Scaling Your Practice with Digital Marketing: Lessons from the Trenches

Seth PriceFounder and CEOBluShark Digital

W E L C O M E T O :

360 COMPREHENSIVE VIEW OF

P R E S E N T E D B Y : S E T H P R I C E

PAY PER CLICK

PAY PER CLICK

• Google continues to push paid advertising

• Paid local ads show above organic results

• Keywords in your ad campaign should also be part of the SEO of your website– PPC ads should link to the

most appropriate content for a given keyword

• Quality Score is vitally important– Low Quality Score can result

in 3x increase in CPC– Negative Keywords should

be an important part of you PPC strategy

PAY PER CLICK

Quality Score Affects your CPC

50.00% Discount

44.20% Discount

37.40% Discount

28.60% Discount

16.70% Discount

Google Benchmark

25.00% Increase

67.30% Increase

150.00% Increase

400.00% Increase

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• Ad extensions very important

– Allows you to take over more real estate

– Allows for user to have options

• Click to Call, Sitelinks and Callout Extensions

• Location extensions allow for ads to show in local map pack

PAY PER CLICK

SOCIAL MEDIA

SOCIAL

• Social Media introduces your brand to your future clients

• Search bots crawl and interpret social signals, engagement with posts, likes, shares etc., establishing your brand’s digital footprint

• Referral traffic from social sources also positive indicator for search engines

• Facebook is a media company not atech company – It’s “Pay to Play”

• Valuable for targeting and cheap clicks– But watch ROI

• Beware of social media packages

SOCIAL

SEO

CONTENT STRATEGY

STRATEGIC CONTENT DEVELOPMENT

• Establish ranking goals and create keyword rich content

• Google seeks unique and informative content– FAQ style content

• Primary and supporting content– Long-tail search terms

• If you want to rank locally, build localized content

GO LOCAL IN CONTENT

• Take opportunities to get location-specific in content to establish authority

• Think beyond state-level terms• City and county terms

Do not copy and paste content from one location page to another—even if laws are identical, make the content fresh.

SOPHISTICATED CONTENT

• Google works to distinguish good and bad content

• Linguistic and semantic experts

• Machine learning / algorithms

• Stop Words - to speed up crawling of content commonly used words are skipped

• Writing should have a high level of sophistication and authority

• Leverage your experts

TIME TO START LEVERAGING YOUR EXPERTS

• The best content will come from your most knowledgeable writers (usually your attorneys)

• Use your experts to write content on different topics to maximize your depth of credibility

• FAQ Videos can increase engagement, time on page, and conversion rates

• Blogging is a valuable way to utilize your experts

BECOME A THOUGHT LEADER IN YOUR SPACE

• Use blogging as a tool to establish a brand• Niche blogs talk exclusively about a specific topic • Discuss trending topics to become a trusted source for

relevant and up-to-date information

• Tip: Provide expert content or quotes for guest blogs to obtain backlinks from authoritative sites

• Stick to expert’s genuine interest. Will result in greater contributions and richer content setting you apart from your competitors

Rich Content Produces Enhanced SERP Results

• Google replaces short meta descriptions with quality content

• Gives reader more information which can ultimately result in greater traffic and conversions

VS. regular SERP result

• Appears at the top of the SERP

• Includes a summary extracted from the page, a link to the page, the page title, and URL.

• Examples of Featured Rich Snippets• Charts and Tables• Answer Boxes• Lists• Videos

FEATURED RICH SNIPPETS

TECHNICAL SEO

• Optimize for Mobile

• Page Speed

• Title Tags

• Meta Descriptions

• Schema

TECHNICAL SEO

• Speak Google’s Language –Structured Data, Schema markup• Schema markup allows the search

engine to understand the website and its content, and then displayyour content properly on SERPS

• Types of Markup• Geographic

• Reviews

• Main Menu

• Attorney (isn’t this business type?)

• Social

• Video

• Business Type

Regular SERP result

Rich Snippets

STRUCTURED DATA AND RICH SNIPPETS

The More Google Knows, The More Google Can Show

LINK BUILDING

DEVELOP RESOURCE PAGES: BECOME AN AUTHORITY

Content & Link-Building Come Together

• Create content that other sites and organizations will want to link to

– Educational & informational

• Make your site look authoritative

• High-quality content earns high-quality backlinks

LOCAL LINKBUILDING

• Use local outreach programs to build links

• Recurring events offer consistency

– Annual food/clothes/school supply drives

– Scholarships

– Seasonal giveaways

• Keep focus on providing value to community, but maximize link opportunities

• Make use of media and small business relationships

THINK OUTSIDE THE BOX

• Infographics – Visual representation of information

– Have potential to go viral

– Use proper outreach tools (BuzzStream, Cision, etc.) to make personalized outreach efficient

• Podcasts– Post on authoritative sites

– Leverage your experts

AHREFs: KEEPING A HEALTHY LINK PORTFOLIO

• Useful tool to establish therating/score of a page and domain – Review backlinks and referring

domains

• Monitor links to see where/why links might be lost

Use this information to inform future link-building campaigns!

LOCAL SEARCH

ORGANIC SEARCH & RANKING IN LOCALPACK

• Google My Business signals• Local citation signals• Review signals• Local link-building signals• Authority of website likely #1 factor

• Link signals• On-page & technical signals• Behavioral signals

LOCAL SEARCH

ORGANIC SEARCH

• Local pack may not show multiple results in the same building – results are filtered to improve UX

• Others will be suppressed, though they may show in organic ranking

• RECENT: Google introduces local search ads in the 3 pack

LOCAL 3 PACK

GOOGLE MY BUSINESS

• Build out GMB profile for visibility and legitimacy

• This is the information people see when searching on Google Maps

• New features are constantly coming out

GMB FEATURES: POSTS

• Shown on both desktop & mobile for 7 days

• Includes links to site

• Informational or events

• Enhances user engagement

GMB FEATURES: MESSAGING

• Only shown on mobile

• Opens in SMS or Google Allo app

• Use a cell phone # you or your intake team will check often

• Lists actual response time

GMB FEATURES: BUSINESS DESCRIPTION

• 750 characters to describe your business

• Includes a “learn more” link at the end

GMB FEATURES: MULTIPLE PHONE NUMBERS

• Can include call tracking phone numbers now –more inclusive than Insight data

• Use old phone numbers as you transition to new phone number to create consistency

BUILD LOCAL CITATIONS

• Make local citations a priority • Claim profiles

• Use services

• Create manual listings

Inconsistentlistings bringyou down!

Accuracy is Crucial!

REVIEWS

DO: • Consistently monitor your reviews

• Make it easy for clients!

• Create a process

DON’T: • Pay for reviews

• Engage negatively with bad

reviews

• Allow average to fall under 4 stars

NEW UPDATE: Google now crawls for gateway pages

QUESTIONS?

SETH PRICE

(202) 664-8444 | info@BluSharkDigital.com

BluSharkDigital.com

If you have any questions about SEO or would like toLearn more, text “SEO” to (347) 661 9999