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Is your firm developing its own voice online?

Most law firms understand that regular online activity helps with marketing efforts. But the formula for success can seem elusive, and frequent changes to search algorithms frustrate some firm’s efforts. Your ranking may bounce about unpredictably, making it difficult to determine what is working and what is not. It is clear that blogging and social media can be a force for good, but they may also backfire, harming your reputation among clients and peers.

Google claims to be waging a war against unoriginal, robotic and repetitive content. Over the past several years, the search engine has targeted and taken out one technique after another that it considers to be cheating or in some way unethical. Some of these changes have succeeded while others have been less effective, and adapting is challenging enough. You must also factor in the additional weight that is now being given to social cues such as (more…)

Your Firm Can Use Social Media to Build Authority and Valuable Links

Much has been written about using social media to build a community, engage with potential clients and establish expertise. But what about the SEO benefits your firm can gain from a social media marketing strategy?

The potential value of social media activity for a firm’s own SEO efforts is often underrated. The two do not exist in a vacuum – social media, blogging and website optimization must all be part of a comprehensive online marketing strategy.

Content marketing and organic link building have achieved prominence after Google’s two most recent algorithm updates. It is important your firm’s SEO efforts expand accordingly.

Probably the most discussed (and rehashed and discussed again) changes in Google’s release of Penguin are those that make regularly updated and unique content very important. Content is king. (Really, it always has been – only now everyone is talking about it.) But search engines have also incorporated changes that (more…)

Your Law Firms Blog and Politics

When starting my first business nearly 12 years ago, I remember getting some solid advice from older members of the business community. The one that always seemed to stand out was “never mix business with religion and politics.”

That is generally sound advice but as a lawyer, you are in a unique predicament. Through all the bickering, fear mongering, and partisan wiles, politics comes down to the formation and interpretation of your product… the law.

Over the years, we have monitored the performance of the blogs that our law firm marketing clients contribute – and what we found was a little surprising. There is value in political commentary. This was true from both sides of the aisle.

In traditionally left-leaning areas of the law (personal injury and immigration), we found that blog entries that took on a political undertone related to their respective area of the law had higher levels of syndication, more direct (more…)

Building Your Law Firm’s Web Content

A common misconception is that Google wants to see a website always changing. For a website like CNN, your newspaper, or an active blog, that’s alright because they don’t focus on any one set of keyphrases. Their traffic comes from the keyphrases in their articles.

However, your law firm website is different. As a crucial part of your legal marketing effort, your website has a set of keyphrases for which you want to achieve first page placement. If you constantly change your website titles, headers and on-site page content, your website may appear to be more unstable than dynamic.

Unstable is not attractive. However, dynamic is a good thing.

The key is having a balance. The best way to achieve this balance is with a blog and an RSS feed. By regularly posting blog entries to your onsite blog, your legal website will always be growing with new pages generated from your blog entries. (more…)