SEO & Your Law Practice - How to Get the Most out of Your Website
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There are over one billion sites on the World Wide Web, all vying for a top spot in the search engine results pages. With so much competition, especially in the legal industry, it can be difficult to increase your site's visibility. In this webinar, we explore SEO basics in a changing search environment and some core strategies to help your website rank better and attract more visitors. No previous SEO knowledge is required. Topics to be covered include: • The benefits of SEO. • The basic elements of SEO. • Recent search engine updates and changes. • Local Search optimization. • Understanding the ROI of organic search. • Actionable items to improve your online visibility. This session will be presented by Amicus Creative's SEO Director Robert Schmid.
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SEO & Your Law Practice - How to Get the Most out of Your Website
- 1. How to Get the Most out of Your Website with: Robert Schmid – SEO Director robert.schmid@amicuscreative.com
- 2. The process of maximizing your site’s organic (non-paid) visibility in search engines. Presenting your firm to search engines in a way they can easily understand. Highlighting your content that best matches the intent of search engine users.
- 3. A quick fix. A one time event. Something done in isolation. Interruption Marketing.
- 4. Internet searches identified behind only referrals for how law firms are found and hired. Internet searches are the #1 method of hiring an attorney for those 18-24 years old. Organic listings often viewed as more credible than paid. Source: Search Engine Land
- 5. 1994 – 1998. Search starts with on-page. 1998. Google introduces off-page. 2010. Local added to search results. 2011. Google rolls out Panda to combat low quality content. 2012. Google introduces Penguin to fight spammy links.
- 6. Keyword matching is now transitioning to intent matching. Google Search Quality Team. E-A-T. Expertise- Authoritativeness – Trust. User data signals. (CTR, Bounce, etc)
- 8. Google has an approximate 66% of the search market. Fundamentals are very similar. New Google Yahoo deal.
- 9. Source: Moz
- 10. Limited to 10 results per page. 75% of searchers do not continue past the first page of results. No ongoing costs for additional clicks. Stronger domains lead to better page rankings.
- 11. On-page factors are those you have the most control over. These include title tags, keywords and variants/synonyms in text, page url/domain, image alt tags.
- 12. Display E-A-T. Landing pages for search engines to rank. Great content attracts great links. Freshness counts.
- 13. Penguin has increased risks. Still highly important. Often relationship based. If it is scalable it is likely risky. Look for E-A-T yourself.
- 14. Source: Moz
- 15. Provide users with the answer to their question. Display content deemed high quality from a trusted source.
- 16. Google Analytics. Audience, Acquisition, Behavior, Conversions. Conversion tracking in Google Analyics. Phone call lead tracking.
- 17. Top metrics are Rankings – Traffic – Leads. Analytics can tell us how many visitors it takes to generate a lead. That can help value traffic. Investing in the long term success of your website.
- 18. Sometimes lead data may be incomplete, or the practice may not know the average lifetime value of a client. See what people are paying for traffic.
- 20. RankBrain. Continue refining the process of matching searcher intent. Continue rewarding displays of E-A-T.
- 27. Bar associations. Professional organizations. Schools . Charities.
- 28. Monitor your reputation closely. 79% of people place equal weight on online reviews and personal recommendations. 65% of internet users view the internet as the most trustworthy source of information on a company. Source: Reputation X Blog
- 30. View and download the slides at http://goo.gl/FQ4gLX with: Robert Schmid – SEO Director robert.schmid@amicuscreative.com