This document discusses search engine optimization (SEO) strategies in 2013. It notes that Google Local and social signals from sites like Facebook and Twitter are becoming more important for local keywords and mobile search. Keyword research remains important for developing targeted lists. The document outlines three keys to SEO success: being linkworthy to attract relevant links, optimizing keywords and content on-site, and maximizing high quality off-site links. It provides examples of tracking SEO results and improving link popularity through strategies like guest blogging and social sharing. Metrics like domain authority, page views, time on site and keyword rankings are examined for different law firm websites.

1. Search Engine Optimisation

2. SEO in 2013
• Google Local is starting to dominate localised
keywords
• “Social signals” from Facebook, LinkedIn,
Twitter etc are becoming vital
• Mobile search is becoming more important
i.e. people searching via smartphones
• Arguably not as important as email
marketing to existing clients
• Keyword research to develop “targeted”
keyword lists is even more important
• How to track ROI?

3. So what’s it all about? This.

5. But what keywords?

6. Measurements

7. 3 Keys to SEO
1 Linkworthy - make it useful & compelling
– SEO is intertwined with web site design & content
– Tips booklets, news, content
– Bear in mind it’s the law we are talking about!
1 Keywords & Content - Site optimisation
– Theme optimization = keyword-focused content
– More content = higher PR
– Follow best practices, avoid worst
1 Link Popularity - Off-site optimisation
– Social signals
– Maximize high PR inbound links (backlinks)
– Keyphrase filled anchor text (example: “planning
solicitor” not “Kingsley Smith”

8. Domain authority

9. On page factors

10. An example
Rank = No.2
Searches/month =
100
Visits = 5
Pages/View = 4.6
Time on Site = 2:17

11. Link building
• Less is more now
• Getting less links from higher quality sites
(higher PR or Domain Authority)
• Guest blogging
• Use a keyword, not the name of the firm for
the “visible phrase”

12. Use of Site Maps
• Manual site maps
• Auto-generated sitemaps for Google upload

13. Something to ponder
Website No. of
Partners
Domain
Authority
No. of
Pages
No. of Links
(Yahoo)
BBC 97 20,700,000 45,888,507
Irwin Mitchell 67 71 17,700 81.672
Howells 13 27 1,790 36
Kingsley
Smith
2 45 2,690 1,572
Bonallack &
Bishop
2 53 2,600 2,851
Data from SEOmoz

14. Oh, there’s more in “social land”
Website Facebook
Shares
Facebook
Likes
Twitter
Shares
Google+
Shares
BBC 78.758 19,639 123,759 5,479
Irwin Mitchell 61 4 5 17
Howells 8 12 1 0
Kingsley
Smith
2 4 3 1
Bonallack &
Bishop
0 0 0 0
Data from SEOmoz

15. So what can be achieved?
Keyword Initial Ranking
11th
Jul
End Month 1
11th
Aug
Mid Month
4th
Oct
road traffic accident claims Not in top 1000 70 22
road traffic accident claim Not in top 1000 77 25
road traffic accident compensation Not in top 1000 213 19
road traffic accident compensation claim Not in top 1000 225 15
road traffic accident compensation claims Not in top 1000 243 15
road accident solicitor Not in top 1000 224 70
road traffic accident solicitors 51 48 21
accident claims <location> 97 23 20
road traffic accident injury Not in top 1000 194 30
personal injury lawyers <location> 16 5 5

16. Tutorial (if we have time)
• Someone be brave, let’s do some work!
• Give me your website address
• What is the target phrase you think we
should look at?

17. http://www.conscious.co.uk/presentations