mastermind webinar · 1. what questions are they asking? 2. why are the asking? 3. when are they...
TRANSCRIPT
Mastermind Webinar
11am Pacific Time
May 6, 2020
Giving your firm the advantage of access to information, insights, strategies, and advances not available to non-members.
Director of CommunicationsAttorney & CEO
❏ The “longtail” of the internet:
❏ What is the longtail?
❏ How to get more clients by focusing on the longtail
❏ Examples of developing content around longtail phrases
❏ Q&A and Suggestions
● The longtail involves keywords or key phrases that create highly specific searches.
● The longtail is a reflection of how potential clients use search engines to find you.
● There’s less competition for these terms, and they yield a higher conversion rate.
● Head: “Golf clubs”● Middle: “Right-handed golf clubs”● Longtail: “Right-handed men’s Callaway
18” graphite hybrid golf club”
● Head: “Attorney”● Middle: “DUI Attorney”, “DUI Attorney
Arizona”● Longtail:
○ “How to protect your rights in a DUI traffic stop in Georgia”
○ “Do I need an attorney for a first-time DUI in Tucson?”
○ “Can you be arrested for DUI in Maricopa County if you’re on prescription medication?”
● Very hard to get traction closer to the “head” at first.
○ Harder to separate yourself, compete, and save money
● A lot of potential clients aren’t searching that way.
○ Focusing on the longtail = sustainable client generation
● By focusing on the longtail, you can actually get traction closer to the head over time.
1. What questions are they asking?
2. Why are the asking?
3. When are they asking?
4. What is the highest value you can provide
them at that time?
a. Detailed information?
b. Specific information?
c. Non-marketing speak?
5. What is the impact of providing that value?
Instead of focusing on basic keywords, go after topics.
Instead of “Personal injury attorney [your state]”:
● “Who is at fault in a rear-end car wreck in Denver?”
● “Can a driver hit in a rear-end collision in be held responsible?”
● “What do I do if I was hit by a driver without insurance in Denver?”
Tips: ● Try looking at Google’s related searches.● Take one topic and think about
permutations; add local elements.
● Google’s neural network based technique for natural language processing
● Now more than ever, Google better understands longer, conversational queries (ie, the longtail)
● Attorneys who focus on addressing longtail queries are likely to be rewarded with better placement in search
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