Which is better… Google or Yellow Pages?

I recently read an article on Search Engine Land asking the question, who is more accurate in regards to local information – Google or the Yellow Pages. As a SEO professional I immediately jumped on Google’s bandwagon after reading the title but took a moment to formulate my thoughts prior to reading the actual article.

I worked a number of years in a subsidiary of the Canadian Yellow Pages and knew the efforts they go to in order to achieve accuracy.  Because of this background, I guesstimated that YP would have the jump on this – and I was right!

In overly simplistic terms, Google, and Google Local Listings more specifically, runs into the issue where they rely upon users to claim, input accurate information, optimize, update in a timely fashion and repeat.  When Google Local isn’t relying upon the dedication and accuracy of each individual business, they rely upon the information that is floating around on the internet in general terms – and we all know how that turns out without proper SEO!.  YP actually has a team of sales individuals to stay on top of the accuracy of their IYP (internet yellow pages) so they are way ahead in this category.

So am I saying YP is better than Google Local?  Not on your life.  When was the last time you picked up an actual YP publication?  For myself, I’d say it has be at least 5 years.  When you need to know something about a company… you Google it.  Once you Google it, you usually end up going to that company’s website.  I’d say that makes YP a dinosaur just waiting to take it last breath.

Soooo much more to this topic and the numerous ones inside of this brief diatribe but we’ll save it for another time.