Frey Chu

they're sort of past the discovery phase.

Like, what I think ChatGPT, Perplexity, and all these other LLMs do really well is they help you discover things or get more information on the thing.

But by the time someone's on a directory, I think they're in the decision-making phase.

And with any more complex decision where the consequence is too much to risk if you mess it up, they're going to do their due diligence and look at all the options.

And so this can play out in a couple different ways, like...

Senior living homes.

Like if you're finding a senior living home for your parents, are you just going to go on ChatGPT and just like choose the first one?

No, you're probably going to take your parents' preferences in mind and they might have deal breakers like the dementia example.

Lawyer, anything in like health, finance or legal, the consequence and the risk of choosing a bad accountant or financial advisor is just like not worth considering.

You're not going to just choose the first option.

And so you're going to compare all the options near you.

And I think that's what pushes people to Google and really go out of their way to look for what could be your directory.

Pricing is another thing.

Anytime someone can save money, I think that drives a lot of just going on Google and looking at directories.

And, um, yeah, like that's, that's a hundred percent of thing.

I was listening to the podcast, a podcast around like, you know, these millionaires driving across town for cheaper blueberries at the grocery store.

Like this is always going to be a problem.

And then the second point is like local SEO or any version of local SEO hasn't really changed that much.

And what I mean is LLMs are decent, but if we go to like haircut, um,

Los Angeles, for example, this is now kind of looking at things from an SEO perspective and why directories might continue working for a long time.