Ever seen an old, outdated book? The pages are yellow, crackling, and faded. They’re sometimes cherished, perhaps even immortalised in some library where people can gasp in wonder at all that it represents. But no-one turns its pages, except perhaps some specialist bibliophile. And those are the lucky books; the rest become landfill, or unvisited – even embarrassing – monuments to dead trees.

Such is the fate of the traditional yellow page directory. Why? In an age of online directories, print directories are like clay tablets: large, cumbersome, limited, and unwieldy.

Even then, the comparison can’t emphasise just how obsolete they’ve become, all over the world. If you’re a business owner, you normally can’t get your details printed in them without paying a regular fee. You can’t easily edit the information without calling up the publisher. And even if you get your details in there, that’s it: you’re in a single publisher’s directory, viewable only to people who get the printed brick dropped outside their door. And what if there’s a mistake in the book, or your details change? No fixes will be forthcoming until the next print run.

Compare that with something like Bizwiki, for example: anyone can submit their business details to it, covering a wide range of information – information about your company, your email addresses, website addresses, and phone numbers – far beyond the traditional few words you’re limited to in print. Anyone can edit the business information as well, which makes it exceptionally easy to keep the information up-to-date and current. Best of all, it’s completely free. There’s no pushy sales people to deal with trying to sell you extras; it’s completely in your control, and that’s the way it should be.

On top of that, anyone using a search engine like Google looking for “Plumbers in Aldershot” or “Attorneys in Austin, Texas” is a potential customer. (Not to mention that, depending on your business, your potential customers could now be located anywhere in the UK, US or even the whole world, instead of being limited to a particular geographic location). Plus, if you add your details to Bizwiki UK, for example, you’ll appear in other directories on-line, like AccessPlace.com, increasing your exposure.

Then, consider the user, or customer, who wants to find a business. Printed directories have one method of organisation: dumping everything into categories, and organising them alphabetically. You can’t search by postcode, zip code, state, town or city. You can’t search for a particular business name. In short, with on-line directories, the customer is not limited to one particular method of finding business information.

Then, there’s the issue of portability. Mobile phone usage across the world has sky-rocketed. If you’re on the train, and want to find a nearby restaurant, tome-like yellow page monstrosities can’t sit there conveniently in your back-pocket.

Realistically, the only thing yellow-page style printed directories are destined for is the recycling bin. Alternatively, you could have a bit of fun and collect them from your neighbours, dump them on the doorstep of the publisher, and get scolded for creating a fire hazard. But, the point is, we simply don’t use them anymore, because they’ve been superseded by a new medium that is more current, accurate, and easy to use, for both business owners and customers. Plus, digital content isn’t made of dead trees, and that can only be a good thing.

If you are a business owner, and have a website as part of your on-line marketing strategy, this bit of news may be of interest to you. Recently, Google announced that it is now supporting what it calls “rich snippets” for local search.

“Rich snippets” is basically Google’s implementation of various “microformats”. Microformats are pieces of structured HTML code that can describe your website page, which in turn will help Google properly classify your website, make it accessible on their Place pages, and also help them understand the content on the page itself.

While it may sound daunting, rich snippets are very easy to implement, and help Google identify information such as reviews, people profiles, business listings, and events. As a simple example, let’s say you have a webpage where you normally list your contact details using the following HTML code:

<p>

   <h4>Bob’s Building Company</h4>

   Contact me, Andrew Other, on:<br />

   Work: 01252 XXXX<br />

   Cell: 0795 XXXXXXX<br /><br />

   Our work address is:<br />

   147 Some Street<br />

   Another Town<br />

   GU8 8AA, UK

</p>

With rich snippets, you can now tell Google what each bit of information represents:

<p class=”vcard”>

   <h4 class=”org”>Bob’s Building Company</h4>

   Contact me, <span class=”fn”>Andrew Other</span>, on:<br />

   <span class="tel">

      <span class="type">Work</span>:

      <span class="value">01252 XXXX</span><br />

   </span>   

   <span class="tel">

      <span class="type">Cell</span>:

      <span class="value">0795 XXXXXXX</span><br /><br />

   </span>

   <div class="adr">

      Our <span class="type">work</span> address is:<br />

      <span class="street-address">147 Some Street</span><br />

      <span class=”locality”>Another Town</span><br />

      <span class=”region”>Hampshire</span><br />

      <span class=”postal-code”>GU8 8AA</span>, <span class=”country-name”>UK</span>

   </div>

</p>

While this may at first glance look strange, close inspection shows there is method to the madness. Let’s break it down:

<p class=”vcard”>: This tells Google that all information between the opening and closing <p></p> tags is part of a vCard. A vCard is a microformat standard that helps describe information about a person or business.

<h4 class=”org”>Bob’s Building Company</h4>: org tells Google that “Bob’s Building Company” is the name of the organisation that this vCard is associated with.

<span class=”fn”>Andrew Other</span>: fn tells Google that “Andrew Other” is the name of the person this vCard is associated with. (if fn and org both have the same value, Google will treat the vCard as being details for a place of business). This next one is a bit more tricky:

<span class="tel">
   <span class="type">Work</span>:
   <span class="value">01252 XXXX</span><br />
</span>

The first portion, <span class=”tel”> … </span> tells Google that everything between the <span></span> tags  is a telephone number. <span class=”type”>Work</span> then tells Google the the telephone number is a Work number, and then <span class=”value”>01252 XXXX</span>instructs Google as to what the telephone number actually is.

The next telephone number deals with a cellphone number, so you’ll see that we used the same format as the work number, but we told Google that the type is different:  <span class=”type”>Cell</span>

The last portion of our example details the work address for Andrew Other:

<div class="adr">
   Our <span class="type">work</span> address is:<br  />
   <span class="street-address">147 Some  Street</span><br />
   <span class=”locality”>Another Town</span><br  />
   <span class=”region”>Hampshire</span><br />
   <span class=”postal-code”>GU8 8AA</span>, <span  class=”country-name”>UK</span>
</div>

As you can see, the format is quite similar yet again.  <div class=”adr”> is telling Google that the information that follows details an address, <span class=”type”>work</span> says it is a work address, and then each element of the address is broken down according to “street-address”, “locality”, “region”, “postal-code” and “country-name”.

There are many different codes for the hCard format, which can be viewed on the Microformat website, along with more in-depth explanations, and examples.

Also, as mentioned earlier, Google also supports formats for reviews, events, businesses and organisations, and even recipes.

For more information on Google’s Rich Snippets, the following links should help:

Rich Snippets for Local Search
Rich Snippets Help Documentation

The brand new version of Bizwiki.co.uk went live yesterday at lunchtime. Apart from being shinier, faster and easier to use than ever before, there is one change that will be instantly noticeable and that brings it in line with the US Bizwiki.com:

Bizwiki.co.uk is now review-free

This may seem to be bucking the trend for websites, with every second site on the web now offering review functionality, but we took the view that we would rather focus our efforts on what Bizwiki does best: building up a unique directory of detailed information about companies and businesses that any user can help improve and enlarge.

Bizwiki has always been dedicated to information over opinion, so it was on request from users that we rolled out a review feature for our UK site at a time where there were less alternatives. Apart from the useful information reviews provide, our goal was to ensure that opinions had their own space on the site and were less likely to be added to information sections.

Over the last few years we have seen the site and its users develop and change, and now an increasing proportion of registered Editors are representatives, owners or managers of businesses and companies. The quality of information has been consistently improving and we’ve been very happy to see the user base grow along with it.

We launched the US version of Bizwiki.com without reviews, and found that this has been nothing but beneficial in clarifying the purpose of this as the wiki for business, and distinguishing Bizwiki from sentiment-orientated sites like Yelp and Angieslist.

We are confident that this improved focus will give our users more of what they want, and enable our editors and staff to concentrate on increasing both the breadth of the site and the depth of information available about each record.

Finally I’d like to thank our Lead Developer Craig Sefton and Chief Technical Architect Keith Hinde for their tireless efforts to rebuild the site and get this new and highly improved version live.

Enjoy the new Bizwiki!

A note to businesses:

During the time that reviews were featured on Bizwiki.co.uk some companies accumulated a number of reviews from the public that they may want to retain. If so, don’t worry, nothing has been deleted. The reviews are not being displayed on this site, but are still available on request if you would like to get a copy of them for use on your own website or in your advertising material.

Email us at team@bizwiki.co.uk before the end of 2010 with the name of the company and we will send you a text copy of the reviews received free of charge.

Thanks.

We are pleased to be able to announce that Bizwiki.com now powers the business listings on the Allonesearch.com local search website.

You can now find information provided directly from Bizwiki powering Allonesearch’s search functionality and appearing on many of the business directory pages.

What this exciting development means to our visitors is that by adding your business or increasing the amount of information available about it on Bizwiki, you will get exposure not only to out community of users on this site but also to people using Allonesearch for local information and yellow page look-ups.

If you would like to get a new company added to both Bizwiki and Allonesearch.com it’s now easier than ever, just click to add it right here.

And the best part is that it’s completely free to do so. That’s the wiki difference.

We are happy to announce that the American version of Bizwiki.com went fully live today. Bizwiki was launched as an Alpha in the USA in December 2008, promising to change the way local search works by enabling its users to build up the most detailed and up-to-date index of business in the United States.

The new fully live version features over 5,000 categories of business, and in contrast to traditional Yellow Pages websites invites business owners and representatives to add and improve their companies’ records with everything from contact details to prices and opening hours, completely free of charge.

“We are also launching new functionality today that allows the site’s users to ‘Watch’ any business, receiving an email notifying them of any additions and edits,” said Bizwiki co-founder Matt Aird. “This is useful for anyone who is interested in following changes, but is primarily designed to empower people to get involved in claiming their own businesses and ensuring the information the public sees stays as accurate and relevant as possible.”

Creating a ‘Watchlist’ of businesses on Bizwiki is free. Representatives are invited to sign up with Bizwiki.com and look up the companies they are interested in, then simply click ‘Watch this business’ to receive notification of any changes to the record. They are also able to add more information and details to records while doing so.

At the moment the Watchlist functionality is only available on Bizwiki.com, but expect to see it duplicated on Bizwiki.co.uk in the coming months.

We are happy to announce that after months of hard work, thousands of hours of dedicated effort by our editors and tens of thousands of contributions of business details from both company owners and the general public, the full set of business categories is now live on Bizwiki.com.

This is a real mile-stone in the progress of this project, meaning that the site has moved out of Beta into its fully live version. There are now over 5,000 categories of business on Bizwiki.com, divided into vertical groups of similar categories to make navigating and searching the site easy.

We expect to make further improvements over the months ahead, particularly as some of these categories are fleshed out with additional companies and details, but in the meantime we’d like to take this opportunity to thank everyone who has added records or edited and improved the information on Bizwiki. It is greatly appreciated.

We hope you have a very Merry Christmas, and a Happy New Year.

Watch this space in 2010!

The US Yellow Pages industry’s associations have jointly announced the launch of an opt out phone number look up for your local yellow pages.

Unfortunately it’s not an online form. It’s just a list of phone numbers to call. Still, I suppose it’s a step in the right direction in that it makes it easier to find the opt out numbers.

Go to the search form here and put in your zip code. The site then comes back with the Yellow Page directories that deliver to your area and the number to call if you want to opt out of receiving the printed directory.

I haven’t tried it yet so I have no idea how long you might be on hold. Nor can I confirm it works. From reports such as this one getting them to actually stop delivering the books might not be as easy as making a few calls.

The continuing debate about Yellow Pages opt out/opt in is still on. If the companies will actually honor the opt out requests they receive then this may go some way towards cooling the animosity and frustration that the indiscriminate dumping of the books has created in many households.

There are third party services that offer to do all the calling for you such as this one. Note that in order for them to do this you have to provide them with your personal details such as name and address.

The Canadian Yellow Pages Group is actually leading the way here in that it allows opt out using a – wait for it – dedicated online form (whatever will they think of next?). They also have a number you can call 1-800-268-5637.

In the UK, the Yellow Page publishers don’t even publish the opt out numbers. For Yell it’s 0800 671 444 or your can try using their general contact form. For Thomson Directories it’s 01252 555 555, use their general contact form or email info@thomsonlocal.com. And for BT it’s 0800 800150.

Alternatively try this service that sends a form on your behalf to all three plus the Royal Mail’s Door to Door opt out scheme, The Direct Marketing Association’s opt out scheme and the Mail Preference Service. Sounds good to me. Just be aware that emails can get lost, stuck in the spam filter or simply ignored. If you want to be absolutely sure that you’ll be removed from their distribution list you might have to pick up the phone.

In Australia Telstra’s Sensis allows you to opt out by calling 1800 810 211 or by emailing bookdelivery@sensis.com.au.

Taking another huge step in the right direction AT&T is looking to begin phasing out the distribution of its printed white pages phone book. According to an article by WSB News, the company has requested permission from the Georgia Public Service Commission to stop delivering white pages to homes in Atlanta, Chamblee, Decatur, Doraville, Dunwoody, East Point, Hapeville, Lithonia, Sandy Springs and Tucker. If approved, those areas would not receive phone books from December 2009.

Households in those areas that do want to receive the white pages can opt in. And of course, they are going to continue printing the business white and yellow pages. AT&T have already moved towards a white pages opt-in scheme in other states.

This is fantastic news and definitely a progressive move. In their request to discontinue delivery of the white pages to Altanta metro households, AT&T acknowledged the environmental benefits of no longer publishing 876,000+ phone books for the area per year, most of which probably became doorstops, booster seats, impromptu stools and gently leaning towers gathering dust in some forgotten corner.

Hopefully we will continue to see more and more areas moved over to an opt in scheme for phone book delivery. Some people do use printed phone books and there is no reason why those people shouldn’t be able to receive them. An opt in scheme would work well for everyone (except maybe the publishers looking to sell expensive YP advertising).

A post from last year provides an interesting look at the opt-out debate surrounding business yellow pages and how desperately the industry does not want to allow it to happen. That was in October 2008. Maybe we’re seeing a shift beginning with the white pages, maybe not.

If you like the idea of banning unsolicited white page door drops you can sign the petition over at Ban the Phone Book. Does anyone know if there’s a similar one for Yellow Pages?

Is your Yellow Pages phone book thinner than it used to be? You might not have noticed, but apparently it’s on a diet. The Yellow Page publisher AT&T blames the shrinkage on several factors including (un-surprisingly) online advertising.

According to an article by WWAY, “The 2009-2010 version of the Yellow Pages has 140 pages less than last year’s version, which had 60 pages less than 2007-2008″. That might not sound like a lot of lost ads but when you consider that most of the pages had at least several, if not several dozen, advertisers on them it starts to add up.

It’s no great surprise that instead of paying for an ad in a printed Yellow Pages phone book that will enjoy few, if any, peeks (mine are stacked precariously in the corner awaiting the recycling run) business owners are turning instead to free online advertising. Why pay for what you can get for free?

If you haven’t already gotten your free Bizwiki listing, sign up and add your business now! You can add opening hours, payment types accepted, products, services, specialties, awards won, a special Message from the Company, and of course your contact details and website address. Click here to get started. Feel free to contact us if you have any questions or suggestions.

Since we launched the Beta version of Bizwiki.com last week we have been very pleased with the sheer volume of user registrations and company submissions.

We would like to especially thank Choice Window Tinting Orlando for being the first submission we received, just minutes after the US Beta was launched. We wish you all the best in your business and hope your free listing on Bizwiki.com brings you many new customers.

Most companies submitting their details are taking advantage of the Message from the Company field which is great. That’s your space, go ahead and tell us all about what a fantastic company you have and why we should do business with you. Bizwiki editors do not amend what you place in the Message from the Company field (unless it has obviously not been written on behalf of the company) so feel free to advertise yourself as much as you want.

And don’t forget that your initial submission doesn’t have to be the end. If you would like to add more details to your record you can at any time. Both additions and updates are free so if you forgot to add your toll free number or your website address why not do it now? Please note that our editors review all submissions and updates to ensure accuracy.

It’s early days and we have a lot of new features planned for Bizwiki.com so please feel free to contact us with any suggestions or comments you might have. We’d love to hear from you.