New Trends in Search: An SEO Workshop
- 1. New Trends in Search: An SEO
Workshop
• Guy Alvarez – Good2BSocial
• Mary Trice – Winston & Strawn LLP
• Jennifer Schaller– National Law Review
- 2. AGENDA
Introduction: The 4 components of an effective SEO strategy
Technical SEO
On-Page SEO
Off-Page SEO
Local SEO
Semantic SEO
Developing an SEO strategy for your firm
How do I create SEO friendly content?
10 common technical SEO issues & how to solve them
What are best SEO best practices for attorney bios and practice areas?
What keywords should you target and optimize for and what tools can you use?
What is domain authority and how can I improve it?
What is a citation, schema tags and google map pack?
How does social media impact SEO?
Other off-page factors which impact SEO
Audience participation exercise: Good or Bad for SEO
- 3. Introduction: The 4 Components of an
Effective SEO Strategy
Technical SEO On Page SEO
Off Page SEO Local SEO
- 4. Semantic Search:
The Future of SEO Relevance
“Google evaluates content
according to its relevance
– and not by the inclusion of
individual keywords.”
-
Searchmetrics
- 5. Semantic Search: The Future of SEO
On Page (in text & meta) and
Relevant Off Page SEO Factors Working Together
Semantic SEO is about the placement of
keywords within your content (including meta)
and how well they relate to one another.
Well Designed Mobile Friendly Website
User Experience Focused
High Quality
Relevant Backlinks
- 7. Developing an SEO Strategy for Your
Firm
Discovery process
Define objectives
Positioning
Market demographics
Pain points
Targeted optimization
Analytics
- 8. How Do I Create SEO Friendly Content?
Click Through-able Titles Most Important Words at the Front
Most Important Words at Front: Over 65 Characters Gets Cut
- 9. How Do I Create SEO Friendly Content?
The Whos, Whys and Hows of the Click Through
- 10. How Do I Create SEO Friendly Content?
Title Formatting Fixes & Consistencies
Use Brackets in Headline [VIDEO] [INFOGRAPHIC] [WEBINAR]
Implementing a Counterfeit Enforcement Program [VIDEO]
Who – Specify: Company Involved in Law Suit, Type of Tax
Court Refuses To Reconsider Bifurcation Order [sad]
Include State, City Company Name, Celebrity Name
Include Terms Folks Will Use In Search: Short Versions of Case Names
(No Cites), Legislation Names & Abbreviations, Circuit name
UltraSpecific – Use Numbers, Use Dates (also can create
urgency)
Ten Ways 2016 Election May Affect Privacy and Data Security Law
June 1: OSHA’s Revised Hazard Communication Standard
Deadline for Compliance
- 11. How Do I Create SEO Friendly Content?
Titles: Text + Meta = Relevance
Most Important
Words at Front:
Key Words First
then Hook
Ask Questions
- 12. How Do I Create SEO Friendly Content?
Titles + Text Body + Formatting + Internal Linking
Keywords go here:
Title Tag
Meta Description
Headings (H1 and use H2)
Tag subheadings
Tag section heading H3 H4
Body Text
Alt Tags (photos, infographics, video)
URL
- 13. How Do I Create SEO Friendly Content?
Images = User Experience + New Search Relevancy
Articles with images get
94% more total views
Images paired with
information, 65% better recall
60% of consumers are more
likely to consider or contact a
business when an image shows
up in local search results
Alternate text:
search engines
can’t read a photo
1 (Source :b2bmarketing.net) 2(Source: www.brainrules.net) 3 (Source:
searchengineland.com/survey-60-of-consumers-more-likely-to-consider-or-contac
- 14. How Do I Create SEO Friendly Content?
• On Page User Experience Videos and Podcasts.
• Last year, video content represents 74% of internet traffic
• 64% of consumers more likely to purchase a product or service
after watching a video
• Builds trust, credibility,
relationships
• Need lead in text or a transcript -
Search Engines need words
1 (www.forbes.com/.../lights-camera-engagement-2017-is-the-year-of-video-marketinge)
2(www.socialmediatoday.com/.../consumers-64-more-likely-purchase-product-after-)
- 15. How Do I Create SEO Friendly Content?
• Top Ranking
posts 1,000+
words
• Target 300- 700
minimum word
article length
• Really can show
depth of
knowledge
• Keep folks on
site
https://searchengineland.com
/searchmetrics-google-
ranking-factors-study-says-
content-gaining-links-losing-
importance-265431
- 16. How Do I Create SEO Friendly Content?
What You Are Known For = Size Matters
Click-Through Rate,
Time on Site, and
Bounce Rate are top
ranking factors.
The pages in positions
1–3 have an average
CTR of 36%.
The average Bounce
Rate for URLs on the
first page of search
results is 46%.
The Time on Site for
the top 10 URLs is 3
minutes and 10 seconds
https://www.snapagency.com/blog/blog-posts-2017-whats-best-length-seo
- 17. How Do I Create SEO Friendly Content?
Internal & External Linking = Relevancy
Connect one article to
another (write a series, link
to author bio, practice group)
Use descriptive anchor text
in linking
Do not create an exact
match between anchor
text and link target
Do not use phrases like
“click here” or “read more”
- 18. How Do I Create SEO Friendly Content?
Internal & External Linking = Relevancy
- 19. Ten Common Technical SEO Issues & How to
Solve Them
No HTTPS Security
Site Isn’t Index Correctly
No XML Sitemap
Missing or Incorrect Robots.TXT
Meta Robots NoIndex Set
Slow Page Speed
Multiple Versions of Home Page
Incorrect Rel=Cononical
Navigational Searches
Java script Blocks
- 20. SEO Best Practices for Attorney Bios
and Practice Areas
Lawyer bios
account for
80% of legal
website traffic
65% of all
traffic to law
firm websites
begins with a
Google search
Nearly 60% of
law firm traffic
begins at bios
Over half of
visitors come
to law firm
websites to
view bios
- 26. What Keywords Should You Target and Optimize
for and What Tools Can You Use?
Source: http://neilpatel.com/blog/7-brilliant-examples-of-brands-driving-long-tail-organic-traffic/
- 27. What Keywords Should You Target and Optimize
for and What Tools Can You Use?
Tools to Find Keywords
1. Google Keyword Planner + Google Trends (free)
2. Keyword Tool.io (free) (but paid version has more info)
3. Moz's Keyword Difficulty Tool (limit per day on free or monthly for
bundle of tools)
4. SEMRush
5. Term Explorer
6. Ahrefs
7. Accuranker
8. HubSpot's Keywords Tool
- 30. What is Domain Authority and How
Can I Improve It?
Domain Authority (DA) is a search engine ranking score developed by Moz that
predicts how well a website will rank on search engine result pages (SERPs). A
Domain Authority score ranges from one to 100, with higher scores
corresponding to a greater ability to rank.
Domain Authority is calculated by evaluating linking root domains, number of
total links, MozRank, MozTrust, etc. — into a single DA score. This score can
then be used when comparing websites or tracking the "ranking strength" of a
website over time.
You can view a website's DA by using MozBar (a free Chrome-extension), Open
Site Explorer (a backlink analysis tool), the SERP Analysis section of Keyword
Explorer, and dozens of other SEO tools across the web.
- 31. What Is a Citation, Schema Tags and
Google Maps Pack?
A citation is an online reference to your business's name,
address and phone number (NAP). Like links to your
website, Google uses them when evaluating the online
authority of your business. Unlike links
though, citations don't need to be linked to your business's
website in order for you to be credited for them
Schema markup is code that you put on your website to
help the search engines return more informative results for
users. You can add schema tags to your HTML to improve
the way your page is represented in search engine results
pages.
For most local searches, there are two parts or sections to
the search engine results page (SERP.) There is the regular
(organic) search results, and there is the map results,
known in the SEO industry as the Maps Pack, or the 3 Pack.
The Maps Pack is the group of 3 businesses that appear in a
box at the top of the page just after the advertisements.
Sometimes the Maps pack will have less than 3 results,
depending on the situation.
- 36. Other Off Page Factors Which Impact SEO
Do links, shares come from high authority sites
Do visitors spend time reading or bounce off site and page
quickly
Are the links coming in have relevant text or text that you want
your page ‘known’ for
Are links from site ‘known’ for the same thing as your page
Have people regularly visited your site (return visitors)
Is the topic on the webpage relevant to the search location
(local search)
Editor's Notes
- Mary
- Mary
- patent, patent litigation, patent infringement, patent trial, patent lawyer, patent attorney, trial lawyer, trial attorney, Hatch-Waxman, biosimiliars, PTAB, Patent Trial & Appeal Board
- https://www.perkinscoie.com/en/professionals/randy-a-bridgeman/experience.html
https://www.perkinscoie.com/en/practices/corporate-finance-transactions/mergers-acquisitions/index.html#VB
- https://www.google.com/search?q=carrie+hardman&rlz=1C1NHXL_enUS706US708&oq=carrie+hardman&aqs=chrome..69i57j69i61.2632j0j9&sourceid=chrome&ie=UTF-8
- https://www.google.com/search?q=international+law+firm+houston&rlz=1C1NHXL_enUS706US708&oq=international+law+firm+houston&aqs=chrome..69i57.5319j0j9&sourceid=chrome&ie=UTF-8
- https://www.google.com/search?rlz=1C1NHXL_enUS706US708&ei=DIheWo7YCITEsAWg85-wAw&q=social+media+optimization&oq=social+media+opt&gs_l=psy-ab.3.0.0l10.400183.403888.0.405242.18.13.1.3.3.0.249.1404.0j7j2.9.0....0...1c.1.64.psy-ab..5.13.1429...0i67k1j0i131k1j0i10k1.0.K4Waszzf2pc
- https://www.google.com/search?q=frank+aquila&rlz=1C1NHXL_enUS706US708&oq=frank+aquila&aqs=chrome..69i57j69i60l2.2710j0j9&sourceid=chrome&ie=UTF-8
- https://www.linkedin.com/in/brettbartlett1/