2. Bring in More Clients by
Knowing and Using Smarter
Techniques
• Focus on User Experience
• Improve Your Conversion
• Changes in Google (Search & PPC)
• Create 10X Content
• Be Prepared for Mobile
2
3. User Experience (UX)
(U
“UX design is the art and science of generating positive emotions among people who interact with products or services.”
-Tomer Sharon
Senior UX Researcher at Google
3
4. User Experience and Engagement
impacts search rankings
User experience and engagement have become increasingly important signals for search engines like Google. So not only is this
important for converting site visitors, it also is becoming a much more important part of the Google’s algorithm.
4
• Average pages per
visit
• Cross browser testing
• Cross device testing
• Page Load Speed
• Dwell time
• Click through rate
• Average time on site
5. Improve Your Website
Conversion Rate to
Increase Leads and Cases
An improvement in your conversion rate could be the
difference between success and failure.
5
8. Are you losing visitors due to slow load time?
• 40% of consumers will
leave a website if load
time takes longer than
3 seconds
• 80% of those visitors
will not return
• Faster sites experience
higher conversion rates
(links to studies)
8
10. Mobile is Coming…
• Google will eventually have a single index based on your mobile version of content
to serve both mobile and desktop searches
• Over 50% of searches on Google are performed using mobile devices
• If you have a website configuration where the primary content is different across
mobile and desktop, you should consider making some changes to your site
10
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
11. Are you paying attention to mobile?
• What percentage of your
traffic comes from mobile?
• How does your site display
on iPhones, Android, etc.
• How long does your site
take to load on mobile?
11
12. What device do people use to research a lawyer online?
12
Data From iLawyerMarketing study, 2017
• 400 participants aged 18-55 in
the U.S.
• Have hired an attorney in the
past
14. 3rd Party Reviews are Huge
“How important would 3rd party
reviews (Yelp, Google reviews,
Facebook reviews, Avvo reviews,
etc.) be in your decision to hire a
lawyer?”
• 86% of consumers say that 3rd
party reviews are important in
their decision to hire a lawyer
14
• Respond to Negative Reviews
15. 3rd Party Reviews
Do
• Ask your satisfied clients for reviews
• Respond to any negative reviews
Don’t
• Fake reviews
• Pay for reviews
• Solicit reviews on Yelp
15
16. 16
• Today, each industry and even
each individual search query has
its own ranking factors due to
the development and application
of Machine Learning algorithms.
• Rankings are driven by the
dynamic between individual
content relevance and user
intent
17. Google’s algorithm is in constant flux
• Ranking on Google in 2017 is real-time and highly volatile
17
18. Smarter SEO in 2017
General rule: What ’s good for users is good for SEO
• Mobile first index coming soon. Prepare now.
• Creating better content worthy of links, citations, shares & engagement is
important for overall SEO process.
• Website design UX (User Experience) impacts rankings
• User engagement is becoming more important ranking factor (time on page,
bounce, CTR etc.)
• Voice search increasing
• Technical SEO expertise is more important than ever
18
19. Google Algorithm continues to become more intelligent
with use of machine learning (RankBrain)
• Traditional SEO metrics like
keywords, links, title tags are
less important
• User experience metrics are
becoming more important
• Long clicks vs short clicks
• CTR (click thru rate)
• Page views
• Site interactions
19
20. Don’t try to outsmart Google. Focus
on creating better content.
• Create content that is share worthy (Social Media)
• Aim for 10X content
• Create content that considers voice search queries
(who, what, where, when, why)
20
22. Example
22
• Example: Interactive
map of elementary
school zones with the
highest danger ratings
• Over 400,000 collision
records analyzed
• Over 6,000
elementary schools
• Identified which
schools had most
crashes within a 1/2
mile radius
Data sourced from CA Highway
Patrol and CA Dept. of Education
http://www.psblaw.com/dangerous-school-zones.html
24. Why Paid Search is Important in 2017
• More people are clicking on paid ads than ever before
• Metrics behind AdWords can help with SEO
• It Works - Searchers in a “buying mode” click on ads
24
27. Google search result click test
27
Takeaways
• Users click on more ads than maps
listings
• #1 ad got fewest clicks (shows
importance of testing ad copy)
• #2 Adwords ad got more clicks than
#2 organic result (77 to 76)
• #1 organic had most click activity but
got more clicks because users like
Yelp
243 clicks
32%
206 clicks
27%
325 clicks
41%
Editor's Notes
A lot of you have probably tried internet marketing with some inconsistent results. This presentation is going to focus on giving two people exactly what they want, your potential client and Google.
Most people concentrate of getting people to your site but I think it’s equally important to know what you need to present to your potential client once they are there. This presentation is going to focus on keys to both of those goals.
Each of you can learn something during this presentation to improve what you’re already doing. I’m going to cover some new things and explain how to be more efficient in some areas. Google rep who is going to be giving a breakout session tomorrow at 4pm.
Google is moving towards UX and machine learning to determine who shows up at the top of the results page. It is a blend of art and science. Some UX changes are very cut and dry others will need to be measured and optimized.
Some of these are art and some are science. These are all being used to find good content. They way people interact with your site sends signals to Google. Negative impact on rankings.
This sounds really obvious but most of you aren’t doing it or at least as effectively as you could be. Many of you are spending a lot on marketing. Once case could be the difference each month.
5 main points to measure conversion. These all tie together. Keyword, Ad, Landing Page Text and Image, Intake.
Every character of the ad can be changed
A/B
You’re in one of the lowest converting industries. If you’re below this number you can definitely improve.
We have tools to track mouse, page views, clicks, etc.
If you don’t already know about this announcement, it may be the most important thing you learn this week. Google is working on a MOBILE 1st index. Announced last November. No one knows when it will officially launch, maybe it’s already here…
Mobile 1st index. Set up the next slide by talking about how much more versatile mobile is.
We did have lots of user feedback that they would start their search on mobile and go to a desktop to research once they liked. That is a great place for retargeting.
Not surprising, they want to see experience and experience in the matter they have. Lots of case results.
Social Media not a big factor. We aren’t seeing a good return on investment in that area.
You may be very successful and well respected in the legal community but the average consumer ONLY knows what they find about you online. Don’t want negative reviews.
I’ve had lawyers tell me they don’t want to get reviews because they may get negative ones. That’s gonna happen. You don’t want your first review to be negative. Get lots of positive ones.
This is how smart Google is getting. Traditional SEO is human based. Google is turning more and more to machine learning for it’s results. RankBrain is making tweaks to the algorithm on it’s own.
Reference Sheldon.
Voice search people are asking Alexa in question format. Machine learning is improving. FAQ, etc. Set up machine learning.
2015 data, 486 schools. Very complicated which is what makes it great.
Increase awareness for your law firm
Improve your reputation in the community
Increase traffic to your website
PR can enhance SEO efforts
1st, most relevant result
Last, links at top of the page
This is proven out it our user testing
