Facebook’s announcement about their search engine, Facebook Graph, has left many with questions about how to make sure their firm is well-positioned when the new feature leaves beta and hits the mainstream.
While the company works to distinguish itself from Google, the process in which a Facebook page ranks well when users search in Facebook Graph shows a close resemblance to the classic rules of search engine optimization.
Facebook Studio posted these suggestions on their blog:
Continue to invest in your Page by making sure your Page is complete and up-to-date.
The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location.
Focus on attracting the right fans to your Page and (more…)
Every year, some words are more popular than others. As fashionable words get bandied about with abandon, you will find some of them begin to grate on you. The more they are seen and heard, the less meaning they retain. You can only read that something is “cutting-edge” so often before nothing will ever seem cutting-edge again. And how many times can you hear the phrase “best practices” before you automatically tune out any advice that follows?
We have written about the damage that overused words and jargon can do to your writing’s effectiveness. At best they simply take up space without adding any substance, and at worst they turn readers away who are tired to death of hearing them. Do not take unnecessary hits to your credibility. Start your list of words to avoid now.
Press releases have to be somewhat formulaic. Newswires have standards and requirements, and (more…)
We recently conducted an internal study, looking at how law firm marketing companies manage working for competing law firms. If a company is providing search engine optimization services, this is of particular importance, as there are only 10-15 natural listings between standard and local.
Over the last four years, the number of online marketing firms which claim to focus on attorneys has dramatically increased. Much of this is due to the economic downturn that started in 2008; many search marketing firms looked to lawyers to maintain their revenue, as law firms in many practice areas were not as severely effected by the economy as other industries.
Some search engine optimization companies offer exclusives, agreeing to only work for one law firm per city and practice area. Others, like SEO | Law Firm, limit their market size to three attorneys per keyphrase – thus, they would not work with more than three “Boston (more…)
A new website does not have to harm your search engine rankings.
Online marketing consists of many things beyond just search engine placement – things such as your website. All of your online marketing efforts will eventually lead a potential client back to your law firm’s website. When that happens, is your website ready for conversion?
Some law firms have been building out their websites for over a decade. They have built-out libraries of tutorials, frequently asked questions, blogs, and landing pages. Their websites’ age, quality, and the massive amounts of content they hold have kept them on the first page of Google for popular keyphrases. Their sites get a lot of traffic, but that traffic is not turning into leads.
Having a lot of great content is crucial. It’s important for search engine rankings, and it’s important for conversion. But, if that content is not organized to follow a (more…)
When planning your law firm’s website content, you may want to take time to organize some free information to be distributed to your visitors. Free information builds credibility, loyalty, and ultimately will bring in new cases.
While some areas of law require a fast decision from the client — like personal injury — most areas of law pertain to things people and businesses have to think about. Should I file for bankruptcy? Should I get a divorce? Is the infraction of a competitor worth filing a lawsuit over? Should I have a lawyer for the purchase of a small building? All of these are questions that individuals and companies work through prior to picking up the phone.
It is in those legal markets that free information and the collection of data will be of great value.
We will use a fictional divorce law firm to show you what to do.
Divorces are rarely mutual, and (more…)
After you decide to move forward with a comprehensive search engine optimization campaign, it is time to determine your best primary keyphrases. Your SEO company should do this for you, but it’s important to know their process.
What makes a good keyphrase and a bad keyphrase?
It may come as a surprise, but popularity is not all that makes a good keyphrase. A keyword like “lawyer,” which gets millions of inquiries each month on Google, will not serve your law firm well; it is too general. This is why most of the results for the word “lawyer” returns directories and information websites that have thousands of pages built into their websites.
A good keyphrase targets your region and your practice area in a format that proves to be the most popular and relevant.
A bad keyphrase could be one that is too general, like “lawyer” or “lawyers,” or too targeted. For (more…)
With the new year approaching, LinkedIn has released their list of 2012’s top ten overused profile buzzwords. And they have created a helpful infographic to spread the news. Although the professional network added over 50 million new members this year, “creative” once again topped the list of words most frequently seen in profile descriptions. LinkedIn breaks down profile statistics for the United States and worldwide, and the word creative was the most popular for both demographics.
Residents of some countries did favor other words. India’s top profile buzzword was “effective”, while users in Egypt and Indonesia tended to describe themselves as “multinational.” And people in Brazil preferred the term “experimental.”
Aside from offering some interesting insight into the values that are prevalent in different cultures, LinkedIn’s profile buzzword infographic provides useful information for professionals who wish to set themselves apart from their peers. For two years in a (more…)
Google Penguin may not be the only reason an older website loses ground in the search engines.
Having an old domain name and a well-established presence in Google can help your law firm achieve and keep high search engine rankings. But sometimes, older websites fall from their coveted positions, leaving the law office confused and faced with declining leads.
This week, we look at some common causes for dropped rankings.
Google Panda/Penguin Updates – Earlier in the year, Google released a series of content-related updates called Panda, and penalizing link-related updates, dubbed Penguin. Most of the older law websites that experienced a decline were being penalized for duplicate content, link exchanges, or possibly by having old websites that had formatting and technical issues.
Not all websites that saw a drop in their rankings did anything wrong. We looked at a number of the law firms that compete with our clients (more…)
Having a website with a high ranking in search engines like Google and Bing is just the beginning. After your law firm is getting high placement, it’s time to improve the click-through rate (CTR). The click-through rate is a percentage which reflects the number of times your search engine listing is clicked on, compared to the number of times it is just shown and not clicked on.
Once your website is getting visitors, the next metric that matters is conversion. Most legal marketing professionals look at the number of visitors on your website and compare that number against the number of inquiries received through your website’s contact form(s).
Your click-through rate is most often improved through modifications to your page title and descriptions — the two items seen in your search engine listing. But improving your website’s conversion rate often comes down to design.
As web hosting is relatively inexpensive, it’s fairly common (more…)
As 2012 is winding down, many law firms are looking to how they will spend next years’ marketing dollars. To get the most out of your marketing budget, some diversification is needed.
The Yellow Pages are obsolete. If you are currently paying for a full or half-page ad, consider downsizing to a quarter-page or eighth. Even demographics once loyal to phone books, such as low-income and senior citizens have shifted to the internet to search for services. If you get a measurable number of leads from your ad, you may not want to eliminate it completely, but reducing your ad space will free up some marketing dollars that you could invest in something more beneficial.
Television and Radio
If you are not already advertising on television, contact your local cable company to review ad rates. Most local markets are very inexpensive, and by targeting less expensive time slots, you can get exposure (more…)