Content Strategies and SEO Tactics For Optimizing
Your Lawyers' Bios and Practice Areas for Search
2015 Legal Marketing Te...
A couple quick stats to start…
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for...
A couple quick stats to start…
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for...
Typical meta description
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for Search
Which lawyer would you hire?
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for S...
Real-life example
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for Search
Again, which lawyer would you hire?
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Area...
Meta descriptions can help differentiate a lawyer
who shares the same name with
 Embezzler and convicted felon
 Porn sta...
Lawyer Bios
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for Search
Lawyer Bios: Do’s and Don’ts
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for S...
Don’t #1: Where you went to law school isn’t a
priority for most clients.
1
Content Strategies and SEO Tactics For Optimiz...
Don’t #2: Don’t be obtuse.
2
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for S...
Don’t #3: Don’t bury the lede.
3
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
f...
Amy’s updated bio
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for Search
Do #1: Start with the lawyer’s strongest and most
relevant information.
1
Content Strategies and SEO Tactics For Optimizin...
Do #2: Quickly connect the lawyer’s experience
to the prospects’ needs or pain points.
2
Content Strategies and SEO Tactic...
Do #3: Use title tagging thoughtfully.
3
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice...
Do #4: Update bio pages, quarterly if possible.
4
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and...
Contrary to popular belief…
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
for Se...
Site traffic from a very large law firm
AmLaw 100
firm
with nearly
68,000
visitors/month
Content Strategies and SEO Tactic...
“Search” delivers
2/3 of the traffic comes from search
engines
Content Strategies and SEO Tactics For Optimizing Your Lawy...
Same law firm, just a couple years later
Averaging 58,000
visitors/month
Content Strategies and SEO Tactics For Optimizing...
“Search” still delivers
And still, 2/3 of the traffic comes from
search engines
Content Strategies and SEO Tactics For Opt...
Optimizing practice areas
 It’s more about content than technology
 Define the clients you serve in the copy
 Skip the ...
Practice area meta descriptions
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
fo...
Practice area meta descriptions
Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas
fo...
Quick recap + tips
 Yes, law firm websites + bios actually are important!
 90% of GCs believe law firm websites play a k...
Quick recap + tips
 Law school credentials are important – but not
critical.
 Don’t be obtuse.
 Don’t bury the lede.
 ...
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LMAtech 2015 - Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search - Nancy Slome

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Most legal marketers already know their lawyers' biographies are the most accessed pages on their firm's website, with practice areas generally taking the second place spot. Time spent optimizing biographies and practice area descriptions for improved search engine rankings typically is an afterthought, or avoided altogether.

In this rapid-fire TED-talk style presentation, legal marketers will quickly learn how they (and/or their Web team) can employ ethical SEO strategies and tactics to improve their lawyers' bios and practice areas for search engines.

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LMAtech 2015 - Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search - Nancy Slome

  1. 1. Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search 2015 Legal Marketing Technology Conference West October 14, 2015
  2. 2. A couple quick stats to start… Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  3. 3. A couple quick stats to start… Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  4. 4. Typical meta description Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  5. 5. Which lawyer would you hire? Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  6. 6. Real-life example Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  7. 7. Again, which lawyer would you hire? Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  8. 8. Meta descriptions can help differentiate a lawyer who shares the same name with  Embezzler and convicted felon  Porn star  Famous football coach  Other lawyers! Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  9. 9. Lawyer Bios Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  10. 10. Lawyer Bios: Do’s and Don’ts Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  11. 11. Don’t #1: Where you went to law school isn’t a priority for most clients. 1 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  12. 12. Don’t #2: Don’t be obtuse. 2 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  13. 13. Don’t #3: Don’t bury the lede. 3 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  14. 14. Amy’s updated bio Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  15. 15. Do #1: Start with the lawyer’s strongest and most relevant information. 1 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  16. 16. Do #2: Quickly connect the lawyer’s experience to the prospects’ needs or pain points. 2 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  17. 17. Do #3: Use title tagging thoughtfully. 3 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  18. 18. Do #4: Update bio pages, quarterly if possible. 4 Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  19. 19. Contrary to popular belief… Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  20. 20. Site traffic from a very large law firm AmLaw 100 firm with nearly 68,000 visitors/month Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  21. 21. “Search” delivers 2/3 of the traffic comes from search engines Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  22. 22. Same law firm, just a couple years later Averaging 58,000 visitors/month Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  23. 23. “Search” still delivers And still, 2/3 of the traffic comes from search engines Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  24. 24. Optimizing practice areas  It’s more about content than technology  Define the clients you serve in the copy  Skip the polite descriptors and use vernacular  Include your clients’ industry-related terms  Practice areas need meta descriptions, too! Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  25. 25. Practice area meta descriptions Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  26. 26. Practice area meta descriptions Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  27. 27. Quick recap + tips  Yes, law firm websites + bios actually are important!  90% of GCs believe law firm websites play a key role in influencing purchasing decisions  78% rely on bios when choosing outside counsel  Attorney bios account for 80% of legal traffic Meta descriptions  A must for lawyer bios and practice areas  Not fun, but doable  Can help differentiate between another person w/the same name  If you don’t write ‘em, Google will!  Well written title tags will help search results Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search
  28. 28. Quick recap + tips  Law school credentials are important – but not critical.  Don’t be obtuse.  Don’t bury the lede.  Start with the lawyer’s strongest and most relevant information.  Connect the lawyer’s experience with the prospects’ needs or pain points.  Use title tagging thoughtfully.  Update pages as often as feasible. Content Strategies and SEO Tactics For Optimizing Your Lawyers' Bios and Practice Areas for Search

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