Law Firm Web Marketing

    

Does Advertising on Bing Offer a Better Bang for the Buck Than Google?

Google and BingAccording to Pricing Engine, advertising on Bing is "more efficient" compared to Google AdWords. This is big news for law firm search marketers, for this new data directly focuses on small to medium sized businesses (or SMBs).

It is a fact that Google has huge volume of searches, but when it comes to the overall average cost per click (CPC) Bing is much lower based on the analysis of Pricing Engine. Pricing Engine examined the data coming from several small business accounts. They discovered that although Google has slightly higher CTR (click through rate) average, the CPC's are much lower for Bing advertisers.

Bing "More Efficient" for SMBs?

Pricing Engine recognized that Bing is "more efficient" for SMBs. Although bigger companies may require the higher volume of searches on Google but SMBs does not need that kind of scale. Pricing Engine is helping small businesses in how they can effectively buy online ads. They compare data from their clients and present a report at the Street Fight Summit in New York. This data is very significant to their business since they will have the capacity to analyze the performance of PPC advertisers in relations to the companies. After examining this data they can provide some recommendations.

Jeremy Kagan, the CEO of Pricing Engine, revealed that this is the first time that they have shared the information regarding extensive trends. This data may not be statistically severe however his main objective it to start a discussion regarding the VSB or the very small businesses.

One of the major points of the report is that most small businesses put more focus on advertising on Google AdWords rather than using Bing. According to Pricing Engine, AdWords advertisers have an average rate of 2.4% on their clickthrough and 2.3% only for Bing. However, the cost of clicks on Bing is lower compared to Google AdWords. The cost per click of Bing is $1.10 compared to $2.40 for Google AdWords.

Pricing Engine also discovered the largest category based on the number of accounts is the stores. On the other hand, the greatest investors on Google AdWords are the digital services companies and ecommerce store PPC advertisers.

So, is your law firm doing any sort of PPC advertising on Bing? Let us know your thoughts in the comments section below!

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3 Ways in Which Social Media is Influencing Your SEO Strategy

Social Media SearchCounter to what some skeptics believe, SEO is not obsolete and will never be phased out. The theory that social media marketing might someday totally replace SEO is impossible. What's evident though is how social media has and will continue to have a huge impact on SEO and search engine rankings.

The three most important search engines – Google, Yahoo, and Bing - are all taking signals from social media sites and have considered these signals to be big factors in improving a blog post or website's rankings. Let's take a look at the several ways on how social media influences your SEO strategy.

Social Media are Also Small Search Engines

Just consider how many are currently active in the different social media sites such as Facebook, Twitter, Google+, Pinterest and LinkedIn. These active users are using social media as a search engine too. Remember, if someone wants to check out a particular product or service, that person only has to dig up the desired information in their social media's built-in search engines.

This is why businesses, especially online marketers must have a good presence in the top social media sites, especially on the ones mentioned earlier. You have to make sure that your social media account will be visually appealing with meaningful content that encourages interaction among those who frequent your account.

How Social Media Influence Can Improve Your Brand (and Site) Authority

Being a credible source of information online is highly important. Google will make sure that your blog posts and website as a whole will receive better rankings the moment more people link back to you. At present, social media linking improves your online network, making it larger.

There are other factors such as reach, relevance and resonance that are related to determining your credibility. Your social media shares and back linking will improve the factors stated above. Therefore, you must be capable of creating content that is not only relevant, but also engaging enough for people to share in their social media accounts.

How Being on Google+ Improves Your Authorship

Without a doubt, the Google search is influenced by user activity on Google+. Also, ever since Google+ has been launched, the Google search engines have been more integrated with the features and the social sharing that happens in the fast growing site. One unique feature that Google+ has allows all online authors to associate their content to their Google+ profile.

This definitely has a good effect on the Google search engine results, and can be leveraged for SEO. This is quite important in building your credibility as an online author because trust is built. You are also already being recognized by the Google Search Engine itself. Also, your search visibility on Yahoo and Bing can continue to improve.

The author tag by Google+ also ensure that whenever you write original content, it will remain yours to claim. This is because whenever your content is syndicated by others, it will always be directly associated to you. Therefore, duplicated and copyright violation issues will be diminished.

In conclusion, social media should be tapped for you to have a better SEO strategy. The creation of quality content is highly valuable, and so is getting natural backlinks from the social media users. The more tweets, "likes" and shares you get from the Social Media Sites, the better your search engine rank will be. For those who have businesses, be it a traditional or online business, you should have a more in-depth study on how social media marketing can help you reach your potential and targeted customers.

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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.

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SEO Site Audit: A Sound Marketing Investment for 2016

SEO Site AuditAn SEO site audit is one of the most important tools in identifying your website’s current SEO standing and overall rankings potential. In short, SEO site audits offer insights on how to improve your law firm's website to rank high in search engine results.

In most cases, an SEO audit looks at the technical infrastructure of a website, the on-page and the off-page elements that affects a website’s usability, overall search engine visibility, and conversion rate optimization (CRO).

Put simply, SEO site audit gives you a comprehensive picture of the effectiveness of your website and the marketing strategies you have out in place.

It's also worth mentioning that SEO site audits should be conducted regularly, at least every year. There are many reasons why your law firm or legal practice should perform regular SEO audits, or invest in an SEO site audit from a professional SEO company.

Adapt to Google Algorithm Changes

Google and other search engines are always updating their algorithms in a bid to better the search results. As an online marketer, you need to be informed of any algorithm changes so you can make the necessary changes to the content on your website.

Respecting Google Panda

Google Panda, which was introduced in 2011, looks at the quality of the content in your site. By quality, Google Panda looks at “thin” content (content that adds little or no value to your visitors), duplicate content (content sourced from other sites) and keyword stuffed content (overused keywords).

Sites with low content are ranked low and they may not be indexed in Google. For a site to rank high, it must have original content – Google has way of checking that you are the creator of the content.

The only way to recover from a Panda hit is to perform an SEO site audit and make necessary changes. Every month Google refreshes the algorithm. If not refreshing, they call an update. To be on the safe, always publish high quality content.

Avoiding Google Penguin

Google Penguin was created in 2012 with an aim of hitting sites that create unnatural backlinks. A link is like a vote to your site. If a popular site shares a link to your site, Google will take it that your site should be highly ranked. If an unknown site shares a link to your site, it is not going to count much – unless many small sites vote for you.

In the past, you could cheat the algorithm by creating a horde of self-made links and using anchor texts. Nowadays, one self-made link may affect your whole site. While a genuine link from a known site is good, getting many links from low quality sites is also effective. Like Google Panda, Google Penguin algorithm updates refresh regularly. Get good links and your site will not be unindexed or ranked low.

Meet Webmaster’s Guidelines

Google, Bing and Yahoo are always changing their webmaster guidelines. An SEO site audit ensures that you always comply with the new tools. Here elements of Google Webmaster Tools and Analytics are key to check a site's health and overall crawl and indexing rates, which indicate trust in a site.

Check for Website Errors, Titles and Meta Data and Outdated Content

These enhance the usability of your website. If your website is returning a 404, 403 or any other error to the visitors, the only way to tell is through an audit. Websites errors may also include broken links.

Performing an audit will identify them and help direct the lost traffic. The meta descriptions and the title tags are the first thing that a visitor will see the moment they visit your site. It is important that they are relevant to your site content. Even a good article becomes outdated, an SEO site audit will identify outdated content.

Conclusion

Basically, a comprehensive audit looks at site accessibility (robots meta tags, robots.txt, XML sitemap, site architecture and performance among others), indexability (whether your webpages are indexed, whether penalized and why), on-page ranking factors (URL, content and HTML Markup), off-page ranking factors (backlinks, popularity, trustworthiness and social engagement) and finally competitive analysis.

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