Law Firm Web Marketing


Web Presence Optimization: Reshape Your Approach to Doing SEO

Web presence optimization is the process of making your firm more visible online. While SEO brings more exposure to your law firm on search engines, web presence optimization goes beyond SEO by making your business prominent through many different channels on the web.

Web Presence Optimization Strategy

In its very essence, web presence optimization is a holistic strategy intended to build your legal brand's authority in many areas, which contribute to greater traffic potential from many angles (including search engines.)

The Value in Web Presence Optimization for Law Firms

When searching the internet, people do not only use search engines but also find information using other online platforms. It is important to know that YouTube and Facebook are the second and third largest tools for finding information online after Google.

In addition, research has shown that at least 80% of buyers, even those that make offline purchases, use the web to find more information about a product or service. Web presence optimization will make your business easily found in all online platforms.

Optimizing your firm's web presence involves optimizing several elements, some of which include social media marketing, content marketing and pay per click advertisement (PPC). While there are a number articles on strategy for web presence optimization, below we discuss these channels in greater detail.

Social Media Marketing

Social media has become very important in getting online presence for your business. With millions of people accessing social media sites every day, it is important to that your business effectively utilizes social media to build brand awareness and visibility for your business.

Perhaps one of the most important components to web presence optimization, social media also offers a platform for you and your business to interact with potential customers, get opinions and reviews about your product and build an online community of loyal customers.

Search engines also use social media to discover new content. Content that generates lots of social media interest is usually indexed faster by search engines as they view it as being valuable content.

Additionally, search engines are now using social media signals (number of likes, shares, re-tweets, reach and social media interest) as backlinks thereby affecting the ranking on SERP. It is important that your social media content has a great reach and generates interest.

Lastly, having social media platforms like Google+ is advantageous for your business as Google favors this social associated in its search results.

Content Marketing

Content marketing is a very important element in web presence optimization as it aims to build you and your website as an authority online. Being an online authority in your field means that more people will rely on you for helpful and valuable information and will greatly is influenced by your opinion.

The best way to undertake content marketing is by creating high quality content which is useful to readers who will then link to it. Effective content marketing will make turn your business into a brand and increase its traffic which can be easily converted.

PPC Advertising

PPC advertising will help build your online presence as it will make your business visible in numerous relevant online platforms. PPC ads are essential as it will help you know what people are searching and what keywords users click.

This is essential as it will help you know what keywords to use in your online business to get maximum exposure online. For new online businesses exploring web presence optimization, PPC is the best way to get online visibility and generate traffic as you will only pay for traffic received.

For more information about web presence optimization, we advise you to visit, a leading resource provider in the industry.


Strategic Keyword Selection Tips for Results-Oriented Local SEO

SEO Keyword Selection TipsToday, SEO is the key element of an online marketing campaign, and the most powerful and important Internet marketing tool for local law firms. For this reason, local SEO needs to be a key focus of a local business's marketing plan.

As the number of local searches performed on personal as well as mobile devices continues to increase, it is your website or business that can benefit from showing up in the first search engine results of Google and other major search engines. This benefits are obvious - better rankings help to increase your firm's online visibility, reach your target audience, i.e. potential target customers, and maximize your profit.

Placing Importance on Keyword Research & Selection

One of the most vital elements of SEO is keyword research and selection. This because if your website does not rank up higher in the search listings for your chosen keywords, you will be missing out on the traffic that could be converted into leads. It will be of no use to you if your site appears on the top search results pages of Google for general keywords that are not associated with your law firm's core practice areas and legal competencies.

Keyword selection is the crucial element of an SEO campaign. Well-researched and carefully chosen keywords that reflect your core competencies will produce results you want and deserve. Your selected keywords must have adequate search volume, or popularity, but your site must rank highly for those keywords if you want to get more target traffic that will turn into revenue.

Consider Targeting Legal-Specific Long-Tails

The key is to selecting more specific keywords rather than choosing general keywords that are highly competitive (i.e. "lawyer San Diego"). This is where long-tail keywords come in to bring your target users the most accurate and relevant results pertaining to their search intent, and your law firm.

For example, if you target general keywords like "attorneys in San Francisco" to appear on the top search listings of Google, you may be facing a tough competition since there are many more lawyers like you in San Francisco who already optimized their websites for the keywords and ranking highly for their chosen keywords.

It will be tough for you to outrank them if they have already invested in proper SEO techniques and strategies. What you could do instead is to look for and research long-tail keywords that may be less competitive, but are more specific to the core competencies of your legal practice, and solutions your target users are seeking.

Targeting long-tail keywords like "medical malpractice lawyer San Francisco" or "family law firm Bay Area" would be more specific and appropriate to rank for highly in the search results pages.

Selecting the correct keywords is one of the most important parts of the local SEO process. There are a few resources on the Internet where individuals can do research for identifying the correct search terms or keywords that will result in providing the highest quality of target traffic to their websites.

Keyword Research Tools & Resources

Some of the best resources where you can do keyword research are:

Keyword research is perhaps the most important part of local SEO for law firms. You cannot begin an SEO campaign unless you know which search terms you are targeting and who you are competing against.

By researching the right keywords for your local business, you can not only learn which phrases to target to increase your online visibility, but also learn about your potential customers as a whole. Designing a local SEO web marketing strategy needs to be a key focus of your local business's marketing plan.


3 Experts to Help Support Your Law Firm SEO Strategy

Local Organic SEO ExpertFor any SEO campaign to succeed, it is important to have highly qualified and experienced professionals who are not only able to see through the campaign, but also have the ability to adapt the campaign to fit the ever dynamic and fluid online market space.

For a law firm or independent legal practices that's keen on running a successful SEO campaign, here are three experts to help support your law firms SEO strategy and ensure its success. These might seem like unconventional SEO experts, but are roles that are defining the all-encompassing approach to building an authoritative online brand and rank-worthy website.

Technical SEO Experts

The role of a technical SEO expert is one of the most important roles any organization has to fill if the business wants to get the highest return on investment on their SEO campaign. A technical expert is usually charged with the responsibility of developing and implementing the appropriate SEO strategy across onsite technology, content strategy as well as link acquisition.

He or she is usually charged with the responsibility of undertaking market and competitor research and analysis, carry out technical SEO site audit of the website or social media channels and utilize both on and off page optimization strategies to ensure that these campaigns are not only implemented but are tracked and reported correctly according to laid out criteria and deadlines.

A good technical SEO expert is usually well versed in using some of the leading SEO tools such as Search Metrics, Majestic, Moz, Webmaster Tools, Google Analytic etc. they not only ensure that the original coding of the site is up to standard and SEO friendly but are also at hand to perform any required technical changes on the site so as to ensure that the site is search engine friendly and ready. For a law firm, a technical SEO expert will handle all the complexities involved in any search engine campaign.

Social Media Managers

The social media manager is bound to be a highly motivated individual with passion and experience in designing and implementing the organizations content strategy, creating and delivering relevant content, blogging as well as ensuring community participation as well as leadership. In short, this role helps to view the SEO strategy as more of an all-encompassing web presence optimization strategy that brings together multiple platforms and market touch points.

He or she is supposed to be an advocate for the company in social media spaces, engaging in relevant dialogue sessions with clients. because what you post on your social channels is the main foundation for your social media marketing campaign, the social media manager does perform a brand discovery which mainly outlines what it is about the business that makes it unique, this usually includes the firms core values and beliefs and the reasons people want to engage the law firm in business.

A good social media manager is therefore the link between your clients on the social media market space and the business. This linkage does gain a lot of importance when you take into consideration the number of people who use social media on a daily basis and are therefore at ease conducting business on the same space.

Content Strategists

Content strategists are important for the law firm because they help the firm achieve business goals by fully maximizing the commercial impact of the content. For a content strategist, content refers to a wide variety of information such as web or digital information, blog posts, social media conversations, RSS feeds, email newsletters, web pages etc. this content usually overlaps into both online and offline forums and does require the content strategist to play a leading role in both of these facets.

A content strategist will for all intent and purposes concern himself with the entire lifecycle of content; from analyzing, planning, writing, editing, distributing, managing and eventually monitoring content in all its forms. It is therefore important to take note that there is basically no need of developing or creating a multi-channel, multimedia content strategy if your law firm does not have a qualified content strategist.

A good content strategist will therefore develop the requisite tools as well as tactics that allow your business to get the most from its content. For best results, it is advisable to get a content strategist who is well versed in legal issues.


5 Local SEO Ninjas Who Help Shape Best Practices

SEO NinjaSEO ninjas make up a select handful of skilled experts who have the ability to move, shake, and shape their local SEO community. These SEO specialists can have a large impact on those around them as they exert true influence over the art of local SEO and search marketing.

The SEO profession is highly competitive, and yet when people bind together to develop the best practices of local SEO, they form a community that helps everyone achieve their goals. Below are five of those professional who we like to dub the SEO ninjas of local search marketing.

Chris Everett of

1. Chris Everett of is reputable expert growing his roots as leading SEO consultant in Atlanta, Georgia. Chris gone above and beyond to provide training and networking for other local marketing agencies, as well as offers philanthropy work by conducting talks at the local university.

Chris Everett is an SEO educator on many topics related to ethical SEO strategies that infuse creative content marketing and social media. He leverages a full-spectrum of web marketing channels that allow clients to take advantage of well-versed SEO programs centered building reputable brands and long-term relationships between businesses and their clientele. This is the very goal of Captivate SEO - as Chris aims not only to 'land' a new client, but to build a relationship with them over the course of years.

Rand Fishkin of

2. Rand Fishkin is a co-founder of and a sincere advocate of fresh and relevant worlds of marketing and technology. If you take a look at his blog, you will find something to help with every aspect of a marketer's life.

One blog post may help you to sort out the issue of whether Google truly does change its algorithms enough to warrant changing SEO strategies. The next post may be an bit of encouragement to help readers to keep from flagging in a business that moves very quickly and can drain the momentum of the most stalwart and motivated business entrepreneur.

Tyler Tafelsky of

3. Tyler Tafelsky of, one of newest and most emerging SEO companies in Traverse City, MI, presents an energetic message to the world of Internet marketing. No topic is off limits as he delves into the issues of image management and website management and optimization. He is author of the locally-popular Traverse City SEO Guide which updates every year.

Tyler puts energy into both life and business and this is apparent when he shares his wisdom, whether it is about creating a balanced life or creating a balanced SEO scheme. He offers local SEO consulting programs to all types of businesses, and has aid numerous local web shops in developing their own in-house SEO departments.

Laura Betterly of

4. Laura Betterly of is nobody's fool, but don't let your tough and no-nonsense approach to local SEO plans stop you from seeing the vivaciousness and warmth of this entrepreneur who will shout from the rooftops that business women are here to stay and take ground.

Her boutique marketing plans utilize resources available in the here and now; allowing her to stand out among her contemporaries with strategies designed to make the most use of the hottest SEO methods.

Neil Patel of

5. Neil Patel of is the no-nonsense co-founder of Crazy Egg, Hello Bar, and KISSmetrics. Being labeled as one of the top ten online marketers has not allowed Neil Patel to rest on his laurels, but rather has prompted him to share his findings with the business community.

Using lessons learned along the way, he has forged ahead to simplify business schemes and present balanced ideas to his followers. His organized approach and inspirational stories, peppered with a myriad of challenges, keeps people coming back for more ideas for local SEO marketing.


The Role of Social Signals on Search Rankings: Myth or Fact?

Social Signals Search RankingsIn 2014, the head of Google Web spam Matt Cutts (now retired), came out clearly to tackle the argument of whether or not social signals affected Google ranking. Although he had strong points and facts to support his statements, it appeared there were still some inconsistency with what he said back then.

Cutts' Initial Statement on SEO & Social Signals

He said that social media sites like Facebook and Twitter were treated equally like any other webpage on the internet. So if anything occurred in any of those pages and their algorithm was able to crawl those sites, it would return those results on Google.

However, he also added that if a specific social media page had social signals such as a huge number of followers, likes and many others, their algorithm didn't have a signal that would allow that page to rank on Google. In other words, he was saying that Google's algorithm doesn't consider these signals when ranking a webpage.

The Observation from a SEO's Perspective

Some time back, Moz began ranking for articles titled "The Beginner's guide to SEO...". This happened nearly the same time Smashing magazine tweeting on the same topic. There are also reports that a SEO company called Shrushti moved from page 400 to the 1st page of Google because they had some really nice social signals, i.e. +1's, shares, pins and so forth.

How This Correlates With What Cutts Stated in 2014

Google's algorithm changes frequently, so we can't rely on what he said a few months ago. But generally, it's safe to make assumptions based on what we've observed during this period (not unless he's able to disapprove it in another video this year).

The things that Google is interested in:

1. Tweets and re-tweets a site has

2. The authority of that tweet or the person tweeting

3. The number of likes and shares on Facebook

4. The number of +1 a post has

Case Study

Moz published an article entitled "The Beginner's guide to SEO". Then another site called Smashing Magazine tweeted it out to its massive social media following.

After a short while, the page ranked in Google for the keywords "The Beginner's Guide", and this was followed by massive traffic back to the site. The moral of this action was that tweets from power users had the ability to influence short term ranking for chosen keywords.

Experimenting with Social Signals

An experiment was conducted with 6 similar sites in the U.S. The sites were basically on the same niche, so they shared the same audience. The results were attributed to social shares that those sites received. Here are the stats.

  • One of the sites received 300+ Google followers and their ranking shot by 9.44%.
  • Another site received 50% Facebook likes and 70% Facebook shares and their ranking shot by 6.9%
  • Lastly, one site received 50 tweets and their ranking went upwards by 2.88%


As you can see, this is quite contrary to what Matt Cutts had said back then. These observations are solid evidence that indeed social signals have a way of impacting Google's ranking. So what do we believe at this point? It is only a matter of time before the truth comes out. In the mean time, keep focusing on meeting all aspects of a solid SEO checklist and ensure your social presence is strong and legit.


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