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Performed in front of a live studio audience! The game show from the swinging 60s will be recreated with experts discussing how design, content and search engine strategies will deliver the result you are looking for and help you achieve your goals. Three contestants, (chosen from attendees that sign up and submit their site in advance) will receive a live site audit. Dating Game hosts will evaluate the overall effectiveness of each site and provide useful tips and techniques for improvement. From beginner to winner, everyone in the audience is guaranteed to learn something new. There are plenty of fish in the sea – learn how to make your site rise to the surface! As the workshop comes to an end, contestants will receive lovely parting gifts as we blow a “Dating Game” kiss goodbye! Move beyond basic SEO best practices and get an essential look at the entire Google landscape, including Google+. Participants will learn: Why looking good and reading well is critical to a web site's success How integrated communication strategies are essential for driving referral traffic How design and thought leadership will convert eyeballs to dollars How to know what prospects are looking for - Branded vs non-branded, attorney vs firm, practice vs issue, local vs industry How to rank the pages a firm controls - Firm's website, including attorney bio pages and blog posts, and Google+ Local pages Why Google+ matters for the firm and individual attorneys, authorship and local results How to push down directory listings for firm and attorney searches Basics of mobile search including mobile search algorithm changes and what firms should do to control their presence in search’s fastest growing channel Presenters Shawn Massie, ThunderActive Erika Ritzer, Greenfield/Belser Ltd. Max Thomas, ThunderActive
Citation preview
How to Help Your Website Stand Out in a Crowded Sea
Erika RitzerPrincipal,
Greenfield Belser [email protected]
FIRST OFF: Who Are We?
Founder & CEO, ThunderActive
Max Thomas
Shawn MassieDirector of Search,
What does an ideal bachelor(ette) look like?
User interface and visual appeal keeps users longer and gets the coveted second click.
Be wary of too much content… or too little.
Give substantive information and track who sees it.
WHEN SEO GOES RIGHT FOR LAW FIRMS
STRAIGHT FROM GOOGLE
• Today there are more than 200 unique signals in Google’s algorithm
• Signals include things like “terms on website, freshness of content and PageRank”
• In 2013, 665 updates were made to the Google Algorithm
SO WHAT SHOULD YOU FOCUS ON?
SO WHAT SHOULD YOU FOCUS ON?
WHY ARE RELEVANT TERMS IMPORTANT?
The Google homepage doesn’t show results until you type!
GETTING STARTED
• Find out what your target audience is searching for
• Get a feel for the intent behind popular search queries
• Map out a plan of attack
BRANDED VS. NON-BRANDED
• Branded searches include your firm’s name, attorney names or variations of either
○ The intent here is to learn more, contact or revisit a familiar brand
• Your firm’s website should rank #1 organically for branded searches
○ Not local directories like Avvo
○ Not LinkedIn
○ Not press releases
○ Not Google+ pages, however this is a great #2 or addition to #1
BRANDED VS. NON-BRANDED
BRANDED VS. NON-BRANDED
• Non-branded searches exclude any firm or attorney name keywords
○ Intent is to explore options, learn more information or find something specific
• This is your chance to make a first impression
• These are usually the primary keyword targets firms want to rank for
BRANDED VS. NON-BRANDED
Understand the intent of the query that you want to rank for and tailor content around that
BRANDED VS. NON-BRANDED
Understand the intent of the query that you want to rank for and tailor content around that
GOOGLE WEBMASTER TOOLS1. Look at queries your site currently gets impressions for
a. Sort by impressions to see what easy opportunitiesb. Sort by clicks to see what you can improve upon
2. Look at what pages currently rank for each query3. View what Google sees as the most common keywords associated with
your site
SEMrush• Evaluate your competitor’s organic keywords
○ Sort by traffic % to see their top keywords• See what keywords you have in common with competitors• Pick out keywords they are paying for
GOOGLE ANALYTICS
• Not provided will be a large percentage
○ Look at remaining keywords
• View which landing pages have most traffic in search
GOOGLE KEYWORD PLANNER
• Enter in the non-branded keywords you think your site is most relevant for
○ Disregard popularity at this stage
○ Include long-tail keywords
○ Include variations
• Look for search volume, competitiveness and estimated CPC
GOOGLE TRENDS
• Put your top 5 keywords in each group into Trends to see which are on the rise
○ Take best ones as primary keyword targets○ Use the rest for secondary pages or content
ON-SITE KEYWORD OPTIMIZATION
• Goal: Map out which pages will rank for all keyword targets
• Title tags and meta descriptions
• H1s and all headers
• Content on page includes your keywords naturally
• Images are tagged properly
• Internally linking to pages with proper anchor text
• Primary pages are linked from primary navigation with right text
LOCAL KEYWORDS
• Tie in hyperlocal content to office or contact pages
○ Ex. “downtown san diego criminal defense lawyer”
○ These searches trigger Google My Business pages and firms on desktop
• Google already assumes local intent with all mobile searches
○ Ex. “criminal defense lawyer” shows me San Diego attorneys
SPEAKING OF BLOG TOPICS...
LONG-TAIL KEYWORDS
• Long-tail keywords are too long to be commonly searched
○ Don’t waste primary page real estate with these terms
• If it’s something you want to be featured, make it a landing page
• Utilize them for blog content as a post topic
WHAT PAGES CURRENTLY RANK?
• Use GWT to see which pages currently rank best for keywords
• Do a site: search to see what Google thinks is the most relevant page
ATTORNEY NAMES
• Directories will compete for name searches○ Have a strong bio page on the website to outrank directories
• Link social profiles to bio page to strengthen them• What if your name IS the firm name?
○ Ex. The Law Offices of David P Strauss○ Leave the home page as the target page for your name
DIRECTORY LISTINGS
• Branded searches may return Avvo, Martindale and other directories
○ This is fine as long as all listings are current and accurate
○ If they’re not, claim and edit them to have a consistent NAP
• If attorney listings on directories rank for brand name searches then:
○ Remove all mentions of firm
○ Google thinks attorney names might be businesses at same address
BAD PRESS
• Branded searches may show bad PR related to past cases
• Branded searches may show bad reviews from disgruntled clients
• In any case, you’ll want to:
○ Push down the negative listings to Page 2
○ Create pages on your site that address the issue and rank instead
○ Set up Google Alerts to respond quickly to negative feedback
○ Create profiles on different social networks to outrank negative listings
GOOGLE+ LOCAL: Private Practice Page
GOOGLE+ LOCAL: Large Firm Page
GOOGLE+ LOCAL: Introducing...
Merge Of Google Places & Google+
GOOGLE+ LOCAL: Why It Matters
Google+ = Local & Mobile
Image source: http://www.seo-alien.com/wp-content/uploads/2012/07/google-local-mobile-ready.jpg
GOOGLE+ LOCAL: Attracts Prospects
Non-Branded Local Search Results
GOOGLE+ LOCAL: Attracts Prospects
Reviews & Ratings Drive Leads
GOOGLE+ LOCAL: Attracts Prospects
GOOGLE+ LOCAL: Is Branding (Firm)
GOOGLE+ LOCAL: Is Branding (Private Practice)
GOOGLE+ LOCAL: How Does It Work?
GOOGLE: Wants Order
GOOGLE+ LOCAL: Wants Data Consistency
Make these consistent across all sources
• Name = Attorney / Firm Business Name
• Address = Physical Business Location
• Phone = Local Phone Number
GOOGLE+ LOCAL: Wants Data Consistency
GOOGLE+ LOCAL: Shortlist
Local Search – Focus on data & brand consistency
Social Profiles• FourSquare/Swarm• Facebook Location• Yelp• Twitter• Linkedin
Other• Your Website!
Local Data Sources• Google MapMaker• Google+ Bulk Upload• Google+ Local Page Optimization• Bing Bulk Upload• Yahoo• Acxiom• Localeze• InfoGroup• Avvo.com (lawyer)• Martindale.com (lawyer)• Lawyers.com (lawyer)
SCHEMA MARKUP: What Is It?
1) schema.org is a collaboration by Google, Microsoft and Yahoo! to improve the web by creating a structured markup schema supported by major search engines.
2) On-page markup helps search engines understand the information on webpages and provide richer results.
3) Sends direct signal to Google+ for Knowledge Graph and local search results.
4) Opportunity to maximize website for NAP consistency.
SCHEMA LOCAL MARKUP: What Is It?1) http://schema.org/Attorney
SCHEMA MARKUP: What Does It Look Like?
SCHEMA MARKUP: What Does It Look Like?
GOOGLE+: Creates G+ Pages Automatically
Top Issues1.Attorney name ranks for firm
name2.Google+ Page shows office
in SF but it’s in PA3.415 phone number is
disconnected
GOOGLE+: What Might Skadden Arps Do?Discover what’s causing the G+ listing (remember: Google is a data aggregator)
#1 Search for Google+ Page name in quotes
Discovery:
• Only 4 listings
• Personal Google+ profile page
• 2 directory listings
Conclusion:
• Google+ most likely created profile page from directory listings
Next Step:
• Check phone number
GOOGLE+: What Might Skadden Arps Do?
#2 Search for phone number in quotesDiscovery:• Look! Google+ profile
page for new attorney name
• Multiple directories for attorney names using firm’s phone number
Conclusion:• Firm phone was most
likely used by individual attorney for their directory listings
Next Step:• Check out address
results
GOOGLE+: What Might Skadden Arps Do?
#3 Search for address in quotesDiscovery:• Multiple directory listings
for firm name at addressConclusion:• There’s definitely a
Skadden Arps location but phone number is dead
Next Step:• Determine if firm still has
office• Determine if Jose Allen
still works at firm
GOOGLE+: What Might Skadden Arps Do?
#4 Search for “skadden arps san francisco”
Discovery:
• Firm closed SF office in 2010
• Website shows office in Palo Alto (not SF)
Conclusion:
• It’s an old listing that needs to be updated
GOOGLE+: What Might Skadden Arps Do?
#4 Search for “Allen Jose R” on Skadden.com
Discovery:• Still works at firm• Bio page is a pdf
Conclusion:• PDF’s get indexed by
Google but not always fully crawlablez
GOOGLE+: Skadden Arps - Next Steps
1. Setup Skadden Arps Google My Business account
2. Claim Google+ Listings & Verify
GOOGLE+: Skadden Arps - Next Steps
3. Claim The Listing 4. Correct Name, Address & Phone
5. Manually update directories / listings from SERPs
6. Submit corrected information listing to all data sources
GOOGLE+: Jose Allen - Next Steps
1. Claim personal Google Plus page
2. Search for “Jose Allen” + attorney listings
3. Manually update directories/listings
4. Submit corrected info listing to all data sources
iOS: What About “Apple Maps”?
Claim These For Apple Maps
• Yelp
• Localeze
• Acxiom
• InfoUSA
• Factual
MOBILE: Mobile Usage Continues to Grow
Image source: https://www.yahoo.com/tech/by-the-numbers-iphone-vs-android-97842025474.html
MOBILE: How To Tell Your Site’s Mobile Usage
MOBILE: How To Tell Your Site’s Mobile Usage
MOBILE: Make Your Site Mobile Friendly
Responsive Design
Mobile m.website.com
• Your website MUST be mobile friendly
• 57% of users won’t recommend companies with poor mobile sites (SEJ 2014)
MOBILE: Faster Is Better
• 47% of consumers expect a web page to load in 2 seconds or less. • 40% of people abandon a website that takes more than 3 seconds to load.»• A 1 second delay in page response can result in a 7% reduction in conversions.
Image source: https://blog.kissmetrics.com/loading-time/?wide=1
MOBILE: Page Speed - What To Do
MOBILE: Page Speed - What To Do
MOBILE: Cater Content to Users
• Smartphone users in particular are often looking for something local and have high purchase intent
• According to Google, 69 percent of mobile users expect businesses to be within 5 miles of their location
• 55 percent of mobile users want to purchase within the hour
• Experiment with mobile-only content by time of day: Audiences consumer content differently by time of day they access
• Images and video keep mobile users engaged, avoid text-heavy content
Google+: Why It Matters
Google+: Impacts SERPs
Google+: Impacts SERPs
Google+: Control Your Personal Online Brand
Personal G+ page shows in SERPs results, just like Linkedin, etc.
You Want To Pump Your Google+ Page Higher?
Image source: http://dailym.ai/1vsOueE
GET BUSY!
1. Blog - Post your own blog content2. +1 and Comment - On other posts & updates3. Participate - In Groups and communities4. Encourage - Others to +1 and share your posts
GOOGLE+ PAGE: A Great Example
GOOGLE+ PAGE: Setup Tips
• Individual attorneys in a firm should use their personal gmail account, not their firm email
• List firm as place of work
GOOGLE+ GUIDE FOR ATTORNEYS: Learn More
Download the Google+ Guide for Attorneys: http://bit.ly/GooglePlusGuideAttorneys
SITE AUDITS
• Described as an agent of innovation
• Hails from the west coast but likes to spend time in DC
• Really in to intellectual property law
• Spends free time prosecuting patents
• Hangs with cutting edge start-ups and established Fortune 500 companies
• 275 people in her social circle
CONTESTANT #1: Knobbe Martens
• World traveller: California, Chicago, New York, Washington, D.C. Beijing, Brussels, London, Seoul and Shanghai
• Full service kinda gal liking everything from antitrust to white collar defense
• 640 people in her social circle
CONTESTANT #2: Sheppard Mullen
• Resides in Denver, Colorado but has a place in Steamboat Springs
• Our smallest contestant with just 41 people in her social circle
• Another full service kinda gal into including corporate law, litigation, real estate, and wealth and succession planning.
• Received the Chairs’ Choice Award for Outstanding Efforts in Economic Development from the Metro Denver Economic Development Corporation in 2012
CONTESTANT #3: Fairfield & Woods
CONTESTANT #1: Knobbe Martens
CONTESTANT #2: Sheppard Mullen
CONTESTANT #3: Fairfield & Woods
CONTESTANT #1: Knobbe Martens
CONTESTANT #2: Sheppard Mullen
CONTESTANT #3: Fairfield & Woods
CONTESTANT #1: Knobbe Martens
Branded Search – 54%
Primary Keyword Focus
Primary Keyword Focus
Consider Patent vs IP Focus
Consider Patent vs IP Focus
CONTESTANT #2: Sheppard Mullen
A to Z Instead of Priority
“Government Contracts”
CONTESTANT #3: Fairfield & Woods
Nonbranded Queries
Nonbranded Queries
CONTESTANT #1: Knobbe Martens
Patents Needs A Home
CONTESTANT #2: Sheppard Mullen
Robert Is #1?
Titles and URLs Should Be Optimized
CONTESTANT #3: Fairfield & Woods
Title Tags Are Long
Clear Layout of Practice Priorities
CONTESTANT #1: Knobbe Martens
Nice Branded Results (But Not In Your Control)
CONTESTANT #2: Sheppard Mullen
Sitelinks Need Love Too
CONTESTANT #3: Fairfield & Woods
Unintended Keywords
Good Looking Branded SERP
CONTESTANT #1: Knobbe Martens
BRANDED SEARCH: No Geo Term
BRANDED SEARCH: San Diego
BRANDED SEARCH: Irvine
BRANDED SEARCH: Los Angeles
BRANDED SEARCH: San Francisco
GOOGLE WEBMASTER TOOLS: Sitelinks
BRANDED SEARCH: Palo Alto
BRANDED SEARCH: Seattle
BRANDED SEARCH: Washington DC
WEBSITE: Local Navigation Good
WEBSITE: Separate Page Per Location
LOCAL SCHEMA: Not Present
GOOGLE+ PAGE: Robust
GOOGLE+ PAGE: Lots Of Photos (Current)
GOOGLE+ PAGE: No Videos
GOOGLE+ PAGE: Lots Of Posts (Current)
GOOGLE+ PAGE: Filled Out In Full – Irvine Loc
GOOGLE+ LOCAL PAGE: Seattle – No Photos
GOOGLE+ LOCAL PAGE: Seattle – No Photos
GOOGLE+ LOCAL PAGE: Riverside – Wrong Number
GOOGLE MAPS: San Diego Search
GOOGLE MAPS MOBILE: San Diego Search
CONTESTANT #2: Sheppard Mullen
APPLE MAPS: Branded Query – No Location
APPLE MAPS - GOOGLE: Old Location
Same Phone,
Different Address
APPLE MAPS - GOOGLE: Correct Location (Website)
Same Phone
BRANDED SEARCH: Beijing - International
Different Phone, Different Address
BRANDED SEARCH: London - International
Different Phone, Different Address
GOOGLE+ PROFILE PAGE: Multiple & Non Verified
GOOGLE+ PROFILE PAGE: Not Built Out
CONTESTANT #3: Fairfield & Woods
BRANDED SEARCH: Looks Good - Photos
GOOGLE MAPS: Location & Phone Correct
GOOGLE+ LOCAL PAGE: Logo But No Cover
GOOGLE+ LOCAL PAGE: About
GOOGLE+ LOCAL PAGE: No Posts
GOOGLE+ LOCAL PAGE: Photos
GOOGLE+ LOCAL PAGE: No Videos
GOOGLE SEARCH: Non Branded Query
GOOGLE LOCAL SEARCH: Phone Inconsistencies
GOOGLE LOCAL SEARCH: Schema
GOOGLE PLUS: Multiple Pages
GOOGLE & APPLE MAPS: Different Info
CONTESTANT #1: Knobbe Martens
MOBILE SITE: Not Mobile Friendly
PAGESPEED: Mobile
CONTESTANT #2: Sheppard Mullen
MOBILE SITE: Responsive Design
MOBILE SITE: Location Phone / Directions
MOBILE SITE: Consider Mobile Friendly Blog Content
PAGE SPEED: Mobile
CONTESTANT #3: Fairfield & Woods
MOBILE SITE: Not Responsive
PAGE SPEED: Mobile
CONTESTANT #1: Knobbe Martens
CONTESTANT #2: Sheppard Mullen
CONTESTANT #3: Fairfield & Woods
PRIZE: 1ST PLACE
PRIZE: 2ND PLACE
PRIZE: 3RD PLACE
Q & ADownload this Presentation:
http://bit.ly/LMADatingGame
Download the Google+ Guide for Attorneys:
http://bit.ly/GooglePlusGuideAttorneys
Email: [email protected]
[email protected]@thunderactive.com