Bringing Traffic to Your Website: On-page, On-site, and Off-site Optimization Strategies

seo for lawyers and attorneys

These days, it’s not enough to have a beautiful, user-friendly website. It’s also important to consider the site’s existence on, and interaction with, search engines. Search engine optimization is one of the best ways to initiate and funnel traffic to your website, and a well-performing website utilizes the right combination of on-page, on-site and off-site optimization strategies.

On-page optimization ensures the optimal mix and frequency of well-researched keyword phrases.  This typically consists of measuring relevancy across items such as page title tags, meta descriptions, header (h1, h2) tags, image alt tags, link title attributes and paragraph text on a single web page.  On-page optimization also focuses on including keyword phrases in the right locations of a web page.  Search engines will prioritize the importance of a keyword phrase that’s physically higher up on the page and tagged correctly, and give that particular phrase more weight when categorizing and ranking your website in organic search results.

On-site optimization focuses on the importance of relevancy across many pages of a website, or the entire site.   An example of this would be a website for a law firm where all topics (including practice areas, blog pages, articles etc.) focus on law-related issues, or anything relevant to the business.  Typical on-site optimization strategies include a rich link structure that connects keywords or phrases to other related pages that may more clearly define the specified keyword phrase.  Ensuring that the anchor text used in a hyperlink is rich with keywords that clearly define what the subject of the destination page is about gives a search engine a better idea as to what the overall site’s theme and category is.  A good example of this would be avoiding a phrase like “click here” as a means to link to another page.  Other on-site strategies would include having a current XML sitemap to help search engines crawl and identify the location of all of your website pages without missing any, using schema markup to better translate information about your organization to search engines (location, hours, type of business), identifying and removing duplicate content to avoid penalties, and using DRY (don’t repeat yourself), lean, compressed (minified) code so that your site loads quickly, giving visitors an optimal experience.

Off-site optimization techniques primarily focus on aspects that can increase the visibility of a website in organic search results by way of factors that are external to the website itself.  This would include social media strategies set to drive traffic and inbound links, obtaining backlinks by use of credible online directories, and ensuring that URLs, address listings, and phone numbers are precise and accurate across all locations on the web.  Also, writing compelling, original, quality content like press releases or blogs that authoritative sites like news sites and thought-leading blogs may want to link to, can help increase your organic search rankings.

A healthy combination of on-page, on-site and off-site optimization is the best approach to increasing visibility for your website. PR4Lawyers is both knowledgeable and experienced in creating successful optimization strategies for lawyers’ websites. Call now for a consultation at 631-207-1057 or email us at info@pr4lawyers.com.

 

5 Free Tools to Support Your Social Media Marketing Strategy

With the amount of social media programs available on the Web, law firms must be able to efficiently leverage time spent on social media marketing. This article will provide readers with a brief introduction to the social media services Eventbrite, Tweriod, WiseStamp, Disqus and Unfollowr. These five tools are quick to use, helpful, and conveniently free of charge.

  1. Eventbrite — Eventbrite’s mission is to make events as easy to create, find and attend as possible. With this online service, firms can create and promote events online. This tool allows users to customize event pages, integrate with email marketing services, connect with Facebook and offers the ability to scan QR-coded tickets for attendees with smartphones at the door. If your event is free, this service is free to use. For paid events, there is a small fee to sell tickets online.
  1. Tweriod — This tool analyzes both your firm’s tweets and your followers’ tweets to provide you with the best times and days to send tweets. By tweeting during time periods where you’ll receive the most exposure, you will make the most out of your efforts. Firms should run a free monthly Tweriod analysis and use the provided data to schedule posts in programs such as HootSuite or TweetDeck. For more information on scheduling social media posts at the right times, please read our article, “Timing is Everything: When to Blog, Tweet and More.”
  1. WiseStampWiseStamp allows users to create unique, branded email signatures through customized apps. For example, you can link your email signature to any social network, share your latest WordPress blog articles, include QR codes and much more. The free version of WiseStamp allows users to create one personal and one corporate email signature.
  1. Disqus — For those who receive an excessive amount of spam in the comment section of their blog, Disqus can be very helpful. This free tool can get rid of spammers by upgrading your comment system so that users must create an account before they can comment. This program is compatible with WordPress, Tumblr, Blogger, Drupal, HTML and JavaScript. Also, Disqus has been approved by the Google Search Quality team to be organically crawled unlike any other comment platform. 
  1. Unfollowr — If you need to clean up your “following” list on Twitter, this free program will help you keep track of people who have stopped following your account. To join, just follow @unfollowr on Twitter and you will receive digests to your email or direct messages with a list of unfollowers. This is a great tool to remove inactive or unfruitful accounts and ensure that you aren’t losing any important firm contacts or personal connections.

For more information, please contact The Public Relations and Marketing Group at 1-866-PR4Lawyers or johnzaher@pr4lawyers.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

 

Facebook: The New Face of Advertising

An In-Depth Look at How Facebook is Outpacing Traditional AdvertisingFacebook Ads image

By Erin Marine, Legal Account Executive at PR4Lawyers

The Wall Street Journal recently published an article on Republican presidential candidate Ben Carson’s advertising strategy for his political campaign. At the time, Carson was the leading candidate in the Republican primary polls, surpassing even the “seemingly unstoppable” Donald Trump, but Carson was also leading his political rivals in another arena: Facebook advertising. As of this writing, Carson has over 5 million Facebook fans, compared with Donald Trump, who currently has 4.8 million fans and leading Democratic rival Hillary Clinton, who has just under 2 million.

The article quotes Erik Hawkins, group director of Facebook’s global marketing solutions team, as saying that Carson is the most active presidential candidate on Facebook in terms of paid and organic activity. In fact, Carson campaign officials have already launched over 240 different advertisements on Facebook alone. The Carson campaign has made Facebook advertising a key component of its advertising strategy, while other candidates continue to cling to print and television platforms, the traditional darlings of political advertising.

Clearly, political campaign managers are starting to pick up on what many businesses and organizations have already discovered: Facebook is the future of advertising, and the future is now. Continue reading Facebook: The New Face of Advertising

7 Ways to Deal With an Unresponsive Client

Man cutting telephone cord

By Angela Kambarian, President of Essential Communications (http://www.kambarian.com)

How do you deal with an unresponsive client? As you know, an overwhelming majority of business professionals encounter this problem, at least every now and then.

Let’s say you have an interesting idea for an upcoming project, or there is an urgent piece of information that needs your client’s approval. You shoot an email to a client. Nothing happens. You send a follow-up email. Nothing! You send another. The same result. You give your client a call. They appear to be unapologetic. They promise to take a look at your correspondence right away. But still nothing. Sounds familiar? Let me assure you this problem is surprisingly common. Yet so many entrepreneurs, business owners and even senior executives struggle to deal with it.

So, here are seven pointers to keep in mind if you are faced with an unresponsive client who won’t put his or her stamp of approval on your materials. Read More

Blogging Best Practices for Attorneys

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Most attorneys include a blog on their website as a great way to entice current and prospective clients to visit your website and to read what you have to say. In order to make your firm’s blog as successful as possible, it is important to understand a few key best practices so you can ensure you get the best possible results.

Content Quality

When writing or reviewing your blog posts, think about your audience: are you writing for prospects or are you writing for referrals? Your answer will dictate whether your blog posts should be more informative and written in an easily comprehensible language or legally written to appeal to other lawyers and law journals. Also, keep in mind that the more useful your content’s information is, the more likely your blog will convince readers to call your firm. No matter what the topic is that you’re writing about, the primary objective should always be to write a useful, informative and timely post. For example, if you are a traffic law attorney and there is a new speed limit going into effect in your neighborhood, it would be better to post this information sooner rather than later, making your firm the most informative.

Continue reading Blogging Best Practices for Attorneys

Should You Choose a Custom Website or Template Website?

156813954-sWhen running a law firm, one of the most important branding and marketing strategies is your website. How can you decide if your firm is better off with a template or a custom-built website? First, think about the goals, budget, and scope of your campaign. For example, if the main objective is a quick, low-cost redesign or the creation of your first website, a template-based website could be beneficial for your firm.

However, while many firm owners create their own websites using templates through sites like FindLaw or LexisNexis, these templates may not fit into your overall marketing strategy or long-term budget. For example, you may set up a website that is functional for the time being, but you may later want to add features such as contact forms which may only be created for an extra fee, or not at all with the template have you chosen. Alternatively, the website may continue to function, but may be incompatible with key features of SEO or digital advertising campaigns. Therefore, plan ahead and make sure your website is not only effective for today, but for the next 2-5 years.

First Impressions

Your website is oftentimes the first point of contact with a client, and you want to make a good first impression. Consider that the average amount of time a viewer spends on a webpage is less than one minute. Therefore, you want to figure out how to quickly convert visitors. First, your website should look professional and should be carefully constructed to influence viewers to stay as long as possible. Continue reading Should You Choose a Custom Website or Template Website?

5 Quick Tips to Grow Your Followers on Social Media

Social-Media-TreeAttorneys are increasingly turning to social media as a way to communicate with their prospective clients. But, as an attorney, growing your presence on social media can be tricky, especially if you are just starting your pages. Here are some tips on how you can make minimal changes to your social media platforms, and quickly receive an increased number of followers.

1. Be Consistent in Your Content

Your content is what your law firm will largely be known for on social media. Therefore, you want to maintain a clean and consistent image. Content should always be relevant to the type of legal services you provide. For example, you may feature new blog posts you have written, post relevant articles about cases in your area or briefly comment on largely publicized cases in your field of practice. Law firms may even choose to share news and events pertaining to the firm.

Once you find content that is appropriate for your firm, regularly post similar concepts on a rotating basis. This way, your followers know exactly what to expect on your social media pages, and others will begin to follow your pages as a reference for current events. You should also include a mix of updates on law and local news to keep your feed up-to-date with current information. Continue reading 5 Quick Tips to Grow Your Followers on Social Media

Start Planning Your Holiday Marketing

Wrapped presents and computer mouse

The fourth financial quarter and the holiday season are approaching. How can your firm capitalize on the holiday rush? Start planning your holiday marketing efforts now! Use your firm’s social media sites, online marketing, and public relations efforts to build a comprehensive holiday marketing plan.

Social Media Marketing

As each holiday season comes and goes, we are becoming more engulfed in our social media accounts. Therefore, it is beneficial to use social media as a way to directly influence your client base. First, grab their attention by adding fun and festive elements to your usual marketing strategies.

The holiday season means that consumers want a good value for their dollar. By offering a promotion on social media sites (whether it is “Take 10% off your consultation” or “$50 off services provided”), you are giving existing and prospective clients alike a reason to visit your firm. Even visitors who were not previously considering your goods or services may be enticed to do so. Continue reading Start Planning Your Holiday Marketing

New York Law Firm Advertising Spotlight: MLB Postseason

MLB pic
September is here, meaning the Major League Baseball regular season will soon be coming to an end. The MLB postseason is set to begin September 30th with the Wild Card Playoff games that determine which wild card teams will advance to the Division Series in both the American and National Leagues. This year, a new team will be crowned the World Series champion as last year’s victor, the Boston Red Sox, will not be in the postseason. While the playoff field is not set yet, some of the frontrunners in the American League are the Los Angeles Angels of Anaheim, led by Mike Trout; the Baltimore Orioles, featuring Adam Jones; and the Oakland Athletics, with Josh Donaldson. From the National League, the Washington Nationals, featuring Stephen Strasburg; the Los Angeles Dodgers, including Yasiel Puig; and the St. Louis Cardinals, with Adam Wainwright are among the teams that hope to claim the title. Continue reading New York Law Firm Advertising Spotlight: MLB Postseason

9 SEO Metrics and Terms that Law Firms Need to Understand

SEO Analysis
In today’s digital world, search engines such as Google, Bing and Yahoo! have become powerful tools that play a large role in the success or failure of many companies in various industries. Ranking high in search engine results can help a law firm gain new clients and strengthen their brand. When a law firm appears on the first page of search results for key terms, whether the consumer is actively searching for the firm or not, it can directly result in leads and sales. The consumer will start to recognize the firm’s name and build perceptions of the firm just by seeing their name at the top of the page. Having low results in search engine queries can hurt your law firm as much as good results can help. No matter the circumstances, all law firms should be on the first page for a certain term, such as their firm’s or attorneys’ names.

Search Engine Optimization (SEO) is the process of improving a website so that it appears higher in search engine results. Improving such results can be a lengthy process that requires much effort. In order to improve results, one needs to pay close attention to key performance indicators associated with SEO. Tools such as Google Analytics allow developers of a website to track metrics vital to a website’s SEO success. However, none of these statistics will help if one does not truly understand them. Below are nine metrics and terms that one needs to know in order to improve their SEO: Continue reading 9 SEO Metrics and Terms that Law Firms Need to Understand