jeffrey henderson director of business development jeff@doneseo (310) 424-4492
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Jeffrey Henderson Director of Business Development [email protected] (310) 424-4492. Navigating the Rough Seas of Search Engine Optimization: 5 Ways Legal Marketers Can Leverage Search. Why Search?. Actively Seeking Services - PowerPoint PPT PresentationTRANSCRIPT
Navigating the Rough Seas of Search Engine Optimization: 5 Ways Legal Marketers Can Leverage Search
Jeffrey HendersonDirector of Business [email protected](310) 424-4492
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Why Search?
Actively Seeking Services– Search is often the first place a potential client goes
when they begin looking for legal services
Avoids Restrictions on Advertising– As Attorneys you face many restrictions in how you can
promote your firm unlike any other professional service
Long Term ROI Benefits– Achieving high natural rankings in search engines
provides long term ROI even after discontinuing services
Instant Traffic– Utilizing paid search can bring instant traffic to your site
allowing you have much more control of your advertising
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
How Many People Really Search For Lawyers?
Luckily for us Google just added search volume to it's keyword research tools:
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
How Many People Really Search For Attorneys?
Search volume statistics for “attorneys”
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
How Many People Really Search For Law Firms?
Search volume statistics for “law firms”
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Leveraging Search #1 ~ Organic SEO
Pros:– Natural search results receive 5-10 times the traffic as
sponsored results
– Users associate high rankings in Google with trustworthiness
– No cost per click
– Long term ROI
Cons:– Large initial investment
– Longer time frame to achieve results
– Lawyers will be mad due to largely increased workload
– Higher accounting fees due to count increased revenues
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Implementing Organic SEO
On Site– Site <title>, <h1>, and <h2> tags
– Keyword targeted URLs
– Image optimization - <alt> text and <title> tags
– Cross referencing internal content – think Wikipedia
– Well written content
– Keyword 'Siloing'
– XML Sitemap
Off Site SEO– Inbound Links
– Article Syndication
– Directory Submissions
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Titles, Header Tags, and URLs
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Image Optimization
HTML Code for an Image:– <img src=“http://website.com/images/image1.png”>
Optimized Image HTML– <img src=“http://website.com/images/patent-lawyer-john-
doe.png” alt=“Picture of Patent Lawyer John Doe in Los Angeles”>
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Cross Referencing Relevant Content
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
IT WORKS!
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Inbound Links
Ranking in Google is largely a popularity contest.
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Article Syndication
Build links and authority through article syndication– Top ten article submission sites:
http://www.articledashboard.comhttp://www.articlepoint.comhttp://www.businessknowhow.comhttp://www.businessknowhow.com/http://www.ecomallbiz.com/http://www.ezinearticles.com/http://www.isixsigma.com/http://www.aboutpublicrelations.net/http://www.aish.com/http://www.allfreelancework.com/
Download list of 420 article syndication sites @ www.doneseo.com/lma/
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Directory Submission
Capture traffic and build links with web directories– Top ten web directories:
http://www.dmoz.orghttp://www.aardvark.co.zahttp://www.accoona.com/http://www.customsearchengine.comhttp://www.ezilon.comhttp://www.londovor.com/http://www.marketersportal.com/http://www.seocourt.com/http://www.abc-directory.comhttp://www.aboutmalta.com
Download list of 1370 web directories @ www.doneseo.com/lma/
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Leveraging Search #2 ~ Pay Per Click
Pros:– Instant results
– Guaranteed traffic
– Strict budget control
– GEO targeting capabilities
Cons– High cost per click
– No long term ROI
– Complicated platform
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Pay Per Click Search Engines
Google– https://adwords.google.com
Yahoo– http://searchmarketing.yahoo.com
MSN/Live– https://adcenter.microsoft.com/
Ask.com– http://sponsoredlistings.ask.com
LookSmart.com– http://www.looksmart.com/
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Online Reputation Management
Control the online image of your firm and top partners– (From the Florida Bar News) Attorneys should consider
"Google lawyering" to research clients, parties, witnesses, experts, lawyers (4) as well as items and locations relevant to your case. A quick Westlaw search for "google" revealed over 30 published opinions where experts and/or the court relied on information retrieved from Google.com.
– 53% of adult internet users said they had looked for information connected to at least one of these groups: 1) family and friends, 2) romantic interests, and 3) business colleagues
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Reputation Management Resources
Business– PRNewsWire.com
– Monster.com
– CareerBuilder.com
– FastPitch.com
– Spoke.com
– ZoomInfo.com
– Plaxo.com
– Facebook.com
– PR.com
– Flickr.com
– ClaimID.com
– HotFrog.com
Personal– Naymz.com
– Ziggs.com
– MySpace.com
– Facebook.com
– LinkedIn.com
– Ryze.com
– ClaimID.com
– Digg.com
– Reddit.com
– Twitter.com
– Flickr.com
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Blogging for traffic and links
Blogging– Cases with lots of media coverage
– Controversial/relevant Supreme Court/Appeals Court rulings
– Strange, odd, unique news – think Reuter's Oddly Enough http://www.reuters.com/news/oddlyEnough
Tips– Catchy post titles
– Link to other blogs/news sites that are covering the story
– Always allow comments!! And PARTICIPATE!!
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Micro Site Strategies
Leveraging Google's Navigational Search Alogrithm– Buy domain names that exactly match search phrases i.e.
www.patentattorneybeverlyhills.com
– Build simple sites highlighting different services offered by firm
– Submit to directories
– Allows you to obtain highly targeted traffic for niche services within a firm
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Resources
Keyword Research:– DONE! SEO KW Research Tool -
http://www.doneseo.com/seo-tools/keyword-research-tool.php
– AdWords Keyword Tool - https://adwords.google.com/select/KeywordToolExternal
– Wordze KW Reseach Tool - http://www.wordze.com/
– Keyword Discovery - http://www.keyworddiscovery.com/
Blog Resources:– Wordpress Blog Software - http://wordpress.org
– Best Wordpress Plugins for SEO and Usability - http://www.doneseo.com/blog/seo-plugins-for-wordpress/
888.372.8335 2121 Rosecrans Avenue, Suite 2370 El Segundo, CA 90245
Resources (cont)
Additional resources can be found at www.doneseo.com/lma/
All questions or inquiries can be sent to [email protected] or [email protected]