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The real test comes now for organic search engine optimization firms as they set out to gain top rankings for their class action attorney clients. Interestingly, I've just finished reading John Grisham novel, "King of Torts", about a young "mass torts" attorney that made over an hundred million dollars by being first to run nationwide television ads seeking clients injured by a faulty drug manufactured by a giant pharmaceutical company. Although protaganist in story has a web site to collect leads, nothing is mentioned of PPC advertising nor is it likely to be discussed in novels.
In "King of Torts" nothing is ever mentioned about organic search engine ranking of his web site either. Settlement seems to have come faster than would be possible to gain top rankings for a highly competitive search phrase. It will be extremely interesting to watch domain name sales related to Vioxx, since keywords in domain names always help rankings. Some that are showing up in PPC ads include previously mentioned Vioxx-heart-attack.com, Vioxx-side-effects.com, Vioxx-Claim.com VioxxRecallLawyer.com and Vioxx-Lawsuits.com.
As of October 4th, 2004 only NON-news related site in top organic results at Google that are NOT online pharmacies, government agency sites, NIH (National Institutes of Health) or an information site http://arthritis.about.com/od/vioxx/ is a site that emphasizes giant class action lawsuits at http://www.bigclassaction.com/class_action/vioxx.html which has a PageRank of 5 as of October 4th at 5pm Pacific time.
The final ranked site of top 30 for single word "Vioxx" at Google is legal information site Findlaw in their class action section at http://injury.findlaw.com/vioxx/ which asks your zip code on first visit and must use IP delivery for robots visiting first time since there is nothing on that page about Vioxx if you've never visited page before.
Now we will see what techniques are used by Search Engine Optimization firms that hurriedly post sites full of links to gain search position for word Vioxx in order to sell more links to those agressive law firms and attorneys (and they'll run expensive click-through Google Adsense ads).
Without doubt, most SEO savvy attorneys will compete at a fever pitch for top rankings over next few weeks.
Mike Banks Valentine does search engine optimization for http://www.VioxxLegalHelpCenter.org
Keep informed as new sites dominate the phrases related to Vioxx, heart attack, stroke, Vioxx recall, class action suit, Vioxx personal injury claim, Vioxx legal help, About Vioxx at http://www.RealitySEO.com