In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jason Healey, who is an internet marketing consultant and blogger specializing in search engine optimization (SEO), with a focus on increasing client leads for law practices. During this episode, Sam and Jason discuss the ins and outs of SEO, bounce rate, what it means to be Google friendly, actionable steps, and suggested online tools.
Main Questions Asked:
- What is so significant about SEO?
- What are black hat SEO firms really trying to sell?
- What are the common client problems with SEO?
- How does someone go about creating a relevant URL?
- What is a bounce rate, and why is that a good metric?
- What is ‘Google friendly?’
- What internet tool do you suggest?
Key Lessons Learned:
- Google is making $3.4 billion off lawyers for advertising.
- 97% of consumers use search engines to find local services.
- More qualified potential leads come from people who find firms organically than via paid adverts.
- Google advertising is auction based and not set prices. It is essentially people bidding, who want specific advertising keywords.
- SEO stands for search engine optimization.
- SEO isn’t about ranking in Google, but about getting qualified leads that will lead to deals or sales.
- If a SEO firm approaches you showing impressive stats, ask them ‘what were the monthly searches for the keywords where you were ranked number one?’
- Ask for the local area and the CPC (cost per click) for those terms.
- Use Google Adwords Keyword Planner to cross check how many monthly searches are done on terms.
- Common issues have a lot to do with websites having redundant words. This is known as ‘keyword stuffing.’
- Keyword stuffing is putting your main keywords across your website in places where it is unnecessary.
- Having a landing page is not enough. You have to have an active blog on the site.
- Ensure your blog is updated at least a few times a week.
- The URL is the website domain name, e.g. http://www.lawyerseoservice.com.
- Creating relevant categories and pages leaves a breadcrumb trail for users to know where they are on your site and how to get back to the start page.
- It makes for a better user experience and allows Google to index your site.
- This is when someone comes to the first page of your site and never goes to another page.
- If you have a landing page which holds your predominant information, then you will have a high bounce rate regardless of how long visitors stay on that page.
- Having a low bounce rate is a good sign and means you have more pages visitors want to investigate.
- If visitors stay on the first page, then Google doesn’t track that.
- This is for those who are visually impaired. Meta terms on the back end allows the software to read it.
- The aim when being Google friendly is for the Google robots/spiders to understand what your site is about and understand where to go to find that information.
- Have a blog on your site. Choose a topic about your business and write a post about it.
- Share your blog posts on Twitter, Facebook, LinkedIn, Google+, and all your social media channels.
- Place your business and link in local directories. This helps with link building.
- Focus on legal industry-specific listings, as they are powerful backlinks.
- Link swapping is where websites exchange link-backs on blog posts. For example, exchanging guest posts with other firms.
- Research firms that are ranking for your keywords.
- Google search and see what sites are linking to those sites and copy what they are doing.
- Google Adwords Keyword Planner will help you find what keywords to rank for and tell you the monthly searches.
- SEM Rush is a paid tool, and you can put anyone’s website into the software, and it will tell you what they are ranking for.
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Links to Resources Mentioned:
Lawyer SEO Service
The 4-Hour Work Week