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Death of the Yellow Pages
The 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
                          Seaching for Local Businesses


80%


70%


60%


50%


40%


30%


20%


10%


0%
...
Wake Up Call
          80% of people
          research products
          online before
          buying them
          l...
Wake Up Call
                               86% of searches start
                               at a major search
       ...
Wake Up Call
      “Yes, but I’m a lawyer, it’s
      totally different for us.”

      “I get all of my business
      th...
Questions answered on Web




“Maurice Bennett is a great attorney. You should hire him”
Informed Consumers
Informed Consumers
Referrals

“Maurice
Bennett”
The Search Stool



       Content                                    Technology




“Maurice Bennett”                    ...
Leg 1: Content
What is a webpage about?


Key Factors                   Title
• Keyword density             Tag
• Importan...
Content: Anatomy of a Webpage

Title
Tag
                    URL

                   H1
Common Mistake:
A page about everything
Common Mistake:
                Copying content




Inlinks: 121               Inlinks: 68
Leg 2: Links
How important is a website?


Key Factors
• Number of links
• Quality of links (Page Rank of of linking site)...
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         ...
Common Mistake:
Google can’t navigate a site
Common Mistake:
http://website.com vs. http://www.website.com
20,000
                                    The Name Curve
18,000


16,000


14,000


12,000


10,000


 8,000


 6,000


 ...
Name Confusion
Ashley Dupree Russel –      Ashley Dupre -
  Austin, TX Lawyer      Washington, DC Callgirl
Name Competitiveness
Paris Hilton       Paris Hilton
Maurice Bennett
Online Reputation Management



                Facebook


                 Avvo


                LinkedIn
The Bleeding Edge of Search
Social Search
Customized Search
Someone Online Hates You
Google Alerts
Google Alerts
10 Things you can do
                                   in 10 Minutes
Competition
1.  Benchmark where you rank on Google f...
10 Things you can do
                    in 10 Minutes
Linkbuilding
6. Claim your Avvo profile and link to your website.
7...
Avvo

About Avvo                     Following Us
• Largest Legal directory      conrad@avvo.com
• 2 million monthly visit...
The Death of the Yellow Pages - ROI 2010
The Death of the Yellow Pages - ROI 2010
The Death of the Yellow Pages - ROI 2010
The Death of the Yellow Pages - ROI 2010
The Death of the Yellow Pages - ROI 2010
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The Death of the Yellow Pages - ROI 2010

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Conrad Saam from Avvo talkes about search in terms of competition, content, linkbuilding and technology at the Radius of Influence 2010 Conference in Tampa, Florida. Hosted by the Injury Board and the American Association for Justice.

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  • Radius of Influence – focused on referrals, building network, systematic approach to cultivating a network.What happens next?
  • SEO and Name SearchMonitoring – Google AlertsHow Consumer Research OnlineInformational Choices vs. Yellow Pages
  • Top 3 is what it’s all about.
  • Google is the starting point.
  • “lawyer”“middle names”
  • Misspellings
  • Robert Shapiro is a great example of name competitiveness
  • Top 3 is what it’s all about.
  • Free way to manage and direct your online reputation. Google your name.
  • Transcript of "The Death of the Yellow Pages - ROI 2010"

    1. 1. Death of the Yellow Pages The Sad Tale of Maurice Bennett
    2. 2. Wake Up Call Americans conduct 22.7 billion searches monthly
    3. 3. Wake Up Call 10 million fewer newspaper subscribers between 2008 and 2009
    4. 4. Wake Up Call 82% of people search for local businesses online
    5. 5. Wake Up Call Seaching for Local Businesses 80% 70% 60% 50% 40% 30% 20% 10% 0% Search Engines Yellow Pages Online Yellow Pages Newspapers Source: 2007 Nielson study
    6. 6. Wake Up Call 80% of people research products online before buying them locally.
    7. 7. Wake Up Call 86% of searches start at a major search engine Source: 2007 Microsoft study
    8. 8. 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.”
    9. 9. Questions answered on Web “Maurice Bennett is a great attorney. You should hire him”
    10. 10. Informed Consumers
    11. 11. Informed Consumers
    12. 12. Referrals “Maurice Bennett”
    13. 13. The Search Stool Content Technology “Maurice Bennett” “Maurice Bennett” Authority (Links) “Maurice Bennett”
    14. 14. Leg 1: Content What is a webpage about? Key Factors Title • Keyword density Tag • Important Indicators – Title Tag – URL – H1 Tag – Meta description – Meta tags • Uniqueness and freshness of content
    15. 15. Content: Anatomy of a Webpage Title Tag URL H1
    16. 16. Common Mistake: A page about everything
    17. 17. Common Mistake: Copying content Inlinks: 121 Inlinks: 68
    18. 18. 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
    19. 19. Common mistake: Not optimizing anchor text
    20. 20. Common mistake: Static Sites aren’t Linkworthy
    21. 21. Leg 3: Technology Can the search engines find and read the webpage? Key Factors • Simple URL’s in plain English According to Google, these are different pages: • 1 Page : 1 URL http://avvo.com • Standard links – Avoid: http://www.avvo.com • Flash http://www.avvo.com?pageid=458 • Java • Images http://www.avvo.com&reference=msn • How to surf like a spider – Turn off images – Turn off javascript – Turn off flash
    22. 22. Common Mistake: Google can’t navigate a site
    23. 23. Common Mistake: http://website.com vs. http://www.website.com
    24. 24. 20,000 The Name Curve 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 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 27 Thomas Jennifer “Maurice Bennett” (1) Robert John Smith Johnson Shapiro Browne (282) (129) (64) (16)
    25. 25. Name Confusion Ashley Dupree Russel – Ashley Dupre - Austin, TX Lawyer Washington, DC Callgirl
    26. 26. Name Competitiveness Paris Hilton Paris Hilton
    27. 27. Maurice Bennett
    28. 28. Online Reputation Management Facebook Avvo LinkedIn
    29. 29. The Bleeding Edge of Search Social Search Customized Search
    30. 30. Someone Online Hates You
    31. 31. Google Alerts
    32. 32. Google Alerts
    33. 33. 10 Things you can do in 10 Minutes Competition 1. Benchmark where you rank on Google for: • Your name • Your geo/specialty 2. Understand your website’s authority • PageRank • # of inlinks Content 3. 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.
    34. 34. 10 Things you can do in 10 Minutes Linkbuilding 6. Claim your Avvo profile and link to your website. 7. Make sure the links on your website are descriptive. Technology 8. 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.
    35. 35. Avvo About Avvo Following Us • Largest Legal directory conrad@avvo.com • 2 million monthly visits Twitter.com/conradsaam • 150,000 contacts/month to lawyers • 10% of practicing lawyers Facebook.com/avvo have claimed their profile LinkedIn: Avvo Lawyers
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