search engine optimization for lawyers
DESCRIPTION
How to use Search Engine Optimization to transform your law firm in 2012.TRANSCRIPT
Search Engine Optimization for Lawyers
Adam De JongMarketing [email protected]
Jerome FogelDirector of Business [email protected]
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
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
How SEO Impacts You
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
SEO Methodology
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?
Keyword ResearchBaseline keyword analysisFirst page keyword countSearch volume & diversityExpansion of search marketSeed keyword selection
Content Development
Website
Content
Blogging
Press releas
es
Offsite
Articles
Onsite Programming
Offsite Promotion
Tracking Your Campaign
What’s New in SEO in 2012
attorneys
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
Google+Google’s new social networkIntegrated into search Personalized results through connectionsRelevant shared Google+ content promoted Social media now impacts SEO
Local SearchGoogle making a big push for localized resultsIn March, further changes to algorithm to personalize results for local products and services
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
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
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
Action Plan5 Metrics to measure your SEO campaignBaseline Keyword AnalysisCompetitive Traffic AnalysisLink AnalysisContent AnalysisWebsite Analysis
Final Thoughts
Q & A