We are trying out some new software called JetSubmitter. It is an article spinning and distribution platform. The idea is that you write a seed article, then mark it up using a special article spinning syntax in order to have the software dynamically create different versions of the article for distribution to its network of article directories.
This particular software gets very poor reviews for its customer support, so if you decide to try this out for use in your law firm, tread carefully, and do not sign up for the one year upfront payment. Try to find the page where you can sign up for $17 per month and try it out for a month. So far, I can tell the software is working, at least partly, although I’ve already seen some things I did wrong because I either misunderstood some of the instructions or the software works a little differently than advertised.
So far, for the price, I am satisfied. However, I have quite a bit of experience with this type of software, so I don’t have much of a learning curve and don’t require much in the way of support (as long as the software works).
If you would like to give it a try for creating and distributing articles to promote your law firm, you can learn more at http://www.jetsubmitter2.com.
Do you perform keyword research before writing a new blog post or article? If you do, we applaud you. If not, you’re not alone. Most lawyers (and Web content creators in general) probably do not. But starting today, you are going to do things differently. Starting today, here is what you are going to do when writing content for the Web:
1. You are going to use Google’s external keyword research tool to find a keyword related to your practice areas and markets that receives some traffic and mild competition.
2. You are going to use that keyword in your content title and prominently in the main text, and if allowed, in bold and in a header (H1) tag.
If you do this, you will have a tremendous advantage over online authors who write without regard to keywords. Why? Because your writing will have focus. It will be specific, and it will very possibly rank highly for your target keyword, helping drive traffic to your web site.
We confess: we do not always do this ourselves. If there is something you want to write about that just doesn’t match up with any particular keyword, then go ahead and write it. But the more you write with specific keywords in mind, the more of your content will show up in search engine results pages. And that’s always a good thing.
Our BRAND NEW book, The Law Firm Internet Marketing Book, is now available for purchase on the following page:
This book is written specifically for people who promote and market law firms. It compresses everything we know into a tight, cohesive law firm Internet marketing plan that incorporates MANY different elements: SEO, PPC, social networking, blogging, etc.
Currently, it is only for sale via digital download in PDF format, but in a couple of weeks it will be for sale on Amazon.com for those of you who prefer a hard copy.
Some of the topics covered by the book include:
- Keyword research to identify the keywords that people are using to search for the legal services you offer.
- On-page optimization to rank highly for your target keywords.
- How to use blogs and the SEO content cycle to create huge amounts of content to link to your site.
- Using social networking sites like Squidoo and StumbleUpon to promote your web site.
- Using social bookmarking sites to improve search rankings.
- Creating your own informational site to guide the search engines to links you want them to find.
- How to create XML sitemaps to make sure the search engines find all of your web pages.
- How to perform keyword research specifically for pay per click.
- How to manage your pay per click accounts to generate the maximum number of leads for your marketing dollars.
- How to write pay per click ads and landing pages that get results.
- Specific pay per click strategies for Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.
- How all the pieces of search engine marketing fit together.
This is a book based on real-world strategies that Work Media uses to promote our clients.
If you’ve read many of our blog posts or articles, you know one of our principle tenets is that it is impossible to predict user behavior, so the only way to know what web site design will generate the most leads for your firm is to test them. Paid search makes this process easy.
Using pay per click ads, you can send an equal amount of traffic to two different landing pages, each with a different design, to measure the performance of each one. For this to work, each landing page needs its own form or other conversion event in order to be able to generate a conversion rate with which to compare the two pages.
For example, let’s say you do this and generate the following data:
Landing Page 1Conversion Rate: 1.45%
Landing Page 2Conversion Rate: .63%
In this case, landing page 1 has a much better conversion rate, so it has the more effective design. You could continue this process, testing this page against other designs, or just go ahead and declare the design a winner and use it for your entire site. This is invaluable information that will greatly improve the performance of your online marketing.
Here is an advanced strategy that will give you an edge over your competition: build your own legal information hub. There are a number of good reasons for doing this, such as just attracting traffic, but for this discussion the main advantage is that it gives you a way to guide search engine spiders to pages you want them to find.
If you use social networking, article distribution, or any of the other content-based strategies that we recommend, then you want to make sure those pages get found. But you’d like to make that happen without directly linking to those sites. Otherwise, you’ve created two-way links, when what you want are one-way links.
If you own an information hub site, then you can use it to guide the search engines to any site you want without having two-way links between your main site and sites that link to you. It may become that the information hub itself ends up ranking higher than your main site for numerous long-tail keywords, which is another advantage. Even though the site will be very focused on providing information, it will still feature your brand and a very soft marketing message.
RSS feeds give you an easy way to display content on your information hub that updates itself. We may cover the technical aspects of how to do that in another post (or you can hire Work Media to do it). It’s really not difficult.
Google just released a new feature for AdWords that is in beta trials called automatic matching. This could be useful for your the promotion of your law firm’s web site if you are not maxing out your budget every month.
The feature is intended to help you capture traffic that you may have missed because you didn’t have certain keywords in your account. It works by analyzing your account and displaying your ads for keywords that Google deems relevant, even if you have not specified to show ads for those keywords.
The amount of traffic your existing keywords receive is not supposed to be affected. So if you already spend all of your budget, then the feature probably won’t have any affect on your account. However, the pay per click market for legal terms is very expensive, so this might be a good way to get some additional traffic by letting Google automatically manage any budget that may be left over.
Google wants you to spend every dollar of your budget, so this is certainly helpful for Google because it helps the company maximize its revenue.
But is it good for law firm advertisers?
It depends. I would certainly not recommend increasing your budget just to let Google manage some of it for you. If the economics of your account are working in your favor, then it probably won’t make much difference. But if you are in a very expensive market (as most legal markets tend to be), then it might be a way to generate some additional targeted traffic.
The following links contain more information about pay per click placement:
Here are some strategies you can begin implementing immediately to build a catalog of links to your law firm’s web site:
1. Create a very useful, informative, or entertaining web site. The more valuable and useful your web site, the more likely it is that others will link to you. As a lawyer, you know all kinds of things that other people need to know. So use your web site as a forum to reveal your awesome knowledge. Don’t worry about giving information away for free. It won’t cost you any clients.
2. Publish a blog. Carefully include specific keywords in your blog posts and link to other relevant blogs.
3. Write and distribute articles. Make sure your articles have a byline with a keyword link back to your site.
4. Build pages on social networking sites. Sites like Squidoo.com and HubPages.com let you build pages about anything you want. Those pages will, of course, link back to your main site.
5. Post comments on other blogs. If possible, locate blogs that allow “do-follow” links.
6. Link swap. This is the classic technique, but it still works. Contact other law firms or companies in the legal industry and offer to swap links.
Link building is hard work, but it is definitely doable if you are systematic and force yourself to spend a few hours per week doing it.
Here are some questions you should ask any SEO firm you are considering hiring to promote your law firm web site:
1. What exactly will you be doing? Make sure the firm can explain how it plans on promoting your site.
2. Who will be doing the work? Make sure it is not going to be interns or junior employees working exclusively on your site.
3. Do you have any referrals, testimonials or case studies? You can’t go wrong by asking for proof.
4. How do you charge? Make sure you understand what you are paying for.
5. Are you promoting other law firms for the same market? This one is huge. You want to hire a company that is ONLY going to be promoting your web site for your geographic market.
If you find a law firm SEO company that can explain how it works, that has some referrals, and that is going to be promoting your site EXCLUSIVELY for your market, then you may have a winner.
Welcome to the Law Firm Internet Marketing blog! We will occasionally publish articles of a more lengthy nature (available via our Articles page), but in this blog we will pass along frequent, small nuggets of information and advice related to online law firm promotion. We have years of experience in the online promotion of law firms, and our intention here is education you so that you make good use of your marketing dollars.
It is so easy to get ripped off in this industry…
We’re not going to name names, but there are some very large companies associated with the business of promoting law firms who take on multiple, multiple clients in the same market and the guarantee them all high search engine rankings. How exactly does that work?
Don’t fall for it. Educate yourself about this business. And then hire a company you trust. It would be great if you hired us. But regardless, learn as much as you can and then make a decision that you are comfortable with.
We’ll do our best help with the process.