We studied 30 of the most prominent, well known, and high traffic U.S. directories including Yelp, Whitepages, YP, MapQuest and 26 others.
Over the past 28 months, there has been a 35% decline in traffic to the top online directories. We’ve separated Yelp from the rest of the group because its traffic is so vast in comparison that combining it with the others skews the view of what’s happening in the industry at large.
In fact, we can see that Yelp’s visit numbers (approx. 80 million/month) are almost the same as the other 29 sites combined! This really shows the impact of Yelp’s investment in its service.
Yelp has grown and nurtured a loyal review-writing audience, which has allowed it to build the most comprehensive set of online reviews for local businesses. In turn, it has secured significant distribution deals with Yahoo and Apple Maps. This, along with establishing itself as a household name brand, has meant its user numbers have remained high and growing while those around it flounder.