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Which earn better click-through for an informational legal search, authorship or video snippets?
That was the question that Matt Green and John Van Bockern (Ethical SEO Consulting) set out to explore on behalf of The Reeves Law Group in their recent survey.
If you’re unfamiliar with rich snippets you might want to start here.
A previous study seemed to indicate that authorship in organic search results might be more effective in terms of attracting clicks than video snippets. At least for the search “car accident lawyer.”
I was curious whether the results would hold true for a more informational search. Here’s what they did and what they found.
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An attorney profile is so much more important than listing where you went to law school (whether or not you include the date of graduation), your bar association memberships, and your areas of practice.
Of course that stuff matters.
But, in my opinion, even though the attorney profile has been around since the first lawyer website, it remains a largely untapped goldmine.
By following three steps to a better attorney profile, you’ll make it do what it’s really capable of: turning potential clients into paying clients.
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If you care about attracting search visitors to your website and/or blog, you should learn how to use search data to understand your audiences so that you can speak their language, offer information relating to their questions and problems, and build content around what they’re looking for. Understanding how people use the internet to search for lawyers is the first step to delivering what they’re looking for. And Google Trends can be a very useful tool to do that.
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I’ve been working as a copywriter and marketer for lawyers since 2008. I’ve helped build hundreds of lawyer websites and wrote countless blog posts. I’ve seen the good, the bad and the ugly when it comes to direct marketing on the Internet.
And the one must-have for all lawyer websites, in my opinion, isn’t great design or clever copy or superb SEO. It’s not having all the bells and whistles like click-to-chat and video clips.
So what is it?
It’s telling a damn good story.
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Writing a press release and sending it out into the wild is a valid way to promote your firm. Done right, you can pick up decent inbound links to your website when online publishers run your press release and link back to you. You also engage in one of the highest forms of content marketing by providing useful, interesting content about your firm.
But “useful” and “interesting” are the keywords here.
The trouble with many press releases these days, as Danny Sullivan points out on Search Engine Land, is that many press releases are “crap,” which means light-years away from useful or interesting, and therefore aren’t newsworthy in the least.
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In a word, yes. However, not necessarily in the ways that you might think. And certainly not in the ways and numbers that your average friendly internet marketer might be trying to convince you.
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You decided you should blog. Maybe you also set up a static website and created several static pages of content. Perhaps you signed up for some sketchy law firm SEO. You started to get some “hits” from search engines. Maybe you even attracted some potential clients. Things seemed to be going swimmingly. Then something happened. Almost overnight, your traffic from Google tanked. What the heck happened?
Answer: Google got smarter.
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Word of mouth referrals are a lawyer’s best source of business. And there is a growing connection between the internet and word of mouth conversations. But what, if anything, can lawyers do to help nurture and foster these word of mouth conversations?
Perhaps Sam put it best:
do good work, share knowledge, and be social.
While this is an excellent mantra, you might be wondering what types of things you can do to grow the number and quality of word of mouth referrals you receive. Here are just a couple ideas.
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