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 advertising.

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 surgeries.

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