Comparison of GenAI benchmarking models for legal use cases
4th Annual Super Marketing Conference: Leverage Search and More
1. 4TH ANNUAL SUPER MARKETING CONFERENCE
JIM SCHONROCK, FINDLAW VICE PRESIDENT OF PERFORMANCE
THINKING BIG
Better Leverage Search – and More – to Supercharge Your Firm’s Marketing
7. ABOUT THE STUDY
10K+
1M
5M
2.4M
UNEQUALLED VIEW INTO “LEGAL SHOPPING”
BEHAVIOR ON THE WEB
This study sampled 3.7 million search visits generated by 2.66 million search phrases
DISCRETE WEBSITES
PAGES TARGETED AT LEGAL CONSUMERS
MONTHLY VISITS
FROM SEARCH ENGINES
13. Query Types: Research
• Research into legal information
• No clear intent to find attorney
• May be preliminary step in the “lawyer shopping”
process
• High volume
Information about California dui laws
Example:
QUERY TYPES: SEARCH
QUERY TYPE #1:
RESEARCH
14. Query Types: Long-Tail with Lawyer Intent
• More verbose, but often more precise statement
of need
• Individually infrequent, large in the aggregate
• Clear intent to find an attorney
Lawyer to handle issues with adoption for single mother
Example:
QUERY TYPES: LONG-TAIL WITH LAWYER INTENT
QUERY TYPE #2:
LONG-TAIL WITH LAWYER INTENT
15. Query Types: Head Term with Lawyer Intent
• Practice area + location + “attorney” or “lawyer”
• More frequent
• The “Holy Grail”
Family law attorney in Minneapolis
Example:
QUERY TYPES: HEAD TERM WITH LAWYER INTENT
QUERY TYPE #3:
HEAD-TERM WITH LAWYER INTENT
20. Technologies Inc. promises to put
customers on the first page of Google
for these phrases:
Miami Injury Attorney
Miami Injury Lawyer
Miami Personal Injury Attorney
Miami Personal Injury Lawyer
Price: $20k per year
Bonus Offer:
Add accident category for $9K per year
SPECIAL SEO OFFER!
ACT NOW!
DOES
THIS
MAKE
SENSE?
24. THE CASE FOR
SOCIAL MEDIA
• The influence of friends and
family
• The power of networking
• Networks are moving online
• Massive word-of-mouth
• Exponential spreading
power
25. GAINING AN EDGE:
KEYS TO SOCIAL SUCCESS
• Are you committed?
• Start with a quality foundation
• Engage, don’t broadcast
• Participate every day
• Promote, promote, promote
• Strategically expand
27. WHY LOCAL?
IT’S THE MODERN YELLOW PAGES
• Rich local ecosystem
• Continued investment &
innovation
• Massive growth in usage
• High trust level
• Increasingly featured on
Google
28. •Have a physical office location at
the address you are listing online
•Maximize citations
•Use consistent NAP format
across the Internet
•Select the correct category
association on business listings
•Encourage your clients to leave
reviews
GAINING AN EDGE:
LOCAL BUILDING
BLOCKS
27% use reviews
during searches for
professional services
30. Year mobile Internet usage > desktop Internet
usage
2014
Fraction of mobile phone owners that go online
from their phones
2/3
Percent of users that use their smartphone as
their primary device to access Internet
34%
Percent of legal searches that happen on a
mobile device
42%
WHY MOBILE?
YOU CAN’T IGNORE THE NUMBERS
Percent of mobile searches that are for
businesses (up from 33%)
56%
32. THE VALUE OF A MOBILE-OPTIMIZED
EXPERIENCE
of users say they won’t
recommend a business with a
poorly designed mobile site
have turned to a competitor’s site
after a bad mobile experience
33. TAKEAWAYS
Silver bullets don’t really exist
Focus on the long-tail
Learn to play the digital marketing
game
Exploit emerging tactics: SOLOMO
Key is well-balanced, integrated
marketing program
