Keyword research has long been fundamental to achieving SEO goals. In order to drive traffic to your site by achieving good organic search placement, you need to identify words and phrases that are relevant to your practice, that people are searching for, that are not too highly competitive and that convert at a reasonable rate.
Keyword research used to be easy in part because keyword stuffing used to work. Now, however, Google actively punishes content that attempts to rank...
Read More
The beginning of the year provides time for both reflection and renewal. The season invites us to look inward and consider our goals for our personal and professional lives.
Here is a new year's resolution for attorneys to add to your lists: “In January, I will read all the practice area copy on my website and on the sites of at least 5 of my closest competitors.”
While this resolution may sound about as fun as trying a...
Read More
For six years, BrightLocal has been surveying consumers to better understand how they evaluate local businesses and make purchasing decisions. This year's survey assesses how consumers interpret and use online reviews to come to conclusions about businesses. Key findings show that people form opinions very quickly and that online reviews play an important role in developing these views.
Why are reviews important?
Online reviews are a form of social proof. A consumer searching for a service can...
Read More
Marketing is a constantly changing practice. What may work one year or even one month may not work the next. What may help one law firm may harm another. For firms of any size, finding the right marketing mix, one that contributes to growth while consuming a manageable number of resources, is an ongoing balancing act.
All industries face marketing challenges, but lawyers face the additional burdens of state bar rules and ethics decisions, which are continually evolving. And...
Read More
The pressure to constantly produce fresh content is turning many businesses into would-be publishers. Apparel retailers offer tips on clothing fit and accessories. Outdoor outfitters provide resources about backpacking must-haves and publish articles about how to train for specific adventures. Pistachios and Tic Tacs are on Twitter. Online, silence is not an option.
Having a daily article quota may work for journalists, and even big brands, but it is unrealistic for attorneys. Attorneys should play the content marketing game,...
Read More
With all the hype surrounding social media and content marketing, email seems like a dinosaur. However, the use of email as a marketing tool is actually on the rise. What is causing this trend?
Email marketing is effective. And it is cost-effective.
According to Salesforce’s 2016 State of Marketing Report, 80 percent of marketers say that email is fundamental to their business. And 49 percent say that the use of email is directly linked to their main source of...
Read More
Bill Gates wrote his essay, “Content is King” in 1996. Twenty years later, the phrase still continues to dominate the online marketing world.
Companies in all industries are in a rush to produce as much content as possible, hoping that something sticks — that some piece of content will hit upon the magic mix of luck, quality and value and become a viral sensation.
This rush has created glut of articles, blogs, lists and posts that are...
Read More
The demand for online video content from publishers and consumers has been growing steadily for years. In the United states, 78 percent of internet users say they watch online video. In July of 2006, a little over a year after YouTube launched, 65,000 videos were being uploaded every day. Now that number is in the hundreds of thousands. Over 400 hours of video are uploaded to YouTube every minute. Cisco estimates that global video traffic,...
Read More
If your law firm's name was not mentioned somewhere in your articles, on your website or on your advertisements, could people identify the material as coming from you? If a potential client came across one of your Facebook posts and one of your SlideShare presentations, would he or she recognize that each was produced by the same entity? If you met in person, would that encounter reflect the experiences that individual has already had with your firm online?
Hopefully, the...
Read More
Law firm marketing content does not have to be dull. Certainly, producing dry, stock legal marketing copy is easy — just look at almost any website or brochure, take a couple of notes and copy like a robot. Explain that the law is complex, say a few things about how only an experienced lawyer can help, drop in a couple of keywords and there you have it. It almost writes itself. But this type of content will not impress...
Read More