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Tips for Using Google’s Keyword Tool

Whether as the starting point for optimization, or a supplement for keyword information, the process for most SEO’s includes the use of Google’s keyword tool. Putting the Google Keyword Tool to use is a cinch. You simply plug in your desired keyword phrases and start analyzing. However there are a few essential learning curves to get the most from the Google Keyword Tool. The tips below can help you become more efficient, and more aware, during your keyword research endeavor.

Segment Your Queries

When searching for additional keyword ideas, using the keyword tool in chunks, or related segments, is ideal. Submitting a vast list of several unrelated keywords can result in a mediocre return. If you are researching more than just a few keyword phrases, or seeking the perfect keyword variations, chop your research list into categories.

By submitting a few related keywords, rather than a laundry list, the return will yield keywords that are more relevant and focused to the topic. As a result, your keyword list will expand into many insightful variations and awesome long-tails. This approach is definitely more time consuming than the alternative mass submission, but it’s worth it. Not only are the returns greater by segmenting keywords, but the structure of the end result is more organized too.

Especially from an agency perspective, offering a neatly segmented keyword list is clutch. It allows other viewers to analyze keywords in a more logical and cohesive manner. (Tip: using tabs in a spreadsheet to represent each keyword category works great)

Almost Always Be [Exact]

In left hand navigation of Google’s keyword tool is the option to display Broad, [Exact], and/or “Phrase” match results. By default, the tool will only show keyword volumes and data based on Broad phrase matches. That can make the keyword volumes appear extremely inflated than what they actually represent. It is important to note the immense breadth of Google’s Broad phrase match. In Pay Per Click advertising, bidding on Broad keywords establishes tremendous variation, or keyword flexibility.

For example, the keyword phrase “kids shirts” might also trigger Broad-based variations like “boys tops” or “girls T-shirt.” So if Google’s keyword tool claims that “kids shirts” is search approximately 201,000 times a month, think again.

Difference Between Broad and Exact

While conducting keyword research for organic SEO, or virtually any keyword-based Online marketing, almost always check the [Exact] phrase match box. It is the only legitimate representation of true search volume for particular keyword phrase.

Take the Contextual Tool for a Test Drive

Google’s Contextual Targeting tool is a great resource, particular for those in Pay Per Click advertising. Although its not only for PPC advertisers, the Contextual tool hints at how the search engine “decks” or “indices” work. It breaks down keywords into endless possibilities, revealing new long-tail variations behind each door.

If you haven’t dabbled in the Google Contextual Targeting tool, take it for a quick spin. It can expand your horizons on select keywords and offer insights for further optimization down the road. Like mentioned above, Google’s keyword tool is pretty easy and straight-forward (perhaps too much so.) Be mindful of the phrase matching and keep your keywords nice and organized. It will help facilitate your optimization efforts as well as your deliverables.

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New Multi-Channel Funnels of Analytics Offers Valuable Insights

Online marketing is in a constant evolution, particularly with respect to tracking and analyzing data. Before Google launched its Multi-Channel Funnels on August 24, 2011, “sources of conversions” was a metric determined by the last destination from which a user came to a website. Now, with the new features of the Multi-Channel Funnels, Google Analytics offers insights about the various channels that users may have interacted with prior making a conversion.

The features of Google Analytics' Multi-Channel Funnels allow marketers to track the interactions consumers have with various forms of online marketing that lead to conversions. In short, the information provided offers valuable insights as to the impact of organic SEO efforts, banner and display advertising, Pay Per Click, as well as social media, email, video and mobile marketing. With Multi-Channel Funnels, online businesses have the capabilities to analyze how all of these online marketing methods come into play.

Google Analytics offers five new reporting features with Multi-Channel Funnels. This allows online businesses to track and analyze data from a number of perspectives. Learn more about each of these five features below.

The Overview feature of Analytics' Multi-Channel Funnels provides a summary of data on total conversions as well as assisted conversions. In addition, the Overview offers a Venn diagram that gives users a visual representation of which channels (Paid Advertising, Organic Search, and Direct Traffic) contributed to conversions as a whole. This multi-colored diagram is most useful for analyzing assisted conversions where more than one source is responsible for sales.

The Assisted Conversions report outlines the various sources of traffic and each one’s impact on aiding a conversion. In essence, this feature sheds light on which channels are influencing conversions more directly than others. Assisted conversions displays the amount conversions that occurred during a specific period of time. This information also shows the “assisted conversion value” of each channel, as well as “last interaction conversions,” which is the referral or channel that immediately precedes the conversion.

Also of great value to the Multi-Channel Funnels is the Top Conversion Paths report that shows the path consumers take leading to conversions. It can be sorted in several ways and is useful for determining the most effective keywords for organic search and Google AdWords campaigns.

Google Analytics also offers reports on Time Lag. This report displays the time it takes for conversions to occur starting from the time users first make contact with a specific source until the time of a conversion. Also of interests in the new five reporting features is Path Length. This displays the number of channel interacts leading up to conversion.

Currently used by 161 of the Top 500 Internet retailers, Google Analytics offers other useful features that will enable marketers to analyze their website and Internet marketing performance. The importance of the new Google Analytics reports impact the primary factors that affect online businesses. Richard Frankel, president of Rocket Fuel sums up the advantages of these reports, stating that, "Marketers can input all the metrics they gather - about brand impact, intent, sentiment, clicks, shares, conversion, and the like - into the media-buying process to make the most accurate buys possible".

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Changes in Google AdWords' Exact Match and How to React

Google has made a recent change to the AdWords platform which could very well affect your Pay Per Click advertising performance. In accordance to this change, Google has announced that they are improving exact match and phrase match. Many advertisers debate whether the change is actually an improvement, or simply a way to make more money from savvy marketers who use AdWords.

Here is what Google is doing are doing: Exact phrase match used to mean that if an advertiser bid on [hair loss treatment] as an exact match, the only search query that display their ads was that precise keyword phrase. Now Google has changed the true definition of exact match to make it more flaccid. Now, "exact match" also includes close variations, such as singulars, plurals or misspellings. So bidding on [hair loss treatment] will still display ads based on searches like:

  • hair loss treatments
  • hair lose treatment

Why the Worry?

If you take a look at the buying cycle with respect to plural and singular variations in user searches, there are notable differences to keep in mind. A user who is searching "hair loss treatment" is seeking a solution or product to buy right NOW. An individual searching for "hair loss treatments" may be doing some research and getting a lay of the land for products or solutions to buy 2-3 weeks from now. There have been studies done that prove these differences in plural vs. singular search queries. This is big deal for PPC advertisers, and the changes Google has implemented could very well have an impact on impression share and overall ad spend. The good news is that you can opt out of the change.

How to Opt Out

In the Campaign settings, you will see this menu of options under the "Advanced Settings" toward the bottom:

Campaign Setting for Exact Match Opt Out

By clicking on plus symbol next to “Keyword matching options” you are given the option to opt out.

Keyword Matching Options for Exact Match Opt Out

By opting out of this new change by Google, the result may very well strengthen your advertising efforts. Even decent PPC advertisers (who fail to opt out) are going to begin realizing lower quality traffic. This will allow you capitalize on their mistake, and in essence, take advantage of the new AdWords change to exact match.

Please, let us know what you think of this new change in the comments below.

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Techniques to Improve Your PPC Click-Through Rates (CTR)

Google Pay Per Click (PPC) advertising is one of the most effective online advertising techniques. Marketers love PPC because they only have to pay for actual clicks. These clicks lead straight to the landing page, making this a targeted advertising technique for almost any types of business.

Although everything centers on conversion in PPC advertising, click-throughs are still a crucial consideration, especially on a competitive search engine results page. There are several strategies for improving your PPC ad's click-through rate (CTR) - many of which have been tried and tested, and require little investment.

Ad Extensions

One of these easiest ways in which you can improve your ads CTR is by adding extensions. Ad extensions are important because they enable you to provide more information on your ads - which is not only helpful for users, but ad extensions also make your ad more prominent (or standout-ish.) There are a number of PPC ad extensions, some of which include social (such as Google +1's), local extensions that tie in to Google Places, products extensions (that show images), and subscription extensions (that display a 'sign-up' field right in the ad). 

Improve PPC Click Through Rate via Ad Extensions

The most commonly used ad extensions are sitelinks. A Sitelink is a type of ad extension that enables you to have up to four additional, supplementary links in your ad. For ecommerce or deep sites, this can not only help your CTR, but also your conversions rates.

Extended Headlines

Another strategy that has been tried and tested is the use of extended headlines. This is indeed another very easy way of increasing CTRs for ads that are already present in organic search results. To use this strategy, simply end your first line of the description with a punctuation mark (an exclamation mark, a period or any other punctuation mark). The first description line will be added to the heading so that your PPC ad really stands out.

Ad Copywriting

Yet another option is using a display URL that is friendlier than your actual URL. You can have a display URL that is 35 words long and that includes a product name, a benefit or a special feature of the product or any other feature you deem helpful.

Improve your PPC ad's CTR by using seasonal headings. There is increased Internet traffic during the holiday season and during major events such as parades and marathons and you should take advantage of these. Simply reference or add an event in your ad’s heading. This makes your ads look timely and increases their visibility since more people will be searching the keyword.

Many clients/customers want to see brands in ad copies, but you should take note of the legal issues around trademarks if you are using a brand that is not your own in your ad copy. Do not use prices if you do not have the lowest prices in your niche. Instead, talk of any discount/s that you may have. You could also increase your CTR by including any free offer that you might have.

Do you have any ideas on how to improve the CTR of your PPC ads? Let us know in the comments section below.

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11 Q&A's about Quality Score and Landing Pages

The landing page, also called the lead capture page, is a webpage where visitors land when they click on ads. These pages usually showcase logical extensions of ads in the form of digital sales copies. Landing pages are linked to email marketing campaigns, social media, and search engine marketing.

Quality Score and Landing PagesTwo of the most common applications for landing pages are Google search advertising and Google display advertising, which are both conducted through AdWords. These channels will both offer a quality score for ads based a number of factors, landing pages being one of them.

This is resulted in a lot of questions and concerns in regards to landing pages and their impact on quality score. Below we highlight 11 of the most common questions and answers with respect to quality score and landing pages.

1. What is a good click-through rate (CTR) and what is a good quality score? A good CTR is one of between 2% and 5% and a good quality score is one of over 7.

2. Ad Copy testing versus landing page development: Which is the most important area to consider if I have a keyword with a low quality score? We advise you to improve your ad copy before anything else. Note that an increase in CTR that is not accompanied by an improvement of the quality score is indicative of a problematic landing page.

3. Should I create different landing pages for different ad groups if I am targeting the same service? It is advisable that you have a dedicated landing page for each ad group if you have the same offer. This is less important for ecommerce sites that utilize product pages and category level pages as their landing pages. Google looks for clear through-line from keywords being bid on.

4. How fast, after making changes to my landing page, does my quality score change? Google states that its AdWords system will visit and evaluate landing pages regularly. Positive changes to the landing page will lead to a higher quality score over time. According to Google, a change in your quality score might be visible in just a few days, but real results take months to be visible.

5. Is it necessary that all the keywords that I am using in my Ad group appear on my landing page if I want a good quality score? The simple answer to this is no. Google does not check for each and every keyword when determining the quality score. It is only recommended that you have a few of your best keywords in the ad group for relevance.

6. Is Google Display Advertising Network worthwhile? The display network is applicable for certain quality ads, or re-marketing campaigns. It's recommended that you explore Google Display Network (GDN) a little more, but after separating your display and search campaigns. To maximize your potential on the GDN, learn how to create Google AdWords Image Ads and learn how to use such tools as the Google AdWords Display Ad Builder, the Google AdWords Placement Tool, and the Google AdWords Contextual Targeting Tool.

7. How do I go about testing to determine the ad position that will give me the best CTR? You have absolutely no control over ad position. Google determines this based on your bid and quality score and the bids and quality scores of competitors. To determine you best ad position and to improve the overall success of your local PPC strategy, you'll need experiment with different bid prices.

8. With regards to quality score, which is more important between Meta tags, titles, and content? Google mostly looks as transparency, relevant content, and navigability when considering your landing page. When it comes to your heading/title, focus on communication of a clear message and relevance to ad copy and keyword. Note that your conversion rate does not influence your quality score and Meta tags are therefore not important when it comes to quality score.

9. How often is quality score updated? Calculations of the quality score take place every time a search that triggers an advert takes place, meaning Google uses statistical history from your account, ads, and keywords in ranking ads and in determining what your PPC is in real time. It is however, important to note that it takes time for quality score to have a significant change.

10. What is the proper ‘load time’ on a landing page? It's recommended that you only take action if Google says that you have a ‘below average’ landing page experience since slow loading time can affect the quality score.

11. I have going through the process of optimizing landing page, ad copy, and ad groups, but I am still struggling with my quality score – what do I do? If this is the case, you either have not given enough time for your quality score to improve or you have not optimized everything.

We hope these insights can help you create more conversion oriented landing pages that respect the factors of quality score as well as what users look for when they land on you site.

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Local Web Design Prowess in Peoria IL

Peoria Web Design CompanyLocal Peoria website design company, OIC Group, Inc., has recently release a new website. The new website is centered on OIC Group's portfolio of local website projects and clients. The emphasis of the new website is to showcase the creativity and web design services of the company while providing prospects and new clients a sample of OIC Group's capabilities.

OIC Group is a locally-focused company that offers web design services for both large and small businesses in Peoria, IL. The web design company employs a diverse line-up of talents, and offers professional services spanning from SEO and PPC advertising to mobile marketing and applications development. With its new website, OIC Group hopes to receive new business in its primary local market of central Illinois.

The Peoria web design company offers experience designing, developing, and optimizing websites for a number of clients in various industries. The structure of its new website presents each portfolio piece by industry as well as client. This helps outline the professional web design capabilities of OIC Group in an organized manner.

Also presented on OIC Group's new website is information about the company's website services. As an advocate for search engine friendly web design and development, OIC Group provides many different services in Internet marketing and search engine optimization. OIC Group also boasts its flagship product known as Exponent CMS. Exponent is a free, open-source content management system that the developers of OIC Group have programmed specifically for SEO friendly websites. Exponent CMS is the cornerstone for many of the company's websites.

OIC Group centers its business model on a local approach. Members of the company are strong advocates for local sustainability, even at the online level where location barriers are virtually non-existent. In addition to building attractive, cutting-edge websites, OIC Group offers many other website services to better sustain ongoing success for its client roster, local SEO Peoria IL being one of them. The company offers a wide range for services for web design Peoria IL and delivers cost-efficient website packages meet all sorts of financial restraints and website needs.

You can visit OIC Group's new website by visiting www.Peoria-Web-Design.com.

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3 Powerful Strategies for Ecommerce PPC

Here at Increase Your Rank, we typically write about organic SEO and related strategies. However in the context of Pay Per Click (PPC) advertising, there are ways you can increase the rank of your paid ads without having to spend more money.

Strategies for Ecommerce PPC

Improving the cost-effectiveness of your PPC ads centers on quality score. In this blog post, we are going to share with you 5 powerful strategies for ecommerce PPC - several of which can help bump up your quality scores and minimize the expenditure of ad spend. So let's dive right in.

Split-Testing

Ad copy is an often overlooked aspect to optimizing a Pay Per Click campaign. The copy in your ads can influence not only quality score, but also how search engine users respond to your ads. It is thus important that you split-test several ad variations per ad group.

When you include the keywords in which you are bidding on in the copy of your ads, the relevancy factor helps to increase the quality score. Because of this, it's wise to use all or some of the keyword in the copy. Ecommerce PPC campaigns can have tons of ad groups with hundreds of ads, so sometimes testing more systematic PPC strategies is ideal.

One approach is using Dynamic Keyword Insertion. Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches. When using dynamic keyword insertion, you include a unique string in the headline like so:

Ad Headline = {KeyWord:Hair Loss Treatment}

The headline of the ad will be whatever the search engine user submits in Google. If a user's search query is more than 25 characters long (exceeding the headline character limit,) the alternative phrase "Hair Loss Treatment" will be displayed.

This ecommerce PPC strategy is effective in improving both CTR (click-through rates) as well as quality score. It will help to ensure that your ad is very targeted and relevant to whatever users are searching. You'll just want to be careful using this strategy if all of you competitors are using it too. This can be quite common for competitive, ecommerce/product-related keywords. Use dynamic keyword insertion wisely and avoid blending in with the ad clutter.

Try running 2-5 ad variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it makes more sense to split-test 3-4 ads, as opposed to just 2. Here you can try number of awesome strategies in you copy.

One cool approach is partial use of dynamic keyword insertion. For instance, we might write the headline to appear like:

Ad Headline = Premium Leather {KeyWord:Jackets}

So if someone searched "leather coats" or "leather jacket," our ad would display the headline "Premium Leather Coats" or "Premium Leather Jacket."

Ad Extensions

Another powerful and cost-effective technique to improve the CTR of your ads is using ad extensions in Google AdWords. Ad extensions are tools that you can use to enhance the presentation of your ads, and there are many of them.

 

One of the most effective ad extensions is Site Links (shown in the image.) Here you can include links in your ad that direct users to specified inside pages of your website. Not only does this help facilitate conversions and overall usability, but using the Site Links ad extension can help make your ads more prominent and outstanding in the search results. This can be very effective for competitive keywords in an ecommerce context.

Another great ad extension for ecommerce PPC is product extensions. This will display an image for the specific product being advertised, which can really make your ads stand out from the clutter. For product-specific ads, testing the product extensions feature in Google AdWords is an effective strategy.

Keyword Bidding

Another technique to make your ecommerce PPC efforts more efficient is applying keyword bidding strategies like modified broad match. Unlike broad, "phrase," or [exact] keyword matching, modified broad match uses a "+" symbol in front of any keyword that must be included in the user's search query for your ad to appear.

For instance, if we bid on the keyword phrase +kids +organic +clothing, those three words must appear in the users search query for our ad to show up. (So "organic cotton clothing for kids" would trigger the ad, however "childrens organic clothes" would not.) This strategy can help ensure that you ads are being shown when users search long-tail keyword phrases with greater detail.

Another benefit of using modified broad match bidding is that the cost per click (CPC) for some keywords is significantly lower. You can try using creative bidding strategies like kids +organic +clothing. By leaving "kids" as a broad match, your ad can display for searches like "childrens organic clothing" because "childrens" and "kids" are related, with respect to Google's broad matching standards.

Summary

Ecommerce PPC advertising can be a complex endeavor, depending on the size and nature of the online store. Developing effective strategies for ecommerce PPC is essential to thrive amongst the competition. We suggest you employ these three strategies and start realizing greater PPC ROI.

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Hints To Using the Google Display Network (GDN)

Many online advertisers overlook the Google Display Network (GDN) in their Pay Per Click advertising campaigns. The reason for this is because:

* display advertising takes unique perspective and overall strategy

* understanding how to effective advertise using the GDN requires learning and experience

* marketers are intimidated by the display network from a budget standpoint

Google Display Network GDN AdvertisingWhen used correctly, display advertising via the GDN can be a momentous game-changer for your PPC efforts. And because its less popular than paid search advertising, there are more opportunities to capture market share and beat out your competitors.

In this post, we are going share some hints to using the GDN and how make your display advertising campaign more profitable.

The 5 Targeting Types

There five primary forms of display ad targeting when using the Google Display Network. Some of targeting methods work better than others. We go into detail about each below.

Keyword Targeting

After choosing keyword targets for a display ad group, your ad will be shown on related webpages that have those keywords in the copy of the page. This one of the least effective techniques, for it offers little control over your ad placements. Hint: The fewer keywords in a display network set or ad group, the better. Also, use negative keywords very carefully and sparingly

Placement Targeting

Here you can select the type of sites as well as specific webpages you want your display ads to appear. Placement targeting gives you more control over where you want your ads to appear. Hint: Regardless of how attractive some of the suggested placements are based on high traffic volumes (e.g. Mapquest.com,) never run your display ads on these sites. These sites are too broad, however Google will suggest these placements for all types of categories.

Topic Targeting

As a great alternative to keyword targeting, PPC display advertising via topic targeting is simply based on various categories. Here you select from a hierarchy of various topics in which sites are grouped in. Hint: Pinpoint the most focal or niche topics to start and delve into broader topics to expand your reach.

Interest Targeting

Perhaps one of the most powerful methods is using interest targeting. Based on all of the information that Google extracts from it users (via Google+, Gmail, etc) you can display your PPC ads according to certain interests. This offers a high degree relevancy when advertising your target markets. Hint: Try using an emotional approach with your ads when using interest targeting. Craft ad copy and visual elements that really stand out on the page.

Remarketing (Re-targeting)

Remarketing is practice of serving an ad to someone who has already visited your website. Although this requires a bit more effort and strategic execution, it can be highly effective for ecommerce PPC and other situations where a 'follow-up ad' might be appropriate. Hint: Remarketing using the GDN can be intrusive if overused. Be sure to schedule your ad frequency to display at appropriate consistencies. Many display advertisers will agree that interest targeting and remarketing provide the highest CTR rates and overall success. We suggest evaluating your overall Pay Per Click advertising strategy, along with your target market, and plan a cohesive approach that offers the best results.

There's a lot that goes into display advertising using the GDN. What types of challenges do you commonly face? Let us know in the comments below.

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8 Tips to Optimize Your Website for More Conversions

Search engine optimization (SEO) is important because it helps your website get high traffic. However, what's more important than just traffic is realizing conversions.

Tips to Optimize Your Website for More ConversionsConversion rate optimization refers to the processes of improving a website to maximize its potential to convert visits into sales. This is one of the best ways to improve website performance and ensure visitors have meaningful experience.

The investment in conversion rate optimization is particularly beneficial for enterprise-level sites as well as small business marketers with simple websites. Such services are ideal after investing in organic SEO, Pay Per Click (PPC) advertising, or other forms on inbound marketing.

Below we offer several tips to help you learn more about conversion rate optimization:

1. Generate Quality Content

Content is king when it comes to both SEO and conversion rate optimization. Your content should be concise and clear, and speak directly to your target audience. Google Analytics now offers content experiments, which enable marketers to test variations of webpages using different content structures. This is an ideal tool for conversion optimization.

2. Be Empathic

By putting yourself in your customers’ shoes, you can better learn and appreciate the requirements for action and a successful conversion funnel. It will also help you realize what exactly has to be done to the website to better its overall usability. It is only through putting yourself in the shoes of your clients that you will determine if the expectations you have set are realistic.

3. Analyze What Competitors are Doing

Try testing the ideas of your competitors, especially those who seem to have a stronger online presence. If you have a truly successful competitor, try adopting this strategy, but note that no two sites work the same and you should therefore customize such strategies.

4. Improve Self-Help Sections

Many Web users want to solve their own problems. Some do this to save on phone call costs and for the convenience that this offers. Cater for such customers by having comprehensive FAQ sections and download archives, by offering video tutorials, by responding through social media channels, and through public service messaging. This can be very helpful to improve SEO for ecommerce sites.

5. Create Trust

Be trustworthy for conversion rate optimization. This is not easy, but it can be done. One way of doing it is having a watertight privacy policy. Indicate clearly your physical address, have a map to your location, indicate your hours of operation, ensure that your ‘Contact Us’ page is clear, have a security certificate, use trust marks, and include service level agreements.

7. Leverage Your CRM Data

Conversion rate optimizations will only be possible with targeted individuals. You could get targeted individuals through CRM data. Augment conversion optimization based on such customer groups as customer tenure, lifelong values, and recommendation likelihood.

8. Use Promotions Carefully

Note that urgency and incentives only have short-term benefits, but they can have a negative effect on your lifetime values. Most promotions do not lead to repeat purchases and you will be forced to offer more unprofitable promotions to sustain your traffic.

If you'd like to learn more about conversion rate optimization, visit the web optimization company the Web Presence Group. There you can find a wealth of articles and services that focus on website optimization and conversion rate optimization.

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5 Web Marketing Tips for Law Firms

If you are looking for law firm web marketing tips that are effective, yet cost-efficient, there are several options that your law firm could explore.

In this blog post we highlight five areas of your web marketing strategy that you should evaluate to begin on the best course of action.

1. Establish Measurable Website Goals

Marketing a website is something most law firms know is important. But far too often, firms will jump right at SEO, PPC, or social media marketing without establishing well-defined and measurable goals. Defining the goals of your website will ultimately help you create the optimal web marketing strategy. If your goals are to leverage your website for more local traffic and lead generation, then local SEO and social media marketing might be the best tactics for success. The answer hinges on the goals and objectives of your law firm web marketing strategy.

2. Start Tracking Web Traffic

Parallel to establishing goals, you'll need to have specific and accurate tracking measures in place to determine success and make adjustments to your law firm web marketing strategy. One of the most popular ways of tracking web traffic is incorporating analytics (such as Google Analytics) on your firm's website. This will provide insightful data for marketing and research, such as where most of your web traffic is deriving, the average amount of time users spend on your site, the top content or webpages of your site, and other behavioral analysis tools to pinpoint weakness and opportunities in your campaign.

3. Evaluate Your Site's Content

In the SEO world, links and social signals are surely powerhouses for success; however, neither of these components will reach their fullest potential if the content on your website is poor. There are two things that your content needs to achieve. It must first offer valuable and relevant content that speaks directly to a specific audience. Next (for SEO,) your content should be respectfully keyword optimized with semantics that will help your site attain top search rankings. Spend some time evaluating your website's content, and remember, quality and value comes first.

4. Take Advantage of Local Web Directories

If local SEO is a part of your law firm web marketing strategy, local web directories can offer a great opportunity to build quality, white-hat links to your site. The greatest advantage of these business directories is that they many of them are free. By listing your firm's website in these web directories, you can inbound direct traffic to your website, directly from the website (not from the search engines.) Lastly, building a presence on web directories also count as "citations." Citations are simply the name, address, and phone number of your law firm. The more accurate citations your law firm has throughout the web, the greater legitimacy Google sees in your website and overall brand. This can help boost your local Google+ rankings (formally Google Places) in the organic search engine results.

5. Analyze Your Competitors' Strategies

Law Firm Web MarketingTaking the time to analyze what your competitors are doing can reveal a wealth of insights for your law firm web marketing strategy. You can do this by paying a visit to their site to see how and what keywords they use through their site's content. You can also use SEO software to check the number of backlinks pointing to their website. This will tell you just how authoritative their website is (and thus how much effort it will take you out-rank the competitor,) as well as offer ideas on where you can go to build some good links to your website.

Take a step back and really look at the grander, more long-term picture of you law firm's web marketing strategy. Don't just think a 1 or 2 years into the future, think 5 to 10 years. Although the web is constantly evolving, position your firm accordingly and take advantage of the freshest opportunities to exploit your brand.

This blog post was contributed by Tyler Tafelsky

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Find trusted house sitters and pet sitters in San Francisco and throughout the Bay Area of California.

Google Maps Marketing

Local SEO strategies and news to help businesses craft successful Google Maps marketing campaigns.

Local SEO Peoria IL

Get local expertise for Peoria search engine optimization services. These guys know the in's and out's of local SEO, social media, and Internet marketing.

Ecommerce SEO Site Audits by ClickCentricSEO.com

Receive a free SEO audit, specialized services and consulting for ecommerce SEO, link building, social media marketing, and more.

Epic Entrepreneur Blog

An insightful blog that offers creative ideas for entrepreneurs and business owners.

Captivate Search Marketing

Full-service Internet marketing company in Atlanta that advocates a "search first" framework in providing services for brands.

Marketing / SEO
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