Many attorneys are being overwhelmed with online advertising companies promising to get them “listed on the first page of Google” and get them “more new customers and cases”. Breaking through all the noise to find the right strategy for your online presence is a significant challenge faced by solo practitioners and small firm attorneys alike. Yodle, a leader in local online advertising, the fastest growing locally based online media company in the U.S. (according to Borrell Associates), and co-author of the recently published Local Online Advertising for Dummies has set out to solve this problem through a new product offering – Yodle Organic.

Yodle Organic takes the complexity, mystery and high cost out of “SEO” to offer a comprehensive, transparent and cost effective product offering. How does it do all of that? We’ll get into the details in a bit, but first, a little primer on “organic search” and “search engine optimization” in general.

Organic Search: A Primer

“Organic” or “natural” search refers to those results on a search engine results page that are not paid for, but rather are organized by the search engines themselves according to what they deem are the “most relevant” Web sites to a particular search. These results are in contrast to “paid” or “sponsored” results. While there certainly is a lot to recommend buying ads in the sponsored results section of search engines, research shows that working to improving one’s organic search engine presence is a sure-fire strategy for establishing your brand online and for long-term success.

The million (or in the case of Google, the 160+ billion) dollar question is how do search engines determine which Web sites are the most relevant—and how can you convince them that yours fits that criteria? In an ideal world, the search engines would be able to employ an army of people to read and sift through websites and hand-select which ones are the most relevant for any particular search phrase. However, with millions and millions of websites out there and an infinite number of potential search phrases, that’s not feasible. So instead of using human beings, the search engines use automated software programs called “robots” or “spiders” to visit and index as many sites on the Internet as possible. At that point, they then utilize other software programs to determine what sites are most relevant. These programs essentially look at two things:

  1. The content on a particular site (as is visible from the backend code), and
  2. How useful/ authoritative/ trustworthy a particular site is

Regarding content, the search engines look at the copy on your website (as well as content embedded in your website’s code) to determine how relevant your site is for search queries. For example, a site owned by a bankruptcy attorney in Austin, TX which uses the words “bankruptcy”, “attorney”, “Austin”, and “Texas” will have a much higher probability of showing up for searches for the search phrase “Austin bankruptcy attorney” than, say, a site about criminal defense in Dubuque. And of course, in order to rank on search engines, the website has to be technically sound with a good site structure.

As for the whole useful/authoritative/ trustworthy bit, this is determined by the number and trustworthiness of other sites who point to your site in the form of a hyperlink. Think of it this way, if someone came to sell you something, would you trust someone who had 100 recommendations or someone with no recommendations at all? And what if those 100 recommendations came from people you liked and trusted? You’d probably trust that person even more, right? Search engines apply the same principles: the more sites and the better sites that “recommend” your site (in the form of a link), the better your site will fare in search engines.

What Yodle Organic Does

Yodle Organic covers both of the main drivers of organic search engine placement (appropriately called “on-page” and “off-page” tactics) to get lawyers a great search engine presence and quality web traffic. Here are some details on what Yodle Organic does:

  1. Content/ On-Page Tactics
    • Yodle Organic will make sure the content on your Web site is optimized both for your clients and prospective clients, as well as for search engines. A professional writer will create new content (or edit your existing content) to make sure that it is useful for humans, but also uses the right combinations of phrases to rank higher in search engines.
    • Yodle Organic also adjusts the structure and back-end “tags” of your site to make them search engine friendly.
    • Lastly Yodle Organic makes sure your site is free of technical issues which may impede search engines from properly indexing your site.
  2. Links/ Off-Page Tactics
    • One of Yodle’s professional writers will interview you about your field and then create several articles based on the interview. These articles will then be syndicated to popular article sites, which will, in turn link back to your website.
    • A short video will be created for your law firm. This video will then be syndicated to popular video sites like Youtube and Metacafe. More links!
    • Yodle Organic will syndicate a business profile for your law firm to hundreds of Internet directories and Yellow Pages like Citysearch, Best of the Web, and more.

And the best part of all: with Yodle Organic you can use a simple yet powerful dashboard to follow exactly what is being done on your website’s behalf as well as view the progress you’re making with search engine rankings and results.

To find out more visit Yodle Law Marketing or call us at 877-276-5104.

This post is written by Yodle, a local online advertising company headquartered in NYC and focused on helping local businesses find new customers through the internet.

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