Content Research Using Amazon.com’s Look Inside Feature

Content distribution as a search engine marketing technique has many benefits: it spreads your brand, it establishes your credibility, it generates keyword links (thus helping improve search engine rankings), and it even drives some direct traffic. The downside is that it can be a real drag. You, as the reader of this blog looking to promote his own legal web site, have a real advantage over me, the Internet marketer charged with writing articles on dozens of different subjects. You already know a lot about what you are writing about. However, that does not mean that it is never necessary for you to do some research, especially when trying to crank out articles for marketing purposes. So what follows is a strategy that will help anyone research topics and find material that can be used to write articles quicker.

The first place most people start is by searching Google. But you definitely have to wade through a lot of irrelevant (or just very poor) material like that. However, we’ve recently discovered that Amazon.com can be an excellent research tool.

The key is to use Amazon’s Look Inside feature. Look Inside allows you to search for and read passages from books in the Amazon catalog that contain specific keywords. You are only allowed to use this feature if you are a registered user on the site with an order history. So sign up for an account and go buy yourself something nice. Then you’ll be good to go.

Start by doing a book search based on your primary keyword. Then, scroll through the list of returned results and find a book that has the “Click to LOOK INSIDE” logo on top of the book cover image. Those are the books that you can search. Click the book cover.

On the next screen, you will see a search box labeled “Search Inside This Book.” Type your keyword in that box and perform another search. You will now be returned a list of links to passages in the book that contain the keyword. If you are a registered user with an order history, then clicking on the link will show you that passage.

Searching through a book like this will provide you with all kinds of information about a keyword from a real book written by a real expert, rather than marketing material written by amateurs.

Anyone can be a successful writer of online content for distribution if he takes the time to do his research. This process can be tedious, but using the best sources of information will make the process a whole lot easier. Content distribution is an outstanding law firm Internet marketing strategy that you should begin incorporating into your marketing plan today.

More Control for Less Money

The question of the day: do you have control of your web site? Do you really? Can you change your page titles at will? Can you change your web page copy? Can you add new pages? Can you add links to those pages?

How about this…if you decide you want to move your site to a new server or hosting company, can you repoint your domain name?

If the answer to any of these questions is “no,” then you do not have control. You are at the mercy of whatever company set up your web site and content management system. And if you lack control, then you can forget about being able to do the things that will cause your web site to rank highly in the search engines. Success in search engine marketing cannot be left to chance.

We recently became aware of a practice used by at least one of the big companies in this industry. Apparently, depending on what kind of relationship you have with the company, if you want to point the domain name elsewhere, they require THREE MONTHS to do it. Three months for something that should take about a day. Now that is lack of control.

So what can you do? First off, avoid working with companies that tie you into a content system that is very restrictive. Avoid long-term contracts. Avoid letting another company have control of your domain name (as in the example above). And avoid hiring a large company that is already working with hundreds of law firms, many of whom may be your direct competitors.

Think small law firm marketing company that will give you a high level of personal service and let you keep control. This kind of situation will not only serve you much better in terms of having a web site that will generate leads for your firm, it will probably cost less. More control for less money. Now that’s a good deal.

A Keyword Lesson: Eggs in One Basket Can Be a Good Thing

For many paid search advertisers, including law firms, 2009 was somewhat of a difficult year due to increased competition for paid search traffic and poor economic conditions; i.e., more advertisers chasing fewer customers.

There is one client of ours with whom we have taken a fairly radical approach. And that is that we are now only bidding on four keywords. I’m really not a big fan of bidding on so few keyword, but looking backward, I can see that if we had concentrated our client’s budget in 2009 on that very small set of keywords, our performance would have been substantially better.

Should we go down to a single keyword? In theory, if you place all of your budget on the number one performing keyword, then all else equal, you will maximize the performance of your paid search account, up to the point where you run out of traffic. So there’s one problem with this strategy. It is best employed in a limited budget situation.

If you have $10 thousand to spend, but bidding on a single or very few keywords only soaks up $1 thousand of your budget, there are likely many more opportunities you could be exploiting by spreading your budget around. But if you only have $1 thousand to start with, then spending the entire $1 thousand on a single keyword makes sense if it provides the best return on your investment.

Another problem is that if you’re all in on a single keyword and conditions change such that the keyword’s performance declines, your overall account performance will decline right along with it. So in our case, I don’t see us dropping to a single keyword. We will stick with the four keyword basket, but you better believe if we start to see a trend of declining performance, we will open up some other keywords.

I guess the core lesson here is the importance of allocating your budget so that more of your budget is consumed by keywords that provide the best return for your advertising dollars. The only way to do that is by carefully examining your historical keyword performance. One caveat is that keyword performance can be affected by where your ads are positioned, so your analysis will be most accurate if your ad positioning is relatively steady across keywords.

Paid search management sometimes requires some imagination, and it definitely requires a watchful eye. Work Media has a lot of experience in the field of search engine marketing, and we’re pretty dang good at it. We would welcome the opportunity to work with you. Contact us at 888-299-4837 or email info@workmedia.net.