Law Firm Web Marketing

    

How to Evaluate a Site's Backlink Profile for SEO

Site AuditLong-believed to be a critical element in the process of SEO, backlinks are considered a dirty word for many marketers, specifically due to Google's changing policies in regard to link building. Backlinks are an important indicator of authority, allowing Google to determine a website's value, and whether or not it delivers the information users are looking for.

Yet backlinks can be tricky, and webmasters need to rethink their link-building strategy in order to get their websites ranked higher. Unnatural links obtained from link schemes can do more harm than good, offering short-term results that make websites vulnerable to penalties imposed by Google.

And if you are not the one trying to acquire unnatural links, there's another  and oftentimes much scarier  premise: your competitors are submitting links to your website across the Internet to land you in the penalty jail. That's why doing back link audits periodically can help you identify bad backlinks and take further action to remove them.

Backlinks Site Audit Process

The guide below shows you the process of doing a backlink site audit, as well as the variables to take into account in order to ensure that all of your links are completely natural.

Step 1. Find a suitable backlink checker. The most popular tools available for auditing your backlink profile are Ahrefs.com, Majestic SEO and Open Site Explorer by Moz. However, you will need to get a paid monthly subscription to get access to all of your backlinks and easily export them in a CSV file format.

Step 2. Once youíre found the desired tool, enter your website URL in the designated field, and wait for it to parse the data.

Step 3. Take the time to review the various information gathered by the tool. Regardless of the SEO back link checker you use, the report should be pretty much the same in terms of elements included: number of backlinks, number of referring domains, anchor texts, URL rating, domain rating, referring pages, and more. While they are all important, only a few of them will directly impact how your website ranks in search engines and these are:

Anchor Text Ratio

The anchor text is a text that webmasters use to embed clickable URLs in. Most of the time, anchor texts are keywords instead of random phrases, and the more competitive these keywords are, the higher the website will rank for them.

In essence, if someone links back to your website with the anchor text, say, best digital marketing agency, this tells search engines that your website is very relevant to that keyword, so it will rank higher for it. Look at the anchor texts included with your backlinks if they are highly relevant, that's good, but if they seem randomly choose, have them changed or completely removed.

Relevancy of Referring Sources

Are the referring sources relevant to your website or niche? If you have a website about shoes (and implicitly, in the fashion industry/niche), relevant backlinks should be coming from websites in the fashion industry as well.

This shows search engines that you have authority in your niche, helping you get at the top of search engines. If you spot a backlink in, say, automotive industry, itís not relevant, and it may actually hurt your rankings instead of helping you rank higher.

Domain Authority of Referring Sources

Domain authority is the most important factor included in Googleís ranking algorithm, and it is calculated based on different variables such as the number of relevant backlinks you have, relevancy of referring sources, and more. The domain authority ranks site on a 100-point scale, so the closer you are to 100, the more authoritative your website is (and the higher it ranks in Google).

To determine the domain authority of your referring sources, simply copy and paste the root domain name in another browser tab with the same backlink checker opened. If a website with a high domain authority links back to you, it means that your content is of a very high quality and likely meets Google's Webmaster Guidelines, thus giving you a boost in search engine rankings.

Social Credibility of Referring Sources

The modern era of information technology is dominated by social media, and websites with a good presence on social networks are usually given more weight in SERPs. A good presence on Facebook, Twitter, Google+ and other platforms shows search engines that your content is appreciated by your audience, thus ranking your higher.

Take the time to analyze the social credibility of your referring sources. Never let the number of likes, shares, tweets or +1s fool you many companies purchase them in 10,000-for-$10 packages, so they're of a very high quality despite the huge number. Instead, look at user engagement: how often do customers post on the company's social profiles, and how much overall activity does it have?

Final Word About SEO Site Backlink Audit

These are just a few of the things to keep top of mind when doing a SEO site backlink audit. Make sure to copy and paste bad backlinks in a separate document, so you can create a disavow file to submit to Google Webmaster Tools and have those hurtful links removed. This will increase your authority and help your website rank significantly higher, giving search engines no reason to ever penalize you.

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A New Perspective Toward Lawyer SEO & Web Marketing

New DirectionAnyone law firm that uses SEO to promote their legal services is well aware of the potential SEO has at generating new clients and cases. However, with most lawyer SEO strategies becoming run-of-the-mill approaches that produce marginal returns, it's important to adapt to other more comprehensive strategies and programs, namely, WPO or web presence optimization.

What most law firms really need to focus on is a more holistic approach to Internet marketing the combines different, non-SEO specific ways of approaching marketing through the web. And this is exactly what web presence optimization sets out achieve.

Embracing Web Presence Optimization (WPO)

Web presence optimization is part art and part science. Law firms want to find the best method to promote their product or services. Business want their company to be discussed, talked about and sought when looking for whatever it is they promote.

As with most things, there is no one magic pill to solve this dilemma. WPO requires a combination of strategies, usually including SEO but not always or not always relying exclusively on SEO, to get their brand talked about and consumers to buy it.

Establishing a Credible Web Presence Via Content Marketing

Content marketing is one strategy that should be part of any web presence optimization plan. Over 85% of major brands, according to most estimates, use content marketing. Content marketing is education. A law firm should educate target clients, not only about their primary legal services, but also about various areas of law to keep them informed.

Content topics like tips, hints, and "how-tos" are all part of content marketing schemes. The company can use blogs, YouTube, white papers, or postings on websites to engage in content marketing. This is the backbone of web presence optimization via content marketing.

Content marketing is even more important for small business that cannot invest millions in marketing efforts. It is a perfect way for a small company to help create brand awareness and push potential clients toward their product or service.

As the essence to web presence optimization, content marketing is meant to build trust in what you do and your particular niche. You want to create a buzz and get family, and friends to share the information about the business with others. For more content marketing ideas for a web presence optimization strategy, visit WebPresenceGroup.net.

Building an Audience Through Social Media Marketing

Social media marketing or SMM is the combination of ways a company targets social media networks. The purpose is to promote your brand and get others to help you develop it through social interaction.

This means creating a presence on Facebook, Twitter, and other social media platforms. The company tries to get the public involved in surveys, contests or anything to promote interaction involving the product or service. It is targeted interaction that many believe is a particularly effective way to market on the Internet.

When it comes to web presence optimization and building your rapport, there are many ways to grow you social media presence. Whether you do it organically through brilliant content and outreach, or by utilizing advertising on Facebook and Twitter, devise a strategy that makes the most sense with your law firm's goals and resources.

Staying Connected & Keeping Engaged With Your Audience

Email is probably one of the most attractive and inexpensive ways to promote your brand and market through the internet. Before the advent of SEO, email marketing was a favorite for many law firms new to web marketing.

Email has an advantage in that it is more direct and personal. If you can send an email directly to a person, it gives a more personable feel toward whatever you are attempting to sell or market. Spamming developed as the steroid version of email marketing and has given it a bad name. It is still, however, one of the most useful forms of internet marketing.

The fusion of these and other Internet marketing strategies, along with SEO, is the real meaning of effective web presence optimization. A more holistic approach, rather using only one or two of these methods, is the most efficient way to achieve brand recognition and ultimately increase sales.

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Expand Your Firm's Traffic Potential Via Web Presence Optimization

Web Presence SEO TraverseIn the current world of online marketing, having a website alone is not enough to ensure your law firm gets found by potential clients online. You can buy or even build your own visibility for your law firm through a variety of tactics, from social media marketing to SEO and PPC advertising. However, through web presence optimization (WPO), you will help your law firm get discovered by clients all around the web.

Common social media optimization (SEO) strategies will help your law firm website get discovered by clients on search engines like Yahoo, Bing and Google. WPO takes this concept further. Web presence optimization refers to the practice of making your entire law firm brand (not just the website) visible anywhere clients are active online, beyond just on search engines.

The All-Encompassing Approach to WPO

Your law firm can then get visible on review sites, blogs, local listings, press releases and in social sites such as YouTube, twitter and facebook. Therefore, by embracing WPO over SEO, you will be able to maximize your law firm's ranking on all touch points that internet users can use to interact with your brand.

WPO combines aspects like public relations, social networking, content development, digital advertising, SEO and marketing communication efforts in making a law firm as ubiquitous as possible. The following are the primary components of web presence optimization that will help you achieve sustainable results via WPO.

Create a powerful content marketing strategy

Content marketing refers to the practice of producing and sharing some great content on the web. The chief objective of this is to inbound lots of traffic to your law firm website, while building credibility in your brands.

Irrespective of whether your company is generating infographics, videos or articles, the content you publish is very important for a great web presence. Keep your content fresh and dynamic. Conduct an extensive campaign. 

The idea behind this WPO strategy is to reach out to authoratitive and relevant websites for guest blogging. The aim of publishing your content on other sites is to help generate link popularity back to your site.

When done correctly, reaching out for guest blogging platforms will open the door to many new opportunities. In addition to generating link popularity, guest blogging can also increase your law firm’s social media presence and can open new marketing opportunities.

Engage highly in social media

When it comes to web presence optimization best practices, social media will have a great impact on the firm’s WPO strategy. Social signals like tweets, shares, google + and likes are beginning to play an important role in the ranking algorith. It is therefore important that you integrate social sharing and other major marketing strategy to fully exploit your following.

The social media component of your WPO plan will be aligned directly to its content marketing strategy. This is because most of the content you produce and publish will be shared and promoted through social media. This will serve in engaging your target audience and increasing traffic to your site.

Clients will never know about the existence of your law firm and website if you do not go the extra mile of crafting a web presence optimization strategy. Gone are the days when we used to rely on common SEO strategies in marketing our online law firms. WPO is the new strategy that everyone is talking about.

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