Move Over Text…
Here Comes Video
Viewers retain 95% of a message when they watch it
in a video, compared to 10% when reading it in text
Viewers also consume a larger portion of video
content, with 65% of viewers watching more than ¾
of a video
Some estimates project 82% of all internet traffic will
involve video by 2021
It’s not just for funny cat videos…
YouTube.com is the world’s second largest search
Because Google owns YouTube, having videos on
YouTube can improve your search engine
In fact, you’re 53 times more
likely to appear on the first
page of Google if you include
video in your website
6. + And don’t forget about video ads!
YouTube offers paid video placement for ads that play
before YouTube videos. This is a great way to get more
exposure for your video messages.
7. + Now that I’ve convinced you….
Let’s talk about what you should include in the videos
you’re going to make.
Videos can be all kinds of things,
but should have clear objectives:
Informational videos about yourself, your practice
areas, or your firm
These make you relatable to potential clients
FAQ style videos
Content that personalizes you
and your firm
10. + Want to know just how important reviews are?
93% of Millennials say they rely on consumer reviews
before making a purchase
Reviews Motivate Action
Prospective customers read an average of 10 online
reviews before they trust a business
89% of people will read a business’s response to an
Half of all prospective
customers will visit a
business’s website after
reading a positive review
Reviews can provide:
Increased SEO value
Increased traffic to your website
Better name recognition for your firm
Google Reviews Reign Supreme
Reviews account for 15.44% of how Google ranks a
business in search results. This is up almost 5% in
just the last three years.
Google actually says “high-quality, positive reviews
from your customers will improve your business’s
Don’t forget about….
Facebook (considered a top review source)
Online lawyer directory listings
Notice how Google
displays a star
rating in search
15. + Bottom line?
Reviews can help a potential customer decide
whether or not they trust you handling their legal
So make sure your firm has a
strategy in place!
How and when are you going to get reviews?
Who is responsible for asking a client for a review?
Have you the made the process as easy as possible
for the client?
Who is in charge of monitoring and replying to any
online reviews the firm receives?
What is your policy for addressing negative reviews?
18. + What exactly is a digital citation?
It’s essentially anyplace your law firm is listed online.
Think if it as a digital phone book listing, but on steroids.
NAP (and no, we’re not talking
about a mid-day sleep)
NAP stands for Name, Address, Phone
Having NAP consistency across your law firm’s digital
citations is crucial for SEO
This includes whether or not “Street” is spelled out or
abbreviated, if your phone
number has dashes or periods,
if you have a comma before
the “LLP” at the end of the firm
name. Every. Single. Thing.
Google My Business Listing
Probably the most important digital citation
Remember when we
talked about reviews?
6 out of 10 consumers
look to Google My
Business for reviews
Having a complete
listing increases visibility
in local search results
Bing Places for Business Listing
Bing offers a similar listing, although it pulls reviews
from Yelp instead of allowing users to leave them
directly on the listing
Make sure you claim and fully build
out your listings!
Enter complete data
Verify your locations
Keep your hours accurate
Manage and respond to reviews
Monitor Questions and Answers
Utilize Google Posts
23. + Yelp: Two birds, one stone
With over 145 million average monthly visitors, building or
claiming a listing with Yelp is a necessity. Plus, Yelp
reviews are pulled into Bing Places Listings.
Other Digital Citations You Can
And so many more!
Chamber of Commerce
Better Business Bureau
Social Media Channels
25. + When in Doubt, Google Your Firm
An easy way to check your citations? Google your firm name
and see where you pop up online. Double check the accuracy
of your info and correct it where needed.
27. + Your Biggest Digital Asset: Your Website
While covering everything you should do to make sure your law firm’s
website is awesome would take hours, let’s highlight the most
important trends and tips you should consider for 2019.
I Feel the Need for Speed
47% of consumers expect a web page to load in 2
seconds or less
40% of people abandon a website that takes more
than 3 seconds to load (!!!)
Google confirms page load time on mobile devices
does affect search engine rankings
How does your website compare? 90% of websites
load in 1 to 5 seconds
Use this free tool to evaluate your website load
We’ve All Gone Mobile
52% of all website traffic worldwide was generated
through mobile phones in 2018
YouTube alone accounts for 37% of all mobile internet
As an industry, Law and Government saw
53% of all inbound website traffic generated
by mobile devices in 2018
Google rolled out mobile-first indexing last
year, meaning Google primarily crawls and
indexes the mobile version of your website
Use this free tool to see if your website is
“mobile-friendly” according to Google:
30. + AMP Up Your Website
AMP stands for Accelerated Mobile Pages. AMP pages are only
available for blog posts, but they load faster which can help increase
mobile rankings (the project was created by Google, after all).
But What Exactly IS it?
AMP pages are indicated by a
grey circle with a lightning bolt
next to the article title
When the page loads on a
mobile device, it displays a
stripped down version
You see all the content that
matters with none of the
elements that might slow down
the load time
32. + Schemas: Powerful (But Less-Utilized) Form of SEO
Schema markup is code you put on your website to help search
engines return more informative results for searchers.
Why Should You Use Schemas?
The code tells search engines exactly what your data means
Websites using schema markup rank better than those without
it, and it can also increase click-through-rates
1/3 of Google’s search results incorporate rich snippets, but
less than 1/3 of websites use schema markup (which allows
Google to generate those snippets)
This means millions of websites are missing out on showing
valuable information right in the search results
Live Chat: Yes, You Do Need It
While live chat may seem annoying, it is a proven
42% of customers prefer live chat as their digital
Live chat can lead to a 40% increase
in your website’s conversion rate
63% of customers were more likely
to return to a website that offers
Think of live chat as an interactive
contact form submission
35. + Showcase Reviews and Case Results
Repurpose client reviews on your website, and create case
studies to highlight some of your more significant results. Keep
showing visitors why they should hire you.
And Track EVERYTHING!
Google Analytics is a completely FREE tool that
measures just about everything. Make sure it is
installed on your website and that you have the login
Find out things like:
Which pages receive the most traffic
How long people spend on your website
How visitors arrive on your site(social, organic, etc.)
Are visitors on desktop or mobile devices?
And so much more!
Google Webmaster Tools also lets
you submit your website for indexing
Videos on social media, on Google search results, ads, articles
How many of you have tried reading an article on a website and all of sudden a video starts auto-playing?
Trending away from “reading” content
As a society we’re shifting toward audio / visual: podcasts, audio books. People don’t “read” anymore.
If you want to learn something, you watch a video instead of read a “how to” article
Google search results often have a video section right in the results
Because there can be significant costs involved with doing a professional video shoot, make sure you have a plan.
Know what you’re going to shoot, where you’re going to use the videos, how you’re going to repurpose them, how long they are going to be (never, ever over 2 minutes…. And ideally even shorter)
Understanding the purpose of the video is important
Establish you as an authority on a topic. Already trust you before they even walk into your office.
Conversational in style, like you’re meeting a client for the first time.
Most of the time when we search, we’re asking a question. Think of questions your clients ask you all the time.
Third party reviews are most valuable because it’s someone else talking about how awesome you are.
Sponsored charity events – social media
How many of you….
Used to be word-of-mouth drove recommendations. Not anymore.
Wine fridge – read 50 reviews before I purchased one
Car inspection – read reviews of businesses before deciding where I was going to go
Andolini’s last night – read reviews of what was good there on Yelp
Local Results (the ones that show on the map) won’t list you unless you have a least a few star ratings
Building your brand awareness
Establishing you and your law firm as “quality”
Google doesn’t say much about their algorithms, so when they do give you inside tips, LISTEN
Lawyers.com, Avvo, Martindale-Hubbell
Deciding between two options
Friend recommended you
When client is happy
Point of contact
Email with links
89% of people will read a business’s response to an online review
Phone book had NAP
This is the SSN number for your business – a way to identify your business as a unique entity
Google is an algorithm, and it’s reading data
Smith and Smith, LLP / Smith and Smith / Smith & Smith LLP
Claim and verify it
This is also how you can respond to reviews
Google says, I’m giving you this free tool to collect info. If you use it, I will look more favorably on your business.
This appears in search results when someone searches for your firm name, so why not take advantage of it
If you have multiple offices, you can create a listing for each physical location
Questions are a new feature, and anyone can ask and anyone can answer
Share blog posts in Google posts
While Google is taking over some of the market share, Yelp is still a force to be reckoned with
Sometimes listings are created automatically, so make sure to claim if you have one
Your firm name AND your lawyers individual names
Clients will turn to the internet to research you first, so see what they are seeing, and what might need be cleaned up or corrected
Attorney still shows old firm, maybe your office moved
We’re all impatient and want things NOW
Someone goes to visit your website in their research, and it doesn’t load fast enough, they are done. On to the next. You’ve already lost that client before they ever made it to your website.
What’s going to affect load time? The way the website is coded, how the images are optimized, who is hosting your website
Even if someone is searching on a desktop, Google is basing some of it’s decision on where you rank based on how our mobile site performs
Also called responsive design
Because of the emphasis on both Speed and Mobile, Google said to itself, How can we make content load faster on mobile devices?
Remember that Google isn’t a person…. It’s an algorithm reading your content and extrapolating what it thinks you mean.
We always talk about SEO from the business persepctive > about getting to page one
But from a user perspective, it’s about Google optimizing the results to provide the searcher with the information that will best match what they are searching for
Structured data markup
Rank better because Google is more confident in what your content is about
That doesn’t mean you have to staff it yourself. There are plenty of companies out there who will handle the interaction, gather their name, phone number, and email
But the consumer had a better experience, and felt they connected with your firm
Oklahoma doesn’t appear to have any rules related to advertising case results, so primarily it would revolve around client confidentiality