Saw this ad on TV the other day:
Bold claim. Based on what? If you watch to the end, you’ll catch this disclaimer:
Based on June-September 2020 website traffic metrics from Google Analytics and data acquired through SEMRush.– The Sam Bernstein Law Firm, PLLC
And looking at the SEMRush data for those months, the claim appears accurate:
Kudos to their marketing people.
The Bernstein Law Firm is an institution in Michigan. In fact, their brand is so well-recognized that they can pull-off billboards like this:
Of course, brand building like this isn’t cheap.
In any event, when I first saw the commercial, I was a bit skeptical. For many of the queries we track, Bernstein is not an organic share of voice leader. For example:
In fact, when you look at a Local Falcon scan report for “personal injury attorney” in southeast Michigan, you can see they don’t appear in the top six:
But, when you take organic brand traffic into account, it’s really not surprising at all they’re the leader. In fact, take a look at their top organic keywords from SEMRush:
Brand-heavy to say the least.
In any event, if you filter-out keywords containing “bernstein” you get a sense of their share of voice for non-brand queries:
So, while they might just be Michigan’s most visited personal injury website, they’re unlikely the share of voice leader for non-brand queries.
Great opportunity for improvement!