Law Firm Marketing: “It’s not your Daddy’s Chevrolet”
Law firm websites are no longer a simple html equation that
displays an online brochure, and the same can be said about Internet marketing
for lawyers. Long gone are the days of relying strictly on Meta tags and
keywords to secure page-one ranking. Understanding the technology that is
currently required and anticipating the changes to that technology will be
tantamount to becoming a successful law firm Internet marketer.
The big 3 search engines, Google, Yahoo and Bing, all require
their own distinct search engine techniques and tactics to secure page-one
rankings. Executing and implementing a comprehensive and robust lawyer
marketing plan using an effective search engine optimization (SEO) strategy must
include these 4 main activity sets:
SEO will continue to be the common thread that connects all of these activity sets and only through an SEO engineer’s perspective and understanding are we able to explain how each is synergistic to the other.
Building social media relationships without weaving SEO throughout these key activity sets may be the most common mistake resulting in an ineffective search engine marketing program. That said, blogging may add content to your website, but without optimization of the content and extensive distribution these efforts can also fall short.
Google has been constantly changing and improving their
algorithm and as a result they have dominated search for the last 5 years. In May of 2007, Google launched its
Universal search, which was a major algorithmic change that had far reaching
effects on law firm marketing. It made it possible for all of the different
visible forms of branding to be optimized and appear in search results.
While website pages were the most important search engine results prior to Google Universal, the launch of Google Universal gave law firm marketing professionals more elements to optimize and to be found in searches, including;
More recently at the beginning of 2009 Google Caffeine hit the Internet world with a host of other major changes. Because of the addition of the “real time search” functionality, a law firm’s involvement in social networking platforms like Twitter, Digg, Delicious and most importantly, Facebook became that much more important as their posts can now be incorporated into the search engine results and are important to support and maintain search engine rankings.
Facebook, although not a search engine has recently taken on a tremendous importance in the Internet space, with Yahoo and Bing carving their own smaller pieces of the global Internet traffic.
A law firm Internet marketing specialist must be aware of the different search engine algorithmic requirements, behaviors and how the different indexes will evolve and trend in the future.
For more information on how Cepac can help you design and optimize your law firm website or for help on legal marketing / attorney Internet marketing, contact Rene Perras Internet marketing expert.