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SEO & Your Law PracticeHow to Get the Most out of Your Website
with:Robert Schmid – SEO Directorrobert.schmid@amicuscreative.com
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.
What Search Engine Optimization (SEO) Is
A quick fix.
A one time event.
Something done in isolation.
Interruption Marketing.
What SEO is Not
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.
Why You Should Care
Source: Search Engine Land
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.
A Brief History of SEO
Keyword matching is now transitioning to intent matching.
Google Search Quality Team.
E-A-T. Expertise- Authoritativeness – Trust.
User data signals. (CTR, Bounce, etc)
Current Environment
Anatomy of a Search Engine Results Page (SERP)
Google has an approximate 66% of the search market.
Fundamentals are very similar.
New Google Yahoo deal.
Why are we Looking at Google?
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.
Organic Results
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.
On-Page SEO
Display E-A-T.
Landing pages for search engines to rank.
Great content attracts great links.
Freshness counts.
Content Generation
Penguin has increased risks.
Still highly important.
Often relationship based.
If it is scalable it is likely risky.
Look for E-A-T yourself.
Off-Page SEO
Provide users with the answer to their question.
Display content deemed high quality from a trusted source.
What do Search Engines Want
Google Analytics. Audience, Acquisition, Behavior, Conversions.
Conversion tracking in Google Analyics.
Phone call lead tracking.
Tracking and Analytics
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.
Is this Working? Measuring ROI
Shortcuts 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.
RankBrain.
Continue refining the process of matching searcher intent.
Continue rewarding displays of E-A-T.
The Future of SEO
Actionable Tips
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile Friendly Test
Generate Client Reviews
Fill Out Your Profiles
site:yourdomain.com
See Your Indexed Pages
Bar associations.
Professional organizations.
Schools .
Charities.
Links from Relationships
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.
Search is for More Than Lead Gen
Source: Reputation X Blog
Questions
Thank YouView and download the slides at
http://goo.gl/FQ4gLX
with:Robert Schmid – SEO Directorrobert.schmid@amicuscreative.com
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