Own Your Category with Cutting-Edge SEO
Dominate your digital markets
Through a focused SEO effort we will ensure that your firm, your business practice groups, or your attorneys are found in the first pages of searches for specific legal services in your geographic markets and practice areas.
To dominate these digital niches we leverage the full power of on-page and off-page best practices, link-building, as well as the SEO opportunities provided by social marketing. We will implement proven tactics and strategies at the firm, practice group and attorney level, and train all attorneys and your marketing team on how to recognize opportunities to extend your digital reach, fend off competition and dominate your digital markets. We have been very successful in helping regional, national and international firms dominate their markets, and convert the steady stream of new traffic into loyal clients.
Social marketing matters
In December 2010, both Google and Bing announced that they are now factoring social signals into their search algorithms. The justification is that social media is about relationships and conversations. This translates into relevance which is the cornerstone of organic search. A presence in Facebook, LinkedIn and Twitter is important to SEO.
The lines between SEO and social media are thinning. Businesses can still influence prospects with published content, but it is now more about what your customers and prospects are saying about you. Create a conversation with them in the social channels, YouTube, blog responses and reviews making use of optimized content from your keyword strategy.
Once you are committed to an SEO strategy, your success will hinge on your content. After closing the gap on your keyword phrases, we will get serious about a content strategy outside of your website. Proving to the search engines that you offer relevant, timely and consistent content published on blogs and in press releases will catapult you above your competitors.
The rules are changing fast as new local SEO practices have made simple geo-based tactics less effective.
New local search-engine algorithms hinging on the idiosyncrasies of user preferences, practices and local consumption patterns have been implemented to promote a business on the basis of its proximity to the searcher, as well as its reputation and offerings. In the end, two individuals carrying out an identical search on a search engine will yield different results based simply on their search pedigree.
These new measures as well as their corollary applications – business profile pages, user reviews and ratings – may not appear indigenous to law firm marketing, but they are impacting how information is delivered to search users. These factors are becoming key strategic considerations. All these new applications are affecting search results and traditional SEO, and will be closely monitored by Fishman Marketing, and considered in an overall integrated marketing strategy we would be implementing with you.
Our Search Engine Optimization services encompass more than on-page considerations. We will significantly improve your site not only for the search engines but for your users as well. This results in higher rankings in major search engine results pages, and better conversions once users reach your site. Results under search engine optimization strategies typically take several months to materialize, but once your position is established your listing will generate a handsome stream of new leads since these results enjoy a higher click-through rate and better conversion.
Identifying keywords is only the first step – most will agree that SEO starts with the question, “What keywords do you want to be found for?” But the new era of SEO takes it a step further. “What keyword phrases are my prospects using to try to find the legal services I sell?” And more importantly, “Which keyword phrases are converting visitors into customers?”
Then we would focus on the legal issues and topics for which your firm is considered a leader, or has unique expertise and skills, or that are expedient to leverage because they are “hot” or relevant. Our objective is to own specific categories.
These themed pages will only become efficient (for reach and buzz purposes) if two more steps are taken:
- by making members of your firm “digital ambassadors”, and tagging these themes to their profiles and actions to fully exploit the power of the social platforms
- by making the attorney profile page a platform for engagement:
- focus is on what each attorney can do (as opposed to what he/she has done)
- specific calls to action
- follow each through a professional trajectories – for current clients and prospects