Plenty of Fish: How to Help Your Website Stand Out in a Crowded Sea

How$to$Help$Your$Website$Stand$Out$in$a$Crowded$Sea$

Erika&Ritzer&

Principal,*Greenfield*Belser*LTD.*

[email protected]*

FIRST&OFF:&Who*Are*We?*

Founder*&*CEO,*ThunderAcFve*

Max&Thomas&

[email protected]*

Shawn&Massie&

Director*of*Search,*ThunderAcFve*

[email protected]*

What&does&an&&

ideal&bachelor(e?e)&

look&like?&

User&interface&and&visual&

appeal&keeps&users&longer&

and&gets&the&coveted&

second&click.&

Be&wary&of&too&much&

content…&or&too&li?le.&

Give&substanMve&

informaMon&and&track&

who&sees&it.&

WHEN&SEO&GOES&RIGHT&FOR&LAW&FIRMS&

STRAIGHT&FROM&GOOGLE&

•  Today there are more than 200 unique signals in Google�s algorithm

•  Signals include things like �terms on website, freshness of content and PageRank�

•  In 2013, 665 updates were made to the Google Algorithm

SO&WHAT&SHOULD&YOU&FOCUS&ON?&

WHY&ARE&RELEVANT&TERMS&IMPORTANT?&

The Google homepage doesn’t show results until you type!

GETTING&STARTED&

•  Find out what your target audience is searching for

•  Get a feel for the intent behind popular search queries

•  Map out a plan of attack

BRANDED&VS.&NONWBRANDED&

•  Branded searches include your firm�s name, attorney names or variations of either

○  The intent here is to learn more, contact or revisit a familiar brand

•  Your firm�s website should rank #1 organically for branded searches

○  Not local directories like Avvo

○  Not LinkedIn

○  Not press releases

○  Not Google+ pages, however this is a great #2 or addition to #1


•  Non-branded searches exclude any firm or attorney name keywords

○  Intent is to explore options, learn more information or find something specific

•  This is your chance to make a first impression

•  These are usually the primary keyword targets firms want to rank for


Understand the intent of the query that you want to rank for and tailor content around that

GOOGLE&WEBMASTER&TOOLS&

1.  Look at queries your site currently gets impressions for a.  Sort by impressions to see what easy opportunities b.  Sort by clicks to see what you can improve upon

2.  Look at what pages currently rank for each query 3.  View what Google sees as the most common keywords associated with

your site

SEMrush&

•  Evaluate your competitor�s organic keywords ○  Sort by traffic % to see their top keywords

•  See what keywords you have in common with competitors •  Pick out keywords they are paying for

GOOGLE&ANALYTICS&

•  Not provided will be a large percentage ○  Look at remaining keywords

•  View which landing pages have most traffic in search

GOOGLE&KEYWORD&PLANNER&

•  Enter in the non-branded keywords you think your site is most relevant for

○  Disregard popularity at this stage

○  Include long-tail keywords

○  Include variations

•  Look for search volume, competitiveness and estimated CPC

GOOGLE&TRENDS&

•  Put your top 5 keywords in each group into Trends to see which are on the rise ○  Take best ones as primary keyword targets ○  Use the rest for secondary pages or content

ONWSITE&KEYWORD&OPTIMIZATION&

•  Goal: Map out which pages will rank for all keyword targets

•  Title tags and meta descriptions

•  H1s and all headers

•  Content on page includes your keywords naturally

•  Images are tagged properly

•  Internally linking to pages with proper anchor text

•  Primary pages are linked from primary navigation with right text

LOCAL&KEYWORDS&

•  Tie in hyperlocal content to office or contact pages

○  Ex. �downtown san diego criminal defense lawyer�

○  These searches trigger Google My Business pages and firms on desktop

•  Google already assumes local intent with all mobile searches

○  Ex. �criminal defense lawyer� shows me San Diego attorneys

SPEAKING&OF&BLOG&TOPICS...&

LONGWTAIL&KEYWORDS&

•  Long-tail keywords are too long to be commonly searched

○  Don�t waste primary page real estate with these terms

•  If it�s something you want to be featured, make it a landing page

•  Utilize them for blog content as a post topic

WHAT&PAGES&CURRENTLY&RANK?&

• Use GWT to see which pages currently rank best for keywords

• Do a site: search to see what Google thinks is the most relevant page

ATTORNEY&NAMES&

• Directories will compete for name searches

○  Have a strong bio page on the website to outrank directories • Link social profiles to bio page to strengthen them • What if your name IS the firm name?

○  Ex. The Law Offices of David P Strauss ○  Leave the home page as the target page for your name

DIRECTORY&LISTINGS&

• Branded searches may return Avvo, Martindale and other directories

○  This is fine as long as all listings are current and accurate

○  If they�re not, claim and edit them to have a consistent NAP

• If attorney listings on directories rank for brand name searches then:

○  Remove all mentions of firm

○  Google thinks attorney names might be businesses at same address

BAD&PRESS&

• Branded searches may show bad PR related to past cases

• Branded searches may show bad reviews from disgruntled clients

• In any case, you�ll want to:

○  Push down the negative listings to Page 2

○  Create pages on your site that address the issue and rank instead

○  Set up Google Alerts to respond quickly to negative feedback

○  Create profiles on different social networks to outrank negative listings

GOOGLE+&LOCAL:&Private*PracFce*Page*

GOOGLE+&LOCAL:&Large*Firm*Page*

GOOGLE+&LOCAL:&Introducing...*

Merge*Of*Google*Places*&*Google+*

GOOGLE+&LOCAL:&Why*It*MaPers*

Google+&=&Local&&&Mobile&

&

Image source: http://www.seo-alien.com/wp-content/uploads/2012/07/google-local-mobile-ready.jpg

GOOGLE+&LOCAL:&APracts*Prospects*

NonRBranded*Local*Search*Results*


Reviews*&*RaFngs*Drive*Leads*

GOOGLE+&LOCAL:&Is*Branding*(Firm)*

GOOGLE+&LOCAL:&Is*Branding*(Private*PracFce)*

GOOGLE+&LOCAL:&How*Does*It*Work?*

GOOGLE:&Wants*Order*

GOOGLE+&LOCAL:&Wants*Data*Consistency*

Make these consistent across all sources

• Name = Attorney / Firm Business Name

• Address = Physical Business Location

• Phone = Local Phone Number

GOOGLE+&LOCAL:&Wants*Data*Consistency*

GOOGLE+&LOCAL:&Shortlist*

Local*Search*–*Focus*on*data*&*brand*consistency*Social&Profiles&

• FourSquare/Swarm*

• Facebook*LocaFon*• Yelp*• TwiPer*• Linkedin**Other&

• Your*Website!*

Local&Data&Sources&

• Google*MapMaker*

• Google+*Bulk*Upload*• Google+*Local*Page*OpFmizaFon*

• Bing*Bulk*Upload*• Yahoo*• Acxiom*

• Localeze*• InfoGroup*• Avvo.com*(lawyer)*

• MarFndale.com*(lawyer)*

• Lawyers.com*(lawyer)*

SCHEMA&MARKUP:&What*Is*It?*

1)  schema.org*is*a*collaboraFon*by*Google,*Microso_*and*Yahoo!*to*improve*the*web*by*creaFng*a*structured*markup*schema*supported*by*major*search*engines.*

2)  OnRpage*markup*helps*search*engines*understand*the*informaFon*on*webpages*and*provide*richer*results.*

3)  Sends*direct*signal*to*Google+*for*Knowledge*Graph*and*local*search*results.*

4)  Opportunity*to*maximize*website*for*NAP*consistency.*

SCHEMA&LOCAL&MARKUP:&What*Is*It?*

1)  hPp://schema.org/APorney*

SCHEMA&MARKUP:&What*Does*It*Look*Like?*

GOOGLE+:&Creates*G+*Pages*Automa'cally+

Top Issues 1. Attorney name ranks for firm name 2. Google+ Page shows office in SF but it�s in PA 3. 415 phone number is disconnected

GOOGLE+:&What*Might*Skadden*Arps*Do?*

Discover what�s causing the G+ listing (remember: Google is a data aggregator)

#1 Search for Google+ Page name in quotes

Discovery:

• Only 4 listings

• Personal Google+ profile page

• 2 directory listings

Conclusion:

• Google+ most likely created profile page from directory listings

Next Step:

• Check phone number


#2 Search for phone number in quotes Discovery: • Look! Google+ profile page for new attorney name • Multiple directories for attorney names using firm�s phone number Conclusion: • Firm phone was most likely used by individual attorney for their directory listings Next Step:

• Check out address results


#3 Search for address in quotes Discovery: • Multiple directory listings for firm name at address Conclusion: • There�s definitely a Skadden Arps location but phone number is dead Next Step: • Determine if firm still has office • Determine if Jose Allen still works at firm


#4 Search for �skadden arps san francisco�

Discovery:

• Firm closed SF office in 2010

• Website shows office in Palo Alto (not SF)

Conclusion:

• It�s an old listing that needs to be updated


#4 Search for �Allen Jose R� on Skadden.com

Discovery: • Still works at firm • Bio page is a pdf

Conclusion: • PDF�s get indexed by Google but not always fully crawlablez

GOOGLE+:&Skadden*Arps*R*Next*Steps*

1.  Setup Skadden Arps Google My Business account 2.  Claim Google+ Listings & Verify

GOOGLE+:&Skadden*Arps*R*Next*Steps*

3.  Claim The Listing

4.  Correct Name, Address & Phone

5.  Manually update directories / listings from SERPs

6.  Submit corrected information

listing to all data sources

GOOGLE+:&Jose*Allen*R*Next*Steps*

1.  Claim personal Google Plus page

2.  Search for “Jose Allen” +

attorney listings 3.  Manually update

directories/listings 4.  Submit corrected info

listing to all data sources

iOS:&What*About*�Apple*Maps�?*

Claim These For Apple Maps

•  Yelp

•  Localeze

•  Acxiom

•  InfoUSA

•  Factual

MOBILE:&Mobile*Usage*ConFnues*to*Grow*

Image source: https://www.yahoo.com/tech/by-the-numbers-iphone-vs-android-97842025474.html

MOBILE:&How*To*Tell*Your*Site�s*Mobile*Usage*

MOBILE:&Make*Your*Site*Mobile*Friendly*

Responsive Design

Mobile m.website.com

•  Your website MUST be mobile friendly

•  57% of users won�t recommend companies with poor mobile sites (SEJ 2014)

MOBILE:&Faster*Is*BePer*

•  47% of consumers expect a web page to load in 2 seconds or less. •  40% of people abandon a website that takes more than 3 seconds to load.» •  A 1 second delay in page response can result in a 7% reduction in conversions.

Image source: https://blog.kissmetrics.com/loading-time/?wide=1

MOBILE:&Page*Speed*R*What*To*Do*

MOBILE:&Cater*Content*to*Users*

•  Smartphone users in particular are often looking for something local and have high purchase intent

•  According to Google, 69 percent of mobile users expect businesses to be within 5 miles of their location

•  55 percent of mobile users want to purchase within the hour

•  Experiment with mobile-only content by time of day: Audiences consumer content differently by time of day they access

•  Images and video keep mobile users engaged, avoid text-heavy content

Google+:&Why*It*MaPers*

Google+:&Impacts*SERPs*

Google+:&Control*Your*Personal*Online*Brand*

Personal&G+&page&

shows&in&SERPs&

results,&just&like&

Linkedin,&etc.&

You&Want&To&Pump&Your&Google+&Page&Higher?&

Image source: http://dailym.ai/1vsOueE

GET&BUSY!&

1.  Blog*R*Post*your*own*blog*content*2.  +1*and*Comment*R*On*other*posts*&*updates*

3.  ParFcipate*R*In*Groups*and*communiFes*

4.  Encourage*R*Others*to*+1*and*share*your*posts*

GOOGLE+&PAGE:&A*Great*Example*

GOOGLE+&PAGE:&Setup*Tips*

•  Individual*aPorneys*in*a*firm*should*use*their*personal*gmail*account,*not*their*firm*email*

•  List*firm*as*place*of*work*

GOOGLE+&GUIDE&FOR&ATTORNEYS:&Learn*More*

Download&the&Google+&Guide&for&A?orneys:&*hPp://bit.ly/GooglePlusGuideAPorneys**

SITE&AUDITS*

•  Described as an agent of innovation

•  Hails from the west coast but likes to spend time in DC

•  Really in to intellectual property law

•  Spends free time prosecuting patents

•  Hangs with cutting edge start-ups and established Fortune 500 companies

•  275 people in her social circle

CONTESTANT&#1:&Knobbe*Martens*

•  World traveller: California, Chicago, New York, Washington, D.C. Beijing, Brussels, London, Seoul and Shanghai

•  Full service kinda gal liking everything from antitrust to white collar defense

•  640 people in her social circle

CONTESTANT&#2:&Sheppard*Mullen*

•  Resides in Denver, Colorado but has a place in Steamboat Springs

•  Our smallest contestant with just 41 people in her social circle

•  Another full service kinda gal into including corporate law, litigation, real estate, and wealth and succession planning.

•  Received the Chairs’ Choice Award for Outstanding Efforts in Economic Development from the Metro Denver Economic Development Corporation in 2012

CONTESTANT&#3:&Fairfield*&*Woods*

L I F E S C I E N C E S

BeijingBrussels

Century CityChicagoDel MarLondon

Los AngelesNew York

Orange CountyPalo AltoSan Diego

San FranciscoSeoul

ShanghaiWashington, D.C.

www.sheppardmullin.com

www.lifescienceslawblog.com

www.fdalawblog.com

Wells Fargo Center, Suite 2400, 1700 Lincoln Street, Denver, CO 80203

p (303) 830-2400 ▪ f (303) 830-1033 ▪ www.fwlaw.com

Fairfield and Woods’ lawyers know it is good business to put our clients first. We work with startup and technology clients to finance, protect and commercialize technology development and intellectual property, as well as eventual sale of the business or the intellectual property. We also assist clients in the areas of corporate law, litigation, real estate, and wealth and succession planning.

John A. Leonard (303) 894 – 44472 [email protected]

John A. Leonard is the chair of the firm’s corporate

department, and focuses his practice on the legal aspects

of financing, running and selling businesses. John works with companies that are financed and grown from operations, as well as those that are angel, venture capital or financed by other outside investors using private placement memorandums. John helps clients grow from operations and by mergers and acquisitions. He helps clients structure C-level retention and bonus programs. John advises companies on business exits to a company’s management or through private equity

acquisitions and by mergers.

John assists many of his clients in software development, protection and distribution, including distribution as OEMs, VARs and electronically through the software as a service model. John advises companies on agile software development and on open source and dual licensing (open source and proprietary licenses).

John assists companies in U.S. export compliance, including goods and services on the Munitions List and subject to the International Traffic in Arms Regulations (ITAR).

Gil B. Selinger (303) 894 – 4478 [email protected]

Gil B. Selinger counsels clients on a wide range of business transactions and legal matters. Gil's practice

focuses primarily on securities law. Gil has represented individual and institutional investors, as well as issuers in a myriad of equity, debt and exchange offerings, small and large private placements, and other corporate finance transactions. Gil regularly counsels broker-dealers, investment advisors and other securities intermediaries on compliance with federal and state securities laws and other business matters.

In addition to providing full service securities advice to clients, Gil also offers clients expertise on corporate transactions; mergers and acquisitions; changes of ownership; and cases involving corporate finance and capital. Gil has experience in both general corporate matters and securities matters; he routinely drafts corporate documents, including operating agreements, by-laws, shareholder agreements, buy/sell agreements and asset/stock purchase agreements, among others. His clients work in a variety of industries—including venture capital, private equity, entertainment, software, hardware, other technologies, construction, gaming, operations and real estate—and range from small LLCs and family-owned businesses to family offices and large corporations.

Please visit our news section at fwlaw.com for related articles on today’s presentation, including “Sources of Financing for Companies,” “Private Placements As of September 23, 2013: Selected Exemption and Disclosure Issues After the JOBS Act,” “New Rules for Securities Offerings,” and more from our corporate team.

Wells Fargo Center, Suite 2400, 1700 Lincoln Street, Denver, CO 80203

p (303) 830-2400 ▪ f (303) 830-1033 ▪ www.fwlaw.com

Repeal of General Solicitation: What you need to know. A person or company seeking to raise capital (an “Issuer”) can now advertise to the masses when they need capital via any medium imaginable: internet, TV, text messages, Twitter, newspapers, magazines, Facebook, email, LinkedIn, etc., but they can only sell to Accredited Investors. If you use general solicitation to raise funds, you must comply with the new rules, and manage certain processes, including: accredited investor verification due diligence, keeping track of prospective investors, managing a secure online system for investment memoranda, future SEC rules related to the advertising, and more.

3 Securities Issues that Lawyers Consider:

o Is the security registered or exempt?

o Is the person selling the security registered or exempt?

o Is there a material omission of fact or a misstatement of fact in connection with the offer or sale of a security (also known as 10b-5)?

Principal Exemptions and Concerns

o Rule 506(b) – Sale to no more than 35 unaccredited investors, no general solicitation

Concern: General solicitation

Concern: Sale to unaccredited without required disclosures, including audited financials, will terminate the exemption for all investors

Concern: Self-certifying accredited investor becomes unhappy and makes 10b-5 allegations

o Rule 506(c) - Sale only to accredited investors, general solicitation used

Concern: sale to unaccredited investor and loss of exemption

Concern: no or substandard verification of accredited status and loss of exemption

Concern: No fall back on Section 4(a)(2) Private sale

Concern: Increased 10b-5 exposure

o Rule 4(a)(2) – Private Sale to sophisticated investors

Concern: no questionnaire to verify buyer was sophisticated

o Rule 4(a)(6) – Crowdfunding (Not Yet Available)

Concern: Dollar limits on investment, must be done through a registered broker-deal or platform

Concern: Too many small investors; dumb money; no value add

Cap Table prevents exit or significant investment.

Proposed Rules. Stay in touch with Fairfield and Woods to find out the final details on the proposed rules related to crowdfunding and changes to Form D.

Branded&Search&–&54%*

Primary&Keyword&Focus*

Consider&Patent&vs&IP&Focus*

A&to&Z&Instead&of&Priority*

“Government&Contracts”*

Nonbranded&Queries*

Patents&Needs&A&Home*

Robert&Is&#1?*

Titles&and&URLs&Should&Be&OpMmized*

Title&Tags&Are&Long*

Clear&Layout&of&PracMce&PrioriMes*

Nice&Branded&Results&(But&Not&In&Your&Control)*

Sitelinks&Need&Love&Too*

Unintended&Keywords*

Good&Looking&Branded&SERP*

BRANDED&SEARCH:&No*Geo*Term*

BRANDED&SEARCH:&San*Diego*

BRANDED&SEARCH:&Irvine*

BRANDED&SEARCH:&Los*Angeles*

BRANDED&SEARCH:&San*Francisco*

GOOGLE&WEBMASTER&TOOLS:&Sitelinks*

BRANDED&SEARCH:&Palo*Alto*

BRANDED&SEARCH:&SeaPle*

BRANDED&SEARCH:&Washington*DC*

WEBSITE:&Local*NavigaFon*Good*

WEBSITE:&Separate*Page*Per*LocaFon*

LOCAL&SCHEMA:&Not*Present*

GOOGLE+&PAGE:&Robust*

GOOGLE+&PAGE:&Lots*Of*Photos*(Current)*

GOOGLE+&PAGE:&No*Videos*

GOOGLE+&PAGE:&Lots*Of*Posts*(Current)*

GOOGLE+&PAGE:&Filled*Out*In*Full*–*Irvine*Loc*

GOOGLE+&LOCAL&PAGE:&SeaPle*–*No*Photos*

GOOGLE+&LOCAL&PAGE:&Riverside*–*Wrong*Number*

GOOGLE&MAPS:&San*Diego*Search*

GOOGLE&MAPS&MOBILE:&San*Diego*Search*

APPLE&MAPS:&Branded*Query*–*No*LocaFon*

APPLE&MAPS&W&GOOGLE:&Old*LocaFon*

Same Phone,

Different Address

APPLE&MAPS&W&GOOGLE:&Correct*LocaFon*(Website)*

Same Phone

BRANDED&SEARCH:&Beijing*R*InternaFonal*

Different Phone, Different Address

BRANDED&SEARCH:&London*R*InternaFonal*

Different Phone, Different Address

GOOGLE+&PROFILE&PAGE:&MulFple*&*Non*Verified*

GOOGLE+&PROFILE&PAGE:&Not*Built*Out*

BRANDED&SEARCH:&Looks*Good*R*Photos*

GOOGLE&MAPS:&LocaFon*&*Phone*Correct*

GOOGLE+&LOCAL&PAGE:&Logo*But*No*Cover*

GOOGLE+&LOCAL&PAGE:&About*

GOOGLE+&LOCAL&PAGE:&No*Posts*

GOOGLE+&LOCAL&PAGE:&Photos*

GOOGLE+&LOCAL&PAGE:&No*Videos*

GOOGLE&SEARCH:&Non*Branded*Query*

GOOGLE&LOCAL&SEARCH:&Phone*Inconsistencies*

GOOGLE&LOCAL&SEARCH:&Schema*

GOOGLE&PLUS:&MulFple*Pages**

GOOGLE&&&APPLE&MAPS:&Different*Info**

MOBILE&SITE:&Not*Mobile*Friendly*

PAGESPEED:&Mobile*

MOBILE&SITE:&Responsive*Design*

MOBILE&SITE:&LocaFon*Phone*/*DirecFons*

MOBILE&SITE:&Consider*Mobile*Friendly*Blog*Content*

PAGE&SPEED:&Mobile*

MOBILE&SITE:&Not*Responsive*

PAGE&SPEED:&Mobile*

PRIZE:&1ST*PLACE*

PRIZE:&2ND*PLACE*

PRIZE:&3RD*PLACE*

Q&&&A&Download&this&PresentaMon:&*hPp://bit.ly/LMADaFngGame*

Download&the&Google+&Guide&&

for&A?orneys:&*hPp://bit.ly/GooglePlusGuideAPorneys**

Email:&*[email protected]**

[email protected]*[email protected]*

*

Plenty of Fish: How to Help Your Website Stand Out in a Crowded Sea

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Transcript of Plenty of Fish: How to Help Your Website Stand Out in a Crowded Sea