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Calgary Legal Marketers - SEO & Web-based Business Development


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Calgary Legal Marketers - SEO & Web-based Business Development

  1. 1. Web Business, SEO & Practical Tactics for Law firms Steve Matthews Stem Legal Web Enterprises
  2. 2. <ul><li>“ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” </li></ul><ul><li>- Charles Darwin </li></ul>
  3. 3. Web & world are changing? How so? <ul><li>Traditional Media in trouble </li></ul><ul><li>“ We are all publishers ” </li></ul><ul><li>Technology barriers for web-communication lowered or gone! </li></ul><ul><li>Vast majority of lawyers have no online profile </li></ul>
  4. 4. Decline of Print Media “ US newspaper ad revenues predicted to drop 42.5% in seven years” “ One big problem newspapers have in this age of instant information is the lag time between story creation and distribution. Compare that with online content, which is timelier and mostly free. News organizations also compete with blogs and user-generated content sites.” Source:
  5. 5. Yellow Pages <ul><li>“ In the 2008 survey, search engines (e.g., Google) pulled ahead of print yellow pages for local business information” </li></ul>Source:
  6. 6. Who’s Searching? “81% of Internet users worldwide used search engines.” Tip: Think about consumer research, and how Lawyers can back up referral endorsements? Google your own name! Source:
  7. 7. Who’s creating content? Forrester Research: “33% of online adults post status updates on websites like Facebook & Twitter” ( January, 2010) Source:
  8. 8. Growth of Social Networks By 2013, an estimated 93% of adults over 18 will be regular social network visitors. Source:
  9. 9. Business Development Value <ul><li>How does online participation translate into </li></ul><ul><li>new business? </li></ul><ul><ul><li>Increased media exposure </li></ul></ul><ul><ul><li>Higher frequency of contact </li></ul></ul><ul><ul><li>Search engine rankings </li></ul></ul>
  10. 10. Local search market? Get to know… The Google Keyword Research Tool
  11. 11. How do we get there? <ul><li>Basics of SEO 101: </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Content Writing Goals </li></ul></ul><ul><ul><li>Importance of Links & Link building </li></ul></ul><ul><ul><li>On-page SEO fundamentals </li></ul></ul>
  12. 12. Content Writing <ul><li>Writing for the web is different </li></ul><ul><ul><li>Shorter text blocks – one sentence paragraphs? </li></ul></ul><ul><ul><li>More lists & bullets – Can you skim it? </li></ul></ul><ul><ul><li>Being descriptive counts! Use terms you want to be found for. </li></ul></ul><ul><ul><li>Related: Non-descriptive titles kill search traffic </li></ul></ul><ul><ul><li>Never SEO your marketing copy! </li></ul></ul>
  13. 13. Importance of Links <ul><li>Link popularity drives the search results </li></ul><ul><ul><li>Foundation of all major search engines </li></ul></ul><ul><li>Objectives: </li></ul><ul><ul><li>Good mix of homepage links -vs- deep links </li></ul></ul><ul><ul><li>Links from quality organizations ‘pillars of society’ </li></ul></ul><ul><ul><li>Links from similar subject pages </li></ul></ul><ul><ul><li>Flow of new links; plus aged links </li></ul></ul><ul><ul><li>Descriptive link text </li></ul></ul>
  14. 14. Link Building (Ethically) <ul><li>Educational Institutions </li></ul><ul><ul><li>Firm lawyers who also teach? </li></ul></ul><ul><li>Associations </li></ul><ul><ul><li>What memberships do firm members have? </li></ul></ul><ul><li>Charities & Sponsorships </li></ul><ul><ul><li>What events & charities does the firm sponsor? </li></ul></ul>
  15. 15. On-Page SEO Fundamentals <ul><li>Simply best practices – Not a game changer! </li></ul><ul><ul><li>Page Titles – Unique & Descriptive </li></ul></ul><ul><ul><li>Meta Description = Yes, Meta Keywords = Questionable </li></ul></ul><ul><ul><li>Keywords in URL structures: -over- </li></ul></ul>
  16. 16. Connecting Web Participation to SEO <ul><li>Established: </li></ul><ul><ul><li>More links = better web rankings </li></ul></ul><ul><ul><li>Link building campaigns help </li></ul></ul><ul><ul><li>On-Page SEO helps too </li></ul></ul><ul><li>But to go further , lawyers must participate! </li></ul><ul><li>Web publishing & online relationships drive links </li></ul>
  17. 17. Participate Strategically <ul><li>Know who you are, who your clients are, have goals: </li></ul><ul><ul><li>Niche Expertise, Geographic, Industry, Referral Demographics </li></ul></ul><ul><li>Have a Plan: </li></ul><ul><ul><li>Document off-line networks, use the tools, identify groups that send you work, create targets. </li></ul></ul><ul><li>Content Syndication & Routing: </li></ul><ul><ul><li>Automate your content, work smart. </li></ul></ul><ul><li>Repurpose content, online & offline: </li></ul><ul><ul><li>Blogs = paper newsletter content; Published in a Magazine? Blog about it. </li></ul></ul>
  18. 18. Questions & Comments? [email_address]