We often point out how important local SEO and link building in the UK is for smaller businesses when trying to attract a more targeted clientele in their area. But exactly how important is local SEO for larger brands? The online arm of the Yellow Pages, Yell.com, appear to be putting all of their weight behind local search for the future of their business, to compete against the likes of Google and Groupon.
Yell.com’s shares fell by more than 10 per cent on Tuesday, leading chief executive Michael Pocock to announce changes in the company’s online strategy, which will be officially unveiled in June. 25 per cent of Yell’s revenue is made up from its digital media accounts, and Michael’s looking for a more aggressive online approach for the future.
“Is it too late? No way. There is a lot of opportunity for us to keep the position we have enjoyed for years in print. We have to become relevant in digital media. We are moving, we just have to have a more robust, well thought through strategic plan.”
Michael is looking for the company to do what it does best moving forward, supplying local information as one of the UK’s largest listings and directories. But the new strategy is also being introduced to stop the company breaching financial covenants with banks, as Yell finance director, Tony Bates, explains:
“It will get to a point in 2012 where we will get very close to the limits. Some scenarios could see us get close this year, others in 2013. But that is only on a ‘business as usual’ basis whereas there are a number of levers we can and will be using.”
So Yell looking to expand on their local roots, and are looking to make a bigger impact online than they have done in the past. It’ll be interesting to see how they plan to keep Google and others at bay, and if they can provide something different than the norm.
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Posted by John.
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