Local Search on Cell Phones will Derail Yellow Page Directory
Usage Dr. Lynella Grant

Local Businesses have Been Slow to Capitalize on Search Engine
Notice

Yellow Page directory usage has been falling for years. But most
merchants who've always relied on their directory listing for
new business have not taken the necessary steps to promote
themselves online as well.

Local Search by search engines makes the Internet a vital
component of more and more retail sales. Buyers can find
convenient sources of products or services (the time-honored
role of the Yellow Pages) with queries that include a geographic
element.

They narrow their search by adding a specific city, zip code,
region (Pike's Peak), county, etc. Only nearby businesses appear
in the results. Suddenly, even the smallest business (without a
website) has a chance of being easily found online.

The Public's Buying Habits Have Changed
 
Over 25% of all search-engine queries are for Local Search
results; and that percentage is growing quickly. Last year, both
Google and Yahoo committed to expanding the value of Local
Search results they deliver. People want them and are driving the
trend. Small businesses that don't get aboard risk being left
behind (and unfound).

Increasingly, customers go online first to find product
information and sources - even if they intend to spend their
money locally. Instead of opening the fat Yellow Page directory
(which is months out of date, since it's only updated once a
year), they "let their fingers do the walking" online.

That could be Internet Yellow Pages (IYP), a search engine query
such as Google or Yahoo, or visiting a specialized online
directory. There are many demographic reasons why people no
longer make the Yellow Pages the first step in their buying
process. They still want to research their options, but are
often looking for different information than Yellow Page ads
provide.
                          
Get Local Search Results on your Cell Phone

Add convenience to the search, since Google brought out Local
Mobile Search in March, 2005. http://mobile.google.
com/loc_search.html   Google Local lets callers find everything
from restaurants to retail outlets using their mobile phone.
This option is available in most American cities. People can
access the mobile web browser on any mobile phone or device that
supports XHTML (WAP 2.0).

Visualize yourself driving down the street, and you decide you'd
like sushi. You park and enter "your town" plus "sushi" into a
Google search on your cell phone. Within seconds you know your
choices. You can even get driving directions, maps and "click to
call," if you have a question.

Now, that's miles ahead of finding a payphone and digging
through the directory, assuming there is one. 

Conduct a Local Search from your Cell Phone

 - Type  http://mobile.google.com/local
 - Enter your local search query in the 'What' box
 - Enter your location in the 'Where' box
 - Select and hit the "Google Search" button
 - Scroll through your search results
 - Locate a business's exact location
 - Get driving directions to your desired location
 - Place a call directly to a listed business

Callers can also get Local Search results by going to the Google
home page on the phone's web browser  http://www.google.com/xhtml 

Business Owners Must get Listed so they'll Appear in Search
Results
 
Given the widespread use of cell phones, Google's new feature
will create an immediate impact. People on the go (and who isn't,
 anymore?) will have less reason than ever to look in the printed
Yellow Page directory.

What to do? Yellow Page Sage http://www.yellowpagesage.com
provides step-by-step how-to, so your business gets found when
suitable buyers are looking. Make life easier for yourself - and
customers relying on their cell phones to decide where they
should  spend their money.

It's time to develop your marketing strategy beyond what the
Yellow Pages can deliver. Be sure your operation is easy for
people to find, whether they use a print directory or the
Internet. Get your share of the free exposure that Mobile Local
Search will be able to  send your way.
     (c) 2005, Lynella Grant


Dr. Lynella Grant  Consultant and Author - Promote yourself,
business, website, or book with online articles http://www.
promotewitharticles.com  Free how-to. Or let me write and submit
your articles online for you. No learning curves (719)395-9450