Att yellow pages9/5/2023 ![]() Knowing exactly how much traffic goes to the top position for “yellow pages”, I know that it’s never paid for itself, and it’s unlikely to do so. But, this is the world of business, and considering the direction in which society and commerce has been shifting, their purchase of that old domain name and the more recent purchase of YP.com appear to be at a hyper-inflated cost that is way out of whack with any good business rationale.įirst, I know for a fact that they never have gotten sufficient value from that original $100 million dollar domain name. Just for the sake of egos and prestige value, it might appear on the surface that AT&T’s investment in the domain name was justified in order for them to achieve top ranking. This resulted in Superpages getting deposed from its longtime slot as first position for “yellow pages”, and has been occupying that position for a while since. This meant that far more people were inclined to link to them, and the domain name itself, embedded in all those inlinks, gave AT&T a defacto advantage in the PageRank game.įurther, Google itself shifted ranking factors slightly between now and 2004, placing a bit greater weight upon keyword terms within domain names.Īnd, after I left the Superpages, a number of my recommendations for ongoing SEO were neglected to some degree by the people overseeing such work. Also, the AT&T company has much greater prestige and far more customers than the previous owners of the “” domain name, and they could leverage their print phone book covers to further promote the URL. I believe they likely undercut other players and made major traffic deals with partners in order to gain greater traffic - so, some of their position was purchased. AT&T used a considerable war chest of new capital to gain marketshare in the YP space. ![]() There were a mixture of factors involved. ![]() Still, the domain name didn’t accomplish this alone. As time passed, however, has indeed deposed the Superpages forerunner. long held that distinction under my SEO direction, and I knew that purchasing the term in a domain name alone would not depose all the work we’d done to rank tops for it. Does this make sense?!?īack in 2004, I laughed and laughed and laughed, and I told coworkers that it was a huge waste of money, because, I said, “they won’t be able to buy themselves into the top position for searches for ‘Yellow Pages'”. I distinctly recall back when AT&T previously bought in for $100 million in 2004. AT&T has acquired YP.com for $3.85 Million.
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