy a domain like KingsLynnDentists;
    - Create a directory website;
    - Seo & social media campaigns;
    - Contact a few local dentists and offer them free placement for a month;
    - Cheap offline advertising (paper, newsagents, local social network pages);

    Once you have a month of traffic stats, and you should easily have ranked on page one of G, contact every local dentist in King's Lynn offering ad space.

    Edit:

    In addition to the above: Once you have a nice local selection of directories, you could hire telemarketers or setup an office with them.

    Rinse and repeat for every other profession.
     
    Last edited: Jun 18, 2013
  5. Duffers5000

    Duffers5000 Elite Member

    Joined:
    Apr 1, 2012
    Messages:
    2,466
    Likes Received:
    7,615
    I'll tell you why: Yellow pages employed some shit hot sales people. Our local rep was a slick as grease and glowed into the room. When he pulled sales figures out of his head about 25% -50% traffic leads for picture ads. Small business owners believed him.

    Theres a lot of SEO guys think you can rock up to a client wearing converse and not armed with exact facts on his industry and the traffic he is losing to his competitors because he is on page 4 for his keyword.

    Business men still want traffic they just need a good pitch from a professional who doesnt presume they know it already. If they believe you they have the budget.
     
    • Thanks Thanks x 1