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LawLytics

Phone: (800) 713- 0161

Email: info@LawLytics.com

Website: www.LawLytics.com

WHAT EVERY ATTORNEY NEEDS TO KNOW ABOUT SEO: PART II

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INTRODUCTION

Victoria BluteLawLytics Community Manager

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WHAT IS LAWLYTICS?

LawLytics is the leading website system for lawyers who want their marketing to work without wasting time or money.

Unlike full-service marketing companies, our system adapts as the law firm’s needs evolve, so our members don’t overpay.

Unlike do-it-yourself software, our system was built for lawyers, so our members don’t struggle or miss opportunities.

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OTHER RELEVANT LAWLYTICS WEBINARS❏ PPC For Lawyers. Learn the truth about pay-per-click marketing

for law firms.

❏ Reputation Management. Manage and grow your online reviews and protect your reputation.

✓ SEO In 2017. How to grow your firm with SEO that attracts qualified potential clients and referral sources.

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DO I NEED A FULL-SERVICE SEO COMPANY?

• How is full service defined?

• Complete vs. incomplete

• Is “full-service” just an illusion?

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DO I NEED BACKLINKS?

• Links to your website are good when they’re the right kinds of links.

• If your law firm SEO provider is selling backlinks…

Reading material: Google’s Webmaster Guidelines

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WHAT IS THE VALUE OF LINK BUILDING?Imagine the following game:

● A gun holds 5 rounds. One bullet is inserted, and the other chambers are left empty.

● You will sign a waiver. You will pay $10 to play.● The barrel is spun. ● It’ll be fired at your head at point-blank range.● You have 1 in 5 chance of being hurt or killed.● You have 4 in 5 chances of winning.● Winning means you get your $10 back.

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WHAT IS LINK DISAVOWAL?

Does my law firm need it?

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PLACING LINKS ON YOUR SITE

I got an email asking if a SEO company can place a link on my site.

Should I do it?

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LOCATION NAMES

Should I add location names into my law firm’s pages for SEO purposes?

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HOW MUCH DOES PAGE SPEED AFFECT SEO?

Speed matters to Google. However…

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ARE META KEYWORDS GOOD FOR SEO?

Google does not use the “keywords” meta tag in its ranking, and hasn’t for a very long time.

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WHAT COUNTS AS HIGH-QUALITY CONTENT?

● Create pages for people, not for search engines.● Invest significant time into providing meaningful, useful content

and demonstrating your unique value to potential clients.● Would you feel comfortable explaining the tactics you’re using to

Google?

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SEARCH ENGINE SUBMISSIONS

What search engines should a law firm website be submitted to?

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WHAT IS OFF-SITE SEO?

Off-site SEO can mean many things...

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LONGTAIL SEO

What does long-tail SEO mean for lawyers?

LawLytics Blog: Law Firm SEO - The Simple Truth That Will Save You Money

On-Demand Webinar:What Every Attorney Needs To Know About SEO: Part I

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WHAT IS A XML SITEMAP?

And how does it help with my law firm’s SEO?

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WHAT IS A META DESCRIPTION?

• Snippet of text in HTML tag that summarizes page content

• Search engines show meta description in some results pages

• Recommended length: 160 characters

• Don’t recycle your meta descriptions

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DUPLICATE CONTENT

What is it, and how does it hurt my law firm’s website?

“Substantive blocks of content within or across domains that either completely match other content or are appreciably similar.”

--Google on duplicate content

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WHAT IS THE TOP OF GOOGLE?

And how can my law firm get there?

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LAW FIRM SEO & PAY-PER-CLICK

Does Google favor law firms that buy pay-per-click (PPC) marketingfrom them?

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SEO VS SEM

Is there a difference between SEO and SEM?

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IS PAGERANK RELEVANT IN 2017?

In 2017, it’s hotly debated whether PageRank is a ranking factor at all.

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BLOGGING FOR LAWYERS

How often should lawyers blog for best SEO results?

Depends on:

• Your practice area(s)• Your geographic area• Potential client and referral source demographics• Your competition’s activity level• The pace of news and evolution in or about your practice area(s).

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BLACK HAT VS WHITE HAT SEO

• SEOs who employ black hat tactics -- and their clients -- ultimately get punished.

• In 2017 and beyond, white hat SEO mostly comes down to how content is created on the law firm’s website.

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SEO “CERTIFICATION” & AWARDS

Does being “SEO Certified” carry any weight?Do “SEO awards” carry any weight?

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COMPETITOR SABOTAGE

Can a competitor sabotage my SEO?

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CAN SEO CREATE LEGAL ETHICS ISSUES?

We have witnessed several non-lawyer SEO providers create potential ethics problems for attorneys while doing on-page search engine optimization.

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YOUR DOMAIN

• How does domain history affect SEO?

• Are keywords in a domain name helpful?

• Will a penalty follow me to a new domain?

• LawLytics Blog: The Sunk Cost Fallacy And The Once-Great Law Firm Website

• On-Demand Webinar: Can My Underperforming Site Be Saved?

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YOUR HOST’S SERVER

Does the IP address or location of the host’s server affect your firm’s chances of ranking well?

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HOW DOES KEYWORD DENSITY AFFECT SEO?

• 1990s & 2000s: Keyword density was a significant topic.

• Today:

• Diminished importance on keyword density.

• Ranking well for keywords that don’t even appear on the page

• Google working on understanding intent

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TLDs AND YOUR LAW FIRM

Does the top level domain (TLD) matter for lawyers who want to rankwell in search engine results?

LawLytics Blog: Should Lawyers Buy .law Domains?

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HOW OFTEN DOES MY WEBSITE NEED TO BE OPTIMIZED?

For something optimized to become unoptimized, a condition must change.

Before concluding that a page needs additional optimization, ask:

● Has a Google algorithm changed?● Has the law changed?● Have the facts presented on the page changed?

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THANK YOU

Web: www.LawLytics.com

Phone: (800) 713-0161

Email: info@lawlytics.com