©2009 ExpertHub©2009 ExpertHub
The Cyber-Savvy Attorney
September, 2009
Steve Lombardi
CEO
ExpertHub
©2009 ExpertHub©2009 ExpertHub
About Steve Lombardi
• CEO of ExpertHub
– ExpertHub is a network of 60 legal websites
• 10 ...
©2009 ExpertHub©2009 ExpertHub
Internet Marketing Overview
SEO/SEM
Directories
Blogs
Social Media
Consumers
110 million se...
©2009 ExpertHub©2009 ExpertHub
Golden Rules
1. Choosing one vendor/approach/site to do your online
marketing is a mistake
...
©2009 ExpertHub©2009 ExpertHub
Anatomy of a Google Search Results Page
Organic Results
Most relevant web pages
per Google’...
©2009 ExpertHub©2009 ExpertHub
Search Engine Optimization (SEO)
Generating visitors to your website from
organic listings ...
©2009 ExpertHub©2009 ExpertHub
Basic Elements of SEO
Search-friendly URL
Page Title
Heading “Tags”
Internal
Links
©2009 ExpertHub©2009 ExpertHub
Google’s Organic Search Results
Search-friendly URL
Page Title
Meta-Description
SEO Tips
• ...
©2009 ExpertHub©2009 ExpertHub
Inbound Links: How Google Determines Ranking
The value of the link is
based on the quality ...
©2009 ExpertHub©2009 ExpertHub
Additional Resources
• Google’s Webmaster Guide
– Published by Google (.pdf document)
– Sea...
©2009 ExpertHub©2009 ExpertHub
Search Engine Marketing (SEM)
Generating visitors to your website from paid
listings on sea...
©2009 ExpertHub
How Paid Search Listings Work
• Google charges you every time
someone clicks on your ad (CPC)
• Your bid i...
©2009 ExpertHub
Managing Paid Search
Cost Per Lead = CPC x Lead Conversion Rate
Keyword Bid Prices Click Through Rate On A...
©2009 ExpertHub©2009 ExpertHub
Additional Resources
• Google’s Sandbox for Traffic
– Gives you volume and price estimates ...
©2009 ExpertHub©2009 ExpertHub
Directories and other legal websites
Websites that list lawyers to help consumers
find a lo...
©2009 ExpertHub©2009 ExpertHub
Directory Examples
Some directories list everyone, some list many and
others are more limit...
©2009 ExpertHub©2009 ExpertHub
Directories: Calculating ROI
• Directories offer different
ways to connect you with
consume...
©2009 ExpertHub©2009 ExpertHub
Considerations When Buying a Directory Listing
Factor What You Should Look For
Traffic/Lead...
©2009 ExpertHub©2009 ExpertHub
Blogs
A genre of website where entries are
displayed in reverse chronological order
• Great...
©2009 ExpertHub
Blog Overview
Posts are displayed in
reverse chronological
order
RSS (Really Simple
Syndication). Helps
wi...
©2009 ExpertHub©2009 ExpertHub
Questions to Answer Before You Start
Question Answer
What should I write about? Your blog s...
©2009 ExpertHub©2009 ExpertHub
Additional Resources
• Blogger’s Legal Guide
– http://www.eff.org/issues/bloggers/legal
©2009 ExpertHub©2009 ExpertHub
LinkedIn/Facebook
Tools to manage your relationships online
• Get updates on friends, colle...
©2009 ExpertHub
LinkedIn
Public View
Your View
Public View
• Online resume (work
experience, interests, group
memberships,...
©2009 ExpertHub
Facebook
Business Page
• Can create a page for your
business that anyone can
access (post updates to your
...
©2009 ExpertHub©2009 ExpertHub
Twitter
A free social messaging utility for staying
connected in real time
• Answers the qu...
©2009 ExpertHub
Twitter Overview
Customize
your profile
“Tweet” history
•Status updates
•Post links to your
blog/website
•...
©2009 ExpertHub©2009 ExpertHub
Summary
Category Costs Time Investment Best For
SEO $1,000 - $10,000/month Can outsource
2-...
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Online Advertising For Lawyers

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Online marketing/adverstising overview for lawyers/attorneys. Highlights include search engine marketing (SEM), search engine optimization (SEO), directories, blogs and social networking

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Online Advertising For Lawyers

  1. 1. ©2009 ExpertHub©2009 ExpertHub The Cyber-Savvy Attorney September, 2009 Steve Lombardi CEO ExpertHub
  2. 2. ©2009 ExpertHub©2009 ExpertHub About Steve Lombardi • CEO of ExpertHub – ExpertHub is a network of 60 legal websites • 10 years of Internet Marketing experience – President, Firstlook: portfolio of 700,000 domain names – Chief Marketing Officer, VendareNetblue • Display network • Affiliate network • Lead Generation network • Incentive marketing • Purchased $6MM of Internet media each month – Founded TheMan.com
  3. 3. ©2009 ExpertHub©2009 ExpertHub Internet Marketing Overview SEO/SEM Directories Blogs Social Media Consumers 110 million searches each month Lawyers 1.2 million lawyers
  4. 4. ©2009 ExpertHub©2009 ExpertHub Golden Rules 1. Choosing one vendor/approach/site to do your online marketing is a mistake – Many are symbiotic, even if they are competitors 2. Use cost and results to prioritize – Remember to value your time 3. Have realistic expectations – “You get what you pay for” applies
  5. 5. ©2009 ExpertHub©2009 ExpertHub Anatomy of a Google Search Results Page Organic Results Most relevant web pages per Google’s algorithm. (10 per page) Paid Results Highest yielding advertisements for keyword (up to 11 per page) Local Results Local business results (if appropriate) from Google Maps. News Results News results (if appropriate) from Google News. Video Results (Not Shown) Video search results (usually youtube) if appropriate
  6. 6. ©2009 ExpertHub©2009 ExpertHub Search Engine Optimization (SEO) Generating visitors to your website from organic listings on search results pages • Basic SEO is necessary to be found online • Advanced SEO is cost-prohibitive for most • Although visitors are “free,” consulting/resource costs are high
  7. 7. ©2009 ExpertHub©2009 ExpertHub Basic Elements of SEO Search-friendly URL Page Title Heading “Tags” Internal Links
  8. 8. ©2009 ExpertHub©2009 ExpertHub Google’s Organic Search Results Search-friendly URL Page Title Meta-Description SEO Tips • Page titles, URL’s, etc that directly match the keyword phrase are more likely to be ranked highly • Google bolds the keywords in the search result listing that match the keyword phrase, affecting the click thru rate • Click thru rate is one measure that Google uses to refine their results # of Web Pages that “match” keyword phrase
  9. 9. ©2009 ExpertHub©2009 ExpertHub Inbound Links: How Google Determines Ranking The value of the link is based on the quality of the site (PageRank) . . . . . . .and the anchor text of the link . . . To determine which order to display the results Link-building Tips • Fewer, high quality links will generate better results • Anchor text is very important • Once on your site, internal links to other pages on your site will help build your search rankings
  10. 10. ©2009 ExpertHub©2009 ExpertHub Additional Resources • Google’s Webmaster Guide – Published by Google (.pdf document) – Search for “webmaster guide” on google) • SEO blogs
  11. 11. ©2009 ExpertHub©2009 ExpertHub Search Engine Marketing (SEM) Generating visitors to your website from paid listings on search results pages • Results are fast • Can outsource campaign management • Cost per lead is very high
  12. 12. ©2009 ExpertHub How Paid Search Listings Work • Google charges you every time someone clicks on your ad (CPC) • Your bid is entered into an auction – you pay $0.01 more than the next ad. • Order is based on Google’s yield Yield = Bid Price * Click Thru Rate – Rewards advertisers with higher CTR’s (brands, local advertisers)
  13. 13. ©2009 ExpertHub Managing Paid Search Cost Per Lead = CPC x Lead Conversion Rate Keyword Bid Prices Click Through Rate On Ad Copy Form or Phone Call Submission Rate
  14. 14. ©2009 ExpertHub©2009 ExpertHub Additional Resources • Google’s Sandbox for Traffic – Gives you volume and price estimates for keywords – https://adwords.google.com/select/TrafficEstimatorSandbox • Keyword Generation Tools – Wordtracker – $329/year or $59/month • Outsourced Providers – ReachLocal, Yodle, Dex • Blogs on Paid Search – http://searchenginewatch.com/
  15. 15. ©2009 ExpertHub©2009 ExpertHub Directories and other legal websites Websites that list lawyers to help consumers find a local lawyer • Highly trafficked legal websites • Provide legal information and list lawyers • Effectiveness varies widely
  16. 16. ©2009 ExpertHub©2009 ExpertHub Directory Examples Some directories list everyone, some list many and others are more limited. Most directories offer premium advertising
  17. 17. ©2009 ExpertHub©2009 ExpertHub Directories: Calculating ROI • Directories offer different ways to connect you with consumers – Phone number – Links to your website – Contact forms • Evaluating a directories performance requires tracking technologies, including – A directories reporting – Google Analytics (website) – Separate phone numbers
  18. 18. ©2009 ExpertHub©2009 ExpertHub Considerations When Buying a Directory Listing Factor What You Should Look For Traffic/Lead Source • Organic search traffic is best • Paid search traffic is ok • Watch out for recycled leads Web Presence • Profile pages help you get found when consumers search • Look for back links where you can control the anchor text Other Features • Content syndication can augment your SEO efforts • Good reporting will help you evaluate performance ROI • Your cost/lead must fit with your practice’s economics • Usually need 3-6 months to evaluate, possibly longer if you are looking for “big” cases
  19. 19. ©2009 ExpertHub©2009 ExpertHub Blogs A genre of website where entries are displayed in reverse chronological order • Great way to establish thought leadership or your firm’s brand • Technology is readily available and cheap – Blogger, Wordpress, Movable Type • Biggest challenge is getting readers (and clients)
  20. 20. ©2009 ExpertHub Blog Overview Posts are displayed in reverse chronological order RSS (Really Simple Syndication). Helps with generating both readers and back links. Sharing technology helps readers distribute your blog posts. Blog posts can be organized by “tag” User comments make the blog interactive
  21. 21. ©2009 ExpertHub©2009 ExpertHub Questions to Answer Before You Start Question Answer What should I write about? Your blog should have a clear editorial mission • Your expertise (category of law) • A topic that interests you If you have two distinct topics to write about, create 2 blogs! What do I write? • Original posts (500-600 words) – Original posts are best for targeting search traffic • Comment on other posts (50-75 words) – Great way to make other bloggers aware of your blog How much time does it take? • 2-4 hours/week minimum How often should I post? • 1-2 posts/week minimum
  22. 22. ©2009 ExpertHub©2009 ExpertHub Additional Resources • Blogger’s Legal Guide – http://www.eff.org/issues/bloggers/legal
  23. 23. ©2009 ExpertHub©2009 ExpertHub LinkedIn/Facebook Tools to manage your relationships online • Get updates on friends, colleagues, share photos, etc • Businesses can have their own pages and connect with consumers
  24. 24. ©2009 ExpertHub LinkedIn Public View Your View Public View • Online resume (work experience, interests, group memberships, etc) • Shows your connections • Lists recommendations Your View • View updates (keep track of your connections) • Join groups, engage in discussions • Post Questions/ Answer other’s Questions • Add connections, edit your profile, etc.
  25. 25. ©2009 ExpertHub Facebook Business Page • Can create a page for your business that anyone can access (post updates to your wall, upload photos, start discussions • Consumers can become “fans” of your business • Fans receive updates to your business page through their news feed • Major brands create “applications” (like quizzes) that attract fans
  26. 26. ©2009 ExpertHub©2009 ExpertHub Twitter A free social messaging utility for staying connected in real time • Answers the question: “What Are You Doing” • Updates are 140 characters or less • Following/Followers – You “follow” the updates of whomever you like – Other twitter users can choose to follow you • Great for networking and promoting, too early to determine effectiveness for client development
  27. 27. ©2009 ExpertHub Twitter Overview Customize your profile “Tweet” history •Status updates •Post links to your blog/website •“Re-tweet” or forward posts •Reply to someone’s tweet View followers
  28. 28. ©2009 ExpertHub©2009 ExpertHub Summary Category Costs Time Investment Best For SEO $1,000 - $10,000/month Can outsource 2-4 hrs/week if do it alone Helping existing clients find you SEM $4-25 per click You set monthly budget Can outsource 1 hr/day if do it alone Generating new clients Directories $50 - $10,000 month Minimal Generating new clients Blogs Free - $5,000 set up At least 2-4 hrs/week Building your firm’s brand LinkedIn/Facebook Free Minimal – 2 hrs/day Managing your client base/relationship with other professionals Twitter Free Minimal – 2 hrs/day Tracking news

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