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Ethics: Marketing, Social Media & Online PresenceChris Homer
tres@gngf.com | @ChrisHomer24
@gngfound
•
CHRIS HOMER
Chris “Tres” Homer
SEO Team Lead
Our Book
Your Online Presence
Online heavily used for “research”
2005
Online = Website
2015
Online = Presence
2005 2015
THE FUTURE IS MOBILE
*IDC Research Report 2013
have their phone on or
near them for all but up to
2 hours of their waking
day.
79
% reach for their
smartphone immediately
after waking up
62
% say they can't recall the
last time their smartphone
wasn't next to them.
25
%
Among smartphone owners age 18-
44
Millenials
• 18-33 years old now
• Yes, they are adults and many are middle managers
with great income
• They grew up with mobile devices not phones
• On average send over 100 texts a day
• 2/3 rather text than speak to someone on the phone
• They knew Amazon the retailer before Amazon the
river
• 75% are on social media (from a mobile device)
Gen Z
• <20 years old…. but
• Largest population in U.S.
• Prefer Images vs. text (snapchat, instagram, video)
• Can work multiple screens at once (iPad, computer,
TV, smartphone, games) and have only seen
touchscreens
• Learn as much from YouTube as school
• Low attention span - “Bite-size media”
• Leaving Facebook??
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KEYWORDS
BrandedLaw Firm of LeBret & HomerJabez LeBretChris Homer
Non-BrandedEstate Planning AttorneyProbate AttorneyReal Estate Attorney
(Not Provided)
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GOOGLE: NOT PROVIDED
2005
2015
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OLD STANDARD SEARCH
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SEARCH IS GETTING LOCAL
Knowledge Graph
Firm Website
Firm Website
Images
Yelp
Avvo
Page #1
Pigeon and Maps
Pigeon and Directories
Answer Cards
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How do you influence Google Search to show
the RIGHT INFORMATION about your firm at
the RIGHT TIME?
Directory Listings
Directory Listings
create graphic split down sides
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GOOGLE+ LOCAL
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GOOGLE+ LOCAL
Book an
Appointment
From Google
Google+ Local
16,713 Views
No Branding
No Images
Google+ Local
Replace image with g+ pic with visits data
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GOOGLE+ LOCAL
Google+ Local
Google+ Local (My Business)
Ethics issues arise when you “Claim” the listing
• You are responsible for the content of the listing if you
claim
• Online Directories are acceptable form of advertising
(Rule 7.2-5(a))
@gngfound
ETHICS OF DIRECTORIES
• You are responsible for the content of the listing
• Business description
• Categories / Services (Rule 7.4)
• “A lawyer may communicate the fact that the lawyer does or
does not practice in particular fields of law or limits his or her
practice to or concentrates in particular fields of law.”
• A lawyer shall not state or imply that a lawyer is a specialist in a
particular field of law, unless both of the following apply:
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ETHICS OF DIRECTORIES
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@gngfound
• Arkansas Model Rule 7.1
(1) A lawyer shall not make a false, deceptive or misleading communication about the
lawyer or
the lawyer's service. A communication is false, deceptive or misleading if it:
(a) Contains a material misrepresentation of fact or law, or omits a fact necessary to
make the statement considered as a whole not materially misleading; or
(b) Is likely to create an unjustified expectation about results the lawyer can achieve, or
states or implies that the lawyer can achieve results by means that violate the rules of
professional conduct or other law; or
(c) Compares the lawyer's services with other lawyers' services, unless the comparison
can be factually substantiated; or
(d) contains a testimonial or endorsement.
ETHICS OF DIRECTORIES
@gngfound
• Be cautious when others are creating your directory listings,
even if it is someone in house.
• Always double check the business description and practice areas
that are listed on directories.
ETHICS OF DIRECTORIES
ONLINE REVIEWS:
OPTIMIZATION AND ETHICS
And that data is old…2015 Survey:• 92% of consumers now read online reviews (vs. 88% in
2014)
• 40% of consumers form an opinion by reading just 1-3
reviews
• Only 13% of consumers consider using a business that
has a 1 or 2 star rating
• Star rating is #1 factor used by consumers to judge a
business
Image of search result with stars
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ONLINE REVIEWS
Reviews
Where to Get Reviews:
Reviews
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ONLINE REVIEWS
Reviews
Reviews - The Ethics
• Don’t make up profiles to write reviews
• You can’t write your own online reviews
• Don’t pay for reviews
• Rule 7.2c: A lawyer shall not give anything of value to a person for recommending the lawyer’s services except…”
• Be careful when asking for reviews
• You are responsible for the content of that review
Reviews - The Ethics
EXAMPLE: Joe Smith leaves a review:
“Jim will win every time. He won $1 million for me in an auto accident lawsuit, Jim is the best Personal Injury attorney ever!!”
A Culture of Reviews• Ask for paper internal review at closing meeting
• Good review: what’s their email address?
• Ask and provide a how-to guide
• Provide guidance on what NOT to say
• It’s not easy in Legal Profession
YOUR LAW FIRM WEBSITE
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Your Website
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• Design & Structure
• Conversion
• Content
• Ethics
ESTABLISHING YOUR WEBSITE
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• Name / “Brand”
• Where are you located? How can I get a hold of you?
• Phone Number / Contact Form
• Do you understand my problem? What can you do for me?
• Proof I should call you?
• Easy to navigate and find things
• Schema Markup for Google (ask your webmaster)
WEBSITE COMPONENTS
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• Rule 7.5a: A lawyer shall not use a firm name, letterhead or other
professional designation that violates Rule 7.1. A trade name
may be used by a lawyer in private practice if it does not imply a
connection with a government agency or with a public or
charitable legal services organization and is not otherwise in
violation of Rule 7.1.
NAME - ETHICS
• How do I call you?
• What do you do?
• What can you do for
me?
• Proof I should call
you?
Your Website
Your Website
Your Website
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DO YOU UNDERSTAND MY PROBLEM?
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PROOF I SHOULD CALL YOU
Your Website
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CONTACT FORM
WARNING: Attorney Client Relationship
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CONTACT PAGE
Your Website Disclaimer
Keyword Stuffing
“Blocks of text listing cities and states a webpage is trying to rank for”
Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks
We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at Custom.Cigar@humidor.com
We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidorspecialists at Custom.Cigar@humidor.com
Keyword Stuffing
1.Repeating the same words or phrases so often that it sounds unnatural, for example:
Content: Blogging?
• SEO Value?
• Fewer Posts, Deeper Content
• Still Important
• Add Personality
Ethics:
•Don’t use names
•Hunter vs. Virginia
•Ghostwriter?
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• Common questions?
• 10 FAQ / 10 SAQ
• Localize National Topics
• Curate Content
• Local Posts
WHAT TO BLOG ABOUT?
Creating Content
“This does not mean that you cannot do your
divorce yourself. However, many people who
do not consult with attorneys may leave out
certain very important provisions that can
come back to haunt them later on, and cost
them a great deal.”
Nevada Divorce Attorney + 12 Other States
City Pages
Practice Area
Pages
Other Content
Lawyer
Bio(s)
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MOBILE WEBSITE
30%
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• 34% of mobile internet users admit that their smartphone is their primary device for
going online. (Pew Internet Project - May 2013)
• 74% of adult smartphone owners aged 18 or older say they use their phone to get
information based on their current location. (Pew Internet Project - May 2013)
• 35% of Americans aged 16 or older own a tablet. (Pew Internet Project - September 2013)
• 30% of mobile owners had used their phone in the previous 30 days to decide
whether to visit a business… (Pew Internet Project - April 2012)
MOBILE STATS
Mobile Website Search
Responsive Design
• Fast Load Time
• Access to All Content
• Difficult to Code Correctly
• THE RIGHT ANSWER
@gngfound
• Make sure your web and content developers understand what
you can and can’t say about your experience, expertise, trial
publicity, etc.
• Hiring Someone: the partner or lawyer must take reasonable
efforts to ensure that the [company] they retain's actions are
within the professional obligation of the lawyer and not violate the
Rules of Professional Conduct
WEBSITE ETHICS
@gngfound
• Do not mislead with your website copy
• Communications Concerning a Lawyer's Services
• No testimonials on website
• Avoid saying "I can save your business" or "higher my firm and you will
walk free" - nothing that could lead someone to expect results
• Don’t compare your firm to another like "Our firm is better than Smith
and Smith" unless you can factually substantiated
WEBSITE ETHICS
@gngfound
• Watch the content of your website pages
• Comparative Speech in title tags, meta descriptions, copy
• If you have pages in another language, e.g. In Spanish, then you must
have a disclaimer in that language. Simple stating that your firm
Hablamos Espanol does not require a Spanish disclaimer
• Disclaimer on your website should be on every page.
• A copy or recording of advertisements or written communication needs
to be submitted to the state bar and retained by the law firm for 5 years
• • (n) a lawyer can not pay anyone for a recommendation of the
lawyer's services including reviews
WEBSITE ETHICS
Social Media
OPTIMIZATION AND ETHICS
Social Media
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SOCIAL MEDIA
Not a “Fad”
Good For Ranking
Looking Beyond
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Branding
Cover Image
Likes
Geo Info
Keywords
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Branding
Cover Image
Likes
Geo Info
Keywords
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@gngfound
@gngfound
• Indexable by Google
• Increase your Followers
• Follow people, ReTweet, and share
• HootSuite / SocialOomph
• Be Careful “interacting”
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LINKED IN
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YOUR PICTURE MATTERS
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“Skills and Expertise” now “Skills & Endorsements”
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SKILLS & ENDORSEMENTS
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Recommendation:
Edit Profile and turn
off the display of
Endorsements
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GOOGLE+
@gngfound
GOOGLE+ LOCAL
Social Media Nicolle Schippers ARAG
Ethics Game:Case is finally over.
Unanimous verdict!
Celebrating tonight.
Social Media
Ethics Game:Another great victory
in court today! My
client is delighted.
Who wants to be
next?
Social Media
Ethics Game:Won a million
dollar verdict. Tell
your friends and
check out my
website.
Social Media
Ethics Game:Won another
personal injury case.
Call me for a free
consultation.
Social Media
Ethics Game:Just published an
article on wage and
hour breaks. Let me
know if you would like
a copy
Ethics
• What counts as advice: (rule 4.3)
• When the lawyer knows or reasonably should know that the unrepresented person misunderstands the lawyer’s role in the matter, the lawyer shall make reasonable efforts to correct the misunderstanding. The lawyer shall not give legal advice to an unrepresented person, other than the advice to secure counsel, if the lawyer knows or reasonably should know that the interests of such a person are or have a reasonable possibility of being in conflict with the interests of the client.
Ethics
• Is this Advertising: (rule 7.3)
• A lawyer shall not by in-person, live telephone, or real-time electronic contact solicit professional employment from a prospective client when a significant motive for the lawyer’s doing so is the lawyer’s pecuniary gain…
Ethics
• Don’t Imply Results or Mislead
• Rule 7.1: A lawyer shall not make or use a false, misleading, or nonverifiable communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law or omits a fact necessary to make the statement considered as a whole not materially misleading.
Ethics
• Creating a client relationship (1.6-1.8 Conflict of Interest)
• Discovery issues - Oops I didn’t want to know that
• Rule 3.3 Candor to Tribunal
• Keep records of ads - screenshots
• The contents of advertisements and communications permitted under Rule 7.2 can be permanently recorded so that they cannot be disputed.
Ethics
• Mentioning Judicial Officers, Neutrals etc.
• Rule 8.4(d): state or imply an ability to influence improperly a government agency or official or to achieve
results by means that violate the Rules of Professional Conduct or other law
Ethics: Marketing, Social Media & Online PresenceChris Homer
tres@gngf.com | @ChrisHomer24
@mark_homer | @gngfound
Alternative Local Marketing Strategies
“OLD SCHOOL”
Take traditional
marketing strategies
and maximize search
and social value
Win – Win - Win
@mark_homer | @gngfound
Press Outreach
• Use targeted Facebook posts to journalists
• Everyone’s a publisher – Promote to ‘trusted
audience’
• Don’t just shout about your own stuff
• Get to know local press – Twitter and
@mark_homer | @gngfound
Press Outreach
@mark_homer | @gngfound
@mark_homer | @gngfound
Scholarships • Direct outreach
to schools
(.edu)
• Scholarship
websites
• Social
magnification
• Tie into geo-
location and
industry
• Cast a wide net
@mark_homer | @gngfound
Sponsorships
@mark_homer | @gngfound
Pay to Play• Promote quality content via social media
paid posts – save money by targeting!
• Get some rich markup back by using
Adwords
• Adwords is often 2/3 of mobile top of fold
• Figure out what directories are crushing it in
your area and spend $$ for premium
placement
Ethics: Marketing, Social Media & Online PresenceChris Homer
tres@gngf.com | @ChrisHomer24
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