Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Search Engine Optimization for Lawyers
1. Search Engine Optimization
for Lawyers
Adam De Jong Jerome Fogel
Marketing Manager Director of Business Development
adam@nationalpositions.com jeromef@nationalpositions.com
818.532.3665 818.532.3665
2. Agenda
What is SEO: a quick overview
How search impacts your law firm
SEO Methodology
What’s new in SEO in 2012
How to reach more local clients
Action plan
Q&A
3. What is SEO
Build your website to rise to the top of the organic
search results
100+ Key Performance Indicators
Based off Google’s algorithm
Keyword research
Content development
Onsite programming
Offsite promotion
7. Website Analysis
Why 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?
8. Keyword Research
Baseline keyword analysis
First page keyword count
Search volume & diversity
Expansion of search market
Seed keyword selection
14. The Panda Update
Google rolling out big changes to search algorithm
Website value now dictating the rankings
Value measured by lots of quality content
Need to create content themes
Need to add a blog
Show Google you’re the authority
15. Google+
Google’s new social network
Integrated into search
Personalized results through connections
Relevant shared Google+ content promoted
Social media now impacts SEO
16. Local Search
Google making a big push for localized results
In March, further changes to algorithm to
personalize results for local products and services
18. How to Attract Local Clients
Local SEO
Maps optimization
Google Places optimization
Distribution to top 100 directories
Local citations with NAP (Name, Address, Phone)
Mobile optimized website
Mobile SEO
Local/Mobile paid search
Call Tracking with Mongoose Metrics
19. Reputation Management
As 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
20. Action Plan
5 Metrics to measure your SEO campaign
Baseline Keyword Analysis
Competitive Traffic Analysis
Link Analysis
Content Analysis
Website Analysis
So how do you get started? Before jumping into your campaign, you should ask yourself these questions.Why does my site exist and what are my goals? How am I generating leads and sales from my site?How big is my marketing budget?What is the lifetime value of a single customer?
Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search
Fast growing marketLess competitive than traditional searchLower search volumesLess cluttered resultsResults positioned differently than traditional searchMobile keyword selection differs from traditional search