common mistakes law firms make that tank their web traffic · cheap article marketing gets you...
TRANSCRIPT
![Page 1: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/1.jpg)
Common Mistakes Law Firms Make That Tank
Their Web Traffic
Primerus Spring Conference 2014
![Page 2: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/2.jpg)
Tom Foster Founder | CEO
Danielle Ruderman Chief Marketing Officer
![Page 3: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/3.jpg)
• Attorney marketing since 1998 • About 400 websites live right now • Over 500,000 visitors each month • We have manually performed hundreds of
website analyses in the last year • Backlink data on over 75,000 law firm
websites • Over 1,000 pieces of content produced
each month • 400-500 paid hours of SEO each month
![Page 4: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/4.jpg)
Why is it so hard to get on Page 1…
![Page 5: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/5.jpg)
Google PhDs
![Page 6: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/6.jpg)
• Google makes over 500 changes each year
• Algorithm changes target specific SEO tricks – and there are more to come
• Search results are customized for users
• Local search factors always evolving
![Page 7: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/7.jpg)
![Page 8: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/8.jpg)
![Page 9: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/9.jpg)
Google Panda Updates Google Penguin Updates
Targets Low-Quality Content Targets Unnatural Links
![Page 10: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/10.jpg)
Google Kills Organic Keywords
Google Hummingbird Update
![Page 11: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/11.jpg)
• Google algorithms are different for mobile
Is your website ready? (It better be!)
• 10 – 50% of visitors to FWM sites are using mobile devices
• Mobile traffic spikes on the weekends • Google said “mobile is growing faster than
anyone anticipated”
![Page 12: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/12.jpg)
What does this all mean…?
STOP OBSESSING OVER KEYWORDS!
![Page 13: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/13.jpg)
Focus on your firm’s BRAND
Deliver a GREAT User Experience
![Page 14: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/14.jpg)
“I want to be on page 1 for Dallas personal injury lawyer!”
“You need to give me a page 1 guarantee”
“I only pay for results”
Typical demands we hear from lawyers:
![Page 15: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/15.jpg)
Consequences of Page 1 Obsession for coveted vanity
keywords
![Page 16: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/16.jpg)
Massive Traffic Drops – No Recovery
Overall 40% drop in traffic
![Page 17: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/17.jpg)
What Causes Massive Traffic Drops?
![Page 18: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/18.jpg)
STEP 1 STEP 2 STEP 3
Write Content Using Your List of Vanity
Keywords as Anchor Text
Post the Content All Across the Web
Get Links Back to Your Website from Keyword-
stuffed Content
![Page 19: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/19.jpg)
Cheap article marketing gets you backlinks from these types of websites:
![Page 20: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/20.jpg)
Cross Linking Your Sites…
Linking your sites together, or a network of your peers sites = unnatural backlink profile
![Page 21: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/21.jpg)
SEO Link Wheels, Link Farms, Link Networks…
![Page 22: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/22.jpg)
Over Optimized Content…
![Page 23: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/23.jpg)
Excessive internal linking to one page…
![Page 24: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/24.jpg)
How much do you REALLY know
about your Web Marketing Provider?
![Page 25: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/25.jpg)
Referring to a lawyer as an EXPERT in
online content is a no-no.
Do they know about lawyer ethics?
![Page 26: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/26.jpg)
“Visit website to hire personal injury lawyer who will put all effort to get the claims you deserved”
And… firm name spelled Incorrectly!
Grammar & Spelling Issues
![Page 27: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/27.jpg)
Fake addresses using firm’s real phone number Trick used by lazy SEOs to rank in other cities – also great for ruining your local SEO!
![Page 28: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/28.jpg)
Article Marketing on low-value article directory websites Listing your business in irrelevant directories It’s a great deal if you want to ruin your backlink profile!
![Page 29: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/29.jpg)
“Spinning” or “Reusing” Content
![Page 30: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/30.jpg)
![Page 31: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/31.jpg)
You might be at risk if you… • Engage in article marketing • Pay for cheap link building or SEO • Outsource your marketing and
don’t have regular meetings to review progress – meetings, not reports.
Protect Your BRAND
![Page 32: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/32.jpg)
Do Not Fall For:
SHORT TERM THINKING
IMMEDIATE GRATIFICATION
PAGE 1 PROMISES
![Page 33: Common Mistakes Law Firms Make That Tank Their Web Traffic · Cheap article marketing gets you backlinks from ... •Pay for cheap link building or SEO •Outsource your marketing](https://reader034.vdocument.in/reader034/viewer/2022052009/601e742c8c63ad14ff08cc71/html5/thumbnails/33.jpg)
Questions?