smarter law firm marketing in 2017 - seo - ppc - web ... · incorporate google adwords into your...
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SmarterLawFirmMarketingin2017
T I P S F O R G E N E R AT I N G M O R E L E A D S A N D C A S E S
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ImproveYourWebsiteConversionRateto
IncreaseLeadsandCasesMost law firms who invest heavily on SEO and/or paid search ads don’t focus on how to increase conversions from the visitors they already get.
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ConversionRateOptimization
Conversion rate op-miza-on (CRO) is the process of examining analy-cs and user feedback to iden-fy roadblocks to conversions (ie, phone calls and case evalua-on requests)
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ConversionResearch
• Monitor user behavior using analytics
• A/B testing to improve conversions
• Website visitor feedback & consumer research
• Website technical analysis
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ConversionRatebyIndustry
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Source:Unbouncestudy
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• Clickheatmaps• Mousemoveheatmaps• Scrollmaps• Usersessionvideoreplays
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VisualAnalytics
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VisualAnalytics• Whatarevisitorsdoingonyourmostpopularpages?
• Arevisitorsscrollingfarenoughtoseecallstoaction?
• Wherearetheyclickingonyourpage?
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Usersessionreplayexamples
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TechnicalWebsiteAnalysis
• Speedanalysis(howlongdoesyoursitetaketofullyload,howlongtillyourwebpagesareusable)
• Cross-browsertesting(ie.HowdoesyoursiterenderonChrome,Safari,IE,etc.)
• Cross-devicetesting(HowdoesyoursiterenderoniPhonevsAndroid)
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ConsumerTesting&Research
• Customersurveys• Focusgroups• Usabilitystudies
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videohere
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Areyoupayingattentiontomobile?
• Whatpercentageofyourtrafficcomesfrommobile?
• HowdoesyoursitedisplayoniPhones,Android,etc.
• Howlongdoesyoursitetaketoloadonmobile?
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Areyoulosingvisitorsduetoslowloadtime?
• 40%ofconsumerswillleaveawebsiteifloadtimetakeslongerthan3seconds
• 80%ofthosevisitorswillnotreturn
• Fastersitesexperiencehigherconversionrates(linkstostudies)
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Mobilesearch
h#ps://highrankwebsites.wis3a.com/medias/ihssfu:hw
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Googlemovingtomobile1stindex• Googlewilleventuallyhaveasingleindexbasedonmobileversionofcontenttoservebothmobileanddesktopsearches
• Over50%ofsearchesonGoogleareperformedusingmobiledevices
• Ifyouhaveawebsiteconfigurationwheretheprimarycontentisdifferentacrossmobileanddesktop,youshouldconsidermakingsomechangestoyoursite
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https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
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WebsiteUserExperienceandEngagementisimportanttoGoogleandimpactssearchrankingsUserexperienceandengagementhavebecomeincreasinglyimportantsignalsforsearchengineslikeGoogle.Sonotonlyisthisimportantforconver3ngsitevisitors,italsoisbecomingamuchmoreimportantpartoftheGoogle’salgorithm.
• Dwell3me• Clickthroughrate• Average3meonsite• Averagepagespervisit
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HowisGooglemeasuringthis?UsersignalsgiveGoogledirectfeedbackonhowsatisfiedpeoplearewithcontent
• Googlesearchresults• Chromebrowser• GoogleAnaly3cs• Android
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Studyonhowconsumerschooselawyersin2017
• 400participantsaged18-55intheU.S.
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Whatdevicedopeopleusetoresearchalawyeronline?
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iLawyerMarketingstudy,2017
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Whatmattersmosttoconsumerslookingtohirealawyer?
19Source:2017iLawyerMarketingstudy
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ConsumerVideo1
h#ps://highrankwebsites.wis3a.com/medias/3kbvpf8xd3
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3rdPartyReviewsareHuge“How important would 3rd party reviews (Yelp, Google reviews, Facebook reviews, Avvo reviews, etc.) be in your decision to hire a lawyer?”
86% of consumers say that 3rd party reviews are important in their decision to hire a lawyer
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3rdPartyReviews
• Do:Askyoursatisfiedclientsforreviews• Do:Respondtoanynegativereviews
• Don’t:Fakereviews• Don’t:Payforreviews• Don’t:SolicitreviewsonYelp
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3rdPartyReviewsVideo
https://highrankwebsites.wistia.com/medias/zbwias26f323
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SmarterSEOin2017Generalrule:What’sgoodforusersisgoodforSEO
• Mobilefirstindexcomingsoon.Preparenow.• Creatingbettercontentworthyoflinks,citations,shares&engagementisimportantforoverallSEOprocess
• WebsitedesignUX(UserExperience)impactsrankings• Userengagementisbecomingmoreimportantrankingfactor(timeonpage,bounce,CTRetc.)
• Voicesearchincreasing• TechnicalSEOexpertiseismoreimportantthanever
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GoogleAlgorithmcontinuestobecomemoreintelligentwithuseofRankBrain(machinelearning)
• Traditional SEO metrics like keywords, links, title tags are less important
• User experience metrics are becoming more important• Long clicks vs short clicks• CTR• Time on site
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• Today,eachindustryandeveneachindividualsearchqueryhasitsownrankingfactorsduetothedevelopmentandapplicationofMachineLearningalgorithms.
• Rankingsaredrivenbythedynamicbetweenindividualcontentrelevanceanduserintent
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Google’salgorithmisinconstantflux• RankingonGooglein2017isreal-timeandhighlyvolatile
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AlgorithmUpdates• Between500-600updateseachyear• 21majoralgorithmupdatessince2015• RankBrain:GoogleunderstandshowRankBrainworksbutnotreallywhatitisdoing.
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Don’ttrytooutsmartGoogle.Focusoncreatingbettercontent.
• Createcontentthatisshareworthy• Aimfor10Xcontent• Createcontentthatconsidersvoicesearchqueries(who,what,where,when,why)
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Enormousamountsofcontentproduced
Areyouproducingcontentthatstandsout?
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Example
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• Example:Interactivemapofelementaryschoolzoneswiththehighestdangerratings
• Over400,000accidentrecordsanalyzed
• Over6,000elementaryschools
• Identifiedwhichschoolshadmostaccidentswithina1/2mileradius
http://www.psblaw.com/dangerous-school-zones.html
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GreatcontentcanleadtogreatPR
todo:addlogosofvariousmediaoutletswherewehaveplacements
•Increaseawarenessforyourlawfirm
•Improveyourreputationinthecommunity
•Increasetraffictoyourwebsite
•PRcanenhanceSEOefforts
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#1organicrankingisnow#8onpage
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IncorporateGoogleAdWordsintoyourInternetmarketing• SmarteststrategyiscombinationapproachoforganicSEOandpaidsearch• Organicspushedfartherdownpage,moreadsbeingshown• Usersareclickingonadsmorethaneverbefore
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Googlesearchresultclicktest
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Takeaways
• Usersclickonmoreadsthanmapslistings
• #1adgotfewestclicks(showsimportanceoftestingadcopy)
• #2Adwordsadgotmoreclicksthan#2organicresult(77to76)
• #1organichadmostclickactivitybutgotmoreclicksbecauseuserslikeYelp
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Usersclickonadsnowmorethanever
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UserTesting:GoogleAds
38h#ps://highrankwebsites.wis3a.com/medias/wu20tbui2z