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Is Google Threatening Online Directories?

11 Oct. 2011 | Author: Antonio De Mitri | german

The primary source for local searching has transferred from traditional directories to Google, according to the Software Initiative Deutschland e.V. (SID). But wait a minute: didn’t some pretty hefty studies just show to opposite? SID was unfortunately unwilling to comment on any sources for their study.
In Germany, about 30 percent of internet searches conducted are location-based, and 70 percent of these would start their search online. But only 22 percent of searches are conducted on an online directory and only four percent in the online editions of daily newspapers. Google is, however, far ahead with 47 percent.

Local searches tend towards 40 percent for “Google Maps”, 20 percent for “Yellow Pages” and approximately 10 percent for “city map”. In comparison, the search in 2006 laid by less than 10 percent for “Google Maps”, and 40 percent for “Yellow Pages” and 80 percent for “city map”.

Though most consumers end up using Google to conduct their local search, most regional service providers tend to drag their feet when it comes to making it possible for their services to be located through Google. “But companies like Winlocal, which offers an optimized Google presence for regional small-businesses, companies are being drawn away from directories and transferring over to the local search,” according to SID President Valentina Kerst. Winlocal is an authorized partner for the internet supergiant.

In the USA, two of the five big directory publishers have gone bankrupt. At the same time, ReachLocal, which specializes in internet marketing, has launched its initial public offering quite successfully. “All signs point towards a similar development in Germany,” warns Kerst. Directories like Gelbe Seiten and Co. should strengthen themselves with aimed acquisitions in the Google environment, advises the SID president.

International directories see that a bit different, however: about four months ago, a study was released by the US Local Search Association claiming that directories still were quite strong. Users in the USA have used printed and online directories regularly, but also about half of consumers believe the Yellow Pages to be much more reliable than other sources. Only 40 percent said the same about the search engine.

Is Google Threatening Online Directories?
Posted in World Wide Web, Studies, Search Technologies, News, Local Search Engines | Tags: , , , , , ,

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