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ROUGH TRANSCRIPT
Internet Marketing for Lawyers — Why?
With the expansion of low cost broadband services, virtually every household has access to the internet. Increasingly, people are turning to the web to locate information rather than traditional sources such as the Yellow pages or other phone books. To stay competitive, you need to market your law firm online. The bottom line is that your law practice simply cannot afford to not market on the internet.
Search Engine Marketing | SEM
Search Engine Optimization | SEO
There are two distinct parts of Search Engine Optimization (SEO), and both need to be maximized in order to rank highly in the Search Engine Results Pages (SERP). One part is known as “offsite” optimization. The major focus of offsite optimization is development of highly relevant inbound links from authority sites. The other part is known as “onsite” optimization. This relates to the design, code and content of your website. Most important is the content. It needs to be relevant and fresh. Persistent and consistent updates are crucial.
Blog Management
Modern blogs provide numerous marketing advantages for attorneys. They provide many points of entry to your website, allow you to syndicate your material, and provide an easy mechanism for consistent and persistent fresh content. These attributes are favorable to search engines and increase the ranking of your attorney web site. Significant time is needed to manage a blog. Time is required to draft content, answer comments, perform site maintenance and build links to and from your blog.
Web Design
Web design is a balancing act. You must create a website that is highly optimized for the search engines. At the same time, you must create a professional looking website that catches and holds a visitors attention. Lastly, the web site needs to function in all sizes of browsers, from large desktop monitors to small smartphone screens.
Pay-Per-Click Management | PPC
Search Engine Results Page | SERP
Pay per click marketing can be an effective way to reach new clients. Search engines list PPC ads on the SERP. The ranking of PPC ads is determined by a bidding process combined with how well the ad has performed over history. It costs nothing for the PPC ad to be displayed, but if a searcher clicks on the ad, the advertiser must pay the amount that they have bid. Proper management of PPC campaigns is a time consuming process.
Landing Pages
Landing Pages are highly optimized individual pages. Landing pages can be part of a web site or stand alone pages. PPC ads and inbound links can be directed to these pages instead of towards your home page. Consider this example. You are searching for a criminal lawyer to handle a DUI charge. One PPC ad sends you to a landing page specifically covering DUI defense. Another PPC ad sends you to a law firm home page where you have to begin to search the site to find the DUI information you want. Which is better?
Local and Mobile Search
Search Engine Results Page | SERP
The Search Engines are always changing. A couple years ago there was only organic and PPC results. Thanks in part to the explosion of smartphone use, Search Engines now return local results as a separate category. Search Engine Optimization SEO is different for organic results and local results because the Search Engines use a different algorithm for each type of search. Therefore your web site needs to be optimized for both organic and local search. Likewise your web site must function properly on both computers and smartphones.
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