Anecdotally I heard several search marketers express skepticism about the value of advertising on IYP sites yesterday from the podium and from the audience, in questions, at SMX Local & Mobile. There’s considerable evidence out there to support advertising on IYP sites: well documented conversion rates that are north of 50%.
However, most of the IYPs, perhaps with the exception of Superpages, have not done an aggressive enough job at marketing themselves to the search community, which is much more familiar and comfortable with the traditional search engines.
