Developing a complete online marketing strategy is important for pretty much all businesses, including law firms. For a law firm such as Perth based Culshaw Miller, having a complete digital marketing strategy will help you direct your marketing efforts, will help you identify your weak points, and will help you gain a competitive edge on other firms in your area.
Unfortunately, not all law firms make good use of their digital marketing budget. Money is wasted on inefficient or out-dated types of marketing, which means that results are well below what they could be. If you would like to get the most out of your law firm’s digital marketing budget, then keep reading!
Why Do We Need A Marketing Strategy?
This is one of the most common questions that we get asked by law firms. Well, the answer is simple:
“Without a clear marketing strategy, you won’t be able to direct spending to the right places. Your marketing budget will probably be wasted to some extent, and you won’t be getting maximum return on investment.”
Any large scale process involving the expenditure of money needs some sort of plan. When it comes to online marketing, a clear, comprehensive digital marketing strategy is the best way to plan.
Improving the ranking of your website can play a huge part in the success of your local business, but it takes specialist skills to achieve it. Trying to do it yourself might seem worthwhile, but it can cost you a lot in terms of time and money. The wisest course of action is to employ a local SEO agency or company who have the skills and resources to implement an effective search engine optimisation campaign for you.
The first advantage of using a local SEO agency might not seem obvious, as you will likely have to pay them a fee upfront, but doing so will reduce your costs. The reason is that each element of an SEO campaign will require a specific expert whose work you would have to pay for. If you are contracting each individual piece of work to a different agency or company each time, the costs will be huge.
By comparison, employing an agency who will oversee all the work, means the overheads will be greatly reduced, as most of the work can be done by the staff which the agency employs. Even if they must outsource some of the work, they will be able to secure the services of experts with whom they may have negotiated a special rate due to the volume of work they are generating for them.
More people will access a website using mobile than they will using a desktop or a laptop. That’s just the way the world works today, so you have to think about responsive web design for people who use their phones to look up companies, make purchases, and just browse the web.
In order to optimize your designs for people who browse on their phones, think about the following areas:
Remember that the person who is looking at your web design is going to be on mobile, which means simplicity is king. Take away anything that isn’t strictly necessary or anything that will make load times faster. Think about the necessities of your design, including the logo, contact information, store locator, and key information that the person is probably looking for.
Keep the blocks of text and huge images for the desktop websites. When possible, use things like lists or drop-downs to avoid large amounts of text.
While adwords marketing is often a great way to get traffic and conversions in your business, it often becomes overwhelming for the newcomer to manage, especially when you have a great many keywords. You can have better success for less cost using just 10 exact match keywords if you take into account these few tips.
An online business website that depends on promotion and sales needs a good search engine marketing strategy to be successful and profitable. Generating targeted traffic to the website is the main function of a search engine marketing strategy.
A variety of different traffic building methods and techniques can be used to attract traffic to a particular website. One such widely used methods of search engine marketing that is used by online businesses to generate traffic is “pay per click”. Pay per click is an acceptable method used to attract traffic to your websites, however it is important to monitor it frequently to determine its efficiency in generating traffic that is beneficial to the project.
A landing page is the first page on your website that a potential customer will see when they click on your Google or Yahoo pay per click ad.
This page needs to be designed to convert the maximum number of visitors/leads.
Your landing pages should be professionally designed and should immediately confirm for the visitor that they will find what they came looking for by including the query term in the title and heading of the page.
For the purpose of SEO, you need to always be on the look out for the keywords that can bring in lots of traffic. However, it does not end there. What you also need to understand is, which keywords bring in more traffic, as well as conversions for you?
Unless you get visitors to become customers, to get huge traffic would be of no use. You should analyze, what gets you more visitors and also ensure that your sales are completed with them. This is where web analytics can be of immense help to you. You can literally listen to what your customers are saying by using web analytics tools, which are available.
The web analytical tools and test can give you the most valuable information about visitors. You can get a peek at their browsing and searching behavior.
Article marketing will let you establish yourself as an expert in your field, provide your site with increased traffic and lead to better search engine ranking for your site. Whatever be your area of expertise, you can be sure that there exists an audience, who is interested to learn more from you and there are many publishers, who are on the look out for low cost or free content.
However, simply writing and submitting articles that lack quality content is a waste of time and effort. Your articles provide you with an opportunity to establish yourself as an expert in your field. You therefore need to write like an expert. It is the best articles that fetch the best results.
1. Having your website linked from your Google+ profile gives it search credibility.
Simple fact. Plus if your business sells widgets, and you post to your Google+ account about your widget blog, and your location is known to Google, then when users search for widget merchants in your area, your site or your account will pop up closer to the top.
A fascinating and soul-searching read at hand over at the Central Desktop Blog, on The evolution of the ad campaign. It talks about how moving the marketing industry into the web age has led to some advantages, but some disadvantages as well. The interesting point is the lack of “big ideas”.
We don’t see those really inspired advertisers that capture our interest. Instead, everything kind of blends into a slick, over-produced corn mush, with hardly any commercial distinguishable from product to product. Take this away – advertising is all about getting your potential customer to remember your product. If your marketing strategy doesn’t stand out in any particular way, your product won’t either.
We’re all beautiful and unique snowflakes, are we not? We all have special skills to bring to the table, each of us good at one thing, none of us better at everything. Online marketing blog TopRank has a post on fitting all those snowflakes into one useful corporate snowman. Don’t you love that analogy?
It raises some interesting parallel discussions about how one could use customer’s personality types to market more efficiently. The Dominant customer could be sold with “Our product will help you conquer the world.” The Influential customer could be sold with “Get things done with our product.” The Steady customer could be sold with “Our product is the same tried, tested, and true solution you’ve come to expect.” And the Conscientious customer could be sold with “Our product is made with quality in mind.” Read more website strategies.
We’re downright nostalgic for the good old days when SEO work didn’t involve so many animal names. here’s the latest breakdown on Google Panda vs Google Penguin and what they mean to you. It’s a great resource and you should read it carefully, because there’s a lot of half-baked theories and general panic going on out there and this post is a smooth voice of reason.
Let’s try to view the Google Penguin update rationally: Keywords are not dead. Even Google’s own webmaster guidelines advise “Focus on creating useful, information-rich content that uses keywords appropriately and in context.” That’s all you have to do. Deep breaths, everybody. We’ll get through this. Continue reading
You know what your goal should be with marketing? To make your advertisement so interesting that the user forgot that it wasn’t why they came there in the first place.
This post on Content Marketing Done Right is a good example. There’s one of those ads on YouTube – where you normally sit there waiting for the ‘skip ad’ button to pop up. Except, saith Chris Brogan, this ad is produced so well and hooks you so thoroughly that it’s tough to stop watching it.
SEOMoz modestly states “If you’re looking for SEO secrets, you’ll be disappointed by this post.” Oh, we beg to differ. While it isn’t exactly Earth-shattering or surprising, we found this list of 16 Google Ratings Guidelines to be worth passing along, just because it’s obvious that many of you out there do not know them.
Take for example:
Generic Queries Are Never Vital – So why are there so many web entrepreneurs out there fighting tooth and nail over domains like “beer.com” and “vacations.org”? Sorry to break this to you, but most of us expect to find a rather unhelpful domain at a generic.com address, and we’re usually right.
Copied Content Can Be Relevant – That’s startling! We’ve had so much bad press about copied content drilled into our skulls that we’re going to avoid it anyway.
Ads Without Value Are Spam – Not news to you and I, but breaking headlines to a ton of landing pages out there. We’re guessing they’re all owned by people in third-world countries who haven’t gotten the news.
Google Raters Use Firefox – Yay! Not only our favorite browser, but our favorite add-on gets a plug too!
In Nevada, USA, a judge has made an unusual ruling regarding search engines. To say the least.
See, Chanel (a fashion and beauty company) was in a fit because counterfeit websites are ripping off their good name. Fair enough. Then they had a court ruling to seize all of the domains (raising an eyebrow here, but possibly justified). But then the judge also ordered “all Internet search engines including, but not limited to, Google, Bing, and Yahoo, and all social media websites including, but not limited to, Facebook, Google+, and Twitter” to remove any index listings for the counterfeit pages.
Uh, your Honour? I’m sure your desk in Nevada doesn’t have jurisdiction outside the USA, so what good will this do at all? You’ve heard of a little company called “Yandex”? It’s kind of in Russia…
It’s hard to believe that we’re still hearing about Panda. It seems as old as Y2K now. Yet here we are looking at another story about a webmaster sore at Google over it. Search Engine Watch gives us a refreshing reality check: Maybe a site drops in Google’s SERPS just because its junk?
There’s also, at the bottom of the article, a handy list of things to check when your site rankings drop. It’s good to keep in mind that sometimes webmasters throw themselves into a panic when they don’t have to. We’ve seen web-workers at lunch with a laptop: They order lunch, hit F5, pay the cashier, hit F5, take a seat, hit F5, and they go “Whoa! We dropped three places!” and out the door they run while we watch their sandwich get cold, or until somebody eats it.
Search Engine Land reports on Google’s latest move in its attempt to horn into the social networking banquet, where they’re going to start verifying an account identity. The chatter about this one is, surprisingly, more positive than you’d expect. While there are still concerns about online privacy, it seems that web users are sick of something else even more:
Trolls, scams, spammers, sock-puppets, and general fools using the whole wide world for their personal playground.
It is true that the state of the web as we know it does lend itself to a hostile environment. Take the case of David Mabus, a Canadian who made a career out of sending thousands of threatening emails and IMs to everyone he saw on the web for more than ten years. He has just now been arrested. If you were on any side of an issue opposite him, chances are you were threatened under one of his many accounts.
In the film Minority Report, we see that advertising in the future is triggered by iris scanners who identify you by eye pattern and use that to have talking billboards address you by name. Our present is getting closer and closer to that science fiction scenario!
The latest musing on Google+ is over at SEO Chat, which asks How Google Plus Could Change SEO. There’s a list of features which Google+ adds, each of which have the handy side effect of offering more targeted advertising.
A very sobering blog post up at SearchEngineWatch, White Hats: This is Why You’re Getting Beaten, about how the bad guys are mopping the floor with the good guys.
(and is anybody else getting tired of the hat metaphor?)
Anyway, as good a point as is made there, we’d like to ask, “Is it really that way?” Because here’s the thing: attracting traffic to your website is all about converting sellers, via ads and point of sale. No matter what, that’s the goal.
A fun bit of engagement over at Matt Cutt’s pad, asking What would you do if you were CEO of Google?. Cutts admits that he’d think in terms of big projects – starry eyed dreamer, and hey, nothing wrong with that. The comments also have a ball with this bit of day-dreaming.
But we’re the boring old practical idealist. In Eric Schmidt’s shoes, we’d either (a) put even more guns into Android than it has already, or (b) modify a Linux into a desktop OS and push it to compete head-to-head with Microsoft.
How often we, in the web SEO business, chase down every rumor and scrap of information about search engine optimization, especially for Google. How seldom we get it straight from the horse’s mouth. Ok so most SEO consultants will know him, but for those that don’t – may we introduce Matt Cutts: Gadgets, Google, and SEO, a blog by a bona-fide Google engineer.
Chock-full of SEO wisdom, this candid blog should be mandatory reading for every budding web entrepreneur. A great example is the glossary section, with some down-and-dirty dirt on breaking a URL into its component parts, and busting some jargon on algorithms. And note, he doesn’t burble on about meta-tag voodoo and link-exchange witchcraft, he just tells you what’s going on!
It’s interesting to see Marketing Vox’s reaction to the sale of the domain sex.com. $13 million may sound like a sexy price, but is it really worth it? Vox says maybe so. We’re going to have to go with “maybe not.”
Now, for a unique brand name, yes. That’s expected. Pepsi had better control pepsi.com, and all the other possible pepsi-dot-anythings out there. Ditto for Microsoft, Walmart, Disney, and so on. We expect that a company that big can afford to control its own brand name, at least that far.
But when you get to generic domain nouns, not so much. Being in the candy business and owning “candy.com” at first sounds like a great idea… in 1998. But who, these days, actually blindly types domains into the address bar? We’d bet nine out of ten users today couldn’t tell us where the address bar is. Hoping to hit Google searches is the next bid, but Google searches don’t always blindly follow the domain name either.
California may be far away geographically, but there’s an issue right there that hits home for every web marketer. It’s really quite simple: Californians are going to vote soon on “proposition 19,” a resolution to de-criminalize marijuana for personal use. Note, we’re not talking about medical marijuana any more, we’re talking about lifting prohibition altogether.
Who cares? Well, apparently some major websites do. And the way they care is by refusing to run ads supporting Proposition 19. Yes, you heard that right. Not for any amount of money!
Facebook, for starters. They recently forbade even displaying an image of a marijuana leaf in an ad. And it’s quite ironic that we have to link to Wired to report this story, because Wired belongs to Conde-Nast Media, which also owns Reddit.com… And guess who else won’t run a pro-Prop-19 ad?
We all see dozens of articles targeted at the basic SEO strategies for daily use, but there’s a second set of techniques which we rarely see addressed: the needs of a mature website. If your site is five, ten, fifteen years old or older, and regularly publishes content, chances are good that you have pages on your own website that you haven’t even checked on in years.
You might want to blow the dust off of some of those. After all, you’re paying for the server space to host them and they’re all very well-indexed by the spiders by now. As time goes on, various little instances of webpage rot begin to creep in. here’s something to keep in mind if you do revisit those back-roads off the beaten brush:
This is one of those defining moments when it really hits you that you’re living in the 21st century. Twenty years ago, web searches were barely an explored concept. Sixteen years ago, the Google search engine launched. Four years ago, the Merriam Webster Collegiate Dictionary and the Oxford English Dictionary added the word “google” to their listings. And this year, we have a hostess doing a video segment on the week’s most popular searches, available through a streaming video site.
Have you tried an alternative search engine lately? I know, as an SEO marketer or search engine marketing consultant, you probably groan every time somebody suggests it. Yes, these other have ridiculously small market share. But just remember, the one to watch in the future isn’t Google. The one to watch is the one who’s going to beat Google. It’s only a matter of time. No monopoly stands forever…
Of course, this sounds like both irony and wishful thinking. Arrington both rides a wave of reputation to the bank each month (Techcrunch), being the only technology news source regularly quoted by Reuters and Associated Press, and dies a little on the sword of reputation each night, with the ugly rumours about his behaviour, his controversy for conflict-of-interest situations, and his abominable accuracy record.
But anyway, in “Reputation is Dead“, he makes a case that since it will be possible to find dirt on anyone, then that will mean that dirt won’t matter anymore. That’s the web of Facebook, Twitter, your old blog, what-have-you preventing you from getting that next marketing job. The counter-argument is that everyone will need to buy reputation-insurance. Continue reading
We’re really trying not to sound like an end-of-the-world conspiracy blog this week, but there’s just been so many stories of dirty dealings by giant web companies that its difficult to avoid. Now there’s new complaints against Google in Europe, by three companies, two of which have ties to Microsoft.
The Google spokes-lawyer responds: “They were a long-time AdSense partner of Google’s, with whom we always had a good relationship. However, after Microsoft acquired Ciao! … we started receiving complaints about our standard terms and conditions.” Well, yeah, Microsoft does like its puppetry. Continue reading
Setting up a blog to promote your marketing presence on the web is just half the battle. Once you get going, you have to keep going. But while you’re at it, be sure you aren’t just filling up space without attracting visitors. A few tips:
Fulfill the visitor’s expectations. – Posting regularly is important, as is keeping the content consistent. You want to draw the kind of audience who make best customers, and tailor your content that way.
Make the most of your traffic. –Social bookmarking icons, RSS feed icons within easy reach, and links to the rest of your site will help turn those one-time visitors into regulars.
Archive. – The worst thing you can do to a blog is make the past content difficult to access. Live Journal, we’re looking at YOU! Ditch the clumsy calendar and – Blogger.com, you too – maybe even the year-month-day tree structure too. Lists are your friend.
Watch the analytics. – Learn and adapt new strategies from watching the way visitors access your site. For instance, you might have a very popular image that appears in image search results. How about adding your website name to that image? Continue reading