Comparison with Printed Directories
Your Any UK Vet listing is the online equivalent
of your expensive listings in printed directories like Yellow
Pages or Thompsons - except that its free! Lets look at why.
Why do printed directories work?
Printed directories, like Yellow
Pages or Thompsons are effective places to advertise
your practice because they are universal, complete and accurate.
Universal because a copy is delivered, free, to every phone
subscriber. Complete because every business subscriber gets
a free entry. Accurate because the directory providers know
that, if they weren't, then people would stop using them and
their advertising revenue would collapse.
Why don't online directories Work?
The main print directories have online equivelants. These
use the same complete and accurate information as their offline
cousins - but they aren't universal in the same way as the
bright yellow doorstop lurking round every phone. People use
their chosen major search engine as a first option. They don't
go looking for a directory first.
Well known print directories like Yellow Pages can attract
a certain number of users on the back of their long term reputation.
Web only directories don't have this advantage and have to
promote themselves actively, expensively and continually to
atttract users. Once they stop they get forgotten. Do you
remember Scoot? Few do, even though they spent huge sums on
How about the major search engines?
We've already seen that the major search engines are universal
online. Probably even more so than printed directories are
in the real world! The problem for the search engines is that
they don't have access to a complete and accurate set of information
about UK veterinary surgeries.
If every practice in the UK had a web site - and all the information
they contained was readable by the indexing robits - then
they could possibly claim a complete set of data. In practice,
less than a third of practices are online and many of their
web pages are poorly designed leaving information inaccessible
to the search engines.
Even if they had a full set of information the search engines
don't have appropriate tools to let people select the best
surgery for their needs.
Putting the Any UK Vet site and the
major search engines together?
The Any UK Vet web site has a complete and accurate list of
every UK veterinary surgery. Unlike most online directories
it doesn't hide the information away from the major search
engines. Quite the opposite. Every UK surgery gets its own
basic web site that is designed to be indexed by the search
engines and which presents your practice details in a form
that the search engine robots find easy to read.
Potential clients, looking for a suitable practice online,
will find the Any UK Vet listing for a surgery, probably somewhere
in their area. Once they have found this they can access the
powerful search tools that appear on every page of the Any
UK Vet site and get to a definitive list of their nearest
here for these pages about Any UK Vet in PDF format (