Law Firm Web Marketing

    

3 Local Web Marketing Tips For Law Firms

Online advertising in the legal profession has become extremely competitive, particularly in local Pay Per Click (PPC) and Google Places listings. Attorneys are savvy marketers, and many will admit that Google search is the new Yellow Pages. As a result, many law firms are optimizing their websites, and their Internet marketing efforts, to obtain the most advertising exposure possible from local, in-market searchers.

For a law firm looking to optimize their web presence, whether through SEO or PPC, it is important to understand the difference between the variety of Google's ad placements and listings. At the Law Firm Web Marketing Blog, we break-down three primary mediums that help attain better local search visibility, including some best-practices tips for optimization.

Google Places Optimization

The Google Places listings in the search results have become very prominent as well as popular. Aside from having a nice map for users to view, what is also unique about Google Places listings is the page itself. A Place page is a separate entity to a firm's website. And the Place page is core contributor to better local listings in the Google Places results.

Google Places Listings

Optimizing a Place page for better local results requires a unique approach. Similar to organic search engine optimization (or natural SEO), the popularity of the page has major influence as to how well a Google Places page ranks. Although popularity is directly uncontrollable, there are a few techniques to enhance a Place page that can promote more traffic.

  • Always NAP: No, not the sleep, but rather the essential acronym N.A.P. or Name, Address, Phone Number. Always include these in your Place page.
  • Richness of Quality: A Place page that offers quality content, such as video, images and other forms of rich media, will have the upper leg in local search.
  • Earn Good Reviews: Solid feedback means increased credibility for a law firm, even to search engines. More and better reviews on Place page means increased trust, and rankings.
  • Honesty & Accuracy: Be as up-front and honest as possible in your Place page. In the description field of your Place page, define exactly what practice areas as well as service areas you handle. This will only make your Place page more relevant on your core keyword targets.

Google PPC Advertising

Bidding for top keyword exposure using local PPC advertising is no secret to lawyers. However only few firms have discovered the power behind Google AdWords Express Ads.

Google Boost PPC

You may be familiar these enhanced Google ads - they have a blue pin on search results map (instead of red), and although they are paid ads, they are associated with Google Places pages. This is a relatively new feature in Google AdWords that offers an easy way to stand out in the local search results. For lawyers, using Google AdWords Express Ads could mean the difference between getting a good case, and letting it slip to a competitor.

The process to create a Google AdWords Express Ad is simple. The entire set-up is all from the edit mode of your Place page. The ad creation process is very simple. To learn more, visit http://www.google.com/support/places/bin/answer.py?answer=1040967

Enhanced Google Listings

Although these might look similar to Google Places listings, the local search results as shown below are strictly organic listings.

Enhanced Google Listings

These local results are called "Enhanced Google Listings" because they offer more information in the description of the ad. In addition to the Meta description, enhanced Google listings also display an address which is associated with the Google results map. Improving your results in these listings requires organic search engine optimization techniques.

  • Page Title: Write a strong page title that signifies your firm as well as your core practice areas. Google only displays 72 characters of a page title in the results, so a good title is right in ball-park of that length. In addition, don't make your page title extraordinarily huge either. Keyword stuffing your page title is an unethical SEO practice that doesn't work.
  • Meta Description: Similar to a page title, the Meta description is also a key aspect to see better organic results. In addition to providing a brief summary of your firm, a moderate balance of keyword inclusion may also help your rank.
  • Link Building: Link building has become one of the most influential factors to better natural search engine placement. To Google and most other search engines, more back links directing to a site means more trust and popularity. Good linking and enhanced website popularity can be achieved through persistent content marketing, link sharing/trading, social mediums, blogging, and other creative methods that capture external awareness.


Realizing better search engine exposure from local, in-market users can be achieved. Out-ranking your competitors may take diligence, but it can be done with the right approach and the right combination of geo-local SEO, PPC, and Google Places optimization.

continue...

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.

continue...

Top 3 Tips for Law Firm Internet Marketing

Law firm web marketing is one of the greatest channels to gain a competitive advantage in the legal profession.

Internet marketing for law firms places significant focus on search engine optimization, which is essential to be found on Google, Bing, and other major search engines.

Implementing the best practices of law firm web marketing and SEO is one of the best ways capture prospective customers. A high ranking website that is visible on many relevant search phrases can provide incredible opportunities.

Below we've outline the top 3 tips for law firm Internet marketing, and how to get the most SEO benefit from a legal website.

Keyword-Focused Content

The content of a website is an essential element to SEO. By intricately weaving relevant keywords into the copy of your website, you help search engine spiders (or crawlers) index your site according to those keywords. As a result, your website will have more relevance to the targeted keyword phrases that drive you business.

In today's competitive SEO game, it is important to choose keywords that are very specific to your legal practice. Generic keywords, such as "business lawyer," can be too broad and too competitive.

Not only should you consider highly specific keyword targets, such as “business tax attorney,” but also consider local variations, like “Atlanta business lawyer.”

This leads us into our next point about geo-local SEO.

Localized Law Firm SEO

The local search results, such as Google Places, are becoming increasingly important for SEO. Because most law firms represent clients in specific regions, it is wise to reference geo-specific keywords in your SEO efforts.

Be sure to include the local information about your law firm on your website. A solid tip here is to include the firm’s address in the footer of the website. It also doesn't hurt to mention your city or local service areas within the content of the site, such as "contact your trusted family lawyers in Chicago, IL."

Additionally, you can really maximize your local SEO strategy by including geo-references in your link building efforts, which is described in more detail below.

Build Backlinks

Inbound links, or backlinks, are the powerhouse to higher organic search engine rankings. Link building has become very important to compete in SEO, and now there are a number of platforms available to build backlinks.

Some of the most effective resources to build links to you law firm's website are legal directories, forums, and blogs. Whether you want to start your own blog, or surf other related blogs to write comments (and add links to those comments,) the channels are almost endless. They just require a little creativity.

Legal directories are often times the easiest way to earn backlinks. This task demands finding the proper online directories that will allow you to place (or buy) a listing on their directory. Your listing will contain a link back to your law firm website, and thus deem it more credible and trustworthy in the search engines.

Where real strategy comes into play is the link's anchor text, or link name. If the anchor text of the link reads your specific keyword target (e.g. “Grand Rapids personal injury lawyers”) then the webpage being linked to will have greater relevancy to that particular phrase. You can even take this link building practice deeper by executing partial linking strategies.

We hope these 3 law firm Internet marketing & SEO tips will help you on your way to better success in the search engines. Thanks for visiting the Law Firm Web Marketing Blog!

continue...

Lawyer Web Marketing: What the Future Holds...

Being a lawyer is already a task in itself. There is an obvious a wealth of time handling a hectic work schedules and competing with a significant number of contemporaries who work equally hard. Add to that the need to keep one's legal cerebrum receptive enough to understand behavioral patterns of all the individuals involving any particular legal matter, since that is often a the key to empathizing what clients are dealing with.

The focus, however, in the initial as well as subsequent stages, for most lawyers today is twofold - while on one front, they have to deal with the aforementioned aspects; on the other front, there is a need to portray their superiority over others, by explaining to the potential customers, how their services differ from those offered by competing attorneys. In other words, lawyer web marketing has gained a pivotal position in aiding an attorney to build an impressive client portfolio.

Marketing has always been a highly dynamic process - continuously changing consumer perspectives and off course, a vast category of products and services to choose from. Such an environment has ensured that conveying the right message to one's potential customers through healthy marketing practices is highly essential. Interestingly, marketing over the Internet, is an even more dynamic and volatile process, owing to the changes made by the world's leading search engine: Google. The practices of Search Engine Optimization (SEO), developed to steer Google and other search engines into recognizing a website as credible, need to be professionally executed.

One of the recent changes made by Google to its search results display was the inclusion of personalized results - which may include a local influence. Moreover, alterations were made by the search engine to its Google Places results, which has a most definite local impact on lawyer web marketing.

Website Content & Organization

The infamous Google Panda update in February 2011 further reinforced the priority that Google has always been known to place on quality written and well-structured content. Now, just a year later, in 2012, the news is that the company plans to place importance on a relatively technical measure in order to aid its spiders to reach to the various dimensions of content put up on a website - the search engine will now benchmark whether or not html tags which markup web pages (better known as schemas) have been included. Basically, these tags have always been in use by Google, Yahoo and Bing, while scanning web pages in response to user queries, in order to display the most accurate results.

Schemas are known to substantially aid DBMS (Database Management Systems.) When it comes to evaluating the current status of lawyer websites, data is meticulously structured in most cases, however, the process of retrieving the date from databases, in response to user search queries, and converting it to HTML, can be cumbersome. By aiding Google spiders in retrieving information more conveniently, through the usage of schemas, the benefits to an attorney's websites in terms of search engine rankings, will only be amplified. This being a technical dimension nonetheless, would be best if dealt with, by a webmaster or related technical specialist.

Food For Thought

Care should be still taken to ensure that the vast number of other parameters taken into consideration by Google in presenting search results, will continue to hold importance. Some of them being

  • Credibility and novelty of information on the website: Quality websites gain popularity when people link to those websites. Valuable copy is linked to naturally, although there are services that aid this effort.
  • Authenticity of the website creator: Always include NAP on your site. That is your firm's Name, Address, and Phone Number.
  • Differentiation from competitor websites: Create only unique content that separates you from the pack. In addition, keep the structure and organization of your pages unique to your liking, don't replicate what your neighbor is doing.

It is indeed true that such periodic small changes made by Google will alter the best practices of lawyer web marketing in the years to come. However, partnering with an authentic company, with a good track record, and one which offers a dedicated lawyer marketing program, will certainly ensure that an attorney reaps the benefits of uphill search engine rankings.

continue...

Recent Posts

  • Big-Picture SEO: Building Brands & Cultivating Audiences
    Digital marketing and SEO have become a major ... read more
  • Local SEO: Top Citations to Boost Google 3-Pack Rankings
    Since the Google local 3-pack rankings replace... read more
  • How To Prepare Your Law Firm SEO Strategy for 2016
    SEO strategies for law firms require in-depth ... read more
  • Proven SEO Tips to Uplift Your Law Firm's Rankings in 2016
    If there is one thing that is constantly chang... read more
  • 5 Local SEO Resources That Provide Honest ROI for Attorneys
    The process of search engine optimization can... read more

Blog Tags

Legal Marketing Resources

Epic Entrepreneur

An insightful blog that offers creative ideas for entrepreneurs and business owners.

Martindale

One of the most trusted legal resources for attorneys, peer reviews, online legal communities, and more. 

Lexis Nexis | Martindale Hubbell

Lexis Nexis legal directory of Martindal Hubbel law firms and legal professionals

WSJ Law Blog

The law blog of the Wall Street Journal

Organic SEO Copywriters

Need optimized content for you legal site? Organic SEO Copywriters offer high degree of experience writing copy for legal contexts, particularly local SEO copywriting for lawyers and law firms. 

Business Blogging Tips

Know the SEO & Web Marketing benefits as well as best practices to owning and managing an external blog for your legal practice.

Web Presence Management

SEO & Website Optimization Solutions

?Full service website optimization company for SEO, PPC, on-site website optimization, development, web design, and content marketing services.

Screen Printing for Marketing

Law firms can empower their marketing strategy with tangible promotional products from local suppliers like this fine company.

AdWords PPC Campaign Management Solutions

Get expert PPC campaign management services from the trusted Google AdWords Experts.

PPC Optimization Tips

Brilliant insights to help you better manage and optimize your PPC campaign.

SEO Friendly Web Design Blog

Learn tips, insights, and strategies to make your website's design more SEO-friendly. 

TCTopofMind.com

Resource dedicated to local SEO consulting programs and educational-based resources for all levels.

Righteous Business Blog

Want to make your law firm business more purposeful? Become enlightened by visiting the Righteous Business Blog.

Employee Thank You Gifts

Discover some of the best employee thank you and appreciation gifts for your law firm by visiting this unique website called BookWear!

Legel-friendly Recruiting Giveaways

Recruit top-notch talent with great efficacy with recruiting gifts that are legal friendly.