Last year, results from our “Local Media Tracking Study” conducted by Burke showed that consumers consider Yellow Pages listings the most accurate when compared to other local search media. Now a new listings accuracy test conducted by Denver-based Implied Intelligence confirms what consumers have said along.
According to an article by Greg Sterling on Search Engine Land, Implied Intelligence hand-checked 1,000 independent, U.S.-based local business websites and compared the information it captured to data on major local search websites including Bing Maps, Citysearch, DexKnows, Foursquare, SuperPages, YP.com and others. Each site was scored on whether it listed the business, contained duplicates, included accurate information, and the amount of additional content it incorporated (e.g., content beyond business name, phone number, etc.).
As the chart above indicates, Internet Yellow Pages websites YP.com and SuperPages beat out Google and other local sites when it came to listing duplicates and phone and address errors.
Additionally, YP.com beat out Google and other local sites when measuring the amount of additional information incorporated in a listing, including the business URL, hours of operation, and other helpful background.
When measured collectively, both SuperPages and YP.com bested Google Maps and other local sites on all accuracy measures.
I think this study reinforces our belief that local businesses and consumers benefit from the unmatched accuracy of Yellow Pages listings. The high quality of Yellow Pages listings has been recognized within the local search industry itself, as various search engines and local sites have entered into agreements with Yellow Pages companies to incorporate and supplement their listings. I’m glad to see that as we move into the online and mobile space, Yellow Pages providers are continuing to lead the field in this important measure.