Click: The Basics of Online Advertising and Search Engine Marketing

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Slides from my portion of "Click: The Basics of Online Advertising and Search Engine Marketing", co-presented with Lee Rosen at the ABA TECHSHOW, March 29, 2012.

Slides from my portion of "Click: The Basics of Online Advertising and Search Engine Marketing", co-presented with Lee Rosen at the ABA TECHSHOW, March 29, 2012.

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  • 1. March 29-31, 2012 www.techshow.comClick: The Basics of Online Advertising and Search Engine Marketing Presenters Lee Rosen Steve Matthews PRESENTED BY THE March 29-31, 2012 www.techshow.com
  • 2. Session Outline• Part I: Search Marketing (SEO)• Part II: Online Advertising• Part III: Questions March 29-31, 2012 www.techshow.com
  • 3. What is Search Engine Optimization (“SEO”)?“SEO is the process of improving website visibility in search engines via the "natural," or un-paid ("organic" or "algorithmic"), search results”. (Yes, he resorted to Wikipedia)Priorities for law firms: 1. Firm website is findable (by name) 2. Firm lawyers are findable 3. Maximize exposure for legal services 4. Market law firm content & publishing March 29-31, 2012 www.techshow.com
  • 4. “Organic” Search vs. Online Advertising March 29-31, 2012 www.techshow.com
  • 5. Why does search traffic matter?• Once we take away “type-in” traffic, search engines make up more than 80% of law firm website “referral traffic”.• Solos & small firms: can be as high as 90-95%. March 29-31, 2012 www.techshow.com
  • 6. Keyword research: Knowing the language of your audience. Get to know… 1. Google Keyword Research Tool: https://adwords.google.com/select/Ke 2. Think about your regional market! 3. The Formula: “City + Practice + Lawyer” * Not the only formula! March 29-31, 2012 www.techshow.com
  • 7. Building Keyword TargetsKeyword research is criticalHelps us identify: • Monthly search volume • Preferred user search order • Actionable phrases • Alternate word forms: singular vs plural, abbreviations, suffixes, synonyms March 29-31, 2012 www.techshow.com
  • 8. Tip: Use Spreadsheets• Break out different practice areas using tabs• Deconstruct your competitor’s websites• Use a Thesaurus• Include industry jargon• Review both formal and informal language March 29-31, 2012 www.techshow.com
  • 9. How do we get there?Basics of SEO 101: • Keyword research • On-page SEO fundamentals • Importance of link building • Local Search (Google Places) • Social Media signals March 29-31, 2012 www.techshow.com
  • 10. On-page SEO factorsSimply best practices – Not a game changer!  Page Titles – Unique & Descriptive  Meta Description = Yes, Meta Keywords = Questionable  Keywords in URL structures: http://www.stemlegal.com/steve-matthews/ -over- http://www.stemlegal.com/d34dsfd53.php?author=343 March 29-31, 2012 www.techshow.com
  • 11. Importance of link buildingLink popularity drives the search results – Foundation of all major search enginesObjectives: – Good mix of homepage links -vs- deep links – Links from quality organizations ‘pillars of society’ – Links from similar subject pages – Flow of new links; plus aged links – Descriptive link text March 29-31, 2012 www.techshow.com
  • 12. How do firms get links?Method 1: Relationships• Association websites• Supplier relationships• Academia & Teaching• Community business groups• Sponsorships & charities• Speaking engagements March 29-31, 2012 www.techshow.com
  • 13. How do firms get links?Method 2: Firm Publishing• Starting a blog• Microsites & single topic portals• Writing articles for magazines & industry pubs• Article publishing on the firm website March 29-31, 2012 www.techshow.com
  • 14. Local Business Search March 29-31, 2012 www.techshow.com
  • 15. Tips for Google Places1. Claim your Google places listing. - Fill it out completely - Be consistent with all information (address, phones, official company name) - Use all five categories - Add your logo, picture and videos2. Rinse & repeat! - Maps & Local directories: Bing & Yahoo maps, yp.com, citysearch, yelp.com, dexknows.com - Legal directories: Avvo, Martindale-Hubbell, Justia Lawyers Directory March 29-31, 2012 www.techshow.com
  • 16. Social Signals: the new link? Google: +1’s Twitter: “RT” (ReTweets”) Facebook: “Likes” LinkedIn: #in March 29-31, 2012 www.techshow.com
  • 17. Questions?Lee Rosenrosen@rosen.com@leerosenSteve Matthewssteve@stemlegal.com@stevematthews March 29-31, 2012 www.techshow.com