SEO in 2013• Google Local is starting to dominate localisedkeywords• “Social signals” from Facebook, LinkedIn,Twitter etc are becoming vital• Mobile search is becoming more importanti.e. people searching via smartphones• Arguably not as important as emailmarketing to existing clients• Keyword research to develop “targeted”keyword lists is even more important• How to track ROI?
3 Keys to SEO1 Linkworthy - make it useful & compelling– SEO is intertwined with web site design & content– Tips booklets, news, content– Bear in mind it’s the law we are talking about!1 Keywords & Content - Site optimisation– Theme optimization = keyword-focused content– More content = higher PR– Follow best practices, avoid worst1 Link Popularity - Off-site optimisation– Social signals– Maximize high PR inbound links (backlinks)– Keyphrase filled anchor text (example: “planningsolicitor” not “Kingsley Smith”
An exampleRank = No.2Searches/month =100Visits = 5Pages/View = 4.6Time on Site = 2:17
Link building• Less is more now• Getting less links from higher quality sites(higher PR or Domain Authority)• Guest blogging• Use a keyword, not the name of the firm forthe “visible phrase”
Use of Site Maps• Manual site maps• Auto-generated sitemaps for Google upload
Something to ponderWebsite No. ofPartnersDomainAuthorityNo. ofPagesNo. of Links(Yahoo)BBC 97 20,700,000 45,888,507Irwin Mitchell 67 71 17,700 81.672Howells 13 27 1,790 36KingsleySmith2 45 2,690 1,572Bonallack &Bishop2 53 2,600 2,851Data from SEOmoz
Oh, there’s more in “social land”Website FacebookSharesFacebookLikesTwitterSharesGoogle+SharesBBC 78.758 19,639 123,759 5,479Irwin Mitchell 61 4 5 17Howells 8 12 1 0KingsleySmith2 4 3 1Bonallack &Bishop0 0 0 0Data from SEOmoz
So what can be achieved?Keyword Initial Ranking11thJulEnd Month 111thAugMid Month4thOctroad traffic accident claims Not in top 1000 70 22road traffic accident claim Not in top 1000 77 25road traffic accident compensation Not in top 1000 213 19road traffic accident compensation claim Not in top 1000 225 15road traffic accident compensation claims Not in top 1000 243 15road accident solicitor Not in top 1000 224 70road traffic accident solicitors 51 48 21accident claims <location> 97 23 20road traffic accident injury Not in top 1000 194 30personal injury lawyers <location> 16 5 5
Tutorial (if we have time)• Someone be brave, let’s do some work!• Give me your website address• What is the target phrase you think weshould look at?