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20 Key Numbers for Marketing your Law Firm Online

ATTICUS MARKETING

@ConradSaam

Atticus Marketing
AUTHORITY

@ConradSaam

Atticus Marketing
1. Ranking for “Practice Area + Geo + Lawyer” ____

@ConradSaam

Atticus Marketing
Fix It: Top Entry Pages

@ConradSaam

Atticus Marketing
2.Domain Authority of Website ____
www.OpenSiteExplorer.com

@ConradSaam

Atticus Marketing
Fix It: Linkbuilding

@ConradSaam

Atticus Marketing
3. Links w/Domain Authority over 60 ____
www.OpenSiteExplorer.com

@ConradSaam

Atticus Marketing
Fix It: Get Big Links

@ConradSaam

Atticus Marketing
4. Percentage of Links from Low Quality Sites ____

80+
50-79
0%
0%

0-20
69%

@ConradSaam

Atticus Marketing

35-49
3% 20...
Fix It: Fire Your SEO

@ConradSaam

Atticus Marketing
5.# of Domains Linking to You _____

@ConradSaam

Atticus Marketing
Fix It: Linkbuilding

@ConradSaam

Atticus Marketing
TECHNOLOGY

@ConradSaam

Atticus Marketing
6.# of Google Webmaster Tools Errors _____

@ConradSaam

Atticus Marketing
Fix It: Talk with a smart SEO expert
• Mike Ramsey
• Gyi Tsakalakis
• Steve Matthews

@ConradSaam

Atticus Marketing
7.Index Count Ratio _____

@ConradSaam

Atticus Marketing
Fix It: Talk with a smart SEO expert
• Mike Ramsey
• Gyi Tsakalakis
• Steve Matthews

@ConradSaam

Atticus Marketing
8.# of Site Drops <25% _____

@ConradSaam

Atticus Marketing
Fix It: Know the Panada/Penguin

@ConradSaam

Atticus Marketing
9.# of Domains On Which your Content Appears _____

@ConradSaam

Atticus Marketing
Fix It: Rewrite

@ConradSaam

Atticus Marketing
10.# of Identical Titles or H1s
Screaming Frog

@ConradSaam

Atticus Marketing
Fix It: Rewrite

@ConradSaam

Atticus Marketing
LOCAL

@ConradSaam

Atticus Marketing
11.# of Category Associations _____

@ConradSaam

Atticus Marketing
Fix It: “I am a _______”

Finish this sentence: “I am a
_______________”

“Italian Restaurant” NOT “Pizza”

@ConradSaam

A...
12.# of These Sites with Consistent NAP _______

@ConradSaam

Atticus Marketing
Fix It: Edit

@ConradSaam

Atticus Marketing
13.Distance to Centroid ____

The centroid is NOT the center
of the city – it is the center of
that particular industry hu...
Fix It: Move
Or . . . . .

@ConradSaam

Atticus Marketing
14.Quantity of Reviews by Authority Reviewers ____

Google City Experts

Yelp Elite

@ConradSaam

Atticus Marketing
Fix It: Install Review Process

Atticus Review
Manager

Customer
Satisfaction
Email Survey

“Thank You For
Your Feedback”
...
SOCIAL MEDIA FOR LAWYERS (IN
JUST ONE SLIDE)
@ConradSaam

Atticus Marketing
15.Klout Score _______

@ConradSaam

Atticus Marketing
Fix It: Klout Score

@ConradSaam

Atticus Marketing
THINK LIKE A CMO

@ConradSaam

Atticus Marketing
16.Your Google Analytics Account # ____

@ConradSaam

Atticus Marketing
17.# of People Accessing your Data ____

@ConradSaam

Atticus Marketing
Fix It: Delete!

@ConradSaam

Atticus Marketing
18.Funnel Conversion Rates by Marketing Channel _____
Google Adwords

Avvo Advertising

Traffic

Traffic

Leads

Leads

Pr...
Fix It: Tracking by Marketing Channel

@ConradSaam

Atticus Marketing
19.ROI by Marketing Channel ______
140%
120%
100%
80%
60%
40%
20%
0%

-20%

Google PPC

Avvo

-40%
-60%
@ConradSaam

Attic...
Fix It: Move the $

@ConradSaam

Atticus Marketing
20.% of PPC Spend on Adwords ___

@ConradSaam

Atticus Marketing
Google vs. Bing Ads Clicks
160

140

120

100

80

60

40

20

0
Client B

Client H
Adwords

@ConradSaam

Bing Ads

Atticu...
Google vs. Bing Ads Total Spend
$1,400.00

$1,200.00

$1,000.00

$800.00

$600.00

$400.00

$200.00

$Client B

Client H
A...
Google vs. Bing Ads Cost per Click
$18.00
$16.00
$14.00
$12.00
$10.00
$8.00
$6.00
$4.00

$2.00
$Client B

Client H
Adwords...
Fix It: Move the $

@ConradSaam

Atticus Marketing
Thank You
Conrad Saam
Atticus Marketing
206 486-2087
@ConradSaam

@ConradSaam

Atticus Marketing
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Focusing on Numbers That Drive Your Business with Conrad Saam

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  • If you don’t believe me – go back to pre-not-provided times and look at the huge diversity of keywords driving traffic to your most popular pages.Long tell is where the action is.
  • Living in a world of &lt;not provided&gt;
  • # 7 ranking factor for local and primary ranking factor for natural searchWarning – for businesses that are part of networks – in my industry Findlaw, Justia, LexBlog.
  • #2 competitive ranking factor for local
  • Avvo obvious one.
  • Google Places
  • Google Places
  • Verify You are listed correctly in these sources:
  • #3 competitive ranking factor for local.
  • Marshall talking about content is dead – importance of using social to promote and push content.
  • Transcript of "Focusing on Numbers That Drive Your Business with Conrad Saam"

    1. 1. 20 Key Numbers for Marketing your Law Firm Online ATTICUS MARKETING @ConradSaam Atticus Marketing
    2. 2. AUTHORITY @ConradSaam Atticus Marketing
    3. 3. 1. Ranking for “Practice Area + Geo + Lawyer” ____ @ConradSaam Atticus Marketing
    4. 4. Fix It: Top Entry Pages @ConradSaam Atticus Marketing
    5. 5. 2.Domain Authority of Website ____ www.OpenSiteExplorer.com @ConradSaam Atticus Marketing
    6. 6. Fix It: Linkbuilding @ConradSaam Atticus Marketing
    7. 7. 3. Links w/Domain Authority over 60 ____ www.OpenSiteExplorer.com @ConradSaam Atticus Marketing
    8. 8. Fix It: Get Big Links @ConradSaam Atticus Marketing
    9. 9. 4. Percentage of Links from Low Quality Sites ____ 80+ 50-79 0% 0% 0-20 69% @ConradSaam Atticus Marketing 35-49 3% 20-35 28%
    10. 10. Fix It: Fire Your SEO @ConradSaam Atticus Marketing
    11. 11. 5.# of Domains Linking to You _____ @ConradSaam Atticus Marketing
    12. 12. Fix It: Linkbuilding @ConradSaam Atticus Marketing
    13. 13. TECHNOLOGY @ConradSaam Atticus Marketing
    14. 14. 6.# of Google Webmaster Tools Errors _____ @ConradSaam Atticus Marketing
    15. 15. Fix It: Talk with a smart SEO expert • Mike Ramsey • Gyi Tsakalakis • Steve Matthews @ConradSaam Atticus Marketing
    16. 16. 7.Index Count Ratio _____ @ConradSaam Atticus Marketing
    17. 17. Fix It: Talk with a smart SEO expert • Mike Ramsey • Gyi Tsakalakis • Steve Matthews @ConradSaam Atticus Marketing
    18. 18. 8.# of Site Drops <25% _____ @ConradSaam Atticus Marketing
    19. 19. Fix It: Know the Panada/Penguin @ConradSaam Atticus Marketing
    20. 20. 9.# of Domains On Which your Content Appears _____ @ConradSaam Atticus Marketing
    21. 21. Fix It: Rewrite @ConradSaam Atticus Marketing
    22. 22. 10.# of Identical Titles or H1s Screaming Frog @ConradSaam Atticus Marketing
    23. 23. Fix It: Rewrite @ConradSaam Atticus Marketing
    24. 24. LOCAL @ConradSaam Atticus Marketing
    25. 25. 11.# of Category Associations _____ @ConradSaam Atticus Marketing
    26. 26. Fix It: “I am a _______” Finish this sentence: “I am a _______________” “Italian Restaurant” NOT “Pizza” @ConradSaam Atticus Marketing
    27. 27. 12.# of These Sites with Consistent NAP _______ @ConradSaam Atticus Marketing
    28. 28. Fix It: Edit @ConradSaam Atticus Marketing
    29. 29. 13.Distance to Centroid ____ The centroid is NOT the center of the city – it is the center of that particular industry hub within a city. – Mike Blumenthal @ConradSaam Atticus Marketing
    30. 30. Fix It: Move Or . . . . . @ConradSaam Atticus Marketing
    31. 31. 14.Quantity of Reviews by Authority Reviewers ____ Google City Experts Yelp Elite @ConradSaam Atticus Marketing
    32. 32. Fix It: Install Review Process Atticus Review Manager Customer Satisfaction Email Survey “Thank You For Your Feedback” @ConradSaam Atticus Marketing
    33. 33. SOCIAL MEDIA FOR LAWYERS (IN JUST ONE SLIDE) @ConradSaam Atticus Marketing
    34. 34. 15.Klout Score _______ @ConradSaam Atticus Marketing
    35. 35. Fix It: Klout Score @ConradSaam Atticus Marketing
    36. 36. THINK LIKE A CMO @ConradSaam Atticus Marketing
    37. 37. 16.Your Google Analytics Account # ____ @ConradSaam Atticus Marketing
    38. 38. 17.# of People Accessing your Data ____ @ConradSaam Atticus Marketing
    39. 39. Fix It: Delete! @ConradSaam Atticus Marketing
    40. 40. 18.Funnel Conversion Rates by Marketing Channel _____ Google Adwords Avvo Advertising Traffic Traffic Leads Leads Prospects Prospects Clients Clients FindLaw SEO Traffic Leads Leads Prospects Prospects Clients @ConradSaam Traffic Clients Atticus Marketing
    41. 41. Fix It: Tracking by Marketing Channel @ConradSaam Atticus Marketing
    42. 42. 19.ROI by Marketing Channel ______ 140% 120% 100% 80% 60% 40% 20% 0% -20% Google PPC Avvo -40% -60% @ConradSaam Atticus Marketing SEO Agency Findlaw
    43. 43. Fix It: Move the $ @ConradSaam Atticus Marketing
    44. 44. 20.% of PPC Spend on Adwords ___ @ConradSaam Atticus Marketing
    45. 45. Google vs. Bing Ads Clicks 160 140 120 100 80 60 40 20 0 Client B Client H Adwords @ConradSaam Bing Ads Atticus Marketing Client J
    46. 46. Google vs. Bing Ads Total Spend $1,400.00 $1,200.00 $1,000.00 $800.00 $600.00 $400.00 $200.00 $Client B Client H Adwords @ConradSaam Bing Ads Atticus Marketing Client J
    47. 47. Google vs. Bing Ads Cost per Click $18.00 $16.00 $14.00 $12.00 $10.00 $8.00 $6.00 $4.00 $2.00 $Client B Client H Adwords @ConradSaam Bing Ads Atticus Marketing Client J
    48. 48. Fix It: Move the $ @ConradSaam Atticus Marketing
    49. 49. Thank You Conrad Saam Atticus Marketing 206 486-2087 @ConradSaam @ConradSaam Atticus Marketing
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