search engine optimization for lawyers
DESCRIPTION
How to use Search Engine Optimization to transform your law firm in 2012.TRANSCRIPT
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Search Engine Optimization for Lawyers
Adam De JongMarketing [email protected]
Jerome FogelDirector of Business [email protected]
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AgendaWhat is SEO: a quick overviewHow search impacts your law firmSEO MethodologyWhat’s new in SEO in 2012How to reach more local clientsAction planQ & A
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What is SEOBuild your website to rise to the top of the organic search results100+ Key Performance IndicatorsBased off Google’s algorithmKeyword researchContent developmentOnsite programmingOffsite promotion
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How SEO Impacts You
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Why
SEO
Matt
ers
BIA/Kelsey & Constat 2010, TMP Directional Marketing & ComScore 2009, Marketing Sherpa 2010
97% of customers
research online before
buying
95% of search
engine traffic comes
from the first page of
the results
90% of traffic
generated by paid ads
is not replaced by
organic search when
the ads are paused
7-1 average ROI
for all SEO
campaigns for law
firms
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SEO Methodology
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Website AnalysisWhy does my site exist? What are my goals?How many leads am I generating from my site?What’s the lifetime value of a client?How much traffic am I getting?What are my top traffic sources?How much traffic are my competitors getting?What’s my conversion rate?What’s my bounce rate?
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Keyword ResearchBaseline keyword analysisFirst page keyword countSearch volume & diversityExpansion of search marketSeed keyword selection
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Content Development
Website
Content
Blogging
Press releas
es
Offsite
Articles
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Onsite Programming
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Offsite Promotion
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Tracking Your Campaign
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What’s New in SEO in 2012
attorneys
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The Panda UpdateGoogle rolling out big changes to search algorithmWebsite value now dictating the rankingsValue measured by lots of quality contentNeed to create content themes Need to add a blogShow Google you’re the authority
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Google+Google’s new social networkIntegrated into search Personalized results through connectionsRelevant shared Google+ content promoted Social media now impacts SEO
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Local SearchGoogle making a big push for localized resultsIn March, further changes to algorithm to personalize results for local products and services
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Loca
l Sea
rch
Tren
ds
Pew Research Center: 28% of American Adults Use Mobile and Social Location-Based Services, September 6, 2011
4 Billion
local searches on
Google per month
61% of local
searches result in
purchase
55%Of mobile users
search for local
products & services
90% of mobile
local prospects
take action within
24 hours
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How to Attract Local Clients Local SEOMaps optimizationGoogle Places optimizationDistribution to top 100 directoriesLocal citations with NAP (Name, Address, Phone)Mobile optimized websiteMobile SEOLocal/Mobile paid searchCall Tracking with Mongoose Metrics
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Reputation ManagementAs online becomes more valuable, so does your online reputation
80% of people cancel a purchase if they see a bad review
78% search a company online before buying product/service
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Action Plan5 Metrics to measure your SEO campaignBaseline Keyword AnalysisCompetitive Traffic AnalysisLink AnalysisContent AnalysisWebsite Analysis
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Final Thoughts
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Q & A