SEO Your Website Using Free Directory Listings

With so many good marketing folks to follow on social media, who should you choose? I previously featured two of my favorites here.  Another great contender is Edmund Yan of Yan Media.

seo

I like Edmund because his posts are concrete: he gives you specific content you can act on now. For example, Free Legal Directories Every Law Firm Should Exploit for SEO.

Boost Your Website Ranking

In this post, which is an update of an earlier piece, Edmund talks about how you can boost your website ranking on Google by creating free profiles on legal directories. You may have heard this before, and true enough some of the directories will be ones you already know like Avvo or Findlaw.  But others were new to me.

As Edmund points out, Google’s ranking system is all about popularity.  Add your link to a popular site and ta-da!  You’re popular in Google’s eyes too.  Or at least more popular.

The more popular you are, the more credible you’ll appear in the eyes of Google and the higher you’ll rank on organic search result pages. It’s that simple.

Read the full post on using free legal directories for SEO here.  At the end are six suggestions for must-include content in your directory profiles.

Why You Should Claim Your Directory Profile Even if You Don’t Care About SEO

Even if you don’t need an SEO boost from online legal directories, you should still claim your profile.  Notice I said “claim.”

Whether you set up a profile or not, I can just about guarantee that Avvo has a listing for you.  The same is true for other popular online legal directories.

  • If you want to control what is being said about you, claim your profile.
  • If you want to remove inaccurate information or scurrilous reviews, claim your profile.

This worked for at least one Oregon lawyer who Googled herself and was shocked to discover a bad Avvo review.  She was shocked because she’d never set up an Avvo account.  By claiming her profile she was able to get the information removed.

Thankfully this experience isn’t a recurring one.  Nonetheless, this is one lesson that many lawyers have yet to learn: you need to control (and know) what is being said about you on the Internet.  You may have Google reviews, Yelp reviews, Facebook reviews, or other reviews you don’t know about.

Set Up Alerts When Your Name is Mentioned

A good place to start is by setting up Google Alerts for your name and your business name.  This allows you to receive an email anytime you or your business is mentioned on the Web.

You may also want to try some of the alternatives to Google.  In recent years users have complained that Google Alerts wasn’t working as well for them.  Some prefer Yahoo! Either way do something to learn what is being said so you can take better charge of your online presence.

All Rights Reserved Beverly Michaelis 2017

Marketing Strategies for Lawyers from #SuperMarket6

Supermarket6June 2 and 3 marked the sixth annual Super Marketing Conference held in Boston, Massachusetts.  As usual, the content and lineup was stellar.  Topics included managing online reviews and profiles, video marketing, website design, and content management.

With over 300 conference tweets, it was easy to capture the “best of,” some of which are featured below. For a more complete curation, see Storify.

Online Reviews

  • 77% of people read online reviews before buying
  • Plant the online review idea early with clients
  • Bad online reviews help improve the credibility of good online reviews on the same site
  • Google tracks review locations, times. Clusters near your office, at same time will be dropped.

Online Profiles

  • Even selfies on help build lawyer visibility, credibility (you can learn from your 12 year olds).
  • If someone’s looking for a lawyer, they are eventually going to Google (verb) their name
  • Users find authenticity on,
  • great place to see questions prospects are asking so you know what to write about on your blog
  • Every 100 “Answers” posted on Avvo Forum leads to 10 contacts. 10% lead gen is pretty cool!

Content and Branding

  • Content for lawyer marketing/branding flows out of a lawyer’s values and story
  • Effective branding requires clarity of message (requires development) with consistent delivery.
  • We don’t buy from logic, we buy from emotion. Your brand must have a happiness campaign. Package your happiness and sell it.
  • Clients hire individuals, not “lawyers” as fungible machines
  • Content must appeal to the audience you are seeking (referral sources v. possible clients)

Why Your Next Client Wants to Hire You

  • What are potential clients looking for? 1) Expertise 46% 2) Trusted Recommendations 37% 3) Trust 30% 4) Location (20mi)
  • Focus your marketing on being the solution that consumers need to address their legal concerns
  • 60% of consumers use mobile to find their attorneys
  • 64% of legal consumers only contact one attorney. 87% hire that attorney.
  • Resounding theme – get your firm on ! Most popular mobile apps used by consumer Facebook and FB Messenger

Video Marketing

  • Use video marketing as means of differentiation, trust, authority
  • YouTube is the second largest search engine. Google owns YouTube. Use YouTube. ~ Marketing Logic for Lawyers
  • Use Schema.org or Wistia to tag videos for beneficial SEO
  • Forget Pay-per-click – the legal market is too saturated (and rates are ridiculously high)
  • Use animated gifs, not embedded videos in your eNewsletters

Read all the “Best of” tweets from the #SuperMarket6 Conference here on Storify.

[All Rights Reserved Beverly Michaelis 2016]