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Entity SEO is a specialized form of search engine optimization which focuses on optimizing websites and content related to topics and keywords. Entity SEO allows for a greater understanding of user intent, the creation of relevant content, and an increase in website positions on search engine results pages. Ignoring entities is a mistake when it comes to optimizing for search engines. They are the building blocks of search engine optimization, and understanding them is essential for success. Entities are the people, places, things, and concepts that form a website's content. Examples include companies, locations, people, products, and artworks. Knowing the connections between different objects on a website can help increase a site's visibility in the query results, especially when the objects have the highest salience for user intent in their original search query.
Content that improves domain authority is made up of a multitude of objects and understanding how they interact with each other is critical for successful entity-based SEO. For example, if an entity such as “dog food” appears multiple times on a website but never in relation to another entity such as “pet store” then it will be difficult for search bots to understand the context of the page and rank it appropriately. By understanding entities and how they relate to each other within a website’s content, marketing professionals can create more meaningful connections between related topics via rich snippets for example, which will help improve a website's visibility on search engine results pages.
In the simplest terms, entities are people, places or things. Google's Knowledge Graph is an entity graph, demonstrating their adoption of semantic search - or search for entities. As one way to introduce entities, this was a first step in that direction. Entity-based SEO takes into account the significance of "entity search" for indexing by search engines. It can be simply put that this is a more precise way for bots to interpret user intent and add on additional verified sources in order to respond to a search query.
For the past 20 years, the Internet, its search engines, and users have all struggled with unstructured data - information that does not have a defined structure. Consequently, search engines could recognize patterns on webpages (keywords), but not really adding meaning to them.
Semantic Search organizes data by classifying each piece of information as an entity, which is known as structured data. Retail product data involves a huge amount of unstructured data. Structured data lets retailers and manufacturers give very precise product information to search bots to recognize, categorize, and connect as confirmed data.
Semantic search will optimize more than just retail products; it will also cover other kinds of data. Schema.org offers a variety of schema types which provide the technical language needed to develop a data-structured web with individual identifiers that are decipherable by machines. Structured machine-readable data is more accurate and can be checked against other sources of linked entity data that have unique identifiers across the internet.
Though entities have been around for awhile, it's only recently that people are aware of them and utilizing them. Entities are essentially objects or concepts that can be identified and tracked by search engines and bots. They can be anything from people to places to products, and they are used to help search engines better understand the content of webpages and provide more accurate results.
Google has filed several patents related to entities, which give us an insight into how they might use them in their algorithms. These patents suggest that entities could be used to identify relationships between different pieces of content on the web, as well as helping search engines better understand user intent when searching for something specific. This could potentially lead to more relevant results being returned in search results, as well as improved accuracy in its natural language processing capabilities. Google initially relied heavily on keywords to determine the relevance of a web page to a search query. However, as search engine algorithms became more sophisticated, they began to recognize that keywords alone could not accurately assess the content of a page. This is because many words have multiple meanings and can be interpreted differently depending on context. For example, when searching for “Apple”, one might be looking for information about the technology company or the fruit.
To address this issue, the top search engines shifted its focus from keywords to entities. Entities are concepts that are represented in a structured way and can be identified by their properties such as name, type, and relationships with other entities. By understanding these properties, search engines can better understand the meaning behind a query and provide more accurate results more closely aligned with user intent. Additionally, entities are language-independent which makes them useful for international searches where there may be different words used to describe the same concept in different languages.
Let’s circle back quickly to the question: what is an entity? Entities in Google’s Knowledge Graph are semantic data objects (schema types), each with a unique identifier. They are a collection of properties based on the attributes of the real world topics they represent, and they are also links representing the topic and its relationship to other entities.
For those professional marketers in the industry for some time can remember when Google purchased Metaweb in July 2010, with the Freebase database having 12 million entities. Within 2 short years, by June 2012, Google’s Knowledge Graph was tracking 500 million entities and over 3.5 billion relationships between those entities, a 4000% increase!
Adding machine-readable structured data via rich snippets for example to the Web will significantly improve a search engine’s capability to “understand” vs. “index” data, and it will provide two significant breakthroughs for getting accurate answers to user questions when delivering results:
1. Machines will have a much better method for understanding user intent
2. Machines will be able to draw from very large databases of structured data to match up the most reliable and accurate answer for the user i.e., verified structured data
3. Improved user experience with more relevant content delivered.
Indexing Keywords Vs. Natural Language Understanding
Marketing professionals, semantic SEO strategists, and search engines are all in a transitional phase — from “assisting websites to get their unstructured data indexed” to ”assisting websites by providing machine-readable structured data on the Web.”
For an illustration and further examination, we can look at the limited view of the Schema Type hierarchy for a “Place” and its variations, like that of a Courthouse compared to a Law Firm or a Hospital. It won't take long to see that entity extraction is necessary for semantic searching. Consequently, an entity symbolizes the possibility of being seen on search results in the future! This entails establishing authority, gaining trust, and optimizing visibility.
Making Your Business Data & Content Visible With Semantic Markup
Structuring your business data and digital content with semantic markup will make them accessible to search engines. Your law firm's business data can include, but is not limited to, rich media video content, reviews and ratings, location data, specialty details, special offers, service info, FAQs and more. By using Schema.org's schema and adding semantic markup to your site, you can make your law firm's information readable by search engines, web programs, navigation systems, tablets, phones, Apple maps, SIRI, Yelp maps and Linked Open Data. Semantic markup presents your law firm data as tacos to the search engines — they love tacos!
The benefits of entity SEO has grown out of how people perform searches today, with voice search, personalized search results, and mobile search all playing a role in content discoverability and how it's presented.
Numerous advantages come from using entity-based SEO. To begin with, understanding the intent behind users' queries helps to provide more relevant search content for them. Identifying the elements of a user’s query will enable search engines to deliver more precise and personalized results. As an added benefit, entity SEO can increase click-through rates by providing more detailed insights into the user's needs. Achieving entity SEO will help draw more qualified organic traffic to your website by making it easier to see in search engine results pages when relevant topics or queries are used. All of these benefits make entity-based SEO an essential part of any successful digital SEO strategy.
Search engine crawlers understand the data thoroughly and are able to collate it for an improved user experience in their search engine results pages. Structured data can help make your search engine results more relevant, which is likely to raise your click-through rate and domain authority.
Adopting semantic search helps to optimize your results on Google's Knowledge Graph by making use of markup data to tailor the answers to user queries across different devices. Semantic markup, rich snippets, and entity SEO is all about the details of structured data, this solid SEO strategy is very process oriented and requires a stead-fast diligent approach to reach full potential.
Until then, you should keep concentrating on keywords as semantic marking becomes more widespread. In order to be prepared for future SERP visibility, it's important to understand and make use of semantic search and correctly formatted markup.
It's obvious that search engines need content that can be read by machines in order to give users more accurate results when they search. As people are gravitating towards smartphones and tablets instead of desktops and laptops, providing personalized results quickly is essential. Therefore, being knowledgeable about semantic technology and entity search is vital for SEOs. Let's set up a meeting to explore how Sydekar can assist you with progressing your semantic search endeavors.
December 15, 2022 Google unveiled a new acronym, E-E-A-T, as part of an extensive update to its quality rater guidelines. Google's Quality Rater Guidelines provide criteria to evaluate the quality of search results. Google recently overhauled this document, adding 11 new pages and changing the structure significantly. The most important change is the introduction of the letter E to the start of the popular acronym E-A-T (Expertise, Authoritativeness, and Trustworthiness). Emphasizing these three qualities when evaluating website content can help to improve search engine results. For many senior SEO experts, this was implied and is not detailed.
Expertise is a measure of an author's or creator's knowledge and experience in their field. Authoritativeness looks at how credible and reliable a website is in terms of its content and sources. Lastly, Trustworthiness looks at if a website can be relied on to deliver accurate information to users. Quality content creation necessitates incorporating all three elements for successful search engine visibility. Google is updating its criteria to make sure only websites with high E-A-T ratings are listed first in SERPs.
Understanding the subject matter is important for achieving success with Google's E-E-A-T guidelines. The search quality rater guidelines from Google describe the criteria used for evaluation. According to Google's recent search quality rater guidelines, this is what they say about experience:
“Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?” the single most critical element of E-E-A-T is Trust, Google states, “because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.” Experience, expertise, and authoritativeness in combination offers insight to a quality rater's trust assessment.
By adhering to Google's E-A-T standards, you will construct a level of trust that satisfies the criteria of their quality evaluators and excel in E-E-A-T SEO.
Here's how to ensure you maintain that trust by demonstrating first-hand experience.
Becoming an expert requires in-depth knowledge and/or specialized training or real world experience. As an example, if you have honed your artistic skills on your own for a decade and have participated in numerous gallery exhibitions, then you would be considered an expert. Becoming an expert in the legal field requires going to law school, passing the bar exam, and gaining experience through the practice of law. Expertise is not enough to be viewed as an authority, however.
Authoritativeness is more than just being an expert. Do your peers recognize you as an expert on a certain topic based on your real-world experience and formal training? Establishing a track record of excellence is necessary to pass this test. Do you provide training, certification, or information to experts in your industry?
E-E-A-T SEO - How Does Google E-E-A-T Get Applied?
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals are used to measure the quality of content on websites. These signals are measured at three levels: content, author, and publisher. To apply these signals effectively, Google needs to understand the expertise of the content creator, the authority of the author or publisher behind it, and how trustworthy that source is.
At the content level, Google looks for evidence that a website contains high-quality information that is accurate and up-to-date. It also evaluates whether the content is written in an authoritative manner with proper citations and references to back up claims. At the author level, Google assesses whether an individual has sufficient expertise in their field to be considered an expert on a given topic. Finally, at the publisher level, Google evaluates whether a person or company can be trusted as a reliable source of information. All three levels must be met in order for a website to rank highly in search engine results pages (SERPs).
Creating A Level Of Expertise
Consider focusing on one channel as a trustworthy source to highlight your profile with first-hand, life experience and expertise. Consolidate author expertise signals to one single channel (e.g. LinkedIn, Twitter or profile pages on a website), and then emphasize your degree of experience, expertise, and knowledge. Properly formatted with schema markup, this signals Google E-E-A-T algorithm.
Google's E-E-A-T signals are focused on determining the author of the content. Entity SEO involves recognizing which entities belong where as part of the reconciliation process. To maximize the E-E-A-T benefit, become an expert using a single social profile and direct all EEAT signals towards it.
Many recommend LinkedIn as the perfect channel for author reconciliation. LinkedIn is search engine friendly and offers many options to display professional experience such as, recommendations, qualifications, connections, posts, etc. The EEAT discussion includes the consideration of an author's work experience, making it a key factor in judging their eligibility.
Review, check and optimize your profile and all of the other attorney's LinkedIn profiles at the law firm. Make sure the posts they include on the website has connections to their profiles, making it clear which social accounts Google should connect with that author (using Schema.org's sameAs property).
Good website hosting services are essential to your brand offering quality service to the public. And as a lawyer, your website functioning correctly is crucial to victims getting the justice they deserve. In addition, a reliable hosting service can improve website speed, have greater security, and at the very least, won't crash when your website gets a lot of traffic. However, on the flip side, having the right hosting plan or a good provider can benefit your website's success.
It's just a question, but an important one to understand. The technical definition of hosting services is "a provider that allocates space on a web server for a website to store its files." The amount of space allocated on a server depends on the type of hosting. Some websites need minimal space, while others will need dedicated servers.
Think of web hosting like real estate. To have a website go live, you need to rent or buy a space for your URL. Your URL is the business, but you need some real estate to operate it. Do you need an entire floor on a skyrise or a tiny office on the main street? Do you need room to grow, or are you happy with its size?
While there are many reasons reliable hosting is essential, there are three main reasons we want to cover.
Have you ever gone to a website and seen that red screen of death with a warning that "this website is not secure?" Nothing sends website visitors away like the feeling of vulnerability. And we're not talking about the good kind of vulnerability you feel when listening to "would've, should've, could've." We're talking about the wrong type of vulnerability where your entire identity is at risk of being stolen.
If your website doesn't have the proper security measures, like HTTPS, then Google won't rank the website and will warn every website visitor before they access your site. Choosing a good provider and getting a secure IP address is necessary to enable HTTPS.
HTTPS, "Hypertext Transfer Protocol Secure," ensures all information going through that website gets automatically encrypted. Encrypted means all sensitive data, like your credit card information, is hidden from the world and hackers.
A solid website host will back your website up daily. Website backups are crucial since websites are delicate labyrinths. A reliable host won't just say, "you're on your own, kid, "and leave you hanging. Instead, they will back up your website for worst-case scenarios. So exhale; if you broke the site while trying to add a photo, there's a backup.
While there are things we can do on the front end of the website to ensure the website is fast to load, a lot of that work relies on the hosting provider's infrastructure. Your website's speed also considerably affects your website's SEO. Google has come out and said that slow websites would not rank. In a 2016 study, researchers learned that website visitors would leave the website if a page took longer than three seconds to load. So make sure your hosting provider ensures your website will load fast.
It doesn't take a mastermind to understand the three most common types of hosting. Remember, hosting is the network environment where all your website files and data are stored.
This is the most commonly used as it's more affordable, and most websites do not need much space. With this hosting, you will share the server with other websites.
Some companies will offer a free package along with purchasing or using another product. For example, Shopify, Weebly, and Wix all provide free hosting. However, with their free hosting, you do not get a dedicated URL.
VPS stands for Virtual Private Server. This is the best option for larger projects.
Most hosting providers will offer much of the same thing, but it's essential to understand them.
"Marjorie, I think there's been a glitch." A good provider will look into website glitches, fix them, and even tell you how they are fixed in case it happens again. In addition, good hosting support will be available at all hours, from 7 am to all those midnights when you're working on growing your business.
Uptime is the website's time live or on air. Some companies have a 99.9% uptime, whereas others have a lower uptime. It doesn't hurt to ask your future provider what their uptime is.
We mentioned this before, but we'll say it again- a good hosting provider will offer robust security to keep your website and its users safe from hackers.
If you do not have the hosting plan you need or a good hosting provider, you can expect a lot of sweet nothing to happen. As in your website won't work. No amount of bejeweling the website will make it function better. You need a reliable hosting provider with the right type of hosting. An excellent example of this is the latest online fiasco to take the world by storm.
Last week, singer/songwriter Taylor Swift announced her first tour in over three years. Using Ticketmaster to sell her tickers, fans became crushed as the website crashed, glitched, froze, and made it almost impossible to buy tickets. Ticketmaster has completely negated responsibility and said they were utterly overwhelmed with the number of people trying to access their website. As the only online place to buy tickets, we find this hard to believe and suspect they didn't do the proper oversight to ensure their host could handle that kind of demand. Now, the government is getting involved and investigating Ticketmaster as a monopoly.
Here are some tips as you choose where to host your website.
Most hosting providers should have an uptime of as close to 100%. The lower the percentage, the less reliable the host.
People can be passionate about who they use to host their websites, as you can learn while reading reviews. So check out reviews on big-name hosting providers and avoid the companies to which people tend to give a thumbs down.
If all of this hosting information is enough to give you a headache, hiring an experienced digital marketing firm like Sydekar will help. We know which hosting providers to avoid, what kind of space your website will need, and how to fix any issues. In addition, we constantly do speed checks, updates, backups, and maintenance to ensure your website runs smoothly all the time. Contact us today.
Hold onto your white hats; 2023 will be an even bigger year for voice search SEO. We've been watching voice search SEO for the past few years. With the recent (and significant) Google Algorithm update from August 2022, understanding and implementing voice search SEO will be crucial to dominating your market.
Voice search optimization setting up and streamlining your business's website for voice search in addition to text. Voice search SEO works to have your website and pages answer the questions people ask through devices. These devices could be Alexa, Google Home, Apple, and more. Questions people use voice search for vary, but some common types of questions are:
Yes, voice search optimization is crucial. By 2024 the number of digital voice assistants will reach 8.4 billion units. This number is higher than the world's population. (Search Engine Journal). Additionally,
These statistics should show how important getting your law firm's website voice optimized is.
Call us crazy, but if you're an injury law firm and you're NOT focusing on voice search SEO, you're doing a disservice to your clients. Many of your clients are, you guessed it, injured- and using the phone or even computer can be difficult. When someone's arms or fingers are injured, voice search SEO will help them easily find you.
There are many ways to optimize your website for voice search. If you're already a client of ours, you have probably noticed these changes being made. If you're not a client, here's what we recommend:
A mobile-friendly website is still just as important as it was five years ago. Anyone with a smartphone can use voice search to look for your services.
Voice search is incredibly good at answering specific questions. However, don't just ask (and answer) anything. You want to make sure you're asking questions people are asking.
At Sydekar, we take a hard look at the data surrounding your personal injury law firm and know precisely what your audience is asking.
Long-tail keywords are longer-form phrases, words, or questions indicating the searcher has already gathered information and is ready to "buy." Here are a few examples of these long-tail keywords:
These long-tail keywords suggest the searcher has gathered enough information to know what terms to use (personal injury lawyer) and that they are ready to convert.
If your phone number changes or a new law is implemented, you will want to address that and ensure your website is up to date. Nobody wants to learn outdated information or call a disconnected phone number.
An FAQ page is a great way to ask and answer questions. From fee questions to processes- you can help ease the searcher's mind by asking everything they're wondering. In addition, having an FAQ page- and even supporting pages- will help all the voice searches find your website: the more questions, the better.
Remember what you were taught in school- who, what, when, where, how, and why.
Did you know that most Americans read at a 6th to 8th-grade reading level? With search engines wanting to appeal to the masses, your content needs to be simple and to the point. Here are a few tips on how to do that:
We are impatient beings that want our answer a few seconds before we even ask them. A slow-loading website will send the bots to another website that can better and quickly answer the question that was asked. So don't be left in the dark because of a slow-loading website.
At Sydekar, we come alongside you and your law firm to help put your website at the top of the search results. We don't want to rank your website just because we can- we care about those that have been wronged and want them in safe hands as they seek justice. Reach out to Sydekar to learn how we can help.
Here's the thing- you didn't get into the practice of law so you could design websites, write blogs, list your firm on the hundreds of citation websites, or fix that 404 code. You became an attorney to protect the rights of American citizens and hold harmful companies, people, or product makers accountable. Honestly, you're way cooler than we'll ever be. However, you need cases. You want cases. So how do you get cases? How do you ensure you get cases and not that slimy ambulance chaser attorney down the road? Our latest blog will explain why every law firm needs an experienced SEO agency. And we're talking experienced in SEO and the practice of law.
We can give you more than five reasons if we want to, but we know you're busy fighting for your clients when nobody else would. So let's explain why every lawyer (that's you!) needs a robust law firm SEO strategy.
In fact, we recommend you don't chase potential clients as some states have laws against that (this is not legal advice). When you hire a law firm SEO agency like Sydekar, the cases will come to you. SEO (Search Engine Optimization) is meant to capture people looking for your services and bring them to your website.
One of the skills that sets Sydekar apart from the rest is our keyword strategy for law firms. Keywords are words or phrases someone puts into a search engine (like Google) looking for services or products. However, it's not black and white. There's a different type of keyword for every part of the "buyer" journey, and it's crucial to capture people in all phases.
For the "gathering information" phase, keywords tend to be more vague and short, like "lawyer." This is a great way to capture leads and educate them, building trust.
However, as the "buyer" learns more about their needs, their terms advance and become more specific. A great example of this is "personal injury lawyer." Someone using this keyword has done some research and is ready to make a decision.
An experienced law firm SEO agency will capture people in the information-gathering phase, decision-making, and all the in-betweens.
Once you have the keywords targeted, it's time to get busy writing content for your law firm. Every page and blog requires a certain amount of content to rank. We will write thousands of words for your law firm monthly to support the keywords we decided to target. Not only do we write 100% unique content, but we edit and optimize it, so it ranks and converts. The goal is to rank your law firm's website and convert your new website visitors. We do this with content that is:
Citations are those pesky listing websites like Google Business Profile, Bing, AVVO, Lawyers.com, and more. Call us crazy, but we don't see a point in having all those listings if they don't do something to make the phone ring or email ding. Part of our law firm's SEO strategy is optimizing citations, so your law firm is putting its best foot forward.
One of the best things about SEO is that it ages like fine wine, whereas ads age like milk on the counter. Don't get us wrong, we love a good ads campaign, but the second you stop paying for ads, they stop working.
However, SEO gets better with age and never stops working. The work done on and off your website will continue to work for you long after you pay for them. Time and consistency are SEO's best friends-they build validity and authority, something the Google algorithms love.
There are a few tell-tale signs to look for and look out for when choosing an SEO agency for your law firm.
Aggressive SEO firms are why SEO agencies generally can have a negative reputation. These aggressive agencies are show-offs, make everything about themselves, and promise you the moon with no real strategy on how to do it. They often promise to rank you overnight and are incredibly quick to agree to work with you.
Instead of choosing an aggressive agency, look for one that will come alongside your law firm as a co-pilot, fully understanding it's a long road ahead but one that will bear much fruit if done right and done together.
Look at their typical client- if they are all plumbing companies, garage door lead gens, or restaurants, they probably don't have the experience they need to help a law firm. Lawyer SEO is an entirely different and highly competitive type of SEO. You need a company that eats, breathes, and lives law.
A good SEO agency will understand that they are not a big deal; you and your clients are. A good SEO agency will care just as much about your clients as you do. At Sydekar, our team cares about your clients receiving the justice they deserve. Our CEOs have years of experience in the legal field, and their passion trickles down to the rest of the team. We are just as invested in ranking your website as you are. Our team loves to see justice.
If you're looking for a long-term SEO agency that understands the law, SEO, and the importance of coming alongside you and your firm- Sydekar is for you. Contact us today, we can't wait to hear from you.
A simple social media strategy is one of the most effective tools to increase your audience and share your message. Whether you are a small business or a large organization, you can benefit from social media. Every social media platform is making its site or app business-friendly. That’s why more and more businesses are looking to increase their social media presence. Now is the best time to venture into digital marketing through social media for law firms.
Social media lets you easily and quickly get in touch with personal injury victims, worker injury victims, and more. Social media also helps law firms:
Here are some ways to increase your social media reach, including the latest updates to keep you updated with what is currently working.
Your social media profile represents your business on social media. Therefore, the first point of contact between you and your online customers will most likely be your social media profile. To succeed on social media, you need to understand the ins and outs of your social media profile. Then, you can tinker with every feature of your social media profile to ensure you have a memorable name, a recognizable picture/logo, a keyword-rich description, and a link to your business website. This applies to all social media channels.
Having an optimized profile has several advantages, such as:
A well-maintained social media profile with a good cover picture, profile picture, description, and contact details will help legitimize your law firm.
Tweets bearing images attract 18 percent more clicks than those without. On the other hand, tweets with GIFs attract 167% more clicks than those with just text. Simply put, social media posts with visuals attract more engagement. Find inspiration for adding visual content to your medial social profiles to enhance engagement and social medial reach.
You can build an online community by following authority figures in your industry. You want to follow people you trust on social media- not just people that might follow you back. Engaging with that leader, sharing their posts, and providing value to your audience will help grow your social media presence naturally.
To increase your social media presence, you need to learn social analytics. This is because it offers you an easy and quick way to understand your engagement on social media. In addition, this data will help you analyze the return on investment of your social media efforts. That way, you can tell what is working (and what’s not working).
With analytics, you can determine the success of your posts so you can quickly and easily repost the most exciting content and improve the quality of your future content.
Social analytics also act as proof of the ROI of your efforts. But, again, the evidence is in the data, and you can easily showcase your value to your employer or customers.
Also, identify trends in your social content with ease. Finally, understand what your followers and target audience want and act accordingly.
Content like blogs, short-form posts, short videos, and E-books can help your followers understand what you do and why. You shouldn't pass up this opportunity to "talk" to your followers. Posting blogs from your website also gives your website a boost in traffic. Giving as much value as possible on your social profiles will increase your social media reach and therefore increase leads.
We get it, not everyone out there is interested in the ins and outs of a personal injury lawyer. However, every citizen is interested in their rights. Everyone is especially interested in law when their rights have been infringed on. Here are a few great topics to post on social media as a personal injury law firm.
Everyone loves a winner! When you win a large settlement for your client, share that win with your following. Sharing what kind of lawsuit it was and how much your client was awarded will bring a lot of attention to your law firm. Everyone likes money, and everyone likes seeing wrongdoers being held accountable. As a lawyer, you already know this, but be sure to leave out names or private information.
This might seem silly, but Americans love a good dashcam clip of an accident. Post some footage you have, and ask your audience who is liable for the accident. Be sure to respond with the correct answer either at the end of the day or immediately the very next day.
Our laws are constantly being updated, reworded, amended, and challenged. It's essential to keep your followers updated on any law changes that might affect them. From new road laws to bills recently passed in Congress (like the Camp Lejeune Water Settlement Bill), keeping everyone updated will build trust.
What exactly is a premises liability case about? What does premises liability even mean? Defining often-used terms will help your audience understand your posts and their rights even more.
So many people want to tip their toes into possibly filing a lawsuit, but it can be intimidating. There's something so simple about being able to tip those toes in the water in a safe, none committal way, like a LIVE Q&A. By simply making yourself available with no agenda, you can answer questions or discuss a recent win.
One tip if you do go LIVE with a Q&A: the narrative will be in the control of people asking questions. Avoid awkward silences by having a staff member ask common questions through the comment feed if things are quiet. Once the LIVE is done, your video will save and be published and available to re-watch for those that missed it.
With over 20 years of experience as a digital marketing firm for lawyers, we pride ourselves in being your co-pilot. That's why it's in our name. We understand that we're not the big deal- you and your clients are. We want justice for your clients just as much as you do, and we work hard to put these clients in your hands, not your competitors. Give us a call if you need help with your social profiles and digital marketing. We can't wait to work with you.
It's no secret that your law firm’s website is vital in today's ultra-competitive market. From personal injury lawyers to employment law, every law office knows they need a website that ranks and converts. However, organic ranking is one part of a robust digital marketing strategy. Having a law firm PPC (pay-per-click) campaign is the other crucial aspect of digital marketing for law firms.
PPC for a law firm, or any business, is when the business pays per click on an ad. For example, if you had ads on Google for a "personal injury lawyer" and 500 people clicked on it, you would pay for each click. How much that keyword is per click depends on many variables- the most important being how competitive the word is. Some keywords are one dollar per click, and others can be hundreds.
In traditional advertising, your firm must pay ad costs upfront. With pay-per-click, your firm pays only when a person clicks on your ad. Those ads target individuals actively seeking legal help in your firm’s expertise area and your region. As a result, pay-per-click ads can reach possible clients on a tremendous scale.
While a pay per clicks campaign is somewhat expensive, your firm’s return on investment may be huge. Good law firm PPC marketing involves geotargeting, which uses keywords to narrow the area to reach new clients. For example, if your firm’s practice is small, the campaign might target zip codes within 50 miles. On the other hand, a large firm may want to geotarget potential clients statewide or in multiple states.
Here are a few tips to keep in mind while running a PPC campaign.
Don’t limit your pay-per-click advertising only to Google. Twitter, Facebook, and similar social media sites are ideal places for your pay-per-click marketing campaign.
Closely monitor your pay-per-click ad return on investment. The basic formula is that for every ten clicks, your firm receives contact from a client. Granted, this is an average, but you want to ensure your website is designed for conversion for the highest ROI possible. If your results for client contact are far off the mean, reevaluate your pay-per-click game plan or engage in significant website changes.
Whether you have the ads point to a single landing page or your company website, you want to make sure the content and visual experience educates the visitors and converts them. You want compassionate verbiage on your website, understanding your website visitors are victims, yet aggressive rhetoric so they can trust you will advocate for them.
At Sydekar Digital Marketing, we make it our responsibility to care about your clients just as much as you do. We view our business relationship as a partnership, coming alongside you as a co-pilot. Your clients are victims that have been wronged and are vulnerable, and they deserve a law firm that will fight for them. Having robust lawyer SEO and a powerful law firm PPC campaign will keep your potential clients from going to your competitors and ensure they receive the highest quality of care.
We offer a multitude of digital marketing services for personal injury law firms. Just some of them are:
Working with an agency specializing in marketing for law firms for your pay-per-click advertising will ensure a successful campaign. Law firm marketing agencies know the correct keywords and structure to market your pay-per-click campaign successfully. Hire Sydekar Digital Marketing to come alongside you.
Google's first major effort at cleaning up content was the Panda Update in February 2011. The Panda update was designed to reduce rankings for low-quality sites – sites which are low-value add for users, copy content from other websites or sites that are just not very useful. It was an attempt to organically reward better rankings for high-quality sites – sites with original content and information such as research, in-depth reports, or thoughtful analysis. As Google matured and embraced A.I. and natural language processing into the machine learning of a more modern search engine, many of the "hand-crafted" algorithm filters like Penguin and Panda lost ground to newer organizations that built their businesses with a low quality "copy pasta" content models. This new Google update seeks out that content and basically devalues the content's worth organically, eventually disappearing them from search results.
Any content — not just unhelpful content — on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in the organic search results, assuming there is other content elsewhere from the web that's better to display. For this reason, removing unhelpful content could help the rankings of your other content.
We have been down this road before and know what to look for in a Google content update. If you are unsure how this impacts you are what steps you need to take, we can help you. Let's start a conversation.
When it comes to running a successful business, most people think of start-up costs, gaining new customers, and advertising. However, many companies have learned a hard lesson in a recession or pandemic, such as COVID-19. Even businesses with an easy and profitable start-up found that resilience is the key in the case of an unprecedented market. Planning a successful "Go-To-Market" strategy is a fantastic way to mitigate risks, while increasing the odds for success. Your GTM needs to include your entire existing and future digital ecosystem.
When business resilience comes to mind, we tend to think of a strong customer/client base, reliable manufacturing partners, and an excellent product, but what happens when that isn't enough? These things are not guaranteed during unprecedented times, and even if they maintain reliability, when it comes to a shutdown, recession, pandemic, and harsh business expectations like we see now, these things may not be able to keep a business afloat.
We have seen that making a huge difference is a well planned digital ecosystem, which in the world, as we are experiencing it now, is sometimes the difference between a successful business and cutting your losses.
A digital ecosystem is an interconnected network of everything from customers, suppliers, trading partners, and much more; this includes their extensive, individual technologies. Your website becomes the platform for your brand, and all channels point back to it. Social media, traditional, premium publishers, paid channels, and video carry your value proposition, products and services. Imagine all the points you need to run your business, then integrate it digitally; it takes far more than an online selling platform.
By building this network, you integrate new and old technologies and business experience and surround it with a digital platform to grow and maintain your business and its relationships continually.
This does not necessarily mean you have to transform your business into a complete online or remote position, but it could never hurt to have a plan to do so. Building a digital ecosystem is mostly surrounding yourself with the right connections to provide a seamless, modern solution to your business.
Digital ecosystems increase value and the speed of adoption of new technologies. They can also improve workflow efficiency, discover measurable cost savings, increase productivity, and simplify distribution. By bringing in technologies and ecosystems from other industries, you're ensuring the strength of your ecosystem. By collaborating, you are also expanding your customer base; by bringing in additional partners, your geographic reach extends. This expansion includes possibly eliminating language and cultural barriers.
1. Select and manage multiple collaborations - When building your ecosystem, it's not a bad idea to think outside of the box. Yes, some collaborations seem apparent, but the most successful digital ecosystems have around 40 partners.
2. Expand your partnerships to different geographic locations - As said above, different collaborations can bring in different positive outcomes. You are expanding your customer base to allow different cultures, languages, and geographic locations, eliminating cultural barriers and eliminating payment and conversion complications. The most successful digital ecosystems cover ten or more countries.
3. A steady, GTM Planned Ecosystem is more successful than a fast building ecosystem - As with many things in life and the business world, when planning an ecosystem, slow and steady wins the race. When jumping into building an ecosystem as fast as possible, you also risk making the wrong ecosystem or choosing the wrong path. By building steadily, you have the chance of joining already formed ecosystems also, meaning you not only get to utilize your new partnership, but you are using your partnerships ecosystem also.
4. Create a Strong Client base - Having a significant client / customer base not only attracts partners but gives you the best position to attract partners with the right skills and funding. If your customers are happy and purchasing your product, then other contributors will see that integration will benefit them and more than likely build their ecosystem.
5. Stand out from your competitors - If your technologies, processes and integrations stand out from your competitors, you are more likely to attract stronger partnerships. There are various things like a trusted brand, low process, or excellent customer service ratings that will also allow you to stand out from the crowd. Bringing a different approach or a unique service product to the table opens an opportunity for you and your partners.
Building an ecosystem is a choice, not a necessity, but we have seen in the event of a pandemic like the current one, building a digital ecosystem will allow you to mold to the current conditions. In some situations, these digital ecosystems have been so thriving for companies that they are planning to remain digital for the most part, even after things return to normal.
Building your ecosystem is about attention to detail and building your own business. The more successful and stable you are, the more you have to offer to a partnership. This also applies to you when searching for a partnership. Building a thriving ecosystem that is stable in this ever-changing environment won't include accepting every partnership your run across. Just as we stated in the recommendation of Building a Strong Userbase, searching for the right skills and funding is essential, as well as finding a stable partner. You should be able to complement your partner's products and services just as they should yours. Mutually beneficial partnerships are always the goal, so preparing your organization for digital collaboration is just as important as finding the right partners.
Companies that have successfully built and maintained thriving digital ecosystems have done well during this pandemic, where many other companies lost out. While it is not easy to build a strong and stable digital ecosystem for many companies, it has made all the difference during this time. Even as customers, we look for dependability and simplicity when we shop or purchase services. As a company, integration and effective partnering not only draw in more customers but allow you the opportunity to be more flexible in this ever-changing world.
A digital ecosystem is not only useful in an unprecedented situation either, integration and collaboration will not only allow companies to keep up with the ever-changing technology but will help iterate ideas and create new products and solutions. Facebook, Amazon, Apple, and so many more large companies would not be where they are today or be able to offer what they do without integration and collaboration.
You can really improve the quality of your inbound leads if you make a few simple adjustments. Quality leads share many common characteristics, and with a little bit of fine-tuning you can reduce the amount of your marketing waste, and improve lead quality, by making sure that these essential characteristics are in place before you turn on the lead funnel.
The most common complaint overheard this is that the client or customer can't pay for the services offered. Make sure that you purposely target the best audience that has the greatest need for your products or services, with an ability to pay for your product and services.
What is the sense of urgency? If their personal need doesn't have a high sense of urgency with a need that requires an immediate solution, it is extremely hard to get potential client or customer to engage. To ensure you're seeking the right targeted personas, make sure that your products and services address urgency with one or both of the following; pain and great inconvenience such as loss money, or the threat of loss of things like health, home or finances. Significantly larger lead values are always found with those types of criteria in place, so make sure that you're adding value clearly defining how your solution solves these urgent pressing needs.
Your unique value proposition is critical and the key distinguishing factor that highlights you and your business above all others.
If you're in a hotly uncontested market, a major metropolitan area, or trying to break in a new market niche, you need to answer these questions; what is the big benefit that you bring to your potential clients that your competitors don't offer? What is the service that would make them want to do business with you right this minute compared to someone else? What's the benefit that you can provide that a competitor may not?
Your unique value proposition (UVP) must be unique and answer some simple questions like:
Not only do you need to understand the answers to the questions above, but you need to strive consistently to improve the value of what you offer potential customers and clients. Most importantly can your clients find this unique value proposition throughout your entire digital ecosystem? Does your UVP show up in social media, personal profiles, online directories, and your website.
This may seem counter intuitive but can your potential clients and customers engage with you easily? Too often the gating item is a poorly designed process that blocks east of access for potential clients to engage and inquire about your products and services. Removing any obstacle or barrier and making it consistently easy to do business with you is sadly rare and more often an exception then the rule. The more that you align your new client process with user behavior the more natural it is for clients to engage with you because you have made the process seamless and easy for them to do so.