# 4 Don ’ t Forget Spanish !
An estimated 13.5 percent of the U . S . population speaks Spanish at home . Yet , of the $ 225 million spent each month on legal advertising , just $ 14 million is targeted for Spanishlanguage or 6.2 percent of spending . The Spanish market is less saturated and competitive , which essentially doubles the effectiveness of each dollar spent on advertising .
# 6 : Don ’ t forget to buy your brand !
If you don ’ t buy your branded searches , you can lose out . Your efforts to boost your brand recognition will go to waste because competitors will steal your clicks by purchasing your firm ’ s name . This should be a minimal investment but is a no-brainer in terms of protecting your firm ’ s brand and reputation .
# 5 Harness the superpower of PR .
Implementing a PR program with SEO is a complementary strategy that compounds the effects of your online presence and search rankings . Consumer Attorney Marketing Group offers both areas in-house and has been achieving tremendous results for our clients from coast-to-coast .
With regards to backlinks , a major contributory area to SEO rankings , it ’ s crucial to avoid what ’ s known in the industry as “ black hat ” link-building or the process of acquiring links through unethical ways . This includes purchasing backlinks , guest posting , or participating in link schemes such as scholarships .
Often , these shortcuts can ultimately result in manual penalties from Google .
On the other hand , PR-generated media coverage brings quality natural backlinks , which have a positive impact on search rankings in an organic way . Additional ways a strong PR program impacts your search rankings include :
• Coverage ranking : News featuring your firm ranks for nonbranded searches .
• Brand mentions : Provide Google Search Quality Raters with branded authority references when researching your firm .
• Branded search volume : Increases branded search volume for your law firm
In addition , PR efforts can directly lead to an increase in contacts , and ultimately , more clients . In the days following national TV appearances , one of CAMG ’ s clients saw a 175 percent increase in contacts .
# 7 : Tap into a variety of tactics to drive more brand searches .
Growing recognition of your brand can benefit from a multiprong approach that includes TV , social media , PR , out-ofhome , and even real-life connections you ’ ll get from being active in your community or market . Positive client experiences also play a significant role , including testimonials and wordof-mouth . PR efforts can highlight any philanthropy or community efforts by your firm and staff .
# 8 : SEO , done right , delivers lowest cost per case .
Compared to other channels , SEO continues to deliver the lowest long-term cost per case and can generate significant case volume . Incremental cases have no cost , and your website becomes a value-increasing asset of your law firm . Working with a digital and SEO team that focuses on the legal industry can help you reach and surpass your SEO goals . Boosting your organic and map pack search rankings can take some time but is well worth the investment .
# 9 : Don ’ t forget to track all leads by the date created and source .
Knowing when and where your leads are coming from is essential to an effective SEO program , whether calls , web forms , or chats . Close out your month ’ s reporting once all leads that were generated that month are signed or declined . Robust tracking can help you make data-driven decisions and optimize your marketing mix .
The Trial Lawyer x 21