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LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
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LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility


Navigating the world of web analytics and search engine optimization (SEO) in the legal space can be overwhelming at best. What tools should be used, what’s their value and what benefits will all this …

Navigating the world of web analytics and search engine optimization (SEO) in the legal space can be overwhelming at best. What tools should be used, what’s their value and what benefits will all this provide my firm are common questions for most in-house marketers.

If you attend this workshop you will gain a better understanding of the following:

The basics of web analytics evaluating four tools:
•Google Analytics
•Siteimprove Analytics
•Steps that can be done in-house to start improving your SEO, now
•How best to evaluate 3rd party providers for SEO
•Advanced techniques to get the most value from web analytics data

Join us to start better understanding your digital presence based on good old fashioned data.


Burkey Belser, President and Creative Director, Greenfield/Belser Ltd.

Steve Hennigs, Senior Account Executive, Siteimprove, Inc.

Jeanette Nuzum, Director of Creative Services and Operations, Marketing and Business Development, Orrick, Herrington & Sutcliffe LLP

Published in Education , Technology , Design
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  • 1. understanding analytics legal tech san francisco, ca october 15, 2013
  • 2. understanding analytics you will learn       what search engine optimization is and why you should care the basics of SEO on and off your site how to evaluate SEO providers understanding Google and navigating Analytics advanced analytics tactics reporting to management
  • 3. what is search engine optimization (and why should I care?)
  • 4. Search Engine Optimization (SEO) defined: SEO is any activity an organization undertakes to improve their website’s visibility and ranking for organic search
  • 5. the basics of SEO on and off your site
  • 6. onsite v. offsite challenges
  • 7. onsite v. offsite challenges
  • 8. onsite challenges       area of focus keyword research basic issues website content website design internal links
  • 9. onsite challenges       area of focus keyword research basic issues website content website design internal links
  • 10. onsite challenges       area of focus keyword research basic issues website content website design internal links
  • 11. three steps to keyword research 1. get a base list a. talk to strangers b. read your users minds 2. expand your base list with tools 3. choose high volume/low cost keywords for optimizing!
  • 12. talk to strangers firm employees ideas of keywords: legalese, legalese, legalese, legalese, legalese potential clients (strangers) ideas of keywords: layman terms, layman terms, layman terms, layman terms you need to optimize for the terms your potential clients are using! if you can’t find any corporate counsel or CEOs to talk to, ask your mom how she would look for a lawyer. She does not speak legalese
  • 13. internal site search reading your users minds! searches used on m. gives us clues about what users are looking for.
  • 14. stranger data + user data = base list of keywords
  • 15. expand your base list with tools both of these tools are free!
  • 16. choose your keywords best keywords will have a high number of monthly searches and a low estimated cost per click you are doing a cost/benefit analysis for your keywords to get the most bang for your buck (ok time not buck but you get the idea)
  • 17. onsite challenges      keyword research basic issues website content website design internal links
  • 18. basic issues what is good for search robots…. is also good for website visitors!
  • 19. basic issues
  • 20. basic issues
  • 21. basic issues
  • 22. basic issues
  • 23. basic issues “Titles are critical to giving users a quick insight into the content of a result and why it’s relevant to their query. It's often the primary piece of information used to decide which result to click on, so it's important to use high-quality titles on your web pages.” – Google Support,
  • 24. basic issues
  • 25. basic issues
  • 26. basic issues are h1 tags important for seo? • yes but not as much as they used to be due to abuse by seo professionals • still recommended that you have a unique h1 tag on each page. • also recommended to use h2, h3, etc. to signify sections and sub-sections on a page
  • 27. basic issues 1-855-SITEIMPROVE
  • 28. basic issues search for “sequestration government construction contract”
  • 29. “The description attribute within the <meta> tag is a good way to provide a concise, humanreadable summary of each page’s content. Google will sometimes use the meta description of a page in search results snippets, if we think it gives users a more accurate description than would be possible purely from the on-page content. Accurate meta descriptions can help improve your clickthrough.” – Google Support,
  • 30. basic issues benefits of good document structure • first place on google? not guaranteed, but certainly helps • makes pages more readable to both people and search engines • highlights keywords in a way that search engines understand
  • 31. basic issues am law 100 first 1,000 pages of AM Law 100 websites average      342 pages with duplicate page titles 625 pages missing meta descriptions 186 pages missing H1 tags 524 pages with duplicate H1 tags 11 misspellings (also not good for SEO)
  • 32. onsite challenges      keyword research basic issues website content website design internal links
  • 33. website content  make it relevant  make it readable, little legalese  make it timely  give it a x-factor: funny, provocative, thoug htful, etc.
  • 34. website content semantic markup – Use micro data like Authorship to help search engines identify key areas of your content Why do this? • Attorney visibility • Easy links to other articles of the same author • Does not impact SEO yet but Moz recommends using it in their 2013 ranking factors report
  • 35. onsite challenges      keyword research basic issues website content website design internal links
  • 36. website design show examples     relevance forms call to action more
  • 37. onsite challenges      keyword research basic issues website content website design internal links
  • 38. onsite v. offsite challenges
  • 39. offsite challenges  Link building
  • 40. link building when someone links to you (on their website, through social media, etc.) they are indicating two things: 1. they trust you and are showing that they have some sort of relationship with you 2. they find your content valuable search engines recognize this trust as credibility for your site. if enough relevant and authoritative people (and websites) link to you, your rank will go up!
  • 41. link building but my content is boring….. – be inspiring – be provoking – be fun – do the unexpected – bring zombies
  • 42. link building what not to do • do not pay for links • do not participate in too many link directories • avoid having irrelevant websites linking to you
  • 43. A couple notes on algorithm changes
  • 44. 337 SEO changes by Google every year
  • 45. panda could be great for law firms! image from www.wikipedia.orgimage image from
  • 46. quick panda rundown  algorithm update between February and April in 2011  focused on getting rid of low quality content  added human review as part of ranking methodology  added engagement metrics as part of ranking methodology —pogosticking is bad
  • 47. what can you do? • start measuring engagement (time on site, number of returning visitors vs. new visitors, bounce rate) • review and improve what is being indexed for your site – do a google search for – remove unnecessary pages from the index with robots.txt file or by using canonical urls • increase social media shares • produce quality content
  • 48. penguin could be great for law firms! image from www.wikipedia.orgimage image from
  • 49. quick PENGUIN rundown announced on April 24, 2012 with a refresh on May 25 aimed at the cheaters • • • • link spammers keyword stuffing cloaking participants in link schemes • deliberate creators of duplicate content • over optimizers
  • 50. what can you do? periodically read the google webmaster guidelines (with a grain of salt)
  • 51. how to evaluate SEO providers
  • 52. a provider checklist • Is keyword research part of their strategy? How do they determine the benefit of ranking for a particular keyword vs. the cost of pursuing that ranking? • Will they share an overview of their tactics with you? If not, move on. • How have they adjusted their strategies to accommodate the Panda and Penguin algorithm updates? • What is their approach to link building? How do they feel about buying links? • What are their thoughts on using Content Marketing as a SEO strategy?
  • 53. a provider checklist • How does Social Media figure into their plans for your firm’s SEO? • Will they ensure that everyone agrees on expectations for the SEO project before signing a contract? • Does the company make an effort to understand your firm? Do they provide a site audit? • What data will the company provide to you in order to keep you updated on the progress of the project and the ROI? • How will the company ensure each of your offices performs well in local search? • Do they have references that you can call?
  • 54. the balance you want traditional SEO keyword research on-page SEO link building modern SEO social media where you want to content marketing be! detailed ROI local and mobile
  • 55. a trustworthy company will…      share their tactics agree on expectations up front be empathetic to your needs provide references new art on home page
  • 56. let’s take a tour
  • 57. Where to start – What’s the overall view of me website’s traffic?
  • 58. Ok, I see how many visitors I have, but I want to know where the traffic is coming from
  • 59. A good percentage of my website’s traffic is from search engines – what kinds of keywords are users searching for that bring them here?
  • 60. I know search engines are a source, but how can I tell which visitors are coming through paid search (AdWords) as opposed to organic SEO?
  • 61. I’m curious if the locations of my website’s visitors are the same as where our firm offers services?
  • 62. Now that I know where the traffic is coming from, I want to know the pages they’re going to once they get to my site.
  • 63. Ok, I see what the most popular landing pages are, but what are the behavioral patterns of visitors once they’re in my website?
  • 64. advanced web analytics tactics
  • 65. 1. investigate your data 2. identify your Key Performance Indicators and Micro Conversions 3. segment your audience
  • 66. 1. investigate your data 2. identify your Key Performance Indicators and Micro Conversions 3. segment your audience
  • 67. investigating your data what information is missing in the standard deployment of web analytics tools?
  • 68. missing the following data: ● Clicks to documents; PDF and all Microsoft Office documents - $ ● Clicks to Vcards - $ missing the following data: ● Visible clicks of visitors who arrived to your website via email ● Clicks to items that do not load new pages (videos, sharing icons, mailto links, many tab based pages) - $ missing the following data: Can be fixed ● Clicks to cached pages (up to ⅓ of all page views!) $ - Costs money and/or time Can’t be fixed
  • 69. investigating your data what are events and how are they tracked?
  • 70. Orrick can now understand over time what videos are being played on their Careers page. This can help determine the content for future videos as well as helping them understand which videos to keep on the page and which to remove.
  • 71. can’t we just pick these things up with our standard web analytics javascript? no! javascripts for web analytics tools require a page to load in order for the javascript to execute and then collect data. events do not require a page to load no page load = no data additional coding is needed in all analytics tools to pick up events. talk with your analytics provider to determine setup.
  • 72. investigating your data why campaign tracking is critical to law firm web analytics
  • 73. tracking campaigns clicks from email, paid advertisements and offline cannot be tracked without campaign tracking
  • 74. here is the problem…
  • 75. This is better
  • 76. how do you get there? • determine what marketing channels you use – email, social media, etc. • add tracking parameters to your urls that you send out in those channels • analyze your new campaign data!
  • 77. current url:
  • 78.
  • 79. Event Tracking URL: nt&utm_campaign=october2013
  • 80. Orrick could now see what links within their enewsletters are driving traffic. This can help them understand what to do in future mailings. Email marketing tools provide great data on “open rate” and “click through rate” but not enough information about what people do once on your website. Campaign tracking helps complete the picture.
  • 81. guidelines for campaign tracking ● ● ● be consistent with how you name them ○ all newsletters have the source “newsletter” be aware of case sensitivity ○ “Email” and “email” will show up differently in your report request a free white paper on tracking campaigns at the siteimprove booth
  • 82. 2. Identify key performance indicators and micro conversions
  • 83. what is a key performance indicator (kpi)? wikipedia: key performance indicators are financial and non-financial metrics used to help an organization progress towards organizational goals identify siteimprove: numbers you can use to measure whether or not your website is performing in line with your objectives
  • 84. identifying your kpis 1. talk with leaders in the firm to determine how the website contributes to overall business objectives 2. identify what you are currently doing and plan on doing in the future on the website to achieve those goals 3. select metrics in your analytics tool that help you measure that progress (these metrics are now your kpis!)
  • 85. what makes a great kpi? ● ● ● ● simple relevant timely instantly useful good rule: have no more than 4 kpis per business objective
  • 86. getting beyond KPIs
  • 87. micro conversions definition: micro conversions are metrics that indicate the website is performing to its desired intent but are not strong enough to be kpis on your website. potential examples of micro conversions ● signing up for a client alert ● subscribing to a newsletter ● vcard downloads
  • 88. setting targets is key targets - numerical values you have predetermined as indicators of success or failure. must have yearly targets, better to have quarterly or monthly.
  • 89. 3. segment our audience
  • 90. there is too much data out there!!!
  • 91. why do this stuff? • events and campaign tracking – completes the data picture • kpis and micro conversions – ensures you are measuring what is important • segmentation – allows you to focus your efforts
  • 92. why do this stuff? all of this leads to the generation of a great report with recommendations you can present to management and then improve the website!
  • 93. reporting to management
  • 94. or: get busy executives to listen today… so they will fund your efforts tomorrow
  • 95. define your goals, do your homework
  • 96. define the purpose of your site      firm brand awareness recognition client information source a way to validate Orrick’s expertise (via legal news, articles/blogs/webinars, bios, legal experience, service descriptions) find attorneys (who are understandably focused on their own practice)
  • 97. as a client information source, tabulate  visitors that visit at least four pages related to the IP practice (news items, attorney biographies, practice pages, etc.)  total email subscriptions for IP news, etc.  total subscriptions to Trade Secrets Watch blog  visit duration over four minutes on Trade Secrets Watch blog (knowing that the average person takes one minute to read 300 words)
  • 98. brand awareness/recognition    review Orrick’s overall traffic against three competing firms (Jones Day, Mofo, Covington) to understand its relative market position tabulate total organic searches for IP attorneys by name plus searches containing “Orrick” with some form of “IP” in the keyword. Measure month over month to evaluate Orrick’s growth as IP brand. tabulate number of visits to Orrick website from awardgranting organizations’ websites
  • 99. report in a way management will understand
  • 100. the elements of this report: memo to leader: what do we look for?         executive summary what are the trends in our website traffic? where does our traffic come from? how do we influence traffic? what are our most popular pages? what are buyers most common search terms? what cities are people coming from? what mechanical fixes were made this past month?  what content improvements did we make?
  • 101. executive summary: what do we hope to see?  site traffic improving  some correlation between our marketing efforts and our traffic
  • 102. executive summary for July 2013  traffic is down 10% from our annual monthly average across all measures
  • 103. traffic report trends July 2013 July 2012 visits unique visitors pageviews pages per visit 3,364 2,786 11,709 3.48 3,712 2,982 13,685 3.69 time on site 02:00 new visitors 3,750.5 2,912.3 13,613,92 3.63 75.59% 74.14% 76.34% bounce rate 31.9 ^ 02:23 monthly ave/yr 02:08 31.55% 30.06%
  • 104. why these categories for our traffic report? July 2013 July 2012 visits 3,364 3,712 monthly ave/yr 3,750.5 we want to track…    traffic month-to-month to keep our short-term attention focused and strategy on track in order to make adjustments on the fly against the same month from a year ago because time-ofyear matters; it keeps us sane (don’t get depressed at July/August numbers) the average monthly traffic across a year to keep our longterm strategy in perspective
  • 105. where does our traffic come from? July 2013 search engines direct to site 51.7% 30.3% referred from others* 11,709 July 2012 monthly ave/yr increase 51.5% 28.1% 13,685 % 55.9% 23.9% 13,613 — <1% 15% with search engine optimization, you want to see the overall percentage of organic searches increase even as direct traffic and referrals increase.
  • 106. *top referral sources July 2013 July 2012 gb mobile 156 twitter 25 linkedin 19 facebook unavailable 223 unavailable 43.1 unavailable 26 13 unavailable 7.8 Law Marketing (blog) 17 Legal Profls website credits monthly ave/yr 15 unavailable 35.3 N/A 21 N/A unavailable 11.4 what CEOs want to know
  • 107. how are we influencing traffic sources?  our e-communications efforts, blog posts and other social media (twitter, facebook and linkedin) are supporting our traffic but not providing a bump in traffic. How then do we bump traffic?
  • 108. what are the most common search terms? July 2013 July 2012 monthly ave/yr “not provided” 639 unavailable greenfield belser 86 113 154 greenfeld belser 10 5 5 marketing firms in DC 9 4 2 burkey belser greenfield/belser 8 5 8 800 9 3 7 greenfield belser web design6 N/A 1 greenfield belser reviews 5 1 6
  • 109. what are our most popular pages? July 2013 July 2012 home page 1,178 1,401 our people 337 460 the firm 307 414 523 case studies 296 376 446 our offices 291 376 436 308 monthly ave/yr N/A Big Idea 251 Brand Thinking Industries 185 159 675 295 178 1,726 228 237
  • 110. popular paths landing page first jump second jump third jump home page industries the firm case studies home page the firm burkey bio brand thinking big idea joe bio offices brand thinking blog post big idea tech platforms home page case studies tech platforms hot button issues brand thinking capabilities case studies the firm tech platforms choosing right home page brand thinking the firm enhancing sitecore capabilities market compass research digital outlook
  • 111. what cities are buyers coming from ? July 2013 July 2012 washington, dc area 205 monthly ave/yr 205 225 new york city 164 147 171 “not set” 100^ 88 33 chicago 61 62 76 boston 49 63 51 los angeles 43 37 34 san francisco 34 25 N/A london 31 25 N/A tampa fl 31 17 14
  • 112. what mechanical fixes were made this past month? today misspellings 0 this month monthly ave/yr 29 22 broken links (crawl errors)59 224 175 duplicate page titles 5 22 N/A duplicate HI headings 3 18 N/A 301 redirects 0 4 7 505 errors 150 150 150
  • 113. what content improvements did we make?      industry pages rewritten; sidebars updated populated CMS SEO module content resubmitted site maps 3 new case studies new art on home page
  • 114. kpi
  • 115. share your takeaways; questions?
  • 116. fin