At Clio’s 2018 Legal Technology Conference, Gyi Tsakalakis & Kelly Street spoke about what you actually need to know about search marketing for your law firm. They cover trends to know, which trends to ignore, and the steadfast best practices of online marketing.
Expert SEO & SEM Advice for Your Firm
Not enough time to watch? Here are the big ideas from their talk:
Digital Marketing Trends To Watch
Google My Business – Google is the King of search in general but their local search add-on with GMB can help your local search results tremendously. Fill in your profile completely and keep it updated. Most importantly, monitor your profile for new reviews and Q & A’s.
Google My Business Posts – It’s now becoming known that regular posting in your GMB profile, with images and videos, can boost your ability to show up in local search results, per Moz and Whitespark’s local search trends for 2018.
Structured Data & Snippets – It is incredibly important to add structured data to your website by adding code and links to online reviews and more. Other structured data: lists, address, locations, and more. You can learn about it here.
Video – This marketing medium isn’t going anywhere in the foreseeable future. Video is a great way to capture attention and can be turned into multiple other types of content. Use the audio to make a podcast or audio file on your website or get the transcript to make a blog post or article. Just make sure to caption the videos for social media or advertising- viewers generally watch videos on social media without volume.
Featured Snippets – This is Position 0 in Google, where your search query gets a top result along with a paragraph and callout box. This position is often the result given in voice searcher’s queries.
Local Ads – Local search results are now showing a local ad at the top of the search result local pack. For now this is a singular ad result among the unpaid, organic results, but this could change over time. How can you set this up? Local pack ads are an extenion of AdWords, so make sure to put your location in the ad extension.
Digital Marketing Trends To Ignore
(Or at least not to worry about right now).
Voice Search – While voice is becoming more widely used with Google Assitants & Homes, Amazon’s Alexa, and Siri, the actual use of search via voice is far less. The reason for this is partly due to the work still needed to accomplish accurate results. So how can you come up in voice searches? Good SEO, bottom line.
Google Updates – Every few months or so, SEO’s and digial marketing experts notice a change in search traffic or search results. This is usually attributed to a Google Update. After the supposed update(s), digital marketers spend a great deal of time figuring out how the update has affected search traffic and who it has affected. Gyi and Kelly are more in the camp that these updates are typically not life-changing and won’t mean big changes for the vast majority of websites.
Random thoughts about Google & SEM/SEO
1. Check your website speed when you make updates or changes. Google cares greatly about a fast and smooth user experience. Plus, bounce rates double after a 5 second load time.
2. What does Google know about us? And what do they care about? Really, our search history. When you are structuring your content, think about what clients are searching for BEFORE they search “Divorce lawyer near me.”
3. We shouldn’t still need to say this but apparently we do; check if your website and/or pages are mobile-friendly. Google’s mobile test is available in WebSite Auditor, under Content Analysis. Enter the URL of the page you’d like to test, switch to Technical factors, and scroll down to Page usability (Mobile).