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Google Panda Updates Make Unique Legal Content More Valuable

Since February, Google has been releasing a series of updates to their search engine ranking system (they are not calling the updates an algorithm change) that has affected numerous websites. The updates are called “Google Panda”. A couple of weeks ago, they released Google Panda 2, and last week they released what is being called Google Panda 2.2. Law firms’ websites are experiencing a negative impact due to this update.

The update targets content farms and websites with heavy amounts of duplicate pages. The most noticeably affected websites were eHow and Wikihow – basically websites that publish content that has been previously published elsewhere.

On Friday, June 24, we released a press release endorsing the new changes and pointing out that our clients were not affected by the update. However, we are making changes to our marketing plans to make sure our clients continue to not face negative consequences for any future changes. (more…)

Your Clients May Hold the Key to Better Local Placement

As many attorneys are aware, word of mouth referrals are an essential part of building a law firm. In fact, this classic marketing practice can help your law firm rank better for local search results like Google Places.

Google looks at customer reviews much like they look at links for your regular search engine placement. Of course, with the Google Places listings and search engine results being merged together last year, your law firm will need both to achieve a high page one ranking.

When a profile has many reviews, it acts as verification of the listing’s credentials. That essentially tells Google that the law firm name, address, and phone number are correct and the firm is actively doing business. Such verification gives credibility to the firm, thus a high quality rating. In fact, with Google’s goal being verification of credentials, not all reviews have to be good. This is a quantity game.

While (more…)

Lawyers Looking Beyond Pay Per Click to Paying for Views

Many attorneys use pay-per-click marketing to get traffic to their websites, but others are now seeing the advantages of pay-for-eyes marketing. CPM (cost per thousand impressions) is where your banner advertisements are displayed on contextually relevant websites. Rather than paying every time someone clicks on the ad, you pay a certain amount of dollars per 1,000 impressions (views).

An impression takes place when a website visitor sees your ad. You can specify regions just like PPC marketing so that only users in your city see your banners.

For example, say a law firm in San Antonio, Texas, pays for a CPM campaign to promote using their firm for divorce and family law matters. Visitors may be reading an article related to family law on the San Francisco Chronicle’s website, but if that visitor is in San Antonio, they may see the firm’s advertisement. The firm may pay $3 to $50 per 1,000 impressions (more…)

How Online Law Firm Marketing is Different than Advertising

Law firms that want to grow and expand must have a legal marketing strategy in place. Having a marketing strategy and paying for advertising are really two different things. In some markets, you may need both, but you must strike a balance.

What is legal advertising?
Legal advertising is much like throwing a net out in hopes that clients will swim into it and be reeled into your office. Advertising mediums such as outdoor advertising (billboards), television ads, radio spots, and even online banners can prove to be effective ways of building name recognition and attracting new clients.

The exposure your firm will receive from such advertising mediums will help extend your brand to your community. Running a couple television spots during the early evening “Seinfeld” and “Family Guy” reruns for a week might give you a couple phone calls, but you will not see any real return on your advertising dollars until your (more…)