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Rocket lawyer Interview Presentation
- 1. December 10th, 2012 SEOManager 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
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- 4. AboutMe • Business InformationSystems degree • Natural interest in SEO and marketing • Like to create website projects as a hobby • My favorite band is UB40 4
- 5. I Wear DifferentHats5 SEO Social Media CMS Management Marketing Operations PR Content PPC Product Server Management Web Development IT Support
- 6. Web Projects areFun AutoLust.com BayAreaDogs.net JobsBayArea.net 6
- 7. Some Stats OnMyProjects7 11,266 Facebook Likes 4,236 Twitter Followers 700,000 Pageviews
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- 11. PayPal Role: SEO Account Manager 11 MajorProjects: • Led SEO strategy for rebranding of PayPal.com
- 12. PayPal Role: SEO Account Manager MajorProjects: • Led SEO strategy for rebranding of PayPal.com • Led major product launch of PayPal Here 12
- 13. PayPal Role: SEO Account Manager MajorProjects: • 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 MajorProjects: • 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 MajorProjects: • 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
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- 17. SendHub Role: SEO Account Manager 17 MajorProjects: • Led SEO strategy for 3 major redesigns
- 18. SendHub Role: SEO Account Manager 18 MajorProjects: • Led SEO strategy for 3 major redesigns • Directed monthly link building plan
- 19. SendHub Role: SEO Account Manager 19 MajorProjects: • 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 MajorProjects: • 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 MajorProjects: • 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 SEOManager 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 MayJune 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 CompetitionAnnual 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
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- 28. MeasuringUp With Competition28 SEOVisibility 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
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- 32. SEOHealth Audit32 • 25pages 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 • 25pages 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 • 25pages 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 forRocket Lawyer 35
- 36. Low HangingFruits36 Let’s figureout 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’splan 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 PreferredPage for Each Keyword38 Example: “Find a lawyer”
- 39. Set a PreferredPage for Each Keyword39 Example: “Find a lawyer” Ranks higher
- 40. Set a PreferredPage for Each Keyword40 Example: “Find a lawyer” Ranks higher Wasting valuable title space
- 41. Optimize Preferred Pages41 “finda lawyer” not in H1 tag No content to support keyword
- 42. Let’s Use MoreRich Snippets42 Use breadcrumbs to describe content
- 43. Video Rich SnippetExample43 Take up more search space with video rich snippets
- 44. Creatingan InterlinkingDatabase44 Share withcontent 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% BrandNon Brand 46% 54% Rocket Lawyer Branded Non- Branded
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- 49. SEOis Becoming Regional49 Mustadapt to ever changing landscape Auto-geo search results
- 50. SEOis Becoming Regional50 Auto-geosearch results
- 51. SEOStructure is Important LawyersDirectory California Lawyers San Francisco Lawyers Criminal Law Lawyers Civil Rights Lawyers Los Angeles Lawyers Florida Lawyers Miami Lawyers Orlando Lawyers 51
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- 54. PricelineStocks. Wow!54 Market Cap:$32 Billion. Insane.
- 55. Ever ThoughtAboutLawyer Reviews? 55 Subscription UseLawyer 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 RichSnippets56 Breadcrumbs + Reviews People
- 57. Why IWant toWorkfor Rocket Lawyer 57 • Massive market ($650 million PPC on a few keywords alone)
- 58. Why IWant toWorkfor Rocket Lawyer 58 • Massive market ($650 million PPC on a few keywords alone) • Opportunity to disrupt the 100 billion+ legal market
- 59. Why IWant toWorkfor 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 toWorkfor 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
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