Search Engine Optimization & Marketing

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The online lawyer marketing experts at LawyerEdge™ have a proven track record of delivering effective search engine marketing solutions. Search engine marketing (SEM) is the process by which a Web site's text, HTML code, and links are manipulated to increase the relevancy of the site to a search engine when it is gathering results for a particular search phrase. The goal of optimization is obvious – to make a Web site rank higher in the search results of major search engines for the keywords that are relevant to that site's target customers. Web site optimization ensures that a site has all of the ranking criteria that search engines look for when returning relevant search results.

Search Engine Marketing and OptimizationEach major search engine has a unique way of determining the Web sites it displays when generating search results. The formulas, or algorithms, used by the various search engines differ, and they are generally well guarded. Some search engines focus on the site's content. Some review META tags to identify the nature of a Web site's business. Most search engines use a combination of META tags, content, link popularity, click popularity and longevity to determine a Web site's ranking. Despite the apparent mystery involved, our experts are aware of the criteria required to deliver outstanding search results, and are highly adept at manipulating certain variables until the desired results are achieved. This is accomplished through on-site optimization, search engine and directory submissions, link-building strategies, and ongoing performance monitoring, among other techniques.

On-Site Optimization

Search engine optimization (SEO) is the fundamental first step to effective search engine marketing (SEM). When determining which sites will appear in search results, search engines look for the sites with the key words that are most relevant to the submitted query. A site that is not optimized for the right set of key words and phrases will not appear in the list of results your potential clients see when searching for legal services. Therefore, the key to optimizing a Web site for search engine ranking is to identify words and phrases your target clients will use to search for the goods or services you are offering. That is why LawyerEdge™ employs a team of attorney marketing experts who thoroughly research the key words and phrases people are using to find professional legal services in your target practice area and geographical location. Identifying the right set of key words and phrases is essential to your Web site's success.

Search Engine Marketing SEMSearch Engine Marketing SEMSearch Engine Marketing SEMOn-Site OptimizationOnce the optimum keyword combinations for your target client base have been identified, the next step is optimizing the content and code to reflect those combinations. Keyword optimization maximizes your Web site's relevance in the eyes of search engines. The online lawyer marketing specialists at LawyerEdge™ carefully draft content that uses your target keywords with the precise frequency that will produce the best search engine rankings. We also use the target keywords to formulate META tags, which search engines evaluate to determine the relevancy of your site. The use of thoroughly researched, targeted keywords and phrases in your Web site's content and META tags is only the first step in LawyerEdge's online lawyer marketing strategy.Search Engine Marketing SEM

Search Engine & Directory Submissions

The next step is to submit your site to over 1000 search engines and web directories in order to increase your Web site's visibility. LawyerEdge™ submits your site to Google, MSN, Yahoo!, AltaVista, AOL Search, HotBot, Lycos, Excite, Open Directory Project (DMOZ), LookSmart, Ask.com, About.com, Cuil, and Exalead, among others. Our online lawyer marketing package includes ongoing submission to various search engines and directories until the desired results are achieved and as necessary thereafter to maintain top search results.

Search Engine and Directory Submissions

In addition, LawyerEdge™ has developed a Directory Network that allows potential clients to search for firms that provide the legal services they need in their geographic area. Prominent positioning of your site in your area of specialization in your geographic location places your Web site in front of qualified potential clients who are in need of legal services. Our directory sites are prominently ranked on all of the major search engines for strategically chosen keywords. These top-level domain sites provide our clients with massive exposure on the Internet for their chosen specialties, and allow for an increased layer of traffic generation in addition to direct search engine positioning.

Link-Building Strategies

Any SEM expert will tell you that quality inbound links are crucial to a high ranking in popular search engines like Google, Yahoo!, and Bing. In order to meet the demanding ranking criteria of the major search engines, your site needs organic inbound links from quality, established Web sites. These are generated through blogging, posting to file sharing and social media sites, and submitting your site to various directories. The attorney marketing team at LawyerEdge™ will implement our proven link-building strategies as part of your search engine marketing package.

Link-Building Strategies

Pay-Per-Click (PPC) Ad Campaigns

Pay-per-click (PPC) advertising campaigns, such as Google Adwords and Yahoo! Search Marketing, are excellent tools for getting your site noticed quickly. Effective PPC campaigns give your site prominent placement as a sponsored link in search results for your chosen key words and phrases in all of the major search engines. These paid advertising campaigns allow for high Web visibility at an affordable price. The lawyer marketing experts at LawyerEdge™ provide effective management of PPC advertising campaigns geared toward your target client base. 

In contrast to traditional lead generation where you pay regardless of performance, with PPC campaigns, your account is charged only when interested, targeted users click to visit your Web site. There is no cost if the program is not generating visitors to your site, other than setup charges. Thus, your site can appear in the #1 position a million times without you having to pay one cent. You only pay if it works, i.e., if a user decides to click through to your site after reading your firm's advertisement. Remember, these are people you have chosen to see your listing because you selected the very keywords that they are looking for! Due to this pinpoint ability to target potential customers, our clients have experienced tremendous results at very reasonable costs.

How It Works

Pay-Per-Click (PPC) Ad CampaignsYour "cost per click" for each search term is how much you will pay when an interested user clicks on your listing to visit your Web site. If they don't visit your site, you don't pay. The cost per click varies depending on the popularity of the search phrases or keywords you have chosen. Listings are ranked "highest bid first" – the higher your bid, the higher your rank. For example, if one of your terms is "wrongful death attorney," and a competitor is currently bidding five cents per click for that term in the same geographic area, we would have to bid six cents to rank above that competitor. This means that you are willing to pay six cents for each user that clicks on your listing and visits your Web site from any of the participating search engines. The minimum bid for any search term is five cents. Bids can be changed in real time by one-cent increments, allowing competition to rank above you by raising their bid above yours and vice versa. Our function as account managers is to achieve the maximum amount of traffic for the lowest average cost per click.

With PPC advertising, you are able to set a monthly budget, or cap, on the amount of per-click charges you can receive. So you can essentially determine that you will buy 2000 visitors to your site every month for a set price. Once your budget is exhausted – if it is exhausted – then your listing simply disappears until the start of the next month. If your budget is not exhausted then your funds roll over to the next month. You have total control over who finds you and how much you pay with this program.

Strategies

Due to the varying nature of each business, we will be working closely with you to determine your ideal search terms, clickthrough budget, and traffic influx. To optimize these variables we need to work together during the first month or two to ensure that we fully understand the goals of your business.

First, it is important that your search terms only bring potential buyers to your Web site. This ensures that you only pay for qualified traffic. For example, if you are a personal injury lawyer in Alabama, then you don't need someone in Alaska clicking through to your Web site. Limiting the keywords based on geography, among other factors, can eliminate wasted charges. We are experts at determining focused, efficient search terms for your listings.

Pay-Per-Click (PPC) Ad CampaignsSecond, we need to determine accurate trends of your clickthrough charges on a monthly basis. These trends will allow us to determine a monthly spending budget necessary to maximize your return on investment. This will differ for every client due to the auction/bid system for each search term; the length of your sales cycle; and the profits realized from each new customer. It is our mission to ensure that your new leads will realize a return on investment from this program. Remember, we will know exactly where your leads are coming from and you will know which keywords are paying off, and which aren't.

Third, it is important to spread out to as many relevant keywords as possible. Too many people mistakenly focus on a few big keywords, without realizing the values of the less common phrases. Creativity and research is important here. Our experts are able to determine the quantity of searches performed using various keywords on the major search engines. This is invaluable information when developing a PPC program. Spreading out to multiple keywords bears zero risk – if there are no clickthroughs, there is no charge!

Account Management

The auction/bid nature of PPC advertising makes it necessary to keep a close eye on your bids. The rank for your listings can be affected on a real-time basis. This is important because new competition may place a higher bid on your search term at any time. Your bid must then be evaluated and changed accordingly. To make informed decisions, your account manager will use multiple tools to help analyze your account on a regular basis. This includes the use of a state-of-the-art software package that monitors your bids six times daily, making sure you are in proper placement as often as possible.

In reality, the bidding process is very slow moving in almost every industry. Most people simply do not monitor and reposition their accounts very often. Regardless, LawyerEdge™ always monitors every client account and makes sure that your listings stay where you want them. We welcome you to become our next successful client, and we feel confident you will be amazed at the change of your bottom line shortly after starting this program.

Our Fees

LawyerEdge™ does not earn anything on the per-click charges you incur. Our professional fees are only for the ongoing management, strategic planning, and consultations regarding your account.

Ongoing Performance Monitoring

Ongoing Performance Monitoring Google AnalyticsLawyerEdge™ also offers continued optimization services as the top search engines update their search algorithms on an ongoing basis. Our team of online lawyer marketing experts will perform periodic reviews of your Web site's optimization in order to maintain and increase your site's search engine ranking. LawyerEdge™ monitors the amount of new traffic to your Web site, and provides detailed monthly reports itemizing every keyword you chose and how many visitors resulted from that keyword. You will know exactly what is working and what is not. We will take the time to analyze the data relevant to your firm on a regular basis making sure your Web site is consistently achieving results specific to your business goals. We are always looking for opportunities to increase our clients' account performance, and will make recommendations based upon our reports and analysis.

At LawyerEdge™, we know that it is your top priority to take care of your clients. That is why we take care of the rest.

GUARANTEED* Top 10 Results

Search Engine Marketing SEMSearch Engine Optimization GuaranteedOur Search Engine Marketing techniques have proven so successful, we offer GUARANTEED* top ten search engine results to our clients – that means you are GUARANTEED* to appear on the first page of results in the major search engines for the specific keywords and phrases you choose. Fees include a one-time initial optimization fee and a performance-based monthly fee to maintain rankings. You will only be charged a monthly fee when top ten results are achieved. The amount of the fees charged will depend on the competitiveness of your chosen keywords within your geographic area. Contact a sales representative today to develop a search engine marketing package that is tailored to your firm's online marketing goals.

*GUARANTEE- Each optimization client will be given a guarantee on a case-by-case basis. All guarantees will be stated in an agreement signed between the client and LawyerEdge™. LawyerEdge™ does not guarantee any other results other than what is stated in an agreement signed by LawyerEdge™.