SEO vs Phone Directories
Reasons why phone directories don't work any more
Some years ago, phone directories were critical for business operations. A business needed to have their contacts and adverts placed in a directory so they could be found by people searching for the services they offer. Every business also had to have a phone directory on hand so they could find others who offered the products they needed for their operations. It can therefore be quite difficult for those people who worked under these circumstances to believe that the treasured phone directories don't work anymore. While most continue to place their contacts in them, very few businesses still advertise in phone directories. This is because the phone directory is no longer the most effective way to reach potential clients or search for suppliers of the products you need. Since the commercialisation of the internet in 1995, there has been a significant shift of business, social and government operations and interactions to this platform. There are millions of people using the internet at any given moment. This makes it the biggest market and resource for business owners, as well as customers. The benefits of having an online presence cannot be compared to a spot in the most popular phone directory. Not only do these benefits prove that phone directories don't work, but they also demonstrate the importance of business owners investing in quality websites and other forms of web presence. Below are some of the main reasons that explain why being found online is better than being found in a phone directory.
Traffic
The first reason why phone directories don't work anymore is the fact that they cannot compare to search engines when it comes to traffic. While people may still use directories on very rare occasions, the internet has a constantly growing number of users accessing it every day. Conservative estimates put current internet users at over one billion per day. There is no phone directory that can hope to achieve this amount of traffic. In fact, the most popular online phone directories actually receive less than 5% of this online traffic. Most people prefer to look for products and services through search engines as they not only give specific information but also offer options that relate to your search. Search engines also go as far as offering suggestions where a mistake might have been made when conducting a search.
Effectiveness
Online searches are also highly effective and efficient. Searching for a service or product through the internet will result in faster, more accurate outcomes compared to the information gathered from phone directories. An online presence will therefore not only expose your business to more people but also makes it easier for clients to find you and learn more about what you offer. Through effective online advertising and marketing campaigns, business owners can reach more people than they could manage even if their business was listed in every directory in the world. The internet is a single platform that can be easily accessed by nearly anyone in the world.
Technology
The efficiency of the internet is further demonstrated through the advances in technology that have made it possible to transact business through the internet. Online stores now have the features that customers need to place orders and make payments. The clients will only have to wait for the shipping of the products they have bought. Using a phone directory on the other hand requires several steps that can include contacting several suppliers, asking for quotes, comparing the quotes provided, contacting suppliers again to seek clarification, placing the order, processing payment and then awaiting delivery. All of these steps normally take several weeks to complete. Using the internet to go through these same processes could take just minutes.
International Exposure
Businesses have also greatly benefited from international exposure through the internet. Unlike phone directories that are either regional or national, the internet is an international platform. Users from all around the world will have access to your website, blog or other online presence regardless of your physical location on the globe. Exposure to an international audience results in more business coming in at all hours of the day or night. Phone directories don't work in a similar manner and will in most cases only bring in business from those who are in your area or country.
Innovation
Operating online also allows businesses to come up with innovative ways of carrying out their operations and delivering products to their customers. This is especially true in regards to the advertising and marketing strategies that can be used to promote a business. The popularity of e-commerce has seen a significant development in promotional areas, with campaigns being undertaken that would be impossible to achieve through directories or other offline platforms. Rigidity is therefore another reason why phone directories don't work anymore. They do not allow for innovation ways to promote business to be developed and require those who are using them to conform to traditional marketing methodology. In the current climate of weak economies and saturated markets, conforming to old ways can be a major undoing for a business’s success. Looking at the points above, it is quite clear that in the current business environment, phone directories don't work. Instead, businesses of all levels need to invest their resources in developing a quality web presence that is easily found in online searches and delivers benefit to its target audience. Listing in a directory is no longer a necessary component of a marketing strategy, although most people will continue to do it. Being accessible through the internet on a number of different platforms such as website, blog, social media and forums will ensure that a majority of users find you quickly and easily. If you want to know more about optimising your online offering and making sure your business is found online, give Black Ops SEO a call now.