1.07 Complete and Accurate

As the number of practices with a web site increases then potential clients looking online are theoretically going to get access to a progressively more complete and accurate set of surgery data through the major search engines - or are they?

Piecemeal
Web design is a far from exact science. Some sites are much more likely to appear in particular search results than others. If each practice organises its own web site individually then there is nothing to say when the list is complete and no-one to take responsibility for its accuracy.

Back to the drawing board
Still trying to do our best for our one small practice we returned to the drawing board. We considered what would happen if some outside agency created basic web sites for all the nearest surgeries to our base surgery - the one we are supposed to be creating a web site for.

Off to the seaside.
Creating web sites for the nearest surgeries to our one clinic meant that the practices at the edge of the area covered wouldn't have a full set of other vets for users to compare. If the area covered was large enough then visitors may be in a position to make an informed selection between the surgeries at the centre of the area but the whole concept would lose credibility once people realise that they couldn't make valid choices for practices around the edges.
There was only one solution. Add web sites for every surgery in every direction until we reach the sea. Every UK veterinary surgery needs a basic web site.

The Any UK Vet site
We ended up creating a free basic web site for every UK veterinary surgery and the Any UK Vet web site was born. Our motivation wasn't purely altruistic of course. We had moved forward from the needs of our single web site. We are a web design company and we want an active marketplace in veterinary web sites where practices can see real benefits from investing in a web site. It was clear that potential clients would only use the internet to look for practices when they could have the same confidence in the results returned from search engines as they have in the listings in various print directories. Your practice web site would then be able to show a worthwhile return on investment in the form of paw prints in your waiting room.

Self promotion?
We are going to take a look at how the Any UK Vet web site works. This isn't for the sake of promoting of one of our services. If the Any UK Vet site had been created by someone else then we would be explaining how it worked in equal detail. The Any UK Vet web site turns the major search enginesinto an online equivelant of print directories. It has an important part to play in making every practice web site easier to find online.

Any UK Vet and the major search engines
Let's look once again at the four factors from section 1.06 once the major search engines have access to comparable web sites for every UK veterinary surgery through the Any UK Vet site.

1	Universal		The search engine is universal online in the same way as YP
2	Organised		Organisation by both area and type of practice is provided by Any UK Vet
3	Complete		Any UK Vet provides an entry for every UK surgery
4	Accurate		The Any UK vet site is continuously maintained and updated

The combination of the major search engines and the Any UK Vet web site provides potential clients with the universal, organised, complete and accurate list of surgeries they need to make an informed choice, matching the services provided by Yellow Pages and the other print directories offline. Half the population of the UK are potentially looking for information online so your free Any UK vet listing is as important as your YP ad to your practices marketing program.

So lets see what your free web site on Any UK Vet looks like.

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