Have you ever found it difficult to gather evidence to support your case? What if the evidence is an ever-changing target that has no historical data, is never the same from day to day, and is different for each person who sees it? Sound impossible? If you have a client who thinks they have been effected by SEO manipulation, this may be the exact kind of evidence you, or your expert witness, will be required to collect. While it can be difficult to gather scientifically valid information to support your argument, understanding what SEO manipulation is, as well as the tools and methods available for collecting data, will give you a significant leg up in your case. What is SEO?Search engine optimization, or SEO, is the legitimate marketing practice of building web pages that get more visitor referrals from search engines. SEO tactics include researching phrases that visitors use to search for information, writing properly optimized content, and improving the technology of a … [Read more...] about What is Search Engine Optimization Manipulation?
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Search marketing, in laymen’s terms, is a discipline that factors Web design, content, and promotion to enable your brand to gain visibility to potential clients online.How Do Search Engines Work?Search engines utilize programs—called “robots”, “crawlers” or “spiders”—to collect data from websites. This graphic identifies the data used by search engines to rank Web pages. The data are indexed, and then complex algorithms determine which Web pages are appropriate results for a specific search. Proper Web marketing techniques provide the spiders with information to index your site accurately, ensuring that your Web pages appear as a top result for relevant searches.For example, a San Francisco law firm specializing in auto accident injuries would want its website to appear near the top of results for the search term “San Francisco car accident lawyer.”How Is Search Marketing Improved?The algorithms that the … [Read more...] about A Beginner’s Guide to Search Marketing (for Lawyers)
Every reputable search marketer will tell you that a Web vendor promising number one rankings is blowing smoke. Google’s Matt Cutts warned about vendors that promise number one rankings as far back as 2008, then again in 2012. Despite these voices, many companies still guarantee number one search engine spots – which raises the question: “Is promising number one rankings really that bad?”Vendors who promise number one rankings for their law firm clients set unachievable standards for themselves, their clients and the legal marketing profession. Occasionally these damaging black-hat SEO tactics work for a few weeks or months — until Google catches up with them. When that happens, all the money invested into creating your Web presence is wasted.Google’s algorithm will constantly change as the search engine giant places increasing emphasis on user experience. Strategies that may secure top rankings today … [Read more...] about Promising #1 Rankings is Unacceptable for Legal Online Marketing Vendors
How Long Will it Take My Site to Rank?The world of SEO (Search Engine Optimization) is a lot like the Wild West. You have the barkeeps and the bandits. The barkeeps work hard and earn an honest living for a long time (unless they are gunned down by a bandit). The bandits steal and earn money quickly but are more than likely to be gunned down themselves during their next heist. If you haven’t gathered already, the barkeeps are white hat SEOs and the bandits are black hat SEOs. Their earnings are derived from your rankings.Many search marketers work very hard to stay on top of the latest trends and work tirelessly to create a place that people want to go and hang out (the bar). They will tell you the truth about where you are and how long it will take you to get where you need to be. There are others who really have no real talent or resources other than the ability to sell you on quick wins and a fiverr.com account where they can buy … [Read more...] about A Law Firm Search Engine Optimization (SEO) Guide to Understanding Your Website’s Rankings
Every time we, as law firm marketers, think we’ve seen it all, we see it again; something new, that is. Today, that something is the promise and complexity of digital marketing, which needs to be figured and woven into your offline, relationship-building marketing plans. Yes, the marketing chatter these days is all about digital. But what should you do now?You should organize your efforts into a step-by-step approach. There’s no point in doing Step two unless you’ve completed Step one. Here’s a guide to a purposeful digital strategy. Nothing radical has been offered in these recommendations, only common sense.You can’t put a roof on a house when there’s no foundation below, yet that’s what most firms try to do as they embrace—or at least experiment with—digital marketing tools. It’s tempting to reach for a little optimization or a handful of Google AdWords just to be able to say “we’re up to date with … [Read more...] about A Step-by-Step Approach to Marketing in the Digital Age