Multi-Level Marketing (MLMs) to Enter Search Marketing – Yellow Pages Publishers Beware!


Yesterday a former “advertising and multi media marketing coworker” asked me to join a AdzZoo Webinar.

I am forewarning and reminding folks that this blog is about myself and whatever else I feel motivated enough to share.

So on to my weak “uneducated” attempt at an AdzZoo Review:

First and foremost, the folks bringing you AdzZoo, all appear to each have many years of experience in Sales, Network Marketing, and Venture Capital/Investments.

As someone else put it here:

If you take at look at the executive team at Adzoo, they are primarily made up of old-school sales and marketing people. Which begs the question, what does someone over the age of 60 who came from marketing know about an industry that is realistically less than 10 years old and which changes by the month? The answer is obvious- very little.

AdzZoo’s team has sales experience. The folks at the Online and Print Yellow Pages seem to have more “Internet Marketing” (cough** ADVERTISING SALES **) experience and are a bit more grounded vs the pump you up and send you out nature of an MLM. Although if you have ever seen a ridiculous attempt at pumping folks up, you should see Scott Klein’s Tomorrow Show Today broadcasts or Idearc’s local sales meetings! lol
The level of search engine marketing training coming out of Idearc is very basic at best. Don’t expect advice from Idearc’s “trained media consultants” to be any better than an AdzZoo rep.


AdzZoo Offers PPC
:  So do the Yellow Pages. Although AdzZoo says it focuses on PPC initially until organic rankings can take effect and produce the results as promised. Boy are they making a promise with AdzZooClientLeave Behind

Is this guarantee doable? Sure, give me $300 cash and I can also guarantee that I can get you on the first page of Google…. but at what cost and for how long? This is were accountability and service come into play folks!

They Offer Landing Pages: Well, the Yellow Pages sorta does this…… (AT&T more so than Idearc.) To be honest with you AdzZoo seems to be kicking yellow page website designers asses. This is horrific!

They Offer Google LBL (Google MAPS): So does Idearc/SuperMedia via Google crawling and indexing Superpages.com results, but Idearc does not recommend or offer support to claim listings which is what Google recommends.
Now some will argue that they are charging clients for what is FREE, as is the case with Google Maps, is a scam. But, if you consider the amount of listings that are unclaimed of folks who do not even have the basic understanding of local search, it maybe argued that AdzZoo is providing better service than that of IYP companies such as Local.com, CitySearch, and Superpages.com. Part of the Google Map listings are based on Google Maps Local Ranking Factors and another component is the Local Business Sponsored Link Ads which is a pay-per-click Adwords option to get in the maps. Now this is a strategy I always recommend for PPC clients

For years, I’ve recommended to clients to claim the businesses local business listings on Google. It is FREE and just takes a few minutes. Claimed listings are ranked higher than listings that are not claimed. Google Maps has taken a big hit to the Internet Yellow Pages companies like Idearc/SuperMedia’s www.Superpages.com Here is a video from Google on claiming your listing for FREE. David Mihm has a list of the local search ranking factors here:

Yellow Page sites traffic on decline due to Google Map display on SERPs

AdzZoo doesn’t have a website ranked in the top 25 of all sites, but if you have looked at SuperPages.com or other online Yellow Pages site traffic, you can see that Google has cut a big chunk. As well as the fact that keyword searches for “Super Pages” or “Yellow Pages” on Google are down significantly. This was caused not by the Yellow Pages consumers adapting or going directly to the sites directly (approx. 30% of SuperPages.com’s users visit the site directly vs clicking from Google Search Results,) but Google done a better job over the years of catching and surpassing to the folks at the Yellow Pages after the early days of the internet. The maps has made huge dents in the Internet Yellow Pages industry revenues.

New Slogan

In the early years, the yellow pages got ahead of Google by leveraging the print data and phone company listing information on its internet brands, such as http://www.SmartPages.com, YellowPages.com, http://www.Superpages.com etc.  (Currently they are getting beat in innovating subscriber’ship’ by YELP, AngiesList.com, and other hyper-local directories. I believe a good measurement of success for any directory is the number of subscribers.)  When you own the listing data (like Verizon or GTE or Southwestern Bell) it makes it easy to have more than a startup company like Google. This is no longer an advantage as Google has improved the ability to find and collect the listings data. What hurt the print yellow pages telephone company publisher before, competition from independent publishers who now have telephone company listing data without the huge costs associated with it,  is now impacting the future success of the industry. One of the reasons Idearc is the land of discontent to some degree. Hard to sell clients on SuperPages.com when it is less than 10% of local internet advertising.

I would have thought that a local directory would have already joined the Google Content Network and work-out a better and stronger relationship with Google. One that benefits advertisers and the publishers. Givin’ the cash that Idearc CEO Scott Klein is bragging about being in the bank, one would think that he could bring that to the table with Google. Stop trying to beat Google Scott…. this is not Coke vs Pepsi…. this is Coke vs Hansens.

As you can see by the chart above, less and less folks are looking for Yellow Pages.  All of this has resulted in a shift away from traditional print publishers for the internet space. I am not terribly optimistic about multi-level marketing (MLMs), but I will say that AdzZoo seems to have an edge on my previous employer Idearc Media.

Multi-Level Marketing offers low start-up costs, low overhead, strength in commitment, an endless supply of sellers. For a product that can be simplified such as AdzZoo is attempting to do here, I have a feeling that if the “Campaign Managers” can become educated and accountable, this may be a legitimate entrance of MLM’s in the traditional local small business advertising market.

AdzZoo will have more sales reps than Yellow Pages. AdzZoo’s sales reps will have individual websites. AdzZoo will have more “sales and promotion” websites than phone book publishers. I was one of the few that recommended Idearc adapt personal blogs and pages for Media Consultants. Idearc doesn’t seem to want folks selling internet marketing to utilize more than 20% of his or her brain apparently! lol

AdzZoo Offers SEO: WINNER WINNER CHICKEN DINNER. Traditional phone book publishers have yet to figure out a means of monetizing search engine optimization. The fact that AdzZoo is entering the market with an SEO offering is why I feel they are going to have a strong impact on local search sales. For years I, MIKE STEWART, have bitched, moaned, and groaned about my previous employer, Idearc Media, lack of focus on organic search beyond focusing on ranking Superpages.com. I had a few recommendations on how to do it, but Bill Brewer the new guy in charge of Idearc’s National Sales and Local Texas Sales Office decided to let me go vs. allowing me to opportunity to change the course and influence the direction of Idearc. But hey, I only put 9 years into the organization. What did I know about selling and servicing advertising for local businesses? Idearc wants telemarketers. They should have just became AdzZoo if you ask me! lol

Simply put, SEO & Social Media Marketing is where local internet small business marketers need to be. Paid Search marketing costs will continue to increase as the volume of searches increases. Although conversion rates and clicks per user are dependent on landing page optimization, paid search will continue to become more expensive vs less. Equity deals will also become the norm.

I am somewhat concerned about AdzZoos use of a subdomain for clients page. I don’t think Google will rank multiple AdzZoo pages for the same keyword on the first page. I agree with AdzZoo that seldom do consumers see more than the 1st or second page. Those other “gazillion” results mean very little. Google’s talent in indexing those is almost a waste if you ask me! The use of subdomain is very similar to what I recommended to Idearc as a Media Consultant for SEO, www.Ecordia.com ‘s Content Hub.

I have a feeling folks would be more inclined to purchase “ambiguously priced search marketing programs from friends and family with the latest get rich quick scheme to make money leveraging a business owners network vs a 12 month contract for only Google Pay Per Click Management that is irreversible and backed by credit and collections attorneys in the event something go wrong. You see, if Idearc / SuperMedia ‘s SMLOCAL does not produce results, which happens often, since they offer very little (if anything) as far as landing page optimization (unlike AT&T Yellow Pages.com who recently partnered with WebVisible to create landing pages,) you still get stuck with the management fee. In most cases they charge clients 12 months at $700-800.00 per month to “manage” basic pay per click campaigns on Google and Superpages.com with a targeted monthly spend of around 2000.00 per month. So total fees are around 2700.00 per month for only Pay Per Click advertising. Not a very good value if you ask me considering the churn in consultants and clients not getting to own the work they paid Idearc / SuperMedia to produce, but hey… they are in it for the profit folks! If it wasn’t for the Executives at the Unions, very few folks would be able to live like Idearc’s CEO Scott Klein. Let’s say you get behind on your bill due to the lack of true calls from Idearc’s lack of management of Google dangerous content network and decide to cancel your account with Idearc / SuperMedia, now you get to start building your own Google campaign from from scratch.

The one simple reason’s my business plan will succeed…. there is only one method of doing local correctly:

Partner a Website Developer with a talented Search Engine Optimizer who both specialize in Social Media. Build that around a team of talented Pay Per Click Paid Search Professionals, add an honors graduate Video Developer from the Dallas Art Institute, and you have the ultimate offer in local internet marketing.

Call SMB SEO.  214-267-9553

Now…. duplicating this process over and over? That takes money. Something I am not so fortunate to have enough of, unlike Idearc & Scott Klein or the folks at AdzZoo!

For only $300.00 to join AdzZoo, I think I might just try it. Seems to have potential to work well for folks in lesser populated and internet savvy areas outside of Dallas. Heck, AdzZoo and my knowledge of local search marketing might be a heck of a combination! Although, I am skeptical about AdzZoo’s ability to achieve high Google rankings in urban and suburban markets that have above average computer usage, I feel they may be a better offer than traditional print Yellow Pages internet marketing offerings.

Please feel free to discuss this! If you want to remain private just let me know and I will edit your comments before approving them!

I hope everyone has a prosperous and memorable 2010! Happy New Year!

Cheers,

Mike Stewart

The Local Dallas Google Guru

P.S. Don’t forget to comment. I can’t wait to finish http://www.YellowCrooks.com. Thanks to Scott Klein for the great idea! Look for it to launch in 2010! Look for Internet Yellow Pages companies to IP block it in 2010! LOL

Accountability and Fulfillment….. who will win? The MLM or the IYP?

Here is another video review of AdzZoo:


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10 Responses to Multi-Level Marketing (MLMs) to Enter Search Marketing – Yellow Pages Publishers Beware!

  1. […] This post was mentioned on Twitter by Mike Stewart, Mike Stewart. Mike Stewart said: Multi-Level Marketing (MLMs) to Enter Search Marketing – Yellow Pages Publishers Beware!: http://wp.me/pqNID-gT […]

  2. What a great article. I will share this information with anyone that needs it. It’s valuable, useful, and gives the kind of information that isn’t commonly found. I’m going back to see what else has been written on the topic. See our site for SEO Consultant

  3. Luvit Alvarez says:

    LoL! That was a good review about AdzZoo vs Idearc, I appreciate your honesty!
    As a wife of an ex-idearc employee, thanks to Ms. Montoya… (LoL) I have to say that I’m agree that is worth the trial of AdzZoo just for 295.+ thanks to the training received in idearc equals to a good combination!
    I believe that the product that AdzZoo offers if far beyond more effective than yours and my dear husband previous employer, with guarantee results, and the campaign prices are awesome! Are far more REALISTIC + AFFORDABLE for small-mid size businesses… Not trying to push something that doesn’t work for the client and for an extravagant price! Just to make ” QUOTA”

    Sincerely,

    Luvit Alvarez
    (:Proud Wife of a Former
    AdzZoo Campaign Director:)

  4. I forgot to include my dear husband AdzZoo’s site:
    http://www.Calvarez.AdzZoo.net
    Check it out 🙂

  5. Search Marketing Local says:

    This is a great article! There is definitely some very useful and valuable information in here that I will be keeping for my future resources. Thanks for sharing such a great article!

  6. We all want traffic but the question is how do we do it for free or small investment.

  7. Mike Stewart says:

    So….. AdzZoo’s internet dept is clueless…. and then they cut compensatation..

    Well…. starting out a bit like Supermedia if you ask me!

    The compensation thing is not terrible. Why not just pay people for service vs always finding new customers to service? You service well and clients just flock to you folks!

  8. Anders says:

    Any new News. I have been checking it Adzo. Is it worth it

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