My interview with Rocket Lawyer in 2012

1. December 10th, 2012
SEO Manager
Rocket Lawyer
PresentedbyJoseph Lei
1

2. Agenda
• About Me
• My Experience
• Role of an SEO Manager for Rocket Lawyer
• Mini Competitive Analysis
• SEO Health Audit of RocketLawyer.com
• SEO Projects for Rocket Lawyer
• Why I Want to Work for Rocket Lawyer
2

3. AboutMe
3

4. AboutMe
• Business Information Systems degree
• Natural interest in SEO and marketing
• Like to create website projects as a hobby
• My favorite band is UB40
4

5. I Wear Different Hats5
SEO
Social Media
CMS Management
Marketing Operations
PR
Content
PPC
Product
Server Management
Web Development
IT Support

6. Web Projects are Fun
AutoLust.com BayAreaDogs.net JobsBayArea.net
6

7. Some Stats On MyProjects7
11,266 Facebook Likes
4,236 Twitter Followers
700,000 Pageviews

8. My Experience
8

9. Led SEOProjects for9

10. PayPal
Role:
SEO Account Manager
10

11. PayPal
Role:
SEO Account Manager
11
Major Projects:
• Led SEO strategy for rebranding of PayPal.com

12. PayPal
Role:
SEO Account Manager
Major Projects:
• Led SEO strategy for rebranding of PayPal.com
• Led major product launch of PayPal Here
12

13. PayPal
Role:
SEO Account Manager
Major Projects:
• Led SEO strategy for rebranding of PayPal.com
• Led major product launch of PayPal Here
• Led technical SEO strategy for international websites
13

14. PayPal
Role:
SEO Account Manager
Major Projects:
• Led SEO strategy for rebranding of PayPal.com
• Led major product launch of PayPal Here
• Led technical SEO strategy for international websites
14
Keywords 12-Apr 12-Oct
mobile credit card
processing 41 2
credit card reader 51 5
mobile credit card reader 48 2
online invoicing 11 1
shopping cart 22 1

15. PayPal
Role:
SEO Account Manager
Major Projects:
• Led SEO strategy for rebranding of PayPal.com
• Led major product launch of PayPal Here
• Led technical SEO strategy for international websites
15
Results:
• 25% increase in SEO Traffic to U.S. site vs. 2011
• 200% increase in non-branded SEO traffic vs. 2011
• PayPal tripled budget
Keywords 12-Apr 12-Oct
mobile credit card
processing 41 2
credit card reader 51 5
mobile credit card reader 48 2
online invoicing 11 1
shopping cart 22 1

16. SendHub
Role:
SEO Account Manager
16

17. SendHub
Role:
SEO Account Manager
17
Major Projects:
• Led SEO strategy for 3 major redesigns

18. SendHub
Role:
SEO Account Manager
18
Major Projects:
• Led SEO strategy for 3 major redesigns
• Directed monthly link building plan

19. SendHub
Role:
SEO Account Manager
19
Major Projects:
• Led SEO strategy for 3 major redesigns
• Directed monthly link building plan
• Led product team into new verticals
Keyword URL Search Volume Competition
sms marketing /text/marketing 52,800 0.96
text message marketing /text/marketing 43,200 0.94
text marketing /text/marketing 34,800 0.92
mobile text marketing /text/marketing 10,560 0.91
sms text marketing /text/marketing 10,560 0.92
sms marketing software /text/marketing 8,640 0.89
text messaging marketing /text/marketing 7,080 0.94
text message advertising /text/marketing 7,080 0.99
Keyword URL Search Volume Competition
business voip /voice/business 34,800 0.97
small business voip /voice/business 12,000 1
voip for business /voice/business 10,560 0.97
business voip service /voice/business 8,640 0.96
voip business /voice/business 8,640 0.93

20. SendHub
Role:
SEO Account Manager
20
Major Projects:
• Led SEO strategy for 3 major redesigns
• Directed monthly link building plan
• Led product team into new verticals
87 108 413 2,552 3,352
7,532
25,815
Non-Branded Visits - SendHub

21. SendHub
Role:
SEO Account Manager
21
Major Projects:
• Led SEO strategy for 3 major redesigns
• Directed monthly link building plan
• Led product team into new verticals
Results:
• 29,000% increase in non-branded traffic
• SEO CPC lower than PPC CPC by 5x
• SendHub tripled budget
$85.00
$62.00
$17.00
$1.47 $1.34 $0.59 $0.17
SEO CPC

22. Roleof an SEO Manager for Rocket Lawyer
22

23. Workingwith ContentTeam23
Re-Optimize Content
Track & Report
Optimize Content for Keyword(s) & Interlinking
Content Team Writes Piece
Propose New Content

24. Workingwith Product Team24
Track & Report
Support Development for SEO
Provide SEO Specifications
Set SEO Scope
Analyze Market & Competition

25. Defining Success25
10
20
40
April May June
Non-Branded Visits
15 20
60
April May June
SEO Conversions
15 20
60
April May June
# Keywords via SEO
15
10
5
April May June
Rankings
10
20
40
Social Email SEO
Growth vs Other Channels
$10
$5 $2
April May June
SEO PPC

26. Massive Market26
Keyword Competition Annual Broad Search CPC
lawyers 0.63 73,440,000 12.63
wills 0.19 14,640,000 1.54
intellectual property 0.21 2,952,000 4.99
incorporation 0.47 3,612,000 8.58
94,644,000 6.935
$ 650 million in PPC to buy all traffic

27. Mini Competitive Analysis
27

28. MeasuringUp With Competition28
SEO Visibility takes into account # of keywords
ranking, position, search volume
44,846
13,196
4,137
Nolo.com LegalZoom.com RocketLawyer.com
SEO Visibility
Source: searchmetrics.com

29. MeasuringUp With Competition29
Source: searchmetrics.com
1,328,813
243,274
178,351
Nolo.com LegalZoom.com RocketLawyer.com
# of Ext. Backlinks

30. Backlinks Segmentation30
23%
77%
Nolo
Branded
Non-Branded
37%
63%
LegalZoom
Branded
Non-Branded
46%
54%
Rocket Lawyer
Branded
Non-
Branded
Higher non-branded anchor
texts the better

31. SEO HealthAuditof RocketLawyer.com
31

32. SEOHealth Audit32
• 25 pages with missing or empty title tags
• 1134 pages have a too long title tag (> 65 chars)
• 306 pages have duplicate page title
• 178 pages have duplicate meta description
• 1475 pages have missing or empty meta description tag

33. SEOHealth Audit33
• 25 pages with missing or empty title tags
• 1134 pages have a too long title tag (> 65 chars)
• 306 pages have duplicate page title
• 178 pages have duplicate meta description
• 1475 pages have missing or empty meta description tag
• 2043 pages have broken internal link
• 165 pages have broken external links
• 33 pages have 302 errors(temp move)
• 39 pages have 404 errors

34. SEOHealth Audit34
• 25 pages with missing or empty title tags
• 1134 pages have a too long title tag (> 65 chars)
• 306 pages have duplicate page title
• 178 pages have duplicate meta description
• 1475 pages have missing or empty meta description tag
• 2043 pages have broken internal link
• 165 pages have broken external links
• 33 pages have 302 errors(temp move)
• 39 pages have 404 errors
Easy fixes. Big effect.

35. SEO Projects for Rocket Lawyer
35

36. Low HangingFruits36
Let’s figure out how to improve what we have
Keyword Local Monthly Volume Google Rank
power of attorney 49500 14
living will 22200 15
bill of sale template 12100 5
eviction notice 12100 11
independent contractor agreement 6600 7
rental agreement template 6600 12
prenuptial agreement 5400 12
non disclosure agreement template 4400 6
rental agreement forms 4400 15
release of liability 3600 7
find a lawyer 3600 7
free bill of sale form 3600 11
quit claim deed form 3600 11
free power of attorney form 3600 14

37. Missing Opportunities Examples37
Let’s plan for these
Keyword Local Monthly Volume Google Rank
copyright 90500 Not in top 100
social security card 74000 Not in top 100
llc 60500 Not in top 100
business plan 49500 Not in top 100
trademark 49500 Not in top 100
patent 40500 Not in top 100
dba 33100 Not in top 100
how to change your name 33100 Not in top 100
trademark search 33100 Not in top 100
trust 33100 Not in top 100
501 c 3 27100 Not in top 100
non profit organizations 27100 Not in top 100
sole proprietorship 27100 Not in top 100
will 27100 Not in top 100
501c3 22200 Not in top 100
patents 22200 Not in top 100
us patent office 22200 Not in top 100
probate 18100 Not in top 100
s corporation 18100 Not in top 100
s- corporation 18100 Not in top 100
starting a business 18100 Not in top 100
trademark symbol 18100 Not in top 100
free will 12100 Not in top 100
wills 12100 Not in top 100

38. Set a Preferred Page for Each Keyword38
Example: “Find a lawyer”

39. Set a Preferred Page for Each Keyword39
Example: “Find a lawyer”
Ranks higher

40. Set a Preferred Page for Each Keyword40
Example: “Find a lawyer”
Ranks higher
Wasting valuable title space

41. Optimize Preferred Pages41
“find a lawyer” not
in H1 tag
No content to
support keyword

42. Let’s Use More Rich Snippets42
Use breadcrumbs to describe content

43. Video Rich Snippet Example43
Take up more search space with
video rich snippets

44. Creatingan InterlinkingDatabase44
Share with content writers,
bloggers, PR writers
Keyword Search Volume Preferred Landing Page
affidavits 1600 http://www.rocketlawyer.com/article/sample-affidavit.rl
used car bill of sale 1300 http://www.rocketlawyer.com/document/automobile-bill-of-sale.rl
non disclosure 1000 http://www.rocketlawyer.com/document/non-disclosure-agreement.rl
divorce in louisiana 880 http://www.rocketlawyer.com/article/how-to-file-for-no-fault-divorce-in-louisiana.rl
divorce settlement 720 http://www.rocketlawyer.com/document/divorce-settlement-agreement.rl
application for employment template 720 http://www.rocketlawyer.com/article/employment-application-template.rl

45. Rocket Lawyer Badges45
Badges = Visibility + Backlinks

46. Rocket Lawyer Badges46
Badges = Visibility + Backlinks
3%
97%
Brand Non Brand
Only 3% are branded anchor texts

47. Rocket Lawyer Badges47
3%
97%
Brand Non Brand
46%
54%
Rocket Lawyer
Branded
Non-
Branded

48. Rocket Lawyer Badges48

49. SEOis Becoming Regional49
Must adapt to ever changing landscape
Auto-geo search
results

50. SEOis Becoming Regional50
Auto-geo search
results

51. SEOStructure is Important
Lawyers Directory
California
Lawyers
San
Francisco
Lawyers
Criminal Law
Lawyers
Civil Rights
Lawyers
Los Angeles
Lawyers
Florida
Lawyers
Miami
Lawyers
Orlando
Lawyers
51

52. Interlinkingis Important52
https://www.ehealthinsurance.com/ehi/resources/health-insurance-companies

53. More InterlinkingExamples53
http://www.tripadvisor.com
http://www.priceline.com

54. PricelineStocks. Wow!54
Market Cap: $32 Billion. Insane.

55. Ever ThoughtAboutLawyer
Reviews?
55
Subscription Use Lawyer
Send Email
asking to
rate lawyer
Integrate
with
directory
Web’s first
source of
100% real
lawyer
reviews
Go-to
source for
lawyer
reviews
Traffic

56. Lawyer Review Rich Snippets56
Breadcrumbs + Reviews
People

57. Why IWant toWork for Rocket
Lawyer
57
• Massive market ($650 million PPC on a few keywords alone)

58. Why IWant toWork for Rocket
Lawyer
58
• Massive market ($650 million PPC on a few keywords alone)
• Opportunity to disrupt the 100 billion+ legal market

59. Why IWant toWork for Rocket
Lawyer
59
• Massive market ($650 million PPC on a few keywords alone)
• Opportunity to disrupt the 100 billion+ legal market
• Must be good if Google is funding you

60. Why IWant toWork for Rocket
Lawyer
60
• Massive market ($650 million PPC on a few keywords alone)
• Opportunity to disrupt the 100 billion+ legal market
• Must be good if Google is funding you
• I can take the bus to work with my mom every morning

61. Questions?
61