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.
  • 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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