You must consider the two types of Internet solutions: the local YP Internet that mirrors the printed directory or the general, all-purpose web that links everyone globally. There are distinct advantages and disadvantages to each.

Starting with the local search, I assume you are targeting your regular customers that would normally use the paper directory. There, you list yourself as you would in the book, covering all headings and perhaps opting for a more visible banner-type ad under the main heading. There you could use a PPC program or other way of gaining market share. You go after local business but could still attract users from anywhere within the region, looking for your particular service or product.

On a larger scale, the entire Internet in its totality offers a unique opportunity to reach everyone on a global scale. You might have a product that is needed by someone thousands of miles away. Sears built an empire on that very concept. It mailed catalogues to farming communities that had no local department store and became a lifeline for consumers that had no other way of buying needed merchandise without traveling huge distances. They sent the advertised products right to their doorsteps. You can make your site into a catalog of products in the same manner. Consider the potential of selling parts or accessories for standard appliances. Many manufacturers refer customers to their local dealers anyway. Capitalize on that fact and establish a presence where people can turn for help. If you are dealing in shipped items, does it really matter how far they