Law Firm Web Marketing

    

SEO Link Building Tips For Lawyers

Building back links (or links that point back to a specific website) is one of the best strategies to achieve better Google search engine rankings. The link building process is more labor-intensive than it is talent-intensive; however there are a few tricks of the trade that can make a big difference when it comes to SEO.

In the legal profession, building links can have a momentous impact on your organic search engine rankings. Especially when optimizing for local areas and specific practice areas, the advantages of link building are significant. Rankings are often based on link popularity. Google’s search engine algorithm ranks websites according to:

  • Count of incoming links
  • Quality of incoming links
  • Link name or anchor text of the incoming link

These are just the link building basics. Expand upon your strategy with these SEO link building tips for lawyers.

Mindful Tips for Building Links

  • Create only one way links to your website (non-reciprocating links or shared links). Search engines put higher value on these types of links.
  • Build valid inbound links from related sites. Google deems inbound links from a relevant websites more valuable and natural.
  • Always try to customize the link’s anchor text so it includes keywords or a domain name. Keyword-friendly anchor text will make your page more relevant on that particular phrase.
  • Build links from pages with similar content, such as parallel themes, headers, and titles.
  • Choose sites with a higher PageRank. This metric means more domain authority, and thus great link weight.

The best link pages are found on the home page of a related site. But how will you be able to achieve this?

Tactics for Building the Best Links

So you got the tips down, but know you might be wondering where to start on your link building endeavor. This can often be the most challenging part. Some websites that appear ideal for your links may not be willing or able to accept them. As a result, sometimes you have to be creative, build relationships, or perhaps invest a little capital.

Below are some sound techniques to build the best links:

  • Ask for the link. This is difficult since links are like promotions of other websites. Perhaps incentivize or offer a trade of links (but be sure that they point to different pages)
  • Pay for links. This method works, but be sure to do your research and homework before investing in a link popularity program.
  • Create them yourself. You can do this by writing and submitting articles to online databases (such as www.isnare.com.)
  • Join blogs and online forums related to your industry. Whether on your profile, signature, or posts, here you can create custom links directing back to your site.
  • Publishing press releases also work great in creating one-way, inbound links.


Perfectly formatted inbound links are essential to get high search engine rankings for your law firm website. It has become the core driver to search engine optimization, and should never be overlooked in any website optimization strategy.

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Advantages Of AdWords Express Ads For Attorneys

Whether through Pay Per Click advertising or Organic SEO, the legal profession is one arena that has taken full advantage of Internet marketing opportunities - however only a few firms are taking advantage of the benefits of Google AdWords Express.

Google AdWords Express is an automated version of AdWords and is designed to make Internet advertising easier for locally-focused small businesses. Simplified to match the needs of entrepreneurs with limited online advertising experience, AdWords Express offers a number of advantageous. The core benefits are that it costs less than a dollar per click and can substantially increase local search visibility for a website.

Buts it’s not just simplicity that small businesses are appreciating in Google AdWords Express. In this platform, local businesses can incorporate their Pay Per Click ads and Google Places page. These add-ons can help a website's search listing stand out even more, which is especially valuable for law firms targeting keywords in competitive practice areas. Instead of representing one of the many red pins in the local Google Map results, a firm could stand out from the crowd with blue pin.

Advantages of AdWords Express

Offering the utmost simplicity from ad creation to measurement of results, AdWords Express provides everything a local business needs to start advertising online.

  • Quick and easy creation of an online ad
  • Enhanced exposure of website, Place Page, and Google+ Page
  • Payment is only required when potential customers click on your ad
  • Ease of management & measurement of results

The legal profession is a highly competitive, even from a local approach. Google's AdWords Express offers an attractive option to maximize a law firm’s web presence with minimal costs and excellent results.

More about AdWords Express

Formerly known as Google Boost, AdWords Express made $28 billion for Google in ad revenues for 2010. In the first two quarters of 2011 it generated $32 billion, declare it a success in the Google books. 

With users coming from all across America, it initially targeted just two markets; small businesses like local law firms and those that do not have the time or money to take a larger leap in search engine marketing. The potential that AdWords Express offers to local law firms is immense, particularly for those with limited or non-existent experience in online marketing. Even for those with online marketing program, Google AdWords Express ads can be a great enhancement.

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Consultwebs.com Empowers Law Firms With Custom Online Marketing Strategies

On the premise that each law firm is unique, Consultwebs.com's Marketing Director, Tanner Jones says that the same principle should apply for law firm web marketing campaigns.

This is why Consultwebs.com Inc. offers law firms the option to choose which online marketing strategies and related products and services they deem ideal for their unique goals and budget.

Tanner Jones describes this creative strategy as an “a la carte” approach to law firm online marketing. Because there are a large variety of methods used for online advertising, the ability to pick out what their law firm needs ultimately makes it more personalized and cost effective.

Flexible Law Firm Web Marketing

Offering a great deal of flexibility, lawyers can exactly pick out specific strategies that will address their needs as they see it. Jones simplifies it by explaining that "one firm may only want to focus on enhancing its social media marketing, while another firm may only want to redesign its website and improve its content". The law firm internet marketing agency, Consultwebs.com Inc. offers a wide range of web marketing strategies to choose from. Some of the more popular include:

  • Website audits for analyzing content, search engine effectiveness, navigation, aesthetics, browser compatibility, load time, competitiveness
  • Law firm reputation management which offer protection for lawyers from attacks through social media and legal directories
  • Search Engine Optimization and Pay Per Click (PPC) Advertising
  • Custom law firm web design services
  • Website content service that manages publication of fresh and relevant content, timely press releases, blogs, satellite sites and law firm video marketing
  • Social media marketing that make use of the most popular sites including Facebook and Twitter. Founded in 1999 and has since become one of the country's leading providers of law firm web marketing, design and consulting products and services, Consultwebs.com offers excellent outcomes through its vast experience and staying on top of its craft.

Referring to this particular development, Tanner Jones says, "We work with law firms to pinpoint their goals and to select the best products and services that will meet those goals while staying at a cost that's within their reach."

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3 Ways To Make Press Releases More SEO-Friendly

Lawyers are well aware of the importance of attaining online search exposure. A high organic listing in the search engines can result in an influx of new cases. Many legal professionals are keen enough to realize that such results are achievable in-house, and without the help of a SEO company.

Even for those attorneys who are slightly adept in the how SEO works, realizing better search rankings is no mystery. To help get the ball rolling, below are some basic, yet essential press release optimization techniques that work ideally for law firm web marketing.

Publish Weekly Press Releases

Most lawyers know that press releases are essential, but what some fail to realize is that they do not need a Public Relations firm to do it for them. Just about anybody can publish a press release, and when “optimized” correctly, these forms of content can do wonders for SEO.

Press releases that contain the right verbiage and are presented in such a way that offers meaning to readers have tremendous SEO value. Such press releases can end up being found through Google News and other related search outlets. This can result in both better brand awareness and more visitors to your website. If you and your staff can publish a weekly press release, this is one easy way to promote better visibility in the search engines.

Create Inbound Textual Links

Submitting press releases and online articles (otherwise known as “content marketing”) is an effective method to build inbound links to website – which can have an immense impact on SEO. More links pointing to a website deems it more popular, and thus credible, in the search engines.

What brings the most impact to a link is both its source and its anchor text (or “link name.”) Some publishing portals are free, whereas others require payment. Typically, the content publishing portals that are paid-for-use offer heavier link weight. In addition to more powerful links, these portals often allow users to customize the anchor text of links.

Having the ability to customize the anchor text of a link (in virtually any link building context) is huge for SEO. This enables users to use keyword phrases as link names, and thus making the link’s destination more relevant to that phrase.

For example, a law firm plans to publish a press release about Intellectual Property law that has a link pointing to its webpage about I.P. legal services. If the anchor text of that link contains the words “intellectual property,” the link will have greater SEO value, making that webpage more relevant on keyword targets of I.P. law. Furthermore, if the firm was located in Atlanta, Georgia and was pursuing a local search engine optimization strategy, the anchor text “Atlanta intellectual property lawyer,” or a related keyword variation, would serve ideal. 

Choose the Strongest Syndicates

Use the strongest syndicates for your press releases and overall content marketing efforts. Some of the most powerful portals for press releases include PRWeb.com, Marketwire.com, BusinessWire.com, and PRNewsWire.com. Through these online news outlets, you can publish content that contains high quality inbound links.

High authority press syndicates can charge anywhere from $200 to $600 for membership, so choose carefully before investing. In addition, take advantage of any “premium-based” press release submissions these sites have to offer. Often, the better the publishing features, the more options users have in tailoring SEO-oriented press releases.

With these tips, law firms and lawyers alike can have an in-house SEO tool of their own. Many firms that implement consistent press release publishing practices see improvements in search engine rankings and overall website traffic.

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