A Yellow Pages telephone phone book was delivered to my front porch recently, and as I brought it into the house I stared at it in bewilderment. A phone book? I asked myself. Who even uses these anymore? Every business I need to look up is on the internet.
According to the latest research, I’m not alone. A Small Business Search Marketing Survey recently conducted by American Express OPEN revealed that 66% of consumers turn to the internet to find local businesses. Moreover, just over 75% of those who rely on the internet reported that they read online reviews of businesses regularly or occasionally, and that positive reviews make them more likely to trust that business more.