Slides from my portion of "Click: The Basics of Online Advertising and Search Engine Marketing", co-presented with Lee Rosen at the ABA TECHSHOW, March 29, 2012.

1. March 29-31, 2012
www.techshow.com
Click: The Basics of Online Advertising
and Search Engine Marketing
Presenters
Lee Rosen
Steve Matthews
PRESENTED BY THE
March 29-31, 2012
www.techshow.com

2. Session Outline
• Part I: Search Marketing (SEO)
• Part II: Online Advertising
• Part III: Questions
March 29-31, 2012
www.techshow.com

3. What is Search Engine
Optimization (“SEO”)?
“SEO is the process of improving website
visibility in search engines via the
"natural," or un-paid ("organic" or
"algorithmic"), search results”.
(Yes, he resorted to Wikipedia)
Priorities for law firms:
1. Firm website is findable (by name)
2. Firm lawyers are findable
3. Maximize exposure for legal services
4. Market law firm content & publishing
March 29-31, 2012
www.techshow.com

4. “Organic” Search vs. Online Advertising
March 29-31, 2012
www.techshow.com

5. Why does search traffic matter?
• Once we take away “type-in”
traffic, search engines make up
more than 80% of law firm website
“referral traffic”.
• Solos & small firms: can be as
high as 90-95%.
March 29-31, 2012
www.techshow.com

6. Keyword research: Knowing the
language of your audience.
Get to know…
1. Google Keyword
Research Tool:
https://adwords.google.com/select/Ke
2. Think about your
regional market!
3. The Formula:
“City + Practice + Lawyer”
* Not the only formula!
March 29-31, 2012
www.techshow.com

7. Building Keyword Targets
Keyword research is critical
Helps us identify:
• Monthly search volume
• Preferred user search order
• Actionable phrases
• Alternate word forms:
singular vs plural, abbreviations, suffixes, synonyms
March 29-31, 2012
www.techshow.com

8. Tip: Use Spreadsheets
• Break out different
practice areas using
tabs
• Deconstruct your
competitor’s websites
• Use a Thesaurus
• Include industry jargon
• Review both formal
and informal language
March 29-31, 2012
www.techshow.com

9. How do we get there?
Basics of SEO 101:
• Keyword research
• On-page SEO fundamentals
• Importance of link building
• Local Search (Google Places)
• Social Media signals
March 29-31, 2012
www.techshow.com

10. On-page SEO factors
Simply best practices – Not a game changer!
 Page Titles – Unique & Descriptive
 Meta Description = Yes, Meta Keywords =
Questionable
 Keywords in URL structures:
http://www.stemlegal.com/steve-matthews/
-over-
http://www.stemlegal.com/d34dsfd53.php?author=343
March 29-31, 2012
www.techshow.com

11. Importance of link building
Link popularity drives the search results
– Foundation of all major search engines
Objectives:
– Good mix of homepage links -vs- deep links
– Links from quality organizations ‘pillars of society’
– Links from similar subject pages
– Flow of new links; plus aged links
– Descriptive link text
March 29-31, 2012
www.techshow.com

12. How do firms get links?
Method 1: Relationships
• Association websites
• Supplier relationships
• Academia & Teaching
• Community business groups
• Sponsorships & charities
• Speaking engagements
March 29-31, 2012
www.techshow.com

13. How do firms get links?
Method 2: Firm Publishing
• Starting a blog
• Microsites & single topic portals
• Writing articles for magazines & industry pubs
• Article publishing on the firm website
March 29-31, 2012
www.techshow.com

14. Local Business Search
March 29-31, 2012
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15. Tips for Google Places
1. Claim your Google places listing.
- Fill it out completely
- Be consistent with all information (address,
phones, official company name)
- Use all five categories
- Add your logo, picture and videos
2. Rinse & repeat!
- Maps & Local directories: Bing & Yahoo maps,
yp.com, citysearch, yelp.com, dexknows.com
- Legal directories: Avvo, Martindale-Hubbell,
Justia Lawyers Directory
March 29-31, 2012
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16. Social Signals: the new link?
Google: +1’s
Twitter: “RT” (ReTweets”)
Facebook: “Likes”
LinkedIn: #in
March 29-31, 2012
www.techshow.com

17. Questions?
Lee Rosen
rosen@rosen.com
@leerosen
Steve Matthews
steve@stemlegal.com
@stevematthews
March 29-31, 2012
www.techshow.com