As you form a digital marketing strategy for your law firm’s website, you will come to realize that you cannot set it and forget it. Events are moving rapidly and the shifting sands of what work in SEO are more active in 2014 than ever before. You need to follow two sources of information to succeed in SEO. The first is the latest news, which particularly concerns everything that Google is doing and everything that Google is about to do. You can’t be an expert lawyer and an expert digital marketer, so you need to seek out a second source of strategy inputs, which is expert advice.
You don’t have to pay an Internet guru consultancy fees to find out her opinion on the current direction of SEO because she is probably blogging or giving interviews and giving away all that expert advice for free. You will read some freebie expert advice from Search Engine Journal, Search Engine Watch, the Bruce Clay Blog, Moz Blog, the Quicksprout Blog and Search Engine Land.
As a busy lawyer, you can’t be expected to know everything about the nuts and bolts of running a website. However, you would do yourself a favor by getting an insight into how the experts judge your site. At least this will enable you to set benchmarks when writing service contracts with SEO consultancies. In this article, hosted on the site of Bruce Clay, the grand pappy of SEO, you will get an easy walk through of Google Webmaster Tools and Google Analytics. If you have time to follow through, you will gain enough inside skills that no one will be able to bamboozle you again when you are taking bids for SEO work.
Neil Patel positions himself as the traffic supremo and he has made a very good living out of it, so it might be worth paying him some attention. In this article on his home site, Patel gives a rundown of seven SEO tactics that are a waste of time. Check whether your law firm is paying an expert to march down these dead end roads.
How Some Companies Succeed at Converting Visitors yet Fail to Earn Great Customers – Whiteboard Friday
Rand Fishkin is one of the superstars of SEO and he built his following through his regular “Whiteboard Friday” lectures on the website of his SEO consultancy. This episode will probably resonate with those of you who yearn to be on a retainer, or get repeat business from corporate clients.
Hubspot is a major mover in content and lead generation and Mike Volpe is that company’s Chief Marketing Officer. This article covers the little-discussed topic of website personalization. A small law practice with a specialized field could greatly benefit from this concept, so have a look at this article and see if these tactics could help you win and retain clients.
Brittney Sheffield is a funky young marketing strategist at hip, switched-on digital marketing company 352. This article, though, shows that Brittney didn’t get her job by being personable. She gives some expert advice on some very technical tools without getting geeky. This is a very approachable article that the non-techy lawyer should be able to understand.