Law Firm Web Marketing

    

Did Google Pigeon Help or Hinder Your Local SEO?

Google PigeonGoogle is known for its highly advanced search algorithms which form the backbone of its powerful search engine that drives majority of the searches that take place in modern day internet. Keeping in line with this trend, the company has released a new algorithm named 'Pigeon' that is all set to redefine how people interact with local search results.

Pigeon and What it Means for Local SEO

Till the advent of Google's Pigeon search algorithm, local sites and marketers had a really tough time gaining visibility for their businesses and services when it came to search engine results. Thanks to this major overhaul from Google's end, small businesses and local SEO have now a shot at making it big and gaining more consumers for their business.

Small businesses have long complained that Google was taking unfair advantage of its dominance over internet searches and giving them poor visibility. For example, prior to this update, searches with Yelp always took backstage when compared to local listings shown by Google which were paraded at the top of the results. But the Pigeon update has brought smiles back to the faces of local SEO as Yelp sites are now receiving their own space at the top of the search engine ranking podium which has been long due.

Google's release of Pigeon search algorithm shows that it is committed towards improving the visibility of local SEO and giving them their fair share of recognition. The search results offered via Pigeon takes into account new parameters which were previously ignored or given less significance by Google. This includes the likes of location of the business and the distance at which it is located. So users can now receive results which are far more accurate and relevant to what they are looking for.

What if Pigeon Affects your Rankings?

While some businesses might gain due to the Pigeon update, there might be others who might see a sharp decline in their search engine rankings, especially the smaller ones. This might be due to the fact that they might have gone ahead with their own version of search engine optimization for their website. But all is not lost.

Pigeon will continue to get regular refinements and this means that as a small business owner, you still have time to set things straight in terms of the SEO that your site has undergone. Hence, it would be preferable to handover the local SEO Traverse City of your business to a well-experienced company that has the resources to boost your sales. Plus, understanding the factors based on which Google judges your business might give you a cue on the areas that you need to improve upon so that your business receives a SEO facelift.

As of now, Google's Pigeon has not been rolled out to the entire world. For the time being, only US English results will be impacted by this change and it will be gradually released to other languages and nations as well. But we can safely speculate that Pigeon is here to stay and revolutionize the way local business use the internet to bridge the divide between them and consumers.

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4 Components to Managing Your Firm's Web Presence

Developing a web presence has become the most important task for every business. Whether you are a small, mid-sized or large business house, it is imperative to have a strong web presence. This not just help you stay connected with your target audience, but also improve the overall revenue and reputation of a business. - two components that can make any business make or break in the long run.

Web presence management should be seen as a separate and important department of your business. With right management techniques, you can ensure success and recognition. But what are the components that will help you achieve your successful web presence management goals. Let’s take a look at four components to managing your company's web presence.

Social Media Marketing

Employing social media is regarded as one of the most important element of web presence management. It is result-oriented and used by almost every online business today. Incorporating social media practices can give quick results and have profound effect on business operations.

Use social media channels to promote different websites on popular networking sites like LinkedIn, Facebook, Twitter, Instagram and so on. Promoting your business content on social media channels can ensure increased traffic, high conversion rate and extremely good profit. It will also help you send out messages to your target audience as and when there is a change or introduction of any new offer or product.

Forums and Discussion Websites

A forum is a webpage or website where people can discuss strategies, problems, opinions or anything they want. You can easily join a forum on the internet and participate in a discussion. The interesting thing is that forums usually allow a link back to your website. The signature text as a link would appear below your post. This is another way to attract more people to your website. Website like Wiki answers, Yahoo answers, and other kind of public forums are live examples of this kind of marketing.

By actively participating in discussion forums, you can actually make your website reach high number of global users without making much effort. Such websites give you the ability to create backlinks and share website’s content free of cost. Although these ideas are rarely thought of among the marketing team, they are vital for web presence management and marketing of the firm.

However, you should make sure that you don’t spam the threads with your links. It is crucial to choose a relevant category and topic before sharing your business information. For instance: if you own a furniture e-commerce store, look for threads that talk about interior designing and architecture. This will help you reach out to your target audience and direct good traffic on the website as well.

Video Marketing

Video marketing, also known as Youtube marketing is the new entrant in web presence management process. Videos have emerged out as one of the most rapidly growing web marketing option among online marketers and businesses. More and more people have started promoting their products and services through video content.

It has been observed that videos tend to go viral more quickly as compared to content marketing, giving more effective results (especially after proper optimization.) Let’s take a look at some steps to create videos to promote products and services:

1) Create an account on Youtube.com with your official e-mail ID.

2) Fill in the details asked for to create your business profile. In this section you will need to describe your business and products you’ve to offer to your customers. This is applicable when you sign up for a Youtube channel.

3) Create videos reviewing your products and services and post them one by one on your Youtube channel.

4) You can share the link of the videos on your business page on other networking sites to attract more customers.

Make sure the videos you make, talk about your products and services in detail. Include the functions and features of your products and quote some reasons to why people should consider buying your product. Also, always use real characters in your video to create good interaction and rapport with your audience. It should be able to connect with your potential customers and convince them to click on the link given in the description. Do not forget to include call to action in the last crucial seconds of each video posted.

E-mail Marketing

E-Mail marketing is one of the easiest and primary ways to strengthen the relationship with existing customers. It helps attract potential ones as well, if you choose to go with right techniques. In order to start with this procedure, you must ask your customers to sign up for newsletters so they are aware of new launches and services being offered by your business. Your newsletters should be regular and must talk about their benefits in some or the other way.

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Web Presence Optimization: The "New" SEO

Web Presence ManagementIn 2014 businesses need to be thinking beyond search engine optimization (SEO). What's working now is what we like to call web presence optimization. Web presence optimization is looking beyond simply trying to "game" Google and Yahoo to gain higher search engine rankings.

Web presence optimization is about developing your overall web presence through the different pillars of online marketing. In addition to organic SEO, below we look at why the holistic approach of web presence optimization works and what your business needs to do to take advantage.

Pillar #1: PPC Advertising

Pay Per Click (PPC) advertising is one of the most important pillars of web presence optimization. PPC advertising has a major benefit that SEO lacks - predictability. With PPC you can guarantee a certain amount of visitors to your website or landing page, provided that you have the budget for it.

Unlike some other forms of online marketing strategies, there is little waiting time with PPC. Start a PPC campaign and you can have visitors to your website in minutes. PPC is also very good at delivering targeted visitors which have a high degree of probability of turning into buying customers. PPC advertising platforms include Google Adwords, Facebook Advertising and Microsoft Adcenter.

Pillar #2: Social Media Marketing

Social media marketing is one of the most important pillars of any web presence optimization strategy. Social media marketing is one of the most effective and least expensive ways of interacting with your audience and building your brand presence online. Compared to many other types of marketing it is relatively inexpensive. Sending out a tweet or updating your Facebook fan page is typically much less expensive than advertising in your local newspaper or on the radio.

Social media marketing is also essential because it can positively impact your SEO efforts. Social media marketing helps to broadcast the content that you produce to a wider audience. If your content is interesting or amusing your fans will share it with their own friends, family and co-workers. Social media marketing also allows you to interact directly with your audience. This can help you to your improve your products and services and offer superior customer service.

If you're hiring a web presence optimization company or freelancing expert to help in optimizing your web presence, they will need to be well rooted to your company's social media presence. In essence, they will need to learn the in's and the out's of your brand, its image, and overall tone.

Pillar #3: Content Marketing

The final pillar of your web presence optimization strategy should be content marketing. Content marketing can include blog posts, articles, videos, podcasts, infographics and presentation slides. By producing quality content that entertains or helps your prospective customer, you will naturally attract visitors to your website.

Creating great content is also very important for SEO. Google wants to deliver the best possible search results for its users. That means offering up high quality content. If you are producing consistent quality content you can be confident of achieving better search engine rankings. Great content is also one of the best ways to establish your industry expertise and build trust with your prospective customers.

A web presence optimization strategy involves taking a more holistic approach to the way that you are market your business online. By diversifying your marketing across the pillars mentioned above you will be building a stronger foundation for your business, not only now, but also in the years to come.

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Content Strategy Ideas for Law Firm Web Marketing

Content StrategyMany law firms and other legal professionals struggle when it comes to tapping into the latest techniques in digital marketing. Providing information about what you offer is a great way to peak their interest. Through content marketing, you can get your message out there, and with a purpose. As a result, when readers do become in need of legal help, they will resort to the party who has educated them the most. They will see your law firm as one that is experienced and knowledgeable.

To help you get started in developing your content strategy, below we share three unique ideas that help law firm web marketing thrive.

YouTube Marketing

You may think that YouTube is only a place to visit when you would like to watch music videos or comedy videos. However, it can be a very creative and powerful marketing tool for you to use in your business. Creating videos gets attention from potential clients, and many of them would rather watch a video than just read text.

Videos allow them to see you in a physical sense rather than you being an unknown entity to them. Make sure you dress professionally in your videos. Create a few of them have short question and answer sessions. Cover some of the most common things that people ask about when it comes to legal problems. Sharing such information shows them that you are knowledgeable. Limit each video to about 5 minutes in length.

Newsletter Marketing

Offer a free newsletter for those that provide you with their email address. Content is very important as you want it to be good quality. This type of content marketing is very effective. They feel if you would provide such wonderful content to them free of charge, then they feel confident paying for services from you.

You may find that sending a weekly newsletter is too difficult due to time. Every other week or once a month may be a better fit. Come up with topics that are fitting for the audience. You can even answer a few questions that people have submitted to you for all of your subscribers to read.

Try to find trending topics that you can include in your newsletters. This will help ensure that the readers continue to be interested and that they don’t just delete your newsletter or unsubscribe. The layout of it should be easy on the eyes. Break up headlines with subheadings. You can also offer a contest or game with each newsletter. This can be a fun way to stay connected with your subscribers.

Social Media Marketing

Don’t assume that social media is just for your personal use. Create business pages too that represent your law firm or other legal profession. Create a page on Facebook that shares who you are and what types of services you provide. If you offer a free consultation, make sure that potential clients are aware of that.

Don’t just advertise your business name and phone number through social media. Offer information and sometimes, advice. For example, there are a few law firms I follow on Facebook. They offer free rides on New Year’s Eve and a few other times per year. They do so to help reduce the risk of drunk driving offenses.

These are just a few ideas for content that can help jump start your law firm web marketing strategy.

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