The Death of the Yellow Pages - ROI 2010
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Transcript of The Death of the Yellow Pages - ROI 2010
Death of the Yellow PagesThe Sad Tale of Maurice Bennett
Wake Up Call
Americans conduct 22.7 billion searches monthly
Wake Up Call
10 million fewer newspaper subscribers between 2008 and 2009
Wake Up Call
82% of people search for local businesses online
Wake Up Call
Source: 2007 Nielson study
Search Engines Yellow Pages Online Yellow Pages Newspapers0%
10%
20%
30%
40%
50%
60%
70%
80%
Seaching for Local Businesses
Wake Up Call
80% of people research products online before buying them locally.
Wake Up Call
86% of searches start at a major search engine
Source: 2007 Microsoft study
Wake Up Call
“Yes, but I’m a lawyer, it’s totally different for us.”
“I get all of my business through word of mouth.”
“I’m a professional not a plumber.”
“You can’t rate lawyers like restaurants.”
Questions answered on Web
“Maurice Bennett is a great attorney. You should hire him”
Informed Consumers
Informed Consumers
Referrals
“Maurice Bennett”
The Search Stool
TechnologyContent
Authority (Links)
“Maurice Bennett”
“Maurice Bennett”
“Maurice Bennett”
Leg 1: Content
What is a webpage about?
Key Factors• Keyword density • Important Indicators
– Title Tag– URL– H1 Tag
– Meta description– Meta tags
• Uniqueness and freshness of content
Title Tag M
eta
Des
crip
tion
Content: Anatomy of a Webpage
Title Tag
URL
H1
Common Mistake:A page about everything
Common Mistake:Copying content
Inlinks: 68Inlinks: 121
Leg 2: Links
How important is a website?
Key Factors• Number of links• Quality of links (Page Rank of of linking site)• Anchor Text
– Click here– Avvo– Rate your Lawyer
• Attracting Links
Common mistake:
Not optimizing anchor text
Common mistake:
Static Sites aren’t Linkworthy
Leg 3: Technology
Can the search engines find and read the webpage?
Key Factors• Simple URL’s in plain English• 1 Page : 1 URL• Standard links
– Avoid:• Flash• Java• Images
• How to surf like a spider– Turn off images– Turn off javascript– Turn off flash
According to Google, these are different pages:
http://avvo.com
http://www.avvo.com
http://www.avvo.com?pageid=458
http://www.avvo.com&reference=msn
Common Mistake:Google can’t navigate a site
Common Mistake:http://website.com vs. http://www.website.com
The Name Curve
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 270
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Thomas Smith (282)
Jennifer Johnson
(129)
Robert Shapiro
(64)
John Browne
(16)
“Maurice Bennett” (1)
Name Confusion
Ashley Dupree Russel –
Austin, TX Lawyer
Ashley Dupre -
Washington, DC Callgirl
Name Competitiveness
Paris Hilton Paris Hilton
Maurice Bennett
Online Reputation Management
Avvo
The Bleeding Edge of Search
Social SearchCustomized Search
Someone Online Hates You
Google Alerts
Google Alerts
10 Things you can doin 10 Minutes
Competition1. Benchmark where you rank on Google for:
• Your name• Your geo/specialty
2. Understand your website’s authority• PageRank• # of inlinks
Content3. Ensure your geo/specialty is the focus of your homepage.
• URL• H1 Tag• Title Tag• Content
4. Optimize your bio page for your name.• URL (www.website.com/bill-smith)• H1 Tag• Title Tag• Content
5. Remove your firm name from every title tag and rewrite them to focus on the specific page’s content.
10 Things you can doin 10 Minutes
Linkbuilding6. Claim your Avvo profile and link to your website.7. Make sure the links on your website are descriptive.
Technology8. Are all of your pages indexed?9. Type in yourwebsite.com into the browser toolbar. Does it
automatically redirect to http://www.yourwebsite.com?10. Review all of your URLs for a ?, #, =, %. If you find any, they can
probably be optimized.
Avvo
About Avvo• Largest Legal directory• 2 million monthly visits• 150,000 contacts/month
to lawyers• 10% of practicing lawyers
have claimed their profile
Following Us
Twitter.com/conradsaam
Facebook.com/avvo
LinkedIn: Avvo Lawyers