For nearly a decade, search engine marketers have been the hailing the blog as the best communication invention since Gutenberg’s press. The blog provides an easy way to keep your website active, up to date and filled with good content. It also makes it easy to share your content through various online outlets and social media.
But some law firms believe that their blog is going to become a one-stop resource. That people will cancel their Wall Street Journal subscriptions, turn off NPR, and clear NYTimes.com from their browser’s cache, looking solely to the firm’s blog for new information. Not only does that not happen, it should not happen.
Our goal is to bring in new cases for our clients. If the majority of web traffic is not new traffic, our clients get concerned. When our clients are reviewing their statistics, we are judged harshly if too many of their website’s (more…)
2014 brought a steady stream of changes to Google’s algorithm. The majority of the updates were aimed at preventing spam and low-quality content from reaching the top of the search results, and rewarding high-quality content. As collected by Moz, the changes that occurred in the first half of 2014 were:
February 6, 2014: Page Layout #3
The page layout update released early in February was the first major change of the year. The update penalized pages with too many ads close to the top of the page.
March 24, 2014: Unnamed Update
March 24 brought rumors of a Panda update, as many sites saw ranking changes and algorithm flux trackers spiked. However, Google never confirmed this update.
May 16, 2014: Payday Loan 2.0
This update to the “payday loan” algorithm, which targets spammy queries, was released just prior to Panda 4.0. The rapid succession of the updates made it difficult to examine the exact effects (more…)
Simplicity can be difficult. Simplicity in website design is difficult as well, as most people want to fill white space. Not a good idea. Check out why.
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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…)
One of the challenges of online marketing is determining how to best divide your budget between available methods. A number of forces continue to converge that make this decision ever more complicated. Google’s successful efforts to encourage high-quality, contextually relevant content and penalize sites that try to take short-cuts coupled with the growing influence of apps and mobile search are forcing firms to employ multiple tactics. And the question of how much social media activity and influence may (or may not) affect results adds another layer of complexity.
Within this patchwork of integrated marketing are some tools that have been around for many years, like email marketing and banner ads. Banner ads are ubiquitous, and marketers still like to argue over whether or not they are effective. Certainly, if your firm that predominantly serves small businesses within your local geographic area places ads on a large national site like Bloomberg.com, you will (more…)
Branding is a commonly maligned concept in the legal world, too often associated with low-quality advertising and a move away from focusing on client service. But branding and practice are not mutually exclusive; they can and should work to support each other.
No, a snazzy logo alone will not bring in more business. But your brand is much more than just a logo or a tagline; branding and marketing are not the same thing. Your brand is the sum of everything you do. It is the overall image that comes to mind when others think of your firm. Your brand must convey a sense of your firm’s culture and personality while also reinforcing the benefit you provide to your ideal client. Your brand is a promise. And it must set you apart in a meaningful way from other attorneys in your area.
What is (more…)
Research released in Monetate’s Ecommerce Quarterly (EQ) report for Q1 2013 reveals that email is still an important marketing tool for businesses. According to data collected during the first quarter of this year, email is actually a larger driver of conversion than search.
The study examined over 500 million shopping experiences and found that email marketing converted more than 3 percent of the time, while search came in at slightly over 2 percent and social less than 1 percent. Search traffic overall is down from the same time last year, as people increasingly use targeted apps to do their searching from a variety of devices.
Blair Lyon, Monetate’s vice president of marketing, believes that many businesses and service providers pay too little attention to their email marketing. The concept has been around for so long, it is easy to ignore or pass over for more shiny, newer things. But email is (more…)
Law firms may not want to think of themselves as small businesses, but competing for new clients increasingly requires the implementation of business strategies, from law firm practice management to holistic marketing plans. As traditional methods of attorney marketing continue to move toward obsolescence, online marketing efforts are taking a larger and larger share of marketing dollars. Because of this, your website must be effective.
MarketingProfs published a provocatively titled article this week, claiming that most small and medium business websites will fail. Small and medium businesses (SMBs), the article claims, are not as prepared to face the reality of competing online as they should be by this point in the life of the Internet. Their analysis is based largely on data drawn from vSplash’s SMB DigitalScape, which reveals some surprising facts about small and medium business websites, including:
- 93.3% are not mobile-compatible
- 80.5% contain no links to social media
- 60% have no phone number (more…)
Law firms often look at their SEO investment in terms of increased rankings, web leads, phone calls, and other measurable improvements. But there is another way to look at your SEO investment, the pay-per-click value.
The pay-per-click (PPC) value looks at these elements:
1) Your search engine rankings in Google, Yahoo, and Bing.
2) The cost-per-click (CPC) for those keywords at their current position (i.e., if the website is ranked number five for “Boston divorce lawyer,” the CPC would be based on a sponsored listing at position five). That is calculated for all three search engines.
3) The amount of money it would cost to run ads 24/7 on all three search engines with no daily maximum. This is essentially the level of exposure you are receiving with your search engine placement.
We ran a report on a small handful of websites in various practice areas and cities to show a comparison of what (more…)
What does modest growth for larger law firms have to do with marketing? In a word: competition. Check out tips for standing above the crowd.
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