Google page one marketing & social media marketing for attorneys. You better get on board, because your competitor just did.
Perhaps you are a veteran in your field, or perhaps you just got your ticket a few years ago. It really doesn’t matter! On the internet, everyone is created equal….love it or hate it. When I speak to my dad, a former litigator, I constantly have to re-explain what “Internet Marketing” can truly do, and what “Social Media” really is. Bless his heart, I still don’t think he gets it. I grew up with the law and I worked in my father’s firm for several years. For the last ten years however, I have devoted my life to building great websites and I love it. I have many friends in the legal industry and have built countless websites for all sorts of legal verticals, and it never fails…..the internet continues to be an enigma for most of you. I was recently asked by my good friend Rick Baker, Chairman of the Orange County Bar Association Bankruptcy Committee, to give a presentation at an OCBA luncheon. I also presented at the Central Florida Bankruptcy Law Association Seminar in December, and many of the questions asked there were the same as at the OCBA luncheon. Most questions involved internet marketing, and it prompted me to write the following article.
Before I begin however, do yourself a favor and commit to reading the full article. I’m about to let you know how your practice can win at the internet game.
Do any of these problems sound familiar?
· You are a veteran in your field and you just want to practice law, but some young kid fresh out of grad school has a website that runs circles around yours.
· You have no idea how to measure your website’s effectiveness and you are no where to be found on Google.
· You are spending money on internet marketing and your website every month. You believe its running at max capacity, but you only see your sales rep at renewal time (I love that one).
· You have heard that social media (Facebook, MySpace, LinkedIn or Twitter) is the next great thing, but you have no idea how to leverage it.
· You just want to practice law and not deal with internet issues.
To those of you who don’t want to deal with it, I say fine. I respect that, but do yourself a favor and find someone whose expertise will drive your ROI (return on investment). In the last decade your marketing should have fundamentally changed. If it didn’t, you are a dinosaur facing rapid extinction and you better do something fast. The “newbie” down the street is forging full force ahead. Internet marketing is a vital step for any firm that is looking to advance in this day and age. The internet is here to stay and its growing FAST. How fast? Consider the following:
- The term “bankruptcy attorney” gets searched on Google over 365,000 times per month
- 94% of web searchers never click beyond the first search page.
- Surveys show that first page placement gives businesses high credibility value
- 96% of Generation Y is on a Social Media Network such as Facebook, LinkedIn or Twitter
- If Facebook were a country, it would be the 4th largest in the world
- It took TV 13 Years to reach 50 Million users, it took Facebook less than 9 months to reach 100 million users
- The fastest growing segment on Facebook is users age 55+
- You Tube is the second largest search engine in the world
- 78% of users trust peer recommendations, only 14% trust advertisements
- Pay per Click Advertising increases in effectiveness by 56% when coupled with a solid Search Engine Optimization campaign (source: socialnomics)
Let’s Get To Working On Your Site:
This is the area on Google where you can show up without having to pay each time someone clicks on your site. How do you show up in that area? Simple:write the content of your website according to what your potential customers are searching for. How do you figure that out? Do a Google search for “Google keyword tool”.
Enter a keyword term you think someone enters to find you. Google will then spit out the search volume for that term and similar ones. If you can’t think of any good keywords to start with, I’ll let you in on another little secret. Go to a website called Keywordspy. Enter in the instagram followers buy domain name of your biggest competitor that shows up on the first page of Google and voila, the Keywordspy system spits out a list of keywords people are punching in to find them. Now rework the visible content of your website to reflect the search habits of your clients and the initial work on your website is done.
Links:Next, write an article (1-2 pages) about your industry on a monthly basis. This will build link backs to your site and is the single most important search component for Google. If you don’t want to write about your industry, write about yourself. Most attorneys I know love to talk about themselves. Write anything that makes you look like an absolute expert in your field. It shouldn’t be too hard. You are then going to take this article and submit it to several article submission sites on the internet. I like EzineArticles, GoArticles, ArticleDashboard, ArticlesBase & iSnare. When you submit the articles, make sure to link them back to the blog on your website. What blog you ask?…Read on!
Now you are going to have your “web guy” (or Findlaw, or whom ever you have) setup a blog on your website and commit to writing one blog entry per week. We are not talking much here…5-10 sentences. What are you going to write about? You are going to write about the article you submitted to the sites above and you are going to link it to that article.
While we’re on the topic of your “web guy”, make sure to let him know you also want your website “verified by Google.” Through the Google webmaster tools, have a regular sitemap and a xml sitemap, have it submitted to dmoz.org and have it submitted to directory, Google.com to name a few.
If you haven’t done so, have someone in your firm go to the Google Local Business Center at Google.com/lbc and register your business there as well. Google local is a whole different animal in itself. I’ll devote a separate article to that in the future, but for now get registered.