This is any process (online or offline) used to attract new clients or leads.
Application Programming Interfaces (APIs) are used to connect applications to other websites or applications. For example, an attorney who wants users to log in via Facebook before commenting on the firm’s blog may accomplish this with the Facebook Developer API. The ability to connect an email signup form with MailChimp or Constant Contact is another example. Both are accomplished with APIs.
This is a program that delivers results based on different inquiries. The process in which a website is determined to be on Google’s Page One or Page Eight is based on Google’s algorithm (the rules that they have in place to determine content value and position).
Alt text (also called an alt tag or image tag) is assigned to images just in case the image itself does not load. A picture of a dog running may have an alt tag of “running dog” or “dog running through field”. Using alt tags solely for search engine optimization purposes is generally discouraged. A picture of a lawyer could have an alt tag of “lawyer, John Smith”, but an alt tag of “personal injury and wrongful death accident lawyer John Smith” could be considered keyword spam.
With content amplification, you pay a service to promote a certain page on your site. Services like Taboola and Outbrain post your page next to news stories in their networks to attract visitors.
Short for “business to consumer”. A B2C firm may specialize in family law, personal injury or estate planning.
A blog is a section of a website or an individual site dedicated to producing topical content on a regular basis. A regular page on a website may stay up-to-date for a long period of time, but a blog generally covers items that are relevant right now. Blogs also have feeds, making it easy to syndicate and share the content.
Boost is a service on Facebook that allows attorneys to pay for more exposure for a certain post on a firm’s Facebook wall. For a small fee, Boosting can add over a thousand views to a post.
CPA is short for “cost per acquisition”, the amount of money spent to get a new case. If $100/month is spent and yields 10 new cases, the CPA is $10.
CSS is short for “cascading style sheet”. The style sheet on your website tells the browser what colors, fonts and other styles to display. For example, if all headers need to be 15 pixels high and in boldface, the style sheet could define that need for all “h1” tags. Then, the content management system will assign that same style to all “h1” tags.
Click bots are deployed on websites running pay-per-click ads to con networks into paying for undeserved clicks. Over the years, most major networks like Google have developed ways to detect click bots and protect their advertisers from fraudulent charges.
A competitive analysis is used to detect all competitors for a group of keyphrases. These may not be other lawyers; a competitor, for SEO purposes, is any website that appears on the first page of Google’s results for a targeted keyphrase.
A CMS is used to manage the pages and information within a website. Custom Legal Marketing uses WordPress as its content management system, powering all of its clients’ websites.
This meta tag describes the content within the page. A description tag is a conversion element (an attempt to interest people to click on the page), but neither helps nor hurts the ranking of the website.
The website address used to access your site. Your domain name points to your hosting, but the two are separate.
This is the first page on which a visitor lands within a website. Some click-on ads may direct users to a sub-page as an entry page, while users that see a television ad may reach your site through the homepage (making the homepage their entry page). The entry page is simply the first page seen by any one user.
The last page a user on your website visits before leaving your site.
HTTP is short for “hypertext transfer protocol”. All URLs begin with “http://”, but it is no longer necessary to type the HTTP prefix to navigate to a website.
A heatmap tracks the clicks on different parts of a website to show how visitors are behaving. Heatmaps can detect if someone is clicking on a link in the top menu, side menu or even within a form. Check the Custom Legal Marketing Lounge for your website’s most recent heatmaps.
An IP address identifies a user. All internet connections are made through IP addresses, just as telephone conversations take place through phone numbers.
A word or phrase your target audience uses in search engines. Any word or phrase can be a keyword or keyphrase, but when marketing your law firm, you want to focus on the terms people are actually using.
Keyword density describes the frequency with which a keyword or keyphrase is used in a page, article, blog, press release or other content. Generally, you don’t want keyword density to be too high, because Google may recognize your content as spam. But if it’s too low, the content may not be helpful to your search engine rankings.
This term describes the act of packing too many keywords into content. It’s a practice that does more harm than good.
The process of converting online traffic into potential clients that call or request calls.
Content interesting or outrageous enough to attract genuine links. Link bait, for law firms, could be surprising legal statistics or infographics.
The nofollow tag is used on a link to protect your website’s reputation. If Example.com links to Lawexample.com, the reputation of Example.com extends to Lawexample.com. But if you are linking to a site that is of low quality, linking with a nofollow tag protects your reputation and does not extend it to the low-quality site.
PageRank is the quality score given to a website based on the Google algorithm of the same name. Your PageRank (or “PR”) score is not always a factor in how your website ranks. A high-PR website can rank below a low-PR website if the low-PR website contains other elements that Google considers to be of higher value.
Content that has real value for its audience. Quality content does not exist just so search engines have material to register.
Marketing questions as keywords. For example, “How do I file bankruptcy in New Jersey?” could be a valuable keyphrase for a New Jersey bankruptcy lawyer.
A link exchange. If Example.com links to Lawexample.com, and Lawexample.com links back to Example.com, they have created a link exchange. Such practice is prohibited by Google’s Webmaster Guidelines.
A file used to share your preferences with Google. Such a file could bar the search engine from private directories or point it to directories with valuable content.
A tracking tool that displays the amount of time visitors spend on a certain part of a webpage. Scrollmaps can help determine which areas of your site visitors find interesting enough to read.
SEO is short for “search engine optimization”, the process by which you improve a website’s rankings through onsite and offsite efforts.
A database of websites that visitors can use to find content relevant to their keyphrases.
Networks of people who share and read content created by others within that network.
This term is often used to describe the paid results seen on a search engine or other page. The listing is neither organic nor natural; it exists solely because an advertiser is paying for it.
The process by which something (a website, video, image or other media) becomes popular as many people share it across social platforms.
The process of designing your law firm’s website.
The textual content that is displayed on your website.
This sitemap is shared with search engines as the preferred method of indexing your website’s content. For the most part, XML sitemaps have replaced the need to manually “submit” your website to search engines.