This document provides an overview of search engine optimization (SEO) strategies for lawyers. It discusses how SEO impacts law firms by driving organic traffic from search engines. The SEO methodology involves analyzing a website and goals, researching keywords, developing content, optimizing the website code, and promoting the site offline. Recent changes to Google's algorithm prioritize quality content and social signals. The presentation provides tips for lawyers to attract more local clients through local SEO, citations, and reputation management online. An action plan is suggested to measure SEO performance over five key areas.

1. Search Engine Optimization
for Lawyers
Adam De Jong Jerome Fogel
Marketing Manager Director of Business Development
adam@nationalpositions.com jeromef@nationalpositions.com
818.532.3665 818.532.3665

2. Agenda
What is SEO: a quick overview
How search impacts your law firm
SEO Methodology
What’s new in SEO in 2012
How to reach more local clients
Action plan
Q&A

3. What is SEO
Build your website to rise to the top of the organic
search results
100+ Key Performance Indicators
Based off Google’s algorithm
Keyword research
Content development
Onsite programming
Offsite promotion

4. How SEO Impacts You

5. Why SEO Matters
BIA/Kelsey & Constat 2010, TMP Directional Marketing & ComScore 2009, Marketing Sherpa 2010

6. SEO Methodology

7. Website Analysis
Why does my site exist?
What are my goals?
How many leads am I generating from my site?
What’s the lifetime value of a client?
How much traffic am I getting?
What are my top traffic sources?
How much traffic are my competitors getting?
What’s my conversion rate?
What’s my bounce rate?

8. Keyword Research
Baseline keyword analysis
First page keyword count
Search volume & diversity
Expansion of search market
Seed keyword selection

9. Content Development

10. Onsite Programming

13. What’s New in SEO in 2012

14. The Panda Update
Google rolling out big changes to search algorithm
Website value now dictating the rankings
Value measured by lots of quality content
Need to create content themes
Need to add a blog
Show Google you’re the authority

15. Google+
Google’s new social network
Integrated into search
Personalized results through connections
Relevant shared Google+ content promoted
Social media now impacts SEO

16. Local Search
Google making a big push for localized results
In March, further changes to algorithm to
personalize results for local products and services

17. Local Search Trends

18. How to Attract Local Clients
Local SEO
Maps optimization
Google Places optimization
Distribution to top 100 directories
Local citations with NAP (Name, Address, Phone)
Mobile optimized website
Mobile SEO
Local/Mobile paid search
Call Tracking with Mongoose Metrics

19. Reputation Management
As online becomes
more valuable, so
does your online
reputation
80% of people cancel
a purchase if they see
a bad review
78% search a
company online
before buying
product/service

20. Action Plan
5 Metrics to measure your SEO campaign
Baseline Keyword Analysis
Competitive Traffic Analysis
Link Analysis
Content Analysis
Website Analysis

21. Final Thoughts

22. Q&A