click: the basics of online advertising and search engine marketing
DESCRIPTION
Slides from my portion of "Click: The Basics of Online Advertising and Search Engine Marketing", co-presented with Lee Rosen at the ABA TECHSHOW, March 29, 2012.TRANSCRIPT
March 29-31, 2012www.techshow.com
Click: The Basics of Online Advertising Click: The Basics of Online Advertising and Search Engine Marketingand Search Engine Marketing
PresentersPresentersLee RosenLee Rosen
Steve MatthewsSteve Matthews
March 29-31, 2012March 29-31, 2012www.techshow.comwww.techshow.com
PRESENTED BY THE
March 29-31, 2012www.techshow.com
Session Outline
March 29-31, 2012www.techshow.com
• Part I: Search Marketing (SEO)• Part II: Online Advertising• Part III: Questions
March 29-31, 2012www.techshow.com
What is Search Engine Optimization (“SEO”)?
March 29-31, 2012www.techshow.com
“SEO is the process of improving website visibility in search engines via the "natural," or un-paid ("organic" or "algorithmic"), search results”.
(Yes, he resorted to Wikipedia)
Priorities for law firms: 1. Firm website is findable (by name)
2. Firm lawyers are findable
3. Maximize exposure for legal services
4. Market law firm content & publishing
March 29-31, 2012www.techshow.com
“Organic” Search vs. Online Advertising
March 29-31, 2012www.techshow.com
Why does search traffic matter?
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• Once we take away “type-in” traffic, search engines make up more than 80% of law firm website “referral traffic”.
• Solos & small firms: can be as high as 90-95%.
March 29-31, 2012www.techshow.com
Keyword research: Knowing the language of your audience.
March 29-31, 2012www.techshow.com
Get to know…1. Google Keyword Research Tool:https://adwords.google.com/select/KeywordToolExternal
2. Think about your regional market!
3. The Formula: “City + Practice + Lawyer”
* Not the only formula!
March 29-31, 2012www.techshow.com
Building Keyword Targets
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Keyword research is critical
Helps us identify:• Monthly search volume• Preferred user search order• Actionable phrases• Alternate word forms:
singular vs plural, abbreviations, suffixes, synonyms
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Tip: Use Spreadsheets
• Break out different practice areas using tabs
• Deconstruct your competitor’s websites
• Use a Thesaurus
• Include industry jargon
• Review both formal and informal language
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
How do we get there?
Basics of SEO 101:
1. Keyword research
2. On-page SEO fundamentals
3. Importance of link building4. Local Search (Google Places)
5. Social Media signals
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
On-page SEO factors
Simply best practices – Not a game changer!
1. Page Titles – Unique & Descriptive
2. Meta Description = Yes, Meta Keywords = Questionable
3. Keywords in URL structures:
http://www.stemlegal.com/steve-matthews/-over-http://www.stemlegal.com/d34dsfd53.php?author=343
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
Importance of link building
Link popularity drives the search results– Foundation of all major search engines
Objectives:– Good mix of homepage links -vs- deep links– Links from quality organizations ‘pillars of society’– Links from similar subject pages– Flow of new links; plus aged links– Descriptive link text
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
How do firms get links?
Method 1: Relationships
• Association websites• Supplier relationships• Academia & Teaching• Community business groups• Sponsorships & charities• Speaking engagements
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
How do firms get links?
Method 2: Firm Publishing
• Starting a blog• Microsites & single topic portals• Writing articles for magazines & industry pubs• Article publishing on the firm website
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Local Business Search
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1. Claim your Google places listing.- Fill it out completely- Be consistent with all information (address,
phones, official company name)- Use all five categories
- Add your logo, picture and videos
2. Rinse & repeat!- Maps & Local directories: Bing & Yahoo maps,
yp.com, citysearch, yelp.com, dexknows.com- Legal directories: Avvo, Martindale-Hubbell,
Justia Lawyers Directory
Tips for Google Places
March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com
Google: +1’s
Twitter: “RT” (ReTweets”)
Facebook: “Likes”
LinkedIn: #in
Social Signals: the new link?
March 29-31, 2012www.techshow.com
Questions?
Lee [email protected] @leerosen
Steve [email protected]@stevematthews