We recently conducted a study to see if blogging really impacted search engine rankings. We searched for highly-competitive terms in some of the America’s largest cities and reviewed the top three natural rankings. Aside from blog activity, we also looked at the overall number of pages on the sites and social activity.
The results were mixed, but we found some interesting similarities. We looked at five key practice areas in 20 major metro areas and reviewed the top 3 sites in each search, totaling approximately 300 websites.
- Blog entries per month – 4 – 12
- Firms with more than 100 pages – 87%
- Firms with social profiles – 98%
- Number of social profiles updates (per month) 15 – 20
Some firms (a small percentage) did not have blogs at all, but the majority of firms in the top three rankings had blogs with at least one weekly blog post. Some of these firms were not routine (more…)
This is part 2 in a series of posts about how to write content that people actually want to read and share. Part 1, which you can read here, focused on legal marketing article titles.
Marketers have been trying to invent new ways to get people’s attention since the invention of the profession. This is particularly true online, where visitors’ already short attention spans are even shorter. Email marketing is not new and shiny, but studies show that it is still one of the most effective direct marketing methods. SEO concerns are less relevant to your subject lines; your goal is to get people to open that email.
Writing click-worthy email titles
Similar rules apply to writing good email titles as do to writing good article headlines. People must be told up-front why they should bother to click on your email when they have so many others to occupy their time. (more…)
With the release of Penguin 2.0 in May, Google made it apparent that, among other things, a business’s location would play a little more heavily in search results. You may have noticed over the last few months that businesses near you are getting preferential placement in results for non-geo-specific terms like “sushi” or “veterinarian.” Your firm can take advantage of this development by adding a targeted local strategy to your online marketing efforts.
Google wants to see more diverse link profiles and higher quality content in its quest to provide relevant and useful results. Old-fashioned link exchanges and over-optimized, location-based keyword stuffed pages will do your firm more harm than good. Google may be giving physical proximity more weight, but it will still recognize and penalize geo-specific keyword spam.
Instead, local search marketing efforts must be organic. Here are some things you can do to make sure (more…)
There is a lot of discussion within the search engine marketing community surrounding the Google Penguin 2.0 updates and how they affect inbound links to your firm’s website. In last month’s issue of the Bigger Law Firm magazine, the author created a framework for how to think about search engine marketing moving forward. It’s about connections, not just links to your website.
Connections involve social connections, citations, websites which mention your firm (even if not linking to it), inbound links, and outbound links. The outbound links are often overlooked, but are extremely important.
An outbound link is essentially an endorsement from your website — an extension of your reputation. Imagine networking at a dinner party. You stand up and introduce your friend who has a Ph.D., is a professor at M.I.T. and currently works with NASA developing nuclear reactors to be used for galactic space travel. Your status at the dinner party is (more…)
This is part 1 in a series of posts about how to write content that people actually want to read.
Some tried and true marketing tactics are no longer effective, especially when speaking to online viewers. People have been hit with so much hyperbole, so many empty, information-free articles, and so many offers that seem – and are – too good to be true that they have simply begun ignoring some forms of message delivery. Users have seen so many sites that are just pure spam that words like “free,” “award-winning,” “save” and “innovative” can actually cause a negative reaction. Headlines that contain over-the-top promises and shameless self-promotion will cause people to click away or overlook the piece altogether.
Good content must catch the reader’s attention and prompt them to do something. And good content starts with a good headline. If you cannot convince people to read your posts, you will (more…)
People hire you because you ARE you. They do not hire logos. They want to know something about you and your firm before they connect with you. Check out how to do that.
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In honor of America’s birthday, here is little a gift for everyone: links to provide you with inspiration for your next marketing project along with some bonus tools to help clear clutter and enhance your productivity.
Fonts are an often overlooked design element – a smattering of Arial, Verdana or Times arranged into paragraphs for general consumption. But your typography is actually the largest design element on your website. Your visitors are interacting primarily with the words on the page, so you have to think carefully about how your type choices affect them. Well-formatted type is also important to maximize the effectiveness of print materials. These type tools help illustrate what good typography can be:
The Kerning Game: Kerning is a design term that refers to the space between letters. Some fonts are very good at auto-kerning and others are not, leaving awkward spaces in the middle of words or (more…)