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How to use Search Engine Optimization to transform your law firm in 2012.

How to use Search Engine Optimization to transform your law firm in 2012.

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  • So how do you get started? Before jumping into your campaign, you should ask yourself these questions.Why does my site exist and what are my goals? How am I generating leads and sales from my site?How big is my marketing budget?What is the lifetime value of a single customer?
  • Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
  • Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
  • Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
  • Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search

Transcript

  • 1. Search Engine Optimization for LawyersAdam De Jong Jerome FogelMarketing Manager Director of Business Developmentadam@nationalpositions.com jeromef@nationalpositions.com818.532.3665 818.532.3665
  • 2. 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
  • 3. What is SEOBuild your website to rise to the top of the organicsearch results100+ Key Performance IndicatorsBased off Google’s algorithmKeyword researchContent developmentOnsite programmingOffsite promotion
  • 4. How SEO Impacts You
  • 5. Why SEO Matters BIA/Kelsey & Constat 2010, TMP Directional Marketing & ComScore 2009, Marketing Sherpa 2010
  • 6. SEO Methodology
  • 7. 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?
  • 8. Keyword ResearchBaseline keyword analysisFirst page keyword countSearch volume & diversityExpansion of search marketSeed keyword selection
  • 9. Content Development
  • 10. Onsite Programming
  • 11. What’s New in SEO in 2012
  • 12. The Panda UpdateGoogle rolling out big changes to search algorithmWebsite value now dictating the rankingsValue measured by lots of quality contentNeed to create content themesNeed to add a blogShow Google you’re the authority
  • 13. Google+Google’s new social networkIntegrated into searchPersonalized results through connectionsRelevant shared Google+ content promotedSocial media now impacts SEO
  • 14. Local SearchGoogle making a big push for localized resultsIn March, further changes to algorithm topersonalize results for local products and services
  • 15. Local Search Trends
  • 16. How to Attract Local ClientsLocal 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
  • 17. Reputation ManagementAs online becomesmore valuable, sodoes your onlinereputation80% of people cancela purchase if they seea bad review78% search acompany onlinebefore buyingproduct/service
  • 18. Action Plan5 Metrics to measure your SEO campaignBaseline Keyword AnalysisCompetitive Traffic AnalysisLink AnalysisContent AnalysisWebsite Analysis
  • 19. Final Thoughts
  • 20. Q&A