I remember the sighs of relief after the Yellow Pages finally took a nosedive and local businesses in could rely on free Google listings to promote their business. The sheer cost and domination that the Yellow Pages had over the ability for advertisers to capture people interested once they were advertised to was like a dictator lording their will over the masses.
Lately I was approached by the folks at theLaw.tv and thought of this analogy again. Led by broadcaster Cory Saban out of West Palm Beach and in partnership with local television stations (and backed by Avvo.com - a legal search engine), the appeal of their campaign is to get law firms advertising on TV and gaining rank in search engines.
Here is where the deal falls apart. Because they are selling the service to the ... shall we say... less technology capable, a close inspection is rarely done. Well... I've done that inspection and here are some aspects they aren't advertising.
1. They aren't really playing your ad on TV. I'm sure they are careful to provide those caveats but they call it a "TV channel"... when it actually is simply a website on a .tv domain that shows their video... and not using YouTube which means that the individual law firm will not get exposure for their firm on YouTube or Google for their videos... TheLaw.tv will get the exposure at the expense of the law firms websites.
2. They aren't really giving you a search engine benefit (SEO). This is a very disingenuous trick that the non-tech savvy folks will miss. They claim to "link" to your website (and Google give rank bonuses for "links"). Let's take a look at one of those "links".
http://thelaw.tv/detroit/Child+Custody+Law shows an attorney at familylawofmichigan.com.... or it seems to link to their website... In fact let's look at the code:
<a href="http://thelaw.tv/detroit/r/gornbein/" target="_blank">http://familylawofmichigan.com</a>
Notice how they are "hiding" their website from google by putting the a href address of http://thelaw.tv/detroit/r/gornbein instead and in place of http://www.familylawofmichigan.com
This seems complicated but when Google is cruising the Internet to determine rankings it tries to see how many times your website is "linked". In this case it does not give a "point" to FamilyLawOfMichigan.com but instead gives the link "bonus" to thelaw.tv...
We were happy to shed the Yellow Pages overlord when they got toppled by free Google listings. By subscribing to theLaw.tv you are only putting another dictator on the throne. What happens when they rank #1 in Google for your own keywords? Guess who loses.
Don't pay TheLaw.tv to take over your keywords. Instead consider building your own corporate value and earn your own ranking on Google. Need television advertising on the web and on the networks? Take your own videos and put them on YouTube and link them back to your own website.
For the money you would have spent on theLaw.com you will be in a much better position and you will not have to bow before theLaw.tv throne after the fact.
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