There is a strong call for content volume if you want your law firm’s website to be easily found via Google. From onsite content such as blogs, social network content, and marketing literature including ebooks, press releases, and articles, the demand for a lot of content can be overwhelming.
Prepare to be over-overwhelmed.
Unique content is not the only element to worry about. Google can also identify similar topics within unique content. This is part of their never ending quest to make sure they are delivering the best results to their end user — the searching public.
Here is what Google is trying to avoid: Pretend that you own a 2010 Audi A4 and you experience a clicking noise when trying to start your car. You search in Google for “2010 audi a4 clicking noise when starting.” If Google cannot detect duplicate topics, you may get a page of websites all saying (more…)
If you are online frequently, searching for service providers or looking for answers to questions you have about products, chances are you have encountered – and perhaps used – live support. It can be handy to have someone available to answer a quick question with minimal effort on your part.
The goal of live support is to initiate contact before a visitor clicks away from your site. The chat enables a user to submit a question easily and anonymously without asking them to commit to filling out a form or making a phone call. Ideally, the representative chatting with a prospect will be able to glean some contact information by answering a few questions and making them feel comfortable with you firm’s ability to help.
To incorporate a live chat feature, most services will ask you to insert a small snipped of code on your website. The chat can be (more…)
Recently, Google announced another algorithm change in their efforts to stop web spam. The newest change has nothing to do with your links and little to do with content. This time, Google is targeting your law firm’s domain name.
The goal with the newest change is to target low-quality “exact match” domain names. For most law firms, this change may actually help their rankings.
Over the past decade, spammers in all industries (not just law) have been picking up domain names that are packed with keywords. A personal injury lawyer in Boston may spend thousands of dollars to snag bostonpersonalinjurylawyer.com. A business attorney may create a hyphenated domain name of Dallas-business-lawyer dot some extension.
If a law firm provides the same care and attention to their keyword-rich domain as they would a domain based on the firms’ name, this algorithm change shouldn’t penalize them. The problem is when an exact match domain (more…)
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…)
Facebook has been taking steps over the past several months that show a growing understanding of how businesses and individuals are using its service for marketing purposes. The site now has areas dedicated to building business pages, resources for businesses, success stories, advertising tips and apps that help companies manage their pages. Law firms are better equipped take advantage of the platform to position themselves as leaders and build useful links that help with their website’s SEO.
An article on forbes.com published a few months ago revealed that marketing professionals do not necessarily understand what social media users want from the businesses they choose follow. While people may tolerate annoying or mundane Facebook posts from their friends, they expect business to offer something useful. Here are some ideas for providing just that:
Consider the marketing value of each post individually. On a macro level, it is important to evaluate whether your firm’s Facebook (more…)
Lawyers spend millions of dollars each year to get their name out to the public and bring in new clients. Some law firms spend hundreds of thousands of dollars each year to drive potential clients to their website. What happens after someone visits the firm’s site, but doesn’t take the next step and call or contact the attorney?
Remarketing is a pay-per-click service that can compliment your natural search engine optimization and offline marketing efforts. By placing a code on your website, you can advertise to your past website visitors in an effort to bring them back to your firm. Here is how it works:
Building a Pool – A pool is a group of visitors who have seen a section of your website. For example, a personal injury lawyer could have a pool for car accidents, one for medical malpractice, and one for workplace injuries. Google provides a code that is placed (more…)
Content Marketing: Hail to the King
The key to a truly successful law firm marketing strategy has always been producing a steady stream of relevant content. Even before Google released Panda and now Penguin, the most reliable way to promote long-term goals – both of being found and converting visitors to clients – was to create value through quality, meaningful content. Now, with Google supposedly cracking down on SEO cheaters, rendering old tactics (and those of questionable ethical merit) obsolete, producing content that both Google and potential clients find useful is more important than ever.
Besides, content that contains what Google considers to be keyword spam is awkward and forced. It has never been a good idea. It is difficult to relate, for example, to a “Boring, Oregon Small Business Attorney serving small businesses in Boring, Clackamas County and the Portland-Vancouver metro area who need the advice of an experienced Boring Small (more…)
As the trend of eschewing Yellow Pages ads in favor of using technology to attract clients continues, firms will increasingly notice new clients saying, “I found you online.” Generally, if more people are finding your firm online, that is a positive development. The Internet helps level the playing field between large firms with abundant resources, mid-sized firms, and smaller firms who like to focus their practice on a limited number of cases. Everyone can use online marketing to expand their footprint.
However, an important question to ask clients when they say they have found you online is: Where? Do not simply assume that prospects went straight to your website. Your name is likely out there in many places you are not even aware of. Some of them may be working for you, but others may be detrimental to your firm.
A successful online marketing strategy requires that you control your message (more…)
Advances in technology can open new opportunities for law firms. New marketing opportunities, new firm development and management opportunities and new opportunities to make mistakes.
If your firm has been engaged with social media for some time, you may be able to look back and laugh at some of your beginner online faux pas. If you are just starting to dip your toes in the water to test it out, you are likely wondering how to avoid making these same mistakes yourself. Take heart. Everyone is a newbie at some time or another. Here are 5 tips to help you steer clear of missteps in your social media marketing.
1. Remember your goals and stick with them. Building an effective social media presence takes time. It takes even more time if your posts are haphazard or inconsistent and if you do not have an overriding purpose behind your social media (more…)
LinkedIn is proving itself to be an adept student of social media lessons. Developers and management listen to users, monitor other platforms to see what features people find useful or lacking and implement their findings across their own network.
LinkedIn has steadily been adding useful features, helping to transforming it into a valuable peer-to-peer marketing tool. Of the popular social networks, it is the best for producing referral business. Leads from LinkedIn conversations or connections are highly targeted and industry specific. They often come from relationships you have created within your areas of practice and as such are more likely to convert.
LinkedIn members have the highest average household income when compared to users of other popular social networks, with roughly half earning over $100,000 per year. LinkedIn users are also more likely to be decision makers with actual authority to create new business.
However, even with all the (more…)