SEO plays a crucial role in driving website traffic, and social media, in turn, plays a key part in boosting SEO. While most law firms consider SEO and social media to be two distinct marketing efforts, the reality is that in order to be truly successful, legal marketers must integrate their efforts and develop a cohesive strategy that takes both into consideration. In this presentation, legal marketers will gain a better understanding of the interrelationship between SEO and social media and how to use each to support the overall digital marketing goals and objectives of their law firm. Guy Alvarez will present the strategies and best practices required to achieve a high ranking in search engines, while at the same time explain how social media can become an effective method to drive more traffic to a law firm’s website.

1. Law Firm Marketing: The
Relationship between SEO and
Social Media
October 29, 2015
Guy Alvarez, CEO
Good2bSocial
guy@good2bsocial.com
@guylaw1313

2. Agenda
o Introduction
 The basics of SEO- Technical SEO, On Page
SEO and Local SEO
 The relationship between social media and
SEO backlinks
 How gaining more followers on social media
can improve your search engine ranking
 The importance of engagement: sharing,
liking, commenting and its impact on SEO
 Social networks are the new search engines
 The key role Google+ plays in search engine
ranking
 Search engine marketing and pay per click-
are they worth it?
 How Google uses Twitter to discover new
content
o Q&A

3. My Story
 Recovering Lawyer
 Spent early part of my career as
head of Law Journal Extra which
today is Law.com
 Moved on to become Global
Director of Digital Marketing for
KPMG
 Founded Business Development
Institute
 Became Director of Social Media
at PLI
 Have consulted for a wide array of
companies and firms in and
outside the legal market over the
last 15 years on digital marketing
and social media.

4. Our Mission
 To help firms in the legal vertical to
understand and leverage the power of digital
marketing to enhance their thought
leadership position in the market and to
better engage with their clients and
prospects.
 Using the latest technologies and
methodologies, we help firms sell their
services, build their brands and develop
digital platforms that power and transform
their marketing and business development
efforts.

5. The Basics of SEO
• Technical SEO
• On Page SEO
• Local SEO
@guylaw1313

6. The purpose of Social Media
 Stay “top of mind” and listen
to your target audience
(clients, prospects, alumni,
colleagues, influencers,
press)
 Develop Strategic
relationships
 Thought Leadership:
Demonstrate your skills,
knowledge & experience
 Gain Competitive and
Business Intelligence
 Drive traffic back to your
website/blog

7. It all Starts and Ends with
Content
 You cannot have a successful social
media strategy without the right
content
 What is the right content?
◦ Client centric
◦ Provides guidance or value
◦ Non – promotional
◦ Free of jargon
◦ Easily consumable
◦ Shareable
◦ Personable

8. The relationship between social media
and SEO backlinks
◦ Website link
◦ Bio
◦ Posts
◦ About tab (Personal
and Page)
◦ Posts
◦ Profile & Cover Picture
◦ Contact Info
◦ Projects &
Publications
◦ Company Page info
tab
◦ Company groups
◦ Introduction links
◦ Other profile and page
links
◦ Communities

9. How gaining more followers on social media can
improve your search engine ranking
• The total number of followers and
connections your social media profiles
contain has a significant influence on your
rankings.
• A company with 100 Twitter followers won’t
receive nearly the ranking bonus of a mega-
corporation with a million Facebook likes and
a million Twitter followers.
• However, Google can detect the quality of
your followers, meaning buying 100,000
proxy Twitter followers isn’t going to do much
for your overall rankings. Instead, you’ll need
to build your following organically.
• Growing your number of followers is a slow
process, but effective so long as you’re
consistent.
• Present your brand uniquely and
consistently, using the same voice to update
your users on a daily basis.
• Post useful articles, helpful tips, open
inquiries, and general discussion items, then
follow up with your users by engaging with

10. The importance of engagement: sharing,
liking, commenting and its impact on
SEO
Infographic by Quicksprout

11. The key role Google+ plays in search engine ranking
 "Google has been using Google+ to
discover new content, and many
web professionals have discovered
that URLs shared on Google+ are
crawled and indexed very quickly
 "Pages and posts on Google+ not
only accumulate PageRank, but
because links to posts are followed,
they pass link equity on as well."
 It is not the +1's themselves that are
causing the high rankings of posts
but the fact that most +1's on a site
result in a shared post on Google+,
which creates a followed link back to
the post. It's instant organic link
building.

12. Search engine marketing and pay per click- are they worth
it?
• Done correctly, both SEO and PPC can
get you on the front page of the search
engines for targeted terms and in front of
your desired audience. However, each has
its respective benefits and costs.
• Organic results are 8.5x more likely to be
clicked on than paid search results! That's
a large disparity and is likely attributed to
searchers gradually learning the difference
between organic and sponsored results,
and recognizing that organic results are
typically the more respected resource.
• However, PPC holds a slight edge in
conversion rates, as paid search results
are 1.5x more likely to convert click thrus
from the search engine. According to
SEOmoz this is due to the fact that the
paid search result's "text and landing page
is custom optimized by the advertiser."

13. How Google uses Twitter to discover new content
In February 2015, Google and Twitter penned a deal giving Google access to the
“fire hose” of Twitter’s public data, generated by its 300 million users. As a result,
all of Twitter’s profile information, tweets, and other public data are available to
Google in real time.
Google now has instant access to every tweet as it is posted, and every user
profile as it’s created or updated. This data sends some very strong signals for
organic search.
 Topics. Google will be able to algorithmically compute trending topics and
suddenly spiking events in real time without relying on Twitter’s public lists
and calculations. It could be used to support news algorithms as well as to
surface breaking events and other popular topics in web search.
 Engagement. Google will be able to see what is being shared, who is being
shared and who is sharing it, across 300 million users. How often tweets are
retweeted, quoted, favorited, or just clicked
 Authority. Engagement multiplied by reach also signifies authority. Twitter
users with consistently engaging content who also have either many
followers themselves, or followers that are themselves authorities, are
authorities
 Personalization. Google can use this data not just in aggregate, but also on
the individual level to personalize search results. When Twitter users
associate the same email address with both Twitter and their Google
account, Google will be able to hash public Twitter data with Google search
results.
 Real time. Google can factor all of that information gleaned from Twitter data
into its search results in real time. Trending topics, engagement, and
authority rise and fall over time. Today’s Internet sensation is tomorrow’s
forgotten distraction. Hopefully, engagement and authority last longer than
topical popularity. But if a user’s only engagement and authority metrics are
tied to that topic then as it wanes so will that user’s algorithmic importance.
Google will now have more real time signals than ever before to determine
the rise, and fall, of each user’s value to its search results.
SEO: Google Plus Twitter Equals Stronger Search?
JILL KOCHER

14. 6 Tips for Using Social Media to Enhance your
SEO
1. Make your content super shareable. Work on producing
valuable content that people will want to share on their
social networks. Start by sharing it on a regular schedule
via your social profiles, and make sure to be a good
community member by sharing other influencer content
in return.
2. Take advantage of the new partnership between Google
and Twitter. Google’s search results are more likely to
include tweets for better real-time news, especially those
with hashtags that are trending or newsworthy, or those
that are already highly popular on Twitter.
3. Use hashtags to make your content discoverable.
Keywords are to SEO what Hashtags are to social
media. Make sure you are using hashtags consistently to
categorize your content. The easier it is for your content
to be found, the higher the search engine results.
4. Grow your followers but focus on quality versus quantity.
You want followers that are engaged, find your content to
be valuable and share your content consistently with
their networks. It takes time to grow your followers
organically but it is worth it from an SEO perspective.
5. Social networks re the new search engines. More and
more people go to YouTube, Facebook and Twitter to
search end discover content. Remember this and make
sure that your social media properties are search
optimized for each individual social network.
6. Don’t forget about local. Geo-target your social media
posts to grow your local SEO. Become a guest blogger
on community or local sites and directories. Engage with
local newspapers and reporters through social media

15. QUESTIONS?
Guy Alvarez
www.good2bsocial.com
guy@good2bsocial.com
@guylaw1313