Search Engine Optimization for Lawyers
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Search Engine Optimization for Lawyers

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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

Search Engine Optimization for Lawyers Search Engine Optimization for Lawyers Presentation Transcript

  • Search Engine Optimization for LawyersAdam De Jong Jerome FogelMarketing Manager Director of Business Developmentadam@nationalpositions.com jeromef@nationalpositions.com818.532.3665 818.532.3665
  • 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 organicsearch results100+ Key Performance IndicatorsBased off Google’s algorithmKeyword researchContent developmentOnsite programmingOffsite promotion
  • How SEO Impacts You
  • Why SEO Matters BIA/Kelsey & Constat 2010, TMP Directional Marketing & ComScore 2009, Marketing Sherpa 2010
  • 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
  • Onsite Programming
  • What’s New in SEO in 2012
  • 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
  • Google+Google’s new social networkIntegrated into searchPersonalized results through connectionsRelevant shared Google+ content promotedSocial media now impacts SEO
  • Local SearchGoogle making a big push for localized resultsIn March, further changes to algorithm topersonalize results for local products and services
  • Local Search Trends
  • 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
  • Reputation ManagementAs online becomesmore valuable, sodoes your onlinereputation80% of people cancela purchase if they seea bad review78% search acompany onlinebefore buyingproduct/service
  • Action Plan5 Metrics to measure your SEO campaignBaseline Keyword AnalysisCompetitive Traffic AnalysisLink AnalysisContent AnalysisWebsite Analysis
  • Final Thoughts
  • Q&A