There are over one billion sites on the World Wide Web, all vying for a top spot in the search engine results pages. With so much competition, especially in the legal industry, it can be difficult to increase your site's visibility. In this webinar, we explore SEO basics in a changing search environment and some core strategies to help your website rank better and attract more visitors. No previous SEO knowledge is required. Topics to be covered include: • The benefits of SEO. • The basic elements of SEO. • Recent search engine updates and changes. • Local Search optimization. • Understanding the ROI of organic search. • Actionable items to improve your online visibility. This session will be presented by Amicus Creative's SEO Director Robert Schmid.

1. How to Get the Most out of Your Website
with:
Robert Schmid – SEO Director
robert.schmid@amicuscreative.com

2.  The process of maximizing your site’s
organic (non-paid) visibility in search
engines.
 Presenting your firm to search engines in a
way they can easily understand.
 Highlighting your content that best matches
the intent of search engine users.

3.  A quick fix.
 A one time event.
 Something done in isolation.
 Interruption Marketing.

4.  Internet searches identified behind only
referrals for how law firms are found and
hired.
 Internet searches are the #1 method of hiring
an attorney for those 18-24 years old.
 Organic listings often viewed as more
credible than paid.
Source: Search Engine Land

5.  1994 – 1998. Search starts with on-page.
 1998. Google introduces off-page.
 2010. Local added to search results.
 2011. Google rolls out Panda to combat low
quality content.
 2012. Google introduces Penguin to fight
spammy links.

6.  Keyword matching is now transitioning to
intent matching.
 Google Search Quality Team.
 E-A-T. Expertise- Authoritativeness – Trust.
 User data signals. (CTR, Bounce, etc)

8.  Google has an approximate 66% of the search
market.
 Fundamentals are very similar.
 New Google Yahoo deal.

9. Source: Moz

10.  Limited to 10 results per page.
 75% of searchers do not continue past the
first page of results.
 No ongoing costs for additional clicks.
 Stronger domains lead to better page
rankings.

11.  On-page factors are those you have the most
control over.
 These include title tags, keywords and
variants/synonyms in text, page url/domain,
image alt tags.

12.  Display E-A-T.
 Landing pages for search engines to rank.
 Great content attracts great links.
 Freshness counts.

13.  Penguin has increased risks.
 Still highly important.
 Often relationship based.
 If it is scalable it is likely risky.
 Look for E-A-T yourself.

14. Source: Moz

15.  Provide users with the answer to their
question.
 Display content deemed high quality from a
trusted source.

16.  Google Analytics. Audience, Acquisition,
Behavior, Conversions.
 Conversion tracking in Google Analyics.
 Phone call lead tracking.

17.  Top metrics are Rankings – Traffic – Leads.
 Analytics can tell us how many visitors it
takes to generate a lead. That can help value
traffic.
 Investing in the long term success of your
website.

18.  Sometimes lead data may be incomplete, or
the practice may not know the average
lifetime value of a client.
 See what people are paying for traffic.

19. Source: Keyword Spy

20.  RankBrain.
 Continue refining the process of matching
searcher intent.
 Continue rewarding displays of E-A-T.

22.  https://www.google.com/webmasters/tools/
mobile-friendly/

25. Source: LSI Graph

26.  site:yourdomain.com

27.  Bar associations.
 Professional organizations.
 Schools .
 Charities.

28.  Monitor your reputation closely.
 79% of people place equal weight on online
reviews and personal recommendations.
 65% of internet users view the internet as the
most trustworthy source of information on a
company.
Source: Reputation X Blog

30. View and download the slides at
http://goo.gl/FQ4gLX
with:
Robert Schmid – SEO Director
robert.schmid@amicuscreative.com