The Continuing Importance of Internet Yellow Pages

While Google My Business has getting most of the attention lately in the local SEO world, the original local listing, internet yellow pages (IYP), still plays an important role in the local landscape. Even though traffic to IYPs has been on a steady decline for a few years, their influence in local rankings is critical.

  • While IYPs get a lot of traffic, the amount of traffic they’ve been getting has been on a steady decline for a while
    • Visitors dropped 22% in 2013
    • Here’s the Google Trends graph for YP.com since January 2012
  • The “Big 12” IYP’s are: Yelp, Whitepages, Local.com, Mapquest, Angieslist, Dexknows, Superpages, Manta.com, Merchantcircle, CitySearch and InsidersPages
    • The majority of these saw a decrease in traffic last year, With Yelp seeing the largest increase
  • IYPs are still incredibly important because they host citations (Name, Address, Phone Number) for local listings
    • Having correct citations helps you rank locally in Google, Bing and Yahoo
  • Because of citations, IYPs will remain important because Google relies on them to collect data for Google+ Local and Google Places, but it looks like besides Yelp, these sites are struggling.


Because of citations, having accurate and consistent listings on IYPs is a must for an local SEO efforts. While the traffic to those listings may be on the decline, the effect they can have on rankings for Google, Yahoo! and Bing is irreplaceable. So, show some love to the original local listing and get active with your local SEO efforts.

10/08/2014 at 04:44

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