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Yellow pages refers to a telephone directory of businesses, organized by category rather than alphabetically by business name, and in which advertising is sold. The directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term yellow pages is now also applied to online directories of businesses.
In many countries, including Canada, the United Kingdom, Australia, and elsewhere, “Yellow Pages” (and/or any applicable local translations), as well as the “Walking Fingers” logo first introduced in the 1970s by the Bell System-era AT&T, are registered trademarks, though the owner varies from country to country, usually being held by the main national telephone company (or a subsidiary or spinoff thereof). However, in the United States, neither the name nor the logo were registered as trademarks by AT&T, and are freely used by several publishers. Online business directories are known as IYP or Internet yellow pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented varieties. All providers of IYP offer online advertising.
According to several reports the search term “yellow pages” was in the top 5 highest revenue generator of all search terms in Google’s AdWords program in 2010. Experian/Hitwise reported in January 2011 that the search term “yellow pages” was one of the top 50 search terms across all search engines and all search terms(millions of search terms). This makes “yellow pages” one of the most searched for things on the Internet. These facts indicate that people are using search engines such as Google, Bing, Yahoo, and others for local phone books.
The users of Internet yellow pages have the same intent as the users of print yellow pages. This produces a high quality lead, much like the print phone book, because the user is usually only deciding who to buy the product or service from, not whether or not to make a purchase.
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