Increase your influence beyond your own blog


Having a regularly updated website and attorney blog are both important factors in any search marketing campaign. In addition to the basic SEO value of well-written content, frequent posting helps to establish trust with potential clients, who will come to see you as a reliable source of helpful information. Being the expert who people can turn to for helpful knowledge has good marketing potential.

But there is a whole world out there beyond your own website where people looking for legal services are searching for information about you. The firm Moses & Rooth, curious about opinions from actual consumers not marketing companies, partnered with Mike Blumenthal to conduct a study about the behaviors of those in need of a specialty lawyer. One question asked, if you are searching for a lawyer online, “what is most important to you?” The top choice of respondents was, “Information about them elsewhere on the Internet,” followed by Google reviews at number two. These choices together received over 50% of all responses. Establishing yourself as an authority through your own website is important, and extending that authority beyond your site to the rest of the web is critical. Here are tips for broadening your influence:

Connect with journalists. Some attorneys find the thought of interacting with journalists distasteful. It smacks too much of self-aggrandizement and takes valuable time away from what you should be doing: good work for clients. But having a reporter or reporters who know you are available to add comments to important stories can be an invaluable marketing tool, especially for local SEO. Try to avoid the hard sell, and instead interact with journalists and complement their work. Do not ignore their calls. Networking with journalists is a good way to get articles that support your reputation as a leader in your area distributed online.

Remember: press releases are not dead. At the beginning of the year, Google’s Matt Cutts announced that press releases no longer have any SEO value, causing something of an uproar within the search marketing community. While Google may ignore links within press releases posted on well-known sites, like PRWeb, there is still worth in the distribution. Press releases (that contain actual information) may be picked up by other sites with high page ranks, or the release may be written about and linked to by other sources. Both of these things help build Google-approved, quality links. In addition, having your firm appear on highly regarded news websites bolsters your authority among those looking for services.

Take advantage of HARO... CONTINUE READING

LOADING PDF: If there are any problems, click here to download the file.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Custom Legal Marketing | Attorney Advertising

Written by:


Custom Legal Marketing on:

Popular Topics
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.