Building a competitive Personal injury brand requires exposure. That means moving beyond a firm’s current client base, and increasing mind share within targeted industries, practice areas and regional markets. With over 17 plus years in this industry I believe prominent placement within the search engines is an important part of that strategy.
While most law firms invest significant time and money in designing their websites, few make the effort to adequately promote them — and that is an opportunity for growth.
Your potential clients are logging onto the Internet through PCs and smart devices searching for Personal injury attorneys. They're using Google, Yahoo and Bing and visiting websites of attorneys and law firms that they have found that specialize in personal injury. Statistics show high percentage of those visitors will make an appointment with one of those attorneys / law firms they visited. Video Marketing, Hollywoodcan make sure you're one of those firms they will consider.
How? Today it's not enough just to have a good website, it's not enough just to have back links and bookmarks. Every sense March of 2011 when Google changed everything with the introduction of Panda their algorithm that introduced new elements into the search criteria.
Elements like (L.S.I.) latent semantic indexing which actually can read and determine if your content on your website is unique, informative or if it shallow in substance. It also looks at how long people spend on your website, how many pages they visit and if they bounce back to the search engine's and continue searching after visiting your website. They also consider something new referred to as user feedback signals. User feedback signals is a game changer! Google hired thousands of real people and provided them with a checklist which they would use every time they visited a website. They would score each element of a website they visited. Overtime they build up a clear picture of what a visitor would like or dislike about you’re personal injury Law firms website.
Now Google didn't stop there, they started looking at something referred to as social signals. Social signals are taken from things like blogs, twitter, linkedin, youtube Google+ and many more. They can tell if you're engaging and if anybody's engaging with you and your firm. For example how many people comment on your blog or retweet you on Twitter, how many likes do you have on Facebook, how many followers do you have on Twitter and how often do you tweet. Believe it or not these help determine where you're going to appear on the search engines.
There are over 200 things that determine where you're going to appear on the search engines. Your firm must have the proper elements on line an in place to have a chance to be found and considered by potential clients. Did you know that Google+ is an important factor in your law firm's website rankings? Did you know there are simple ways to ensure your Google+ will appear above your competitors.
No longer is just concentrating on your website good enough to compete you have to concentrate on your online presence. Only 30% of your rankings come from your website elements 70% come from off page factors some of which I mentioned above. Your Personal injury law firm has to take a proactive part in the social web if you want to compete with highly visible motivated competitors Consumers equate search ranking with quality so being highly ranked will help provide your firm with prestige in the eyes of those searching for an Personal injury attorney.
A online marketing strategist takes into consideration Search Engine Optimization (SEO); Online Public Relations (PR), Social Media Marketing (SMM) and reputation management.
If you currently have a SEO company who handles both your organic search and Pay-Per-Click Campaigns (PPC) you may want to reconsider that move. Studies show you would be better served by having two different firms representing you.
Feel free to contact me if you have any questions about your own campaign or if you need help with a campaign.