MN CLE internet marketing/web marketing/SEO strategy
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  • [TBD]Explain branded search
  • [TBD]Explain non-vanity or long tail search
  • [TBD]Explain non-vanity or long tail search
  • [TBD]
  • Online directories play and increasingly important role in how consumers find legal information and representation. Often they are a starting point for people wanting more information about their legal needs. They are an easy way for consumers to find local attorneys that can assist with their specific need.
  • Go to insight, review referring domains
  • [TBD]Overview of social media an why they should care.
  • Ask Tom about his two blogs and how it contributes to his traffic, see insight reports.
  • [Amy]
  • [Amy – recap how to get started focusing on the positives of social media]

Transcript

  • 1. Creating an Effective Web Strategy By: Ryan Tauer & Thomas Atkinson August 6, 2012
  • 2. Agenda Build a web strategy to prosper Online reputation management for referrals Search Engine Optimization/SEO Social media Play to compete and win Evaluate your website SEO Build your web strategy to achieve more and better cases
  • 3. Speakers: Thomas Atkinson, Attorney at Law Education Hamline University School of Law, St. Paul, Minnesota JD - May, 1993 Marquette University, Milwaukee, Wisconsin, USA - Nominated BA History - May, 1990 to super Areas of Practice lawyers list Workers Compensation Social Security -- Disability - AV Rated
  • 4. Speakers: Ryan Tauer, Internet Marketing Consultant Education St John’s University, Collegeville, Minnesota USA BA Sociology - May, 2002 5 year tenure in lawyer internet marketing, advised 100s of law firms in the US and UK. Dedicated to MN and WI law firms.
  • 5. Your Feedback PleaseComplete our survey cardfor a chance to win a $100American Express Gift Card
  • 6. How many of you have a website?
  • 7. Tom’s web strategy:
  • 8. Online Reputation ManagementCrazy clients anyone?
  • 9. Oh, perception is reality!Search engines - The newpublic records databaseOver a 1 billion searches perday!
  • 10. Understand what’s being said!Do you look like this online?
  • 11. google alerts – monitor your reputation Tom Atkinson lawyer
  • 12. Create Your Own Destiny Firm’s Web Site PDF – Article in Super Lawyers Expert Web site Expert Web site FindLaw directory listing Blog HG.org firm listing Video Video Local Business Listing
  • 13. Defending your online reputation (if attacked) Recourse is limited Contact site owner, request removal or post follow up comments Reputation Defender – software for Online Reputation Management Sincerity – Transparency & Consistency
  • 14. Online Marketing Strategy Do you have a web strategy that mirrors your business strategy?
  • 15. How Consumers research legal problemsMore people go to the Internet for solutions than any other source!Source: Pew Internet & American Life Project, December 2007. Survey on how Americans address common problems that mightbe linked to the government, including becoming involved in a legal matter.
  • 16. The Legal Consumer Online 95% of consumers research general information on their legal need Nearly 50% of consumers researching the Internet contacted an attorney 56% contacted only one attorney 70% of those who contacted an attorney decided to hire an attorney Others validated attorney referrals, or accessed multiple Web sites to get more information about various attorneys and law firmsSource: FindLaw, How U.S. Consumers Meet Their Legal Needs Online, August 2006.
  • 17. Branding Your Law Firm – homepage key
  • 18. Components of a Business Brand Competencies: Your specialty and the foundation of your brand Standards: How your practice is positioned and how you present your services to clients Style: The personality of your brand, designed to evoke an emotional message that resonates with your target customerSource: Brand Tool Box® Business Brand Model, © 1995-2008 Brand Tool Box, Ltd.
  • 19. Deploying a Brand – Family values
  • 20. Three Keys to Online Success
  • 21. Play to rank and win – top 10 ranking
  • 22. FACT: 24,000 attorneys in MN
  • 23. Competitive analysis – 1st page ranking
  • 24. Search Phrase CategoriesSearch phrases (the words that a client types into Google) include: Vanity search phrase Branded search phrase Non-Vanity search phrase
  • 25. Branded Search PhraseHow a referral will typically search for your practice
  • 26. Vanity Search Phrase
  • 27. Non-Vanity Search Phrase – Certified SpecialistHow a client will search for help with a specific legal need(they do not use the same legal terms as lawyers)
  • 28. How Google Ranks – What matters the most? On-page SEO Off-page SEO
  • 29. Online Legal Directories: Why They MatterOnline directories help consumers research their legal issue andsearch for lawyers in a specific area of practice and region A Starting Point for Clients: Directories are a commonly used starting point for many people researching their legal issue Powerful Search Tools: Clients use directories to search for lawyers in a specific specialty and geographic region Highly Visited and Fast Growing Portals: Directories receive millions of visitors every year, and their use continues to grow
  • 30. 10 Online Legal Directories Findlaw.com Avvo.com Lawyers.com Rocketlawyer.com Justia.com Legalzoom.com Nolo.com Suplerlawyers.com Lawinfo.com Law.com
  • 31. Design: art and science Clarity, not complexity – User-friendly sites welcome visitors with a clear and intuitive layout Easy-to-follow content – Include practice areas, attorney profiles, and information about a variety of legal issues Contact information – Make it easy to contact your firm!
  • 32. Content Is King Content should achieve three basic functions. • Position your firm and represent the quality of your work. • Strengthen the Web sites visibility on the Search Engines. • Position yourself as an expert at solving — and preventing — problems.
  • 33. Social Media More than 700,000 local businesses have active Pages on Facebook. Purpose-built Facebook pages have created more than 5.3bn fans. It is a means to make connections with people who want to hear from you Time intensive form of marketingSource: http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
  • 34. Importance of Blogs Capitalize on the importance search engines place on fresh, relevant content through blogging! • 77% of Internet users read blogs • 71% of bloggers increased the visibility of their business • 58% of bloggers became better known in the industry • 56% of bloggers established their company as a thought leaderSource: Technorati Authority, 2009
  • 35. BLOG TIPS YOUR Don’t just blow your horn all day Listen to what’s out there Add insight and commentary Understand who your audience is Focus on the concerns and challenges they faceSource: HubSpot
  • 36. Get Started YourCreate & Publish ContentStarting an active content strategy Auto Published Create & optimize your blog Create Facebook, Twitter and LinkedIn business Auto page/s Published Connect your blog/s to your social media Promote your social media Auto Published
  • 37. $100 AMEX Card drawing
  • 38. Sign up a free web audit @ FindLaw booth THANK YOU!!
  • 39. Questions