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Jan 7

Create strong website layouts by putting content first

Create strong website layouts by putting content first

Attorney websites are primarily informational. Firms aim to create traffic through marketing with the ultimate goal of converting visitors into clients. Since the quality of information on a site plays an active role in determining whether or not a visitor will contact the firm, a website’s design must provide a showcase for quality content.

Content marketing is not new; good marketing companies have long stressed the need for quality content. Given its importance, the role of content in the…

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Dec 30

Google +Post and Facebook Boost Offer Firms New Advertising Options

Google Plus CardsGoogle+’s +Post and Facebook’s Boost present the same basic service: both promote social posts, pages and websites on your behalf.

Google+ +Post
+Post offers paid, Google+ post placement for your firm. These interactive, live ads are meant to be more relevant to users than traditional banner advertisements. The ads themselves do not display on the Google+ network. Instead, they fit into Google’s much wider Display Network and point…

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Dec 17

Google will find paid links and penalize your site

link penaltyAt one time, purchasing paid links was one of the most popular strategies to improve a law firm’s search engine positions. Of course the practice as been banned for several years but it continued as marketers found ways to sell “undetectable” paid links. Google’s algorithm has changed significantly over the last few years and even purchased links that promise anonymous origins fail to deliver.

Google’s Distinguished Engineer Matt Cutts…

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Dec 14

Five ideas for creating compelling video content

Five ideas for creating compelling video content

Digital video production and consumption has been rising steadily for years. YouTube sees one billion unique users per month, and according to a forecast by Cisco, video traffic will constitute 55 percent of all Internet traffic by 2016. Everyone is talking about video for good reason.

A 2012 report by e-commerce provider Ivodo found that 52 percent of consumers claimed to have more confidence in a product after watching a video. Your firm can capitalize on the…

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Dec 11

Organic Promotion Carries New Costs on Facebook

FacebookBrace your law firm for another change from Facebook: paid organic link promotion.

For the last few months, law firms relying on Facebook pages to promote their businesses have been encountering a great deal of difficulty. As they tried to reach end users with unpaid, organic promotion, it became apparent that only a small portion of their posts were actually seen in the news feeds they expected. As such, businesses…

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Dec 6

Facebook admits brands will have to pay to reach fans

Facebook admits brands will have to pay to reach fans

Marketers have suspected for some time that organic Facebook post reach is on the decline. Last year, Facebook released an algorithm update with the stated goal of weeding out spammy content. At the time, the social network reassured business users that median page reach would not change. But after the change some brands claimed that their unpaid (organic) posts were appearing in fewer fans’ News Feeds. Companies were understandably concerned about their continued ability to reach consumers.

Shortly after the…

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Nov 24

How to let content drive website design

How to let content drive website design

Attorney websites are primarily informational. Law firms do not sell anything online directly, and while a firm’s site will promote certain practice areas, its tactics must be different than those of a band touting its latest album or a restaurant advertising new menu items. Since the quality of information on a site plays an active role in determining whether or not a visitor will convert, website design must provide a showcase for quality content.

Content marketing is not new; good…

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Nov 14

Google+ Custom URLs Make It Easier to Find Your Firm’s Profile

Google Plus URLStrings of numbers have long plagued Google+ Pages. Recently, Google+ introduced custom URLs to make advertising your Google+ Page a little easier.

Since offering Pages, Google+ has issued a long string of numbers for the URL. This practice was certainly acceptable for linking to your profile from your website and email footer, but it caused limitations when promoting your Google+ Page offline.

While you could place your…

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