On October 15th, Max and Shawn will be presenting at Legal Marketing Technology Conference West about current search strategies that are relevant to the legal marketing community. How can firms outperform their competition in the search engine results, and how do you integrate SEO, social, design, and content into your holistic marketing strategies? Learn the tools of the trade in this comprehensive workshop.
31. STRAIGHT&FROM&GOOGLE&
• Today there are more than 200 unique signals
in Googles algorithm
• Signals include things like terms on website,
freshness of content and PageRank
• In 2013, 665 updates were made to the Google
Algorithm
35. GETTINGSTARTED
• Find out what your target audience is
searching for
• Get a feel for the intent behind popular
search queries
• Map out a plan of attack
36.
37. BRANDEDVS.NONWBRANDED
• Branded searches include your firms name, attorney names or
variations of either
○ The intent here is to learn more, contact or revisit a familiar brand
• Your firms website should rank #1 organically for branded searches
○ Not local directories like Avvo
○ Not LinkedIn
○ Not press releases
○ Not Google+ pages, however this is a great #2 or addition to #1
39. BRANDEDVS.NONWBRANDED
• Non-branded searches exclude any firm or attorney name
keywords
○ Intent is to explore options, learn more information or find
something specific
• This is your chance to make a first impression
• These are usually the primary keyword targets firms want to
rank for
42. GOOGLEWEBMASTERTOOLS
1. Look at queries your site currently gets impressions for
a. Sort by impressions to see what easy opportunities
b. Sort by clicks to see what you can improve upon
2. Look at what pages currently rank for each query
3. View what Google sees as the most common keywords associated with
your site
43. SEMrush
• Evaluate your competitors organic keywords
○ Sort by traffic % to see their top keywords
• See what keywords you have in common with competitors
• Pick out keywords they are paying for
44. GOOGLEANALYTICS
• Not provided will be a large percentage
○ Look at remaining keywords
• View which landing pages have most traffic
in search
45. GOOGLEKEYWORDPLANNER
• Enter in the non-branded keywords you think your site is most
relevant for
○ Disregard popularity at this stage
○ Include long-tail keywords
○ Include variations
• Look for search volume, competitiveness and estimated CPC
46. GOOGLETRENDS
• Put your top 5 keywords in each group into Trends to see which
are on the rise
○ Take best ones as primary keyword targets
○ Use the rest for secondary pages or content
47.
48. ONWSITEKEYWORDOPTIMIZATION
• Goal: Map out which pages will rank for all keyword targets
• Title tags and meta descriptions
• H1s and all headers
• Content on page includes your keywords naturally
• Images are tagged properly
• Internally linking to pages with proper anchor text
• Primary pages are linked from primary navigation with right text
49. LOCALKEYWORDS
• Tie in hyperlocal content to office or
contact pages
○ Ex. downtown san diego criminal
defense lawyer
○ These searches trigger Google My
Business pages and firms on desktop
• Google already assumes local intent with
all mobile searches
○ Ex. criminal defense lawyer shows
me San Diego attorneys
51. LONGWTAILKEYWORDS
• Long-tail keywords are too long to be commonly searched
○ Dont waste primary page real estate with these terms
• If its something you want to be featured, make it a landing page
• Utilize them for blog content as a post topic
52.
53. WHATPAGESCURRENTLYRANK?
• Use GWT to see which pages currently rank best for keywords
• Do a site: search to see what Google thinks is the most
relevant page
54. ATTORNEYNAMES
• Directories will compete for name searches
○ Have a strong bio page on the website to outrank directories
• Link social profiles to bio page to strengthen them
• What if your name IS the firm name?
○ Ex. The Law Offices of David P Strauss
○ Leave the home page as the target page for your name
55. DIRECTORYLISTINGS
• Branded searches may return Avvo, Martindale and other
directories
○ This is fine as long as all listings are current and accurate
○ If theyre not, claim and edit them to have a consistent
NAP
• If attorney listings on directories rank for brand name searches
then:
○ Remove all mentions of firm
○ Google thinks attorney names might be businesses at
same address
56. BADPRESS
• Branded searches may show bad PR related to past cases
• Branded searches may show bad reviews from disgruntled clients
• In any case, youll want to:
○ Push down the negative listings to Page 2
○ Create pages on your site that address the issue and rank
instead
○ Set up Google Alerts to respond quickly to negative feedback
○ Create profiles on different social networks to outrank
negative listings
78. GOOGLE+:What*Might*Skadden*Arps*Do?*
Discover whats causing the G+ listing
(remember: Google is a data aggregator)
#1 Search for Google+ Page name in
quotes
Discovery:
• Only 4 listings
• Personal Google+ profile page
• 2 directory listings
Conclusion:
• Google+ most likely created profile page
from directory listings
Next Step:
• Check phone number
79. GOOGLE+:What*Might*Skadden*Arps*Do?*
#2 Search for phone
number in quotes
Discovery:
• Look! Google+ profile
page for new attorney
name
• Multiple directories for
attorney names using
firms phone number
Conclusion:
• Firm phone was most
likely used by individual
attorney for their directory
listings
Next Step:
• Check out address results
80. GOOGLE+:What*Might*Skadden*Arps*Do?*
#3 Search for address in
quotes
Discovery:
• Multiple directory listings
for firm name at address
Conclusion:
• Theres definitely a
Skadden Arps location but
phone number is dead
Next Step:
• Determine if firm still has
office
• Determine if Jose Allen
still works at firm
81. GOOGLE+:What*Might*Skadden*Arps*Do?*
#4 Search for skadden arps
san francisco
Discovery:
• Firm closed SF office in
2010
• Website shows office in
Palo Alto (not SF)
Conclusion:
• Its an old listing that needs
to be updated
82. GOOGLE+:What*Might*Skadden*Arps*Do?*
#4 Search for Allen Jose R
on Skadden.com
Discovery:
• Still works at firm
• Bio page is a pdf
Conclusion:
• PDFs get indexed by Google
but not always fully crawlablez
84. GOOGLE+:Skadden*Arps*R*Next*Steps*
3. Claim The Listing
4. Correct Name, Address Phone
5. Manually update directories /
listings from SERPs
6. Submit corrected information
listing to all data sources
85. GOOGLE+:Jose*Allen*R*Next*Steps*
1. Claim personal Google
Plus page
2. Search for “Jose Allen” +
attorney listings
3. Manually update
directories/listings
4. Submit corrected info
listing to all data sources
91. MOBILE:Make*Your*Site*Mobile*Friendly*
• Your website MUST be mobile friendly
• 57% of users wont recommend companies
with poor mobile sites (SEJ 2014)
Responsive
Design
Mobile
m.website.com
92. MOBILE:Faster*Is*BePer*
• 47% of consumers expect a web page to load in 2 seconds or less.
• 40% of people abandon a website that takes more than 3 seconds to load.»
• A 1 second delay in page response can result in a 7% reduction in conversions.
Image source: https://blog.kissmetrics.com/loading-time/?wide=1
95. MOBILE:Cater*Content*to*Users*
• Smartphone users in particular are often looking for something local
and have high purchase intent
• According to Google, 69 percent of mobile users expect businesses
to be within 5 miles of their location
• 55 percent of mobile users want to purchase within the hour
• Experiment with mobile-only content by time of day: Audiences
consumer content differently by time of day they access
• Images and video keep mobile users engaged, avoid text-heavy
content
107. CONTESTANT#1:Knobbe*Martens*
• Described as an agent of innovation
• Hails from the west coast but likes to spend time in
DC
• Really in to intellectual property law
• Spends free time prosecuting patents
• Hangs with cutting edge start-ups and established
Fortune 500 companies
• 275 people in her social circle
108. CONTESTANT#2:Sheppard*Mullen*
• World traveller: California, Chicago, New York,
Washington, D.C. Beijing, Brussels, London, Seoul
and Shanghai
• Full service kinda gal liking everything from antitrust
to white collar defense
• 640 people in her social circle
109. CONTESTANT#3:Fairfield**Woods*
• Resides in Denver, Colorado but has a place in
Steamboat Springs
• Our smallest contestant with just 41 people in her
social circle
• Another full service kinda gal into including
corporate law, litigation, real estate, and wealth and
succession planning.
• Received the Chairs’ Choice Award for Outstanding
Efforts in Economic Development from the Metro
Denver Economic Development Corporation in 2012
145. L I F E SCIENCES
Beijing
Brussels
Century City
Chicago
Del Mar
London
Los Angeles
New York
Orange County
Palo Alto
San Diego
San Francisco
Seoul
Shanghai
Washington, D.C.
www.sheppardmullin.com
www.lifescienceslawblog.com
www.fdalawblog.com
151. Fairfield and Woods’ lawyers know it is good business to put our clients first. We work with startup and technology
clients to finance, protect and commercialize technology development and intellectual property, as well as eventual sale
of the business or the intellectual property. We also assist clients in the areas of corporate law, litigation, real estate, and
wealth and succession planning.
John A. Leonard
(303) 894 – 44472
jleonard@fwlaw.com
John A. Leonard is the chair
of the firm’s corporate
department, and focuses his
practice on the legal aspects
of financing, running and selling businesses. John works
with companies that are financed and grown from
operations, as well as those that are angel, venture
capital or financed by other outside investors using
private placement memorandums. John helps clients
grow from operations and by mergers and acquisitions.
He helps clients structure C-level retention and bonus
programs. John advises companies on business exits to a
company’s management or through private equity
acquisitions and by mergers.
John assists many of his clients in software development,
protection and distribution, including distribution as
OEMs, VARs and electronically through the software as
a service model. John advises companies on agile
software development and on open source and dual
licensing (open source and proprietary licenses).
John assists companies in U.S. export compliance,
including goods and services on the Munitions List and
subject to the International Traffic in Arms Regulations
(ITAR).
Repeal of General Solicitation: What you need to know. A person or company seeking to raise capital
3 Securities Issues that Lawyers Consider:
Principal Exemptions and Concerns
Wells Fargo Center, Suite 2400, 1700 Lincoln Street, Denver, CO 80203
p (303) 830-2400 ▪ f (303) 830-1033 ▪ www.fwlaw.com
(an “Issuer”) can now advertise to the masses when they need capital via any medium imaginable:
internet, TV, text messages, Twitter, newspapers, magazines, Facebook, email, LinkedIn, etc., but they
can only sell to Accredited Investors. If you use general solicitation to raise funds, you must comply
with the new rules, and manage certain processes, including: accredited investor verification due
diligence, keeping track of prospective investors, managing a secure online system for investment
memoranda, future SEC rules related to the advertising, and more.
Gil B. Selinger
(303) 894 – 4478
gselinger@fwlaw.com
o Is the security registered or exempt?
o Is the person selling the security registered or exempt?
o Is there a material omission of fact or a misstatement of fact in connection with the offer or sale
Gil B. Selinger counsels
clients on a wide range of
business transactions and
legal matters. Gil's practice
of a security (also known as 10b-5)?
focuses primarily on securities law. Gil has represented
individual and institutional investors, as well as issuers
in a myriad of equity, debt and exchange offerings, small
and large private placements, and other corporate
finance transactions. Gil regularly counsels broker-dealers,
o Rule 506(b) – Sale to no more than 35 unaccredited investors, no general solicitation
Concern: General solicitation
Concern: Sale to unaccredited without required disclosures, including audited
investment advisors and other securities
intermediaries on compliance with federal and state
securities laws and other business matters.
financials, will terminate the exemption for all investors
Concern: Self-certifying accredited investor becomes unhappy and makes 10b-5
In addition to providing full service securities advice to
clients, Gil also offers clients expertise on corporate
transactions; mergers and acquisitions; changes of
ownership; and cases involving corporate finance and
capital. Gil has experience in both general corporate
matters and securities matters; he routinely drafts
corporate documents, including operating agreements,
by-laws, shareholder agreements, buy/sell agreements
and asset/stock purchase agreements, among others. His
clients work in a variety of industries—including
venture capital, private equity, entertainment, software,
hardware, other technologies, construction, gaming,
operations and real estate—and range from small LLCs
and family-owned businesses to family offices and large
corporations.
allegations
o Rule 506(c) - Sale only to accredited investors, general solicitation used
Concern: sale to unaccredited investor and loss of exemption
Concern: no or substandard verification of accredited status and loss of exemption
Concern: No fall back on Section 4(a)(2) Private sale
Concern: Increased 10b-5 exposure
o Rule 4(a)(2) – Private Sale to sophisticated investors
Concern: no questionnaire to verify buyer was sophisticated
o Rule 4(a)(6) – Crowdfunding (Not Yet Available)
Concern: Dollar limits on investment, must be done through a registered broker-deal or
platform
Please visit our news section at fwlaw.com for related articles on today’s presentation, including “Sources of Financing
for Companies,” “Private Placements As of September 23, 2013: Selected Exemption and Disclosure Issues After the JOBS
Act,” “New Rules for Securities Offerings,” and more from our corporate team.
Concern: Too many small investors; dumb money; no value add
Cap Table prevents exit or significant investment.
Proposed Rules. Stay in touch with Fairfield and Woods to find out the final details on the proposed
rules related to crowdfunding and changes to Form D.
Wells Fargo Center, Suite 2400, 1700 Lincoln Street, Denver, CO 80203
p (303) 830-2400 ▪ f (303) 830-1033 ▪ www.fwlaw.com
