SFTW: Scraping data with Google Refine

For the first Something For The Weekend of 2012 I want to tackle a common problem when you’re trying to scrape a collection of webpage: they have some sort of structure in their URL like this, where part of the URL refers to the name or code of an entity:     http://www.ltscotland.org.uk/scottishschoolsonline/schools/freemealentitlement.asp?iSchoolID=5237521

  tp://www.ltscotland.org.uk/scottishschoolsonline/schools/freemealentitlement.asp?iSchoolID=5237629

    ttp://www.ltscotland.org.uk/scottishschoolsonline/schools/freemealentitlement.asp?iSchoolID=5237823

In this instance, you can see that the URL is identical apart from a 7 digit code at the end: the ID of the school the data refers to.

There are a number of ways you could scrape this data. You could use Google Docs and the =importXML formula, but Google Docs will only let you use this 50 times on any one spreadsheet (you could copy the results and select Edit > Paste Special > Values Only and then use the formula a further 50 times if it’s not too many – here’s one I prepared earlier).

And you could use Scraperwiki to write a powerful scraper – but you need to understand enough coding to do so quickly (here’s a demo I prepared earlier).

A middle option is to use Google Refine, and here’s how you do it.

Assembling the ingredients

With the basic URL structure identified, we already have half of our ingredients. What we need  next is a list of the ID codes that we’re going to use to complete each URL.

An advanced search for “list seed number scottish schools filetype:xls” brings up a link to this spreadsheet (XLS) which gives us just that.

The spreadsheet will need editing: remove any rows you don’t need. This will reduce the time that the scraper will take in going through them. For example, if you’re only interested in one local authority, or one type of school, sort your spreadsheet so that you can delete those above or below them.

Now to combine  the ID codes with the base URL.

Bringing your data into Google Refine

Open Google Refine and create a new project with the edited spreadsheet containing the school IDs.

At the top of the school ID column click on the drop-down menu and select Edit column > Add column based on this column…

In the New column name box at the top call this ‘URL’.

In the Expression box type the following piece of GREL (Google Refine Expression Language):

“http://www.ltscotland.org.uk/scottishschoolsonline/schools/freemealentitlement.asp?iSchoolID=”+value

(Type in the quotation marks yourself – if you’re copying them from a webpage you may have problems)

The ‘value’ bit means the value of each cell in the column you just selected. The plus sign adds it to the end of the URL in quotes.

In the Preview window you should see the results – you can even copy one of the resulting URLs and paste it into a browser to check it works. (On one occasion Google Refine added .0 to the end of the ID number, ruining the URL. You can solve this by changing ‘value’ to value.substring(0,7) – this extracts the first 7 characters of the ID number, omitting the ‘.0') UPDATE: in the comment Thad suggests “perhaps, upon import of your spreadsheet of IDs, you forgot to uncheck the importer option to Parse as numbers?”

Click OK if you’re happy, and you should have a new column with a URL for each school ID.

Grabbing the HTML for each page

Now click on the top of this new URL column and select Edit column > Add column by fetching URLs…

In the New column name box at the top call this ‘HTML’.

All you need in the Expression window is ‘value’, so leave that as it is.

Click OK.

Google Refine will now go to each of those URLs and fetch the HTML contents. As we have a couple thousand rows here, this will take a long time – hours, depending on the speed of your computer and internet connection (it may not work at all if either isn’t very fast). So leave it running and come back to it later.

Extracting data from the raw HTML with parseHTML

When it’s finished you’ll have another column where each cell is a bunch of HTML. You’ll need to create a new column to extract what you need from that, and you’ll also need some GREL expressions explained here.

First you need to identify what data you want, and where it is in the HTML. To find it, right-click on one of the webpages containing the data, and search for a key phrase or figure that you want to extract. Around that data you want to find a HTML tag like <table class=”destinations”> or <div id=”statistics”>. Keep that open in another window while you tweak the expression we come onto below…

Back in Google Refine, at the top of the HTML column click on the drop-down menu and select Edit column > Add column based on this column…

In the New column name box at the top give it a name describing the data you’re going to pull out.

In the Expression box type the following piece of GREL (Google Refine Expression Language):

value.parseHtml().select(“table.destinations”)[0].select(“tr”).toString()

(Again, type the quotation marks yourself rather than copying them from here or you may have problems)

I’ll break down what this is doing:

value.parseHtml()

parse the HTML in each cell (value)

.select(“table.destinations”)

find a table with a class (.) of “destinations” (in the source HTML this reads <table class=”destinations”>. If it was <div id=”statistics”> then you would write .select(“div#statistics”) – the hash sign representing an ‘id’ and the full stop representing a ‘class’.

[0]

This zero in square brackets tells Refine to only grab the first table – a number 1 would indicate the second, and so on. This is because numbering (“indexing”) generally begins with zero in programming.

.select(“tr”)

Now, within that table, find anything within the tag <tr>

.toString()

And convert the results into a string of text.

The results of that expression in the Preview window should look something like this:

<tr> <th></th> <th>Abbotswell School</th> <th>Aberdeen City</th> <th>Scotland</th> </tr> <tr> <th>Percentage of pupils</th> <td>25.5%</td> <td>16.3%</td> <td>22.6%</td> </tr>

This is still HTML, but a much smaller and manageable chunk. You could, if you chose, now export it as a spreadsheet file and use various techniques to get rid of the tags (Find and Replace, for example) and split the data into separate columns (the =SPLIT formula, for example).

Or you could further tweak your GREL code in Refine to drill further into your data, like so:

value.parseHtml().select(“table.destinations”)[0].select(“td”)[0].toString()

Which would give you this:

<td>25.5%</td>

Or you can add the .substring function to strip out the HTML like so (assuming that the data you want is always 5 characters long):

value.parseHtml().select(“table.destinations”)[0].select(“td”)[0].toString().substring(5,10)

When you’re happy, click OK and you should have a new column for that data. You can repeat this for every piece of data you want to extract into a new column.

Then click Export in the upper right corner and save as a CSV or Excel file.

Source: http://onlinejournalismblog.com/2012/01/13/sftw-scraping-data-with-google-refine/

Data Scraping - Hand Scraped Hardwood Flooring Gives Your Home That Exclusive Look

Today hand scraped hardwood flooring is becoming extremely popular in the more opulent homes as well as in some commercial properties. Although this type of flooring has only recently become fashionable it has been around for many centuries.

Certainly before the invention of modern sanding techniques all floors where hand scraped at the location where they were to be installed to ensure that the floor would be flat and even. However today this method is used instead to provide texture, richness as well as a unique look and feel to the flooring.

Although manufacturers have produced machines which can provide a scraped look to their flooring it looks cheap compared to the real thing. Unfortunately the main problem with using a machine to scrape the flooring is that it provides a uniform look to the pattern of the wood. Because of this it lacks the natural feel that you would see with a floor which has been scraped by hand.

When done by hand, scraping creates a truly unique look to the floor. However the actual look and feel of each floor will vary as it depends on the skills of the person actually carrying out the work. If there is no control in place whilst the work is being carried out this can result in disastrous look to the finished product.

Many manufacturers who actually provide hand scraped hardwood flooring will either just dent, scoop or rough the floor up. But others will use sanding techniques in order to create a worn and uneven look to the flooring. The more professional teams will scrape the entire surface of the wood in order to create the unique hand made look for their customers.

Many companies will allow their customers to choose what type of scraping takes place on their wood. They can choose between light, medium and heavy. The companies who are really good at hand scraping will be able give the hardwood floor a reclaimed look by including wormholes, splits and other naturally-occurring features within the wood.

If you do decide to choose hand scraped hardwood flooring you will need to factor the costs that are associated with it into your budget. Unfortunately this type of flooring does not come cheap and you can find yourself paying upwards of $15 per sq ft. But once it is installed it will give a room a unique and warm rich feel to it and is certainly going to wow your friends and family when they see it for the first time.

Source: http://ezinearticles.com/?Hand-Scraped-Hardwood-Flooring-Gives-Your-Home-That-Exclusive-Look&id=572577

Making data on the web useful: scraping

Introduction

Many times data is not easily accessible – although it does exist. As much as we wish everything was available in CSV or the format of our choice – most data is published in different forms on the web. What if you want to use the data to combine it with other datasets and explore it independently?

Scraping to the rescue!

Scraping describes the method to extract data hidden in documents – such as Web Pages and PDFs and make it useable for further processing. It is among the most useful skills if you set out to investigate data – and most of the time it’s not especially challenging. For the most simple ways of scraping you don’t even need to know how to write code.

This example relies heavily on Google Chrome for the first part. Some things work well with other browsers, however we will be using one specific browser extension only available on Chrome. If you can’t install Chrome, don’t worry the principles remain similar.

Code-free Scraping in 5 minutes using Google Spreadsheets & Google Chrome

Knowing the structure of a website is the first step towards extracting and using the data. Let’s get our data into a spreadsheet – so we can use it further. An easy way to do this is provided by a special formula in Google Spreadsheets.

Save yourselves hours of time in copy-paste agony with the ImportHTML command in Google Spreadsheets. It really is magic!

Recipes

In order to complete the next challenge, take a look in the Handbook at one of the following recipes:

    Extracting data from HTML tables.

    Scraping using the Scraper Extension for Chrome

Both methods are useful for:

    Extracting individual lists or tables from single webpages

The latter can do slightly more complex tasks, such as extracting nested information. Take a look at the recipe for more details.

Neither will work for:

    Extracting data spread across multiple webpages

Challenge

Task: Find a website with a table and scrape the information from it. Share your result on datahub.io (make sure to tag your dataset with schoolofdata.org)

Tip

Once you’ve got your table into the spreadsheet, you may want to move it around, or put it in another sheet. Right click the top left cell and select “paste special” – “paste values only”.

Scraping more than one webpage: Scraperwiki

Note: Before proceeding into full scraping mode, it’s helpful to understand the flesh and bones of what makes up a webpage. Read the Introduction to HTML recipe in the handbook.

Until now we’ve only scraped data from a single webpage. What if there are more? Or you want to scrape complex databases? You’ll need to learn how to program – at least a bit.

It’s beyond the scope of this course to teach how to scrape, our aim here is to help you understand whether it is worth investing your time to learn, and to point you at some useful resources to help you on your way!

Structure of a scraper

Scrapers are comprised of three core parts:

1.    A queue of pages to scrape
2.    An area for structured data to be stored, such as a database
3.    A downloader and parser that adds URLs to the queue and/or structured information to the database.

Fortunately for you there is a good website for programming scrapers: ScraperWiki.com

ScraperWiki has two main functions: You can write scrapers – which are optionally run regularly and the data is available to everyone visiting – or you can request them to write scrapers for you. The latter costs some money – however it helps to contact the Scraperwiki community (Google Group) someone might get excited about your project and help you!.

If you are interested in writing scrapers with Scraperwiki, check out this sample scraper – scraping some data about Parliament. Click View source to see the details. Also check out the Scraperwiki documentation: https://scraperwiki.com/docs/python/

When should I make the investment to learn how to scrape?

A few reasons (non-exhaustive list!):

1.    If you regularly have to extract data where there are numerous tables in one page.

2.    If your information is spread across numerous pages.

3.    If you want to run the scraper regularly (e.g. if information is released every week or month).

4.    If you want things like email alerts if information on a particular webpage changes.

…And you don’t want to pay someone else to do it for you!

Summary:

In this course we’ve covered Web scraping and how to extract data from websites. The main function of scraping is to convert data that is semi-structured into structured data and make it easily useable for further processing. While this is a relatively simple task with a bit of programming – for single webpages it is also feasible without any programming at all. We’ve introduced =importHTML and the Scraper extension for your scraping needs.

Further Reading

1.    Scraping for Journalism: A Guide for Collecting Data: ProPublica Guides

2.    Scraping for Journalists (ebook): Paul Bradshaw

3.    Scrape the Web: Strategies for programming websites that don’t expect it : Talk from PyCon

4.    An Introduction to Compassionate Screen Scraping: Will Larson

Any questions? Got stuck? Ask School of Data!

ScraperWiki has two main functions: You can write scrapers – which are optionally run regularly and the data is available to everyone visiting – or you can request them to write scrapers for you. The latter costs some money – however it helps to contact the Scraperwiki community (Google Group) someone might get excited about your project and help you!.

If you are interested in writing scrapers with Scraperwiki, check out this sample scraper – scraping some data about Parliament. Click View source to see the details. Also check out the Scraperwiki documentation: https://scraperwiki.com/docs/python/

When should I make the investment to learn how to scrape?

A few reasons (non-exhaustive list!):

1.    If you regularly have to extract data where there are numerous tables in one page.

2.    If your information is spread across numerous pages.

3.    If you want to run the scraper regularly (e.g. if information is released every week or month).

4.    If you want things like email alerts if information on a particular webpage changes.

…And you don’t want to pay someone else to do it for you!

Summary:

In this course we’ve covered Web scraping and how to extract data from websites. The main function of scraping is to convert data that is semi-structured into structured data and make it easily useable for further processing. While this is a relatively simple task with a bit of programming – for single webpages it is also feasible without any programming at all. We’ve introduced =importHTML and the Scraper extension for your scraping needs.

Source: http://schoolofdata.org/handbook/courses/scraping/

Local Search and Internet Yellow Pages - A Whole New Vocabulary for Small Businesss

Buyers want both online and local information about where to buy Most small businesses are local in nature, serving people who live nearby. Their customers found them through traditional methods like the Yellow Pages or newspaper ads. So far, the Internet hasn't figured prominently in their marketing efforts. That's about to change, as Local Search methods become more widespread.

Even for buyers expecting to spend their money close to home, more and more of them go to the Internet to locate desired products and services. They rely on search engines to find suitable vendors in the fastest, easiest way. Local Search combines the search query word or phrase with specific geographic terms, like city or zip code. That way, search results only include enterprises in that local area.

Instead of information about a small enterprise being lost among millions of pages of search results, it shows up in a small pool of local providers. That's good for them, as well as the person looking for what they provide.

Small operations can easily be located by a whole new group of buyers Consumers don't simply go to the Yellow Pages when ready to buy - as they once did. Studies show that an astonishing 36% of online searches are conducted to find local businesses. About a quarter of all Internet users already conduct local searches. They'd do even more of it, if the desired small business data were more complete.

Local enterprises need to prepare for the impact of changing customer habits. An easy first step is to include your business in Internet Yellow Pages (IYP), along with the printed Yellow Page directory. That puts your enterprise on the radar screen.

You'll find reliable advice from experts in Yellow Pages and Local Search so you can get more mileage from your promotional dollars. Start by getting comfortable with search concepts, and improve your odds of being found when people search online for what you offer. You don't even need your own Web site to benefit from Internet Yellow Pages and Local Search.

Learn the Relevant Terms

Search Engine - method for locating the information available on the Internet; a program that searches Web pages for requested keywords, then returns a list of documents where the query terms were found Google and Yahoo, the major general search engines, have both shifted gears to make Local Search a priority when delivering relevant results.

Spider (also called "crawler" or "bot") - goes to every page on every Web site and reads the information so it can be available to searchers; to "crawl" a site it collects and indexes information from it

Specialized Search Engines - narrow focus of information crawled and indexed, like medical, business, or shopping sites

Keywords - word or phrases used by search engines to locate relevant Web pages; words chosen to improve a site's search engine placement and ranking

Search Query - search request, which the search engine compares to the spidered entries, then returns results to the searcher

Search Results - compiled list of Web pages that a search engine delivers in response to a query; the number of items returned is usually overwhelming (in the millions), so searchers only bother to view results on the first pages

Relevant Results - the test of a good search is whether the results obtained relate to what the person wanted to find, without a lot of irrelevant links

Local Search - combining a geographic term in a search query to locate suitable providers in a specific area

Pay per Click (PPC) - method of building traffic whereby site owners bid on search terms (keywords) that link to their site

Geographic Terms - specific information about the local area that can be included in a local search: zip code, town, county, geographic region, state

Top Ranking - sites shown on the first page(s) of search results

Search Engine Optimization (SEO) - fine-tuning keywords and page content so the Web site rates high in search engine results

Tags and Titles (on Web Pages) - provide site keywords and information to search engine spiders for indexing a site

Internet Yellow Pages (IYP) - directory of business phone numbers and locations in a geographic area, organized by category; searchable data base accessed on the Internet. Learn how your business can make the most of Local Search 

Make your business easy for searchers to find

The public is embracing the convenience of searching on the Internet to find information about local businesses.

However, their searches for desired information are compromised because so many local enterprises don't show up in the databases as yet. Those that do have an edge in their local market. Climb aboard! Make sure searchers can find you. For little or no money, you can expose your enterprise to the whole world.

Whether or not your business has a Web site, you need to provide the information people are looking for in the places that they look for it. Local Search and Internet Yellow Pages open new avenues to buyers ready to spend. Best of all, they support and compliment your traditional methods of finding new business. So you cover all your bases. (c) 2007, Lynella Grant

Dr. Lynella Grant Author, Yellow Page Smarts - Smarter and more effective ways to attract more YP customers in the Directory and on the internet

Source: http://ezinearticles.com/?Local-Search-and-Internet-Yellow-Pages---A-Whole-New-Vocabulary-for-Small-Businesss&id=1894

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.

Creative has always been the crapshoot for the small business owner. A sales rep walks into your business, espousing the greater good of television or radio advertising, quickly moves past the ratings, viewers etc and into the sexiness of hearing your name at 6:57am Monday, Thursday and Saturday if you are watching station X or listening to station Y. If this product didn't work, a Super Bowl commercial price tag wouldn't make headlines every December (for how much Geico paid) or late February (to hear which is most memorable). The key with creative is frequency. If you have realistic budget for frequency, you can make the phone ring with a creative campaign. If you have that budget you probably aren't reading this article. Realistically speaking, you don't have a ton of money to risk on creative advertising effectiveness, haven't backed it up with a call to action, and you need, pound for pound, the least amount of advertising money possible, with the most phone calls...

Enter direct advertising. Classified sections in newspapers, they make your phone ring, if you're selling something people want. (For the record, advertising in the sports section of your local paper is creative advertising (people don't go to page 5 of the sports to regularly check out the latest prices on used cars.) Classified advertising is in the process of going from the newspaper industry's cash cow to taking it on the chin from EBay (ever heard of it?) and even more attractive small town slugger, Craigslist (you go Craig!). If you're business pumps out used cars by the pound, chances are you, or your salesmen are using these two websites to start realizing savings from Rupert Murdoch and his yacht-owning cronies. Even the best of EBay or Craigslist, however, doesn't put much of a dent in your P&L statement if you are service based like a contractor, or general retail, like a bookstore.

Enter the yellow pages...Pound for pound, no other medium makes the phone ring at your business like the good old fashioned yellow pages. Throw down your money, and answer the phone. You already know that. So do all the TV stations, radio stations, and newspapers in the country. The best protected advertising budget in any small business is the yellow page budget. Yellow pages are the scourge of the other guys. How many radio sales reps will walk into your store after you started your advertising campaign and say, "Tom, your $1,000 invested with my station this week got you 48 phone calls?" (If you find a station like that please send me the phone number, and I retract everything I said earlier) When someone wants a plumber, a pool boy, a new pool, or a divorce attorney for getting the new pool without his wife's approval, they pick up the weathered old yellow pages, leaf through a few adverts, and call someone that sells what they need.

So, am I telling you to advertise in the yellow pages?,,, Not so fast Skippy...First, let's look at the cost of the yellow pages,...You want the phone to ring in Miami, and you're a plumber? Better be ready to pony up some serious cash...say $3-4k per month. In Miami, the average cost of a service call could be around $65. If you don't have a crew, that ad needs to generate 61 calls to break even, not including the employee cost, travel costs etc. Not so bad? How many calls did you need to generate those 61 service calls? Did you go see everyone that called you? I would guess, for a contractor, you might get lucky and have a 50% close rate...122 calls...to break even. Don't forget to pay yourself...200 calls. Depressed? Better be glad you don't sell shoes. The same ad would generate a much lower close rate, and you need to sell an dump truck of shoes every month!

What's my point? Enter the ELECTRONIC yellow pages...No print bill, real time changes, and guess where all those print yellow pages are putting their money these days? BellSouth and SBC just paid $100M (you know, $100,000,000) for a new domain name, and combined their "competing" forces to make a better entry in the fray, thinking that you might remember yellowpages.com better than smartpages.com or realpages.com. (Makes you wonder where Google fits into the old branding and name recognition game.) Verizon seemed to get the concept a little better with superpages.com by aligning with Mr. Gates over at MSN right around the time Al Gore was inventing the internet. Getting back to the point, the internet yellow pages are going to do to print yellow pages what EBay and Craigslist have done to the newspaper companies. No paper, no ink, usage climbing (for electronic yellow pages, usage is climbing to as high as 70% of online searching, and buying) and real-time, do-it-yourself advertising. Advents such as community ranking, mini-sites, toolbars, pay per click, pay per call, and just about every way possible to pay for performance, track performance, and see what other buyers of your goods or services thought of your business. Due to the ever changing, "who's in first place" of the internet, there has yet to be determined if there is a Lance Armstrong in this race. Our own company USdirectory.com, via its partnerships, and investment into technology, is looking to become a late entry, blue-ribbon bearer. At this point, it's too early to clearly point out which one, or all, or none, of these companies will do to yellow pages what Google did to global search. That being said, even Google doesn't reflect enough tenure to ensure its own top position.

Who wins?? You do, the business owner. Technology is about to reduce your advertising budget the way Southwest and JetBlue changed the airline industry. Your customer base, as they migrate to the internet as vehicle of choice, will reach you at lower price points, and in greater volume, then ever before. Your mission, should you choose to accept, in investing in the right mix, at the right point, and try to cater not only to your existing radius of business, but around the planet with new and specialized niches...but that's another story.

Source: http://ezinearticles.com/?Media,-the-Internet,-Yellow-Pages,-and-Your-Business&id=56566

Combine Your Yellow Page Ad and Web Site for Maximum Profits

A Yellow Page Ad isn't Enough Any More

An unquestioned "must" for any small business has been to run an ad in the Yellow Page Directory. Since most customers were local, that was enough to establish itself as "open for business." The annual Yellow Page ad represents the largest promotional expense for many enterprises. Yet, Yellow Page directory use is declining, while expanding segments of the public don't rely on them at all. Yellow Page advertising costs keep going up, and the complicated pricing structure is difficult to figure out. Worse yet, having a Yellow Page ad doesn't deliver like it used to.

People can find most of the information they want without ever opening a directory. Your business needs its Yellow Page strategy to be in tune with the times and your market. Like most business owners, you must squeeze maximum value from every promotional dollar spent. That requires you to move beyond treating a Yellow Page ad like it's a separate, stand-alone way to promote your business. It's not.

Your Yellow Page advertising needs to work in tandem with all the rest of the efforts you pursue. The Internet Expands Your Arena Every business needs to put itself in front of the people looking for what it does - and that's not just through the Yellow Pages any longer.

An increasing percentage of customers, who spend their money close to home, are Internet savvy. There's a major overlap between Yellow Page directory users and Internet users. That fact supports integrating your local and Internet promotional methods so they attract more new customers. Yellow Page users are likely to be Internet users as well. And a business that ignores online activities entirely may have a tough time getting access to or credibility with those customers. It is possible to make online and traditional (off-line) methods to attract customers work in tandem - improving the effectiveness of each alone.

So it's no longer an either-or, all-or-none choice whether to promote the business online or off. People who subscribe to online services consult the Yellow Pages 23% more often than non-subscribers.

Frequent Yellow Page Users are:

- 18% more likely than average to be Internet subscribers

- 32% more likely to be among the heaviest Internet users

- 18% more likely to make purchases on the Internet

- 27% more likely to spend more than $1,000 on Internet purchases

Source: Simmons

Customer Behavior is Changing

More and more, people are going to the Internet to find, learn about, or select products and services. Even local ones. That doesn't mean that they will buy online, however. People still prefer to spend their money locally when they can. But, even the smallest business can do a better job of being found by those who prefer to use both the Internet and the Yellow Page directory to make their buying decisions. And, it can be done very inexpensively, too. Even a 100% local business can pull in more business by getting its low-tech and high-tech advertising to mesh.

What Else has Changed?

- Buyers are less trusting and more willing to shop around

- Customers have more options and ways to find what they want

- Availability of Internet Yellow Pages

- Aging population uses the Yellow Pages differently than young people

- Development of unique niches and specialties

- More choices for a "better deal"

- More directories competing in a geographic area

- More immigrants, or those from other cultures, unaccustomed to Yellow Page use

- Area code proliferation fragments cities

- Larger cities have multiple directories, rather than one large one

- Development of specialized directories - like ethnic, non-English, women, minority, business to business

Become Visible Online - With or Without Your Own Web Site

If your business already has a Web site, treat it as a way to expand the reach of your Yellow Page ad and traditional marketing activities. Jettison the expectation that it should make sales - few do so. But an information-packed Web site can support your traditional marketing methods very well.

Even without your own Web site, your small business can establish an online identity that helps buyers to find you.

- Get listed in a variety of Internet Yellow Page (IYP) directories

- Send emails to your "regulars" with special offers and useful information

- Position yourself for Local Search - a method whereby customers use search engines to locate local businesses by town, state, region, zip code, etc.

Source: http://ezinearticles.com/?Combine-Your-Yellow-Page-Ad-and-Web-Site-for-Maximum-Profits&id=1816

Stand Apart From the Rest - Yellow Page Advertising and the Internet For Small Businesses

A lot of people use the Yellow Pages when looking for information about local businesses. That is why, one of the tried and tested small local business advertising tips is Yellow Page Advertising. Why? When a consumer references the Yellow Pages, it means he is ready to buy, will most likely call, and will buy at the place stated in the Yellow Page ad.

But a new trend is growing that can not be ignored: local searches in the Internet. Computer savvy consumers go to the Internet to look for products and services, with a high percentage of searches on specific localities. What about Yellow Page users? Studies conducted show that frequent Yellow Page users are likely to be Internet subscribers and heavy Internet users. And part of their online activities includes purchases via the Internet that sometimes amount to $1,000. A business that disregards online activities may do well to think again.

The convenience of online searching for local products and services is gaining acceptance. However, search results are not as comprehensive as the desired information for local businesses. Many small local businesses do not have online presence. Searching for specific services in a given locale is still done by referencing the yellow pages, as proven by the 13.4 billion Yellow Page references in 2006. After referencing the Yellow Pages, some consumers then turn to the Internet to check if the company has a website.

Who doesn't want a growing customer base? You can capture both Yellow Page users and Internet subscribers and users attention. Make online and offline methods of advertising work together. Make sure consumers find you whatever their method of searching is: online or offline. Cover all your bases. Yellow Page advertising for lawyers, doctors, and other professionals in a given locale may be effective. But having online presence in databases will give that edge over competitors in the local market. It increases your visibility and chances of being found by the people who need your services.

Put together search engine marketing, local search and yellow page advertising whatever your services are, e.g. marketing for personal injury lawyers, etc., will make you stand out not only in your locality, but also worldwide.

Marketing from the heart specializes in lawyer marketing and yellow page advertising for law firms.

Source: http://ezinearticles.com/?Stand-Apart-From-the-Rest---Yellow-Page-Advertising-and-the-Internet-For-Small-Businesses&id=2177150