Two metrics that are often used to determine a website's performance are time on site and bounce rate. Bounce rate is the percentage of times a user clicks on a page and leaves without visiting any other page; in other words, the percentage of single-page visits. A high bounce rate can indicate that your landing pages are not providing visitors with the information they need. However, a high bounce rate paired with high conversions can indicate that people are...
Read MoreApr 15
Content marketing and link building: use both to fulfill different goals
After Google released the first version of its Penguin algorithm update in 2012, sites that had been practicing successful — but spammy — link-building tactics saw drastic ranking declines.
The depth and breadth of the post-Penguin fallout caused many to shy away from link building. Even though links were still being used to help determine search placement, the cost of being punished for an error was perceived as too high. And Google was hinting strongly that it was trying...
Read MoreMar 11
Dump these five overused legal marketing phrases
Lawyers must communicate with a diverse array of people in order to run a successful practice. Each audience, from judges to colleagues to prospective clients, has a different perspective, and attorneys must tailor their language accordingly when speaking to these different groups.
Marketing language is often more casual and conversational than other types of speech attorneys may use. Marketing language should build trust and create connections, a task that is difficult to manage through jargon and formality.
In addition to...
Read MoreJan 23
Ten things search engines are looking for in a law firm webpage
Looking forward into 2016, one prediction is certain: Google will continue to update its algorithm, sometimes to the pleasure and sometimes to the dismay of website owners. And, when major shifts occur, as always, search marketing strategies will have to adapt.
Today, however, your firm is competing for elusive, difficult to obtain and extremely valuable placement in the first page of search results. According to an Advanced Web Ranking study, the average click through rate for page one...
Read MoreJan 9
Are your pictures memorable? Science has the answer
Researchers at MIT have developed an algorithm that can identify how memorable or forgettable an image will be to humans. The algorithm, also known as MemNet, performs almost as well as a real human at predicting a photograph's memorability. The algorithm was developed by researchers from MIT’s Computer Science and Artificial Intelligence Laboratory (CSAIL).
How does it work?
People were shown a series of hundreds of photos, some of which were repeated. They were asked to press...
Read MoreOct 17
How Long-form content can boost your firm’s visibility
The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don't have the patience to read long articles.
Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines...
Read MoreDec 8
How voice search is changing the way people find your law firm
Voice search is an increasingly common way to use search engines, with companies like Google, Apple and Microsoft all pushing their versions of the technology. Google in particular has recently advertised its voice search capabilities in venues such as the World Series. More and more people are using voice search, and the increase in its usage is changing how people find law firms.
The increase in...
Read MoreMar 22
Twitter releases study showing what tweets are most successful
A new study from Twitter reveals what factors cause some tweets to be more successful than others. The research confirms what third-party analysis and user observation have long demonstrated: tweets that contain images prompt the most engagement. Posts with video and links also receive more attention.
Twitter analyzed over 2 million tweets sent from accounts within the United States. Researchers looked for tweets containing photos, #hashtags, links, videos and a number or a digit — such as...
Read MoreJan 8
Timing Your Twitter Updates May Yield More Re-tweets
If your law firm is active on Twitter and hoping for retweets, consider: what time of the day do you usually send out your messages? According to The Retweet Report by TrackMaven, you should choose your tweet timing with care. Moreover, it can be just as important to pay attention to the timing of any retweets you receive. (Check the report out here.)
TrackMaven’s report examines nearly 1,500 Twitter accounts...
Read MoreAug 20
The Health Of Your Law Firm Brand – PODCAST
Branding is a commonly maligned concept. Branding and marketing are not the same thing. Find out why.
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