Find New Clients
New Families: New Cash Streams
Studies have shown that, to find a local business, consumers now turn to their computers 5 - 8 times more frequently than they do the print Yellow Pages.
More, one excellent study from comScore.com revealed that a full 40% of those who searched online and found the name and location of the business actually got in their cars and went to that business to spend their money.
That is an impressive conversion rate.
None of this surprises me. I do it every day. Finding a business through a Google search means I get far more information, a MAP, photos and no ink on my hands.
The Yellow Pages dropped on my doorstep recently has shrunk by half. Ten years ago, it could serve as a child's booster seat in a pinch. Now, the majority of the great golden book's advertisers has abandoned it.
The trick is to guess exactly what word those pet owners are going to type into the search field. Most often, it's "neighborhood" and "veterinarians."
Veterinarians are very much neighborhood vendors.
With the right "search terms" - otherwise known as "keywords" - placed all over your site, your ranking on a search engine will rise. BUT, your web page content must make sense, be engaging and not be "stuffed" with keywords like the name of your vicinity and the word "veterinary," "dogs," "cats," etc.
Striking the right balance between keyword optimization and effective sales copy on your "static" webpages is a delicate process. Read more about web content optimization here.
