Search Engine Optimization for Lawyers

Search Engine Optimization for Lawyers

Adam De JongMarketing Manageradam@nationalpositions.com818.532.3665

Jerome FogelDirector of Business Developmentjeromef@nationalpositions.com818.532.3665

AgendaWhat is SEO: a quick overviewHow search impacts your law firmSEO MethodologyWhat’s new in SEO in 2012How to reach more local clientsAction planQ & A

What is SEOBuild your website to rise to the top of the organic search results100+ Key Performance IndicatorsBased off Google’s algorithmKeyword researchContent developmentOnsite programmingOffsite promotion

How SEO Impacts You

Why

SEO

Matt

ers

BIA/Kelsey & Constat 2010, TMP Directional Marketing & ComScore 2009, Marketing Sherpa 2010

97% of customers

research online before

buying

95% of search

engine traffic comes

from the first page of

the results

90% of traffic

generated by paid ads

is not replaced by

organic search when

the ads are paused

7-1 average ROI

for all SEO

campaigns for law

firms

SEO Methodology

Website AnalysisWhy does my site exist? What are my goals?How many leads am I generating from my site?What’s the lifetime value of a client?How much traffic am I getting?What are my top traffic sources?How much traffic are my competitors getting?What’s my conversion rate?What’s my bounce rate?

Keyword ResearchBaseline keyword analysisFirst page keyword countSearch volume & diversityExpansion of search marketSeed keyword selection

Content Development

Website

Content

Blogging

Press releas

es

Offsite

Articles

Onsite Programming

Offsite Promotion

Tracking Your Campaign

What’s New in SEO in 2012

attorneys

The Panda UpdateGoogle rolling out big changes to search algorithmWebsite value now dictating the rankingsValue measured by lots of quality contentNeed to create content themes Need to add a blogShow Google you’re the authority

Google+Google’s new social networkIntegrated into search Personalized results through connectionsRelevant shared Google+ content promoted Social media now impacts SEO

Local SearchGoogle making a big push for localized resultsIn March, further changes to algorithm to personalize results for local products and services

Loca

l Sea

rch

Tren

ds

Pew Research Center: 28% of American Adults Use Mobile and Social Location-Based Services, September 6, 2011

4 Billion

local searches on

Google per month

61% of local

searches result in

purchase

55%Of mobile users

search for local

products & services

90% of mobile

local prospects

take action within

24 hours

How to Attract Local Clients Local SEOMaps optimizationGoogle Places optimizationDistribution to top 100 directoriesLocal citations with NAP (Name, Address, Phone)Mobile optimized websiteMobile SEOLocal/Mobile paid searchCall Tracking with Mongoose Metrics

Reputation ManagementAs online becomes more valuable, so does your online reputation

80% of people cancel a purchase if they see a bad review

78% search a company online before buying product/service

Action Plan5 Metrics to measure your SEO campaignBaseline Keyword AnalysisCompetitive Traffic AnalysisLink AnalysisContent AnalysisWebsite Analysis

Final Thoughts

Q & A