Legal Technology Track: Digital Marketing: Expert SEO & SEM Advice for Your Firm

By | August 12, 2019


(upbeat funky music) (audience applauds)
– Hello, hello, hello! Oh, I only like my voice if it is amplified into your eardrums. How are we doing everyone? (audience cheers)
Yes! I’ll make you do a shake
after the next one, ’cause I feel that lugginess, but we’ll pull it back together. But, we have an amazing two
presenters for you once again. ‘Cause we’re giving you double
dose all this afternoon. Now these next two presenters actually share a podcast
together called Clienting. They are the Marketing Director
and Founder of AttorneySync and let’s just get things
started right away. Well, y’all gotta get up
here first, get seated. I wanna hear cheers. Guys let’s cheer these people in, c’mon let’s get in, come on! I see you all, I love it,
get closer, we love the love. But don’t touch, ’cause it’s, yeah, well I mean there’s screens
in between us so you can’t. But there’s, yeah. Now this is just awkward. Anyways, so again, the
Marketing Director and Founder of AttorneySync, podcast
together Clienting, the one and only Gyi
Tsakalakis And Kelly Street. (audience applauds)
– Hello. – Hello. – Hello.
– Feel free to move up. I’m Gyi.
– I’m Kelly. Are you guys read to talk
about marketing today? (audience cheers) – So we’d love for this
to be more workshoppy. We’ve got slides, we’re
gonna present some stuff, but if you got questions we got mics, feel free to interrupt. But, with that, we only
got 35 minutes also, so we’re gonna have to go kind of quickly, but let’s dive right in. – All right. – Do you have the clicker? – I don’t have the clicker,
where’s the clicker? Oh, rookie mistake. We’re getting it, we’ll go there. All right, this did not translate well. But we’re gonna be talking
about search marketing trends that you need to pay attention to and then ones that you can
probably just kinda forget are trends and ignore them. – Yeah and I think, kind of the theme here in accordance with the
theme of the conference is I want you to start
thinking about search marketing like potential client
experience in search results. So we’re gonna try to
make a better experience for our next clients,
using search engines. And I think if you frame it that way, a lot of this stuff
will resonate a lot more than the classic rank for a keyword that doesn’t have the same value. But we’ll get into that. – First and foremost, Google turned 20. It seems like they’ve
been around for forever. I’ve been Googling for a long time. But they’re actually only 20 years old. So really haven’t been part
of our marketing landscape for that long, when you think about it. – Yeah and I think with that
kinda 20 year anniversary, it makes you think, one, the
way that we use search engines and the way that your potential
clients use search engines, is constantly evolving. So it changes the types
of things they search on, what they’re looking for,
and it also is a nod to, the technology isn’t perfect, right, I mean Google is amazing,
don’t get me wrong. The most well-funded,
educated company perhaps in the history of human kind, maybe. But, there’s still holes in the technology and so I think it’s important
to have that context. That you’ll hear things
like spam, blackhat, and my cautionary tale to you is this, some of that stuff does still work, but it works until it doesn’t work. And so if you’re investing time and money to try to game Google, even if you get a leg
up in the short-term, on the long- term, it’s
gonna be really hard to compete with trying
to trick these guys, because they’re pretty sharp. – Yes. So first and foremost, when we’re talking about SEO and SEM, what do we mean? It’s kind of this great
acronym that we’re just like, oh yeah, search engine optimization, search engine marketing, but what are these different things? So when you think about
search engine marketing, you’re thinking about the ads that you see at the top of Google
Search and then below, you know, your pay-per-click,
formerly AdWords, now Google Ads, and then
SEO, a little bit different, this is your organic and your
local map, your local pack. – Right, and so you know, ads
you pay Google for per click, most of the time, and
organic, you, in a nutshell, need people to link to your pages, share your pages, talk about your pages. And you know, a lot of people say there’s some wizardry behind SEO, it’s really a lot less
wizardry than you think. I mean there’s some technical
things you have to know, but I think another thing, that for framing this conversation, is to think about search
in the way that you think about some of your other
client development strategies. It’s putting good stuff out there that people actually wanna
consume, link to and share. Keep reminding yourself of that as we have this conversation today. – So how do clients find lawyers? – Anybody wanna, just
shout out some ideas, how do you clients search and… – [Conrad] Avvo. – [Gyi] Avvo, Conrad, thank you. – [Audience Member] Word of mouth. – [Gyi] Word of mouth, yep,
that’s a very good one. – [Audience Member] Google Maps. – [Gyi] Google Maps, yep, good one. So there’s a lot of different ways that people look for lawyers and my kind of take on this
is that, more and more, no matter how someone gets a lawyer’s name or is referred to a lawyer,
whether it’s word of mouth, a friend, a family member, they’re gonna go look
the lawyer up, right. They wanna know more
information about the lawyer, they wanna know what their reputation is, they wanna know what other clients say, and the first place
they’re likely to go to for that search is more and
more likely to be Google. And so, the first way
that people really look for lawyers on search engines, this is how it ties into SEO, it searches on your name, right. They type your name in,
your name plus attorney, maybe your law firm’s name. And so if you do nothing
else with SEO or SEM or the internet in general, I would suggest that you keep
an eye on the conversation that’s going on about you on
a search result for your name. – Yeah, and I think we heard from Clio’s trends report last year, that there are still more
referrals than anything else and that’s how people are finding lawyers. But what do you think people are doing after they get your name as a referral? Of course they are looking you up online. They’re not just gonna blindly call you, unless you’re, I don’t know, their cousin. They’re not just gonna
blindly call you and say, hey what can you do for me? They’re gonna make sure you
are who you say you are, or who your friend said they are, and they’re gonna make
sure you look like someone they would be comfortable
with working with and giving their money to. – So our great friend Erin was willing to be a guinea
pig for us in our talk and we wanted to point out some good things that she’s doing. Oh, I was looking at the wrong one, sorry. Google My Business is the
first place to go to make sure that you have control of what Google is showing for searches on,
your name, your firm name, it’s free, so just go
to Google My Business, follow all their instructions,
fill out all the information. A couple high notes and good examples that EHG Law Firm is doing here. Be conscientious about
the images you’re using in your Google My Business listing. Use pictures, a picture
of yourself is great, a picture of you at work, if you’ve got clients
that are willing to agree. You can also now put videos in your Google My Business
listing and, you know, this again, this is how a lot of people are gonna form their first impression of your practice after they get your name. This is where you should
be, in my opinion, should be spending the lion’s share of your Google marketing time, if you’re going to be doing
a lot of this stuff yourself. Deliver great client experiences, nudge them towards going to
your Google My Business listing to leave reviews, because that’s going to be the primary first impression for people that go look you up online. – And one of the other things we wanted to call out were the hours. So, of course, she has that she is open and closes at 5:00 p.m.. The great thing about
Google My Business listings that you can do is add in
your holidays that you’re off and if you’re here as a solo practitioner and you have your Google
My Business listing, but you know you are not
available during this time, make sure that Google knows
that your business is closed. Otherwise, potential
clients are calling you and they’re not able to get ahold of you and they’re wondering what’s going on and they are just next down on the list, because you didn’t pick up your phone. – So Google My Business,
big takeaway from this one. – Another part of Google
My Business are the posts. These are becoming more
and more important. They make your Google My
Business listing profile so much more rich and they
call more attention to you, people can see that you’re
doing things consistently online and that you’re active and you’re probably more
readily available to them. So we have a few things listed here. The first is, we call out reviews from– – So if you use, check out the tool, Small Thanks with Google. You can take a review that’s on your Google My Business page, feed it into this tool, and it’ll give you this pretty little, you
can pick different colors, different design elements,
and then take the image from Small Thanks with
Google and put it on posts and now you’ve added an extra
area for client testimonials on you Google My Business listing, that’s gonna show up first for those searches on your
name, searches on your firm. And it’s very compelling, right, because it jumps off the page, you’ve got design element control that you don’t have with other
areas on search result pages. – Another thing that’s really
important is the option, or Google My Business post is offers. So that’s the second
one we have listed here. And you can just even
do a free consultation if that’s something that you offer, or a free 15-minute phone
call, anything like that, that can kind of hook people
and it’s sort of marketing, it’s sort of advertising, but it also just builds out that post. And then the last one is
a Minneapolis law firm, they’re an immigration firm,
they have the most amazing Google My Business posts that I’ve seen. They just are constantly updating it and adding new and different things like they’re introducing
new lawyers in their firm, or a wide variety of things. But to slightly backtrack and go back to the main Google My Business listing, the other thing they also
do that was incredible, is as an immigration firm, they have people asking them questions, the question and answer on
Google My Business listing, and they are responding to
those questions immediately, and they are responding in Spanish, if the question asker submits
a question in Spanish. It’s just, it’s awesome,
so I would definitely maybe look up Wilson Law Group and see what they’re doing on their Google My Business listing. – And then for folks, yep. – [Audience Member] How do
you get editorial control over your Google My Business? – You just go, they’ll walk
you through the process, but basically you search to see if they’ve already created
a listing for you in there. If they have, you just
click it and claim it, so you’re just connecting
your email basically to it, and then you have to verify it. Once you verify it, you’ll have access to be able to enter the information, update it, take control of it. If there’s not a listing there for you, they’ll give you the option to create one. A couple quick pro-tips for the people that are a little bit more
familiar with this stuff and sophisticated tracking
of their marketing, use URL parameters in your website link and your appointment link, and
you can track in analytics, the number of people that
are actually clicking on that particular link on your
Google My Business profile. That way you can actually tie back clicks from Google My Business to
your website, ultimately, if you’re using Clio,
into Clio, towards a fee, and that’s gonna be kinda the framework for being able to track return on your time and money spent
on this part of Google. You can also put parameters
in your post URL, so you can see if your posts are actually resonating
with your audience. Google has some insight
data on this stuff, but it’s not as effective in
terms of actually measuring who’s clicking on what and where, as actually putting URL parameters. Because we’re limited
on time, I can’t explain the whole way of creating URL parameters, but if you search for it,
it’s really not that hard. It’s just a question
marka and some UTM codes. And be mindful of the
buttons that you use. So if you wanna do an appointment, you know, there’s book appointment, that’s a much different
psychological call to action than something like learn
more or subscribe or download. But if you’re doing a bunch of
different content marketing, your posts with the button
are a really effective way to get that content in front of people that are searching on your name. – All right, more fun stuff. Structured data and snippets. Of course we had to
call out Patrick Palace, he’s everybody’s favorite. And he does some really great
stuff with structured data. – Yeah, so a couple things
I just wanna point out on this listing here. You’ll notice the Facebook listing, so Facebook’s generating
those little stars through structured data on Facebook. So Google’s crawling the Facebook page, seeing that structured data, and showing that review snippet. So the good news is, you can also use that same structured data
markup on your own site. So if you have a testimonials page, or maybe your attorney bio page, if you use aggregate review
markup, Schema or JSON-LD, you can actually generate those snippets. So when someone searches on your name, your bio page is very likely
to be one of the first spots. And then you can also
include testimonial snippets that jump off the page, and again, talking about that
potential client experience, these are the types of
things they wanna see. They wanna see what clients
have to say about you, the experience that you provided them, the service that you provided them. And again, this is another way to validate that on your own site as well. – Oh, there we go. Video, we absolutely had
to call out Jess here, because she is really using video and maximizing it in all
of her marketing efforts. And so what she’s doing
with video is so great. It’s coming up in her search results. You can see, as a potential client, things where she’s talking about
her experience as a lawyer, how she works with clients, and it just makes you
really excited to be like, oh let me click on this
and find more about her. And then you know exactly
what the experience of working with you is going to be like, because she tells you in her videos, what working with her will be like. – Right and you know, that’s
what people care about, right. Like this is a relationship
reputation business and so video is a very effective medium to be able to communicate
what you’re like, why you do what you do, it shows up in searches on your name, whether you’re using YouTube
or some other platform. And again, you can also add now videos to your Google posts
and Google My Business just, I think, actually in the, there’s a video section as well. Those will show up right on
the side there underneath that knowledge panel to the
right of the search results. So really powerful way to
help form a first impression with a potential client,
that’s searching on your name. – Yeah and Google of course, is the number one search platform, but YouTube is the number
two search platform. So, people are going there to
look for a lot of things too. All right, again, how
do clients find lawyers? – Right, so we covered in the, what we would call branded search or design your name searches on your firm, the next probably biggest
thing that people do on Google, is ask a question, right. And in fact, I think this is
one of the biggest mistakes that lawyers make, is everybody thinks that all of their potential clients search on some pattern of practice
area, city, attorney, right. So like Chicago divorce lawyer, Chicago personal injury lawyer. In fact, those are
business lookup searches, they actually represent
a much smaller number of the total searches
than you’d see compared to something like a
researcher asking a question. And so, the other nice
thing is, is that they tend to be a lot less competitive
to actually appear for. So if you’re putting content, creating content on your
pages, answering questions, frequently asked questions sections, getting that stuff optimized properly, you’re much more likely to appear for those kind of searches, than trying to rank for the same handful of what they call head term
searches that everybody else is paying thousands of
dollars to try to rank for. And again, those might be
very targeted, lower-funnel, types of potential clients,
but there’s this whole universe of people that are
looking for information. They don’t even realize
they need a lawyer yet, and so part of their journey is going to be trying to find answers, and that’s where you come in with providing some of those
answers on your website. – And then, along with those
very specific searches, one of the things that you
wanna be paying attention to are the featured snippets, also called spot zero in your searches. But these are, this is the
searching that you’re doing where you get the results
back and you either have one thing called out
or you only get one result. And it’s rich content, it’s
something that answers, Google has determined most fully answers the searcher’s query and you get this with all of the little, kind of mini-added options at the bottom. So you can kind of customize,
like, oh okay, yep, I do wonder about how to
file for divorce, but oh, there we go, I’m in Georgia so
I’m gonna tag that on there. And then also, of course,
the people also ask. – Yeah and I think there was
one more point, because again, this is an area where you
could dive really deep, just about featured
snippets for the whole talk. Check out get STAT, STAT search analytics. They have a bunch of
white papers and reports about search intent and crafting content in a way that’s more likely to influence generating future snippets. Really, really good stuff. All free to download. But if you’re interested in trying to claim these position zero spots, I think that’d be the
starting point for me. – All right. Once more, how do clients find lawyers? Beyond, as Gyi mentioned,
beyond looking for your name and beyond asking a question
and then getting to know that they will need a lawyer, of course, there’s the look for a lawyer
near me, the personal injury, car accident, New Orleans,
Louisiana lawyer near me. – Yeah and I think, the other thing, this is the place that everybody
wants to focus on, right, like this is acquisition, this is people that don’t know you, they think they need a lawyer,
they’re looking for a lawyer. A couple things that I just point out, one is proximity matters to
the overwhelming majority of legal services consumers. So even when we talk
to plaintiff’s lawyers, they’ll say well, you
know for the right case, I would go anywhere in the state, you know we practice statewide. You gotta think about how your strategy and if you’re using AdWords, how you’re bidding, relates to proximity. Quick version is, if you’re
trying to convert people that are very far away,
you’re conversion rates are going to tend to be lower, just based on the consumer’s
view of the proximity. So if you’re in Chicago and you’re bidding on
keywords downstate Illinois, you’re conversion rates
aren’t gonna be as good. So even though you might wanna
advertise to those folks, you might adjust your strategy,
your bidding, the messaging, to recognize that it’s
not the same search intent as somebody that’s in
Chicago looking for you. So don’t overlook proximity. I know that lawyers tend to be like, oh yeah I practice statewide. Think about it from the
client’s perspective, think about their experience. Are they going to be
as likely to hire you, if they’ve gotta drive, right? That’s another thing too, marketing wise, if you offer your services
in a way that they can, you can interface with clients remotely, make sure you’re putting that
messaging out there so that, again, if you spend money
to acquire that client, communicate to them that,
hey, you actually don’t need to come into Chicago for a
lot of the representation. That’s gonna help them
have a better experience and also be more likely
to convert as well, which is good for you guys. – So what does this actually look like? Personal injury lawyers,
New Orleans, Louisiana. Of course, at the top
of every search result, you’re going to see the ads. Lovely three ads here. – Yeah, I mean, my big thing is, if you’re going to manage your own ads, spend the time to learn how
this stuff works, right. I mean so many accounts we look at, Google makes it very easy
to go spend money on Google, it’s very easy to open an account up, it’s very easy to pick your
keywords and start running ads. It’s very difficult to actually
consistently generate return on ad spending without some knowledge about all sorts of nuances
about their ad platform. And their ad platforms continue
to get more sophisticated, and so, really more from
me is a cautionary tale, spend the time learning, before you go dump money into AdWords. So many lawyers just conclude, well AdWords doesn’t work for me, or my clients don’t click on ads. And the truth is, it’s like, it failed because of the way
you implemented the campaign. This is not the same thing
as just like running a TV ad or a billboard, or taking
an ad out in a bar journal. This is a much more
sophisticated advertising method. And again, this is a 30-minute, so I can’t get in all the nuances, but I wanted to at least say that so that you’re not walking
out of here being like, oh Gyi and Kelly said, go
open up AdWords accounts and bid on lawyer and then expect that you’re gonna get some
kind of result from that. – Yeah, and as someone who is more on the content marketing side of things, I really wanna call out the copy that each of these ads are using. Because if you’re looking at
record-setting case victories, free case evaluation, how
much is my case worth, each of those ads are kind of pointing to a different search intent or a different want or a different need. And so, testing out the different copy that you’re using is another point. Before you say that it failed you, make sure that you’re testing out different things like that. Because you’re going to,
each one of these people is going to get a
different kind of client, depending on what they have
written in their ad copy, so. – Absolutely and again, if
you’re gonna do advertising, you’ve got to define what success is gonna look like for you,
make forecasts in advance. If you’re working with someone that’s helping you with this stuff, make sure you’re having
those conversations up front, because otherwise, you don’t
wanna be measuring success by things like dollars spent, number of clicks, ad
positions, impressions. You wanna be measuring things
like return on ad spend, whatever, a more marketing
business objective for your practice. There’s all sorts of ways to use AdWords, but make sure that you’re
tying the success of it, back to something
tangible for your business and not just blindly pouring money into funding the big Google machine. Another big trend watch
that’s been more recent, these local ads. Historically, they’re local pack has been completely organic, meaning that you couldn’t
pay to have a spot there. Google’s opened that up. My hunch is that you’re going to start seeing a lot more
ads in the local pack. I think that that’s a natural place for Google to monetize on small business. Unfortunately, right now you can’t actually tightly
manage to that spot. There’s some things you can do to try to influence showing up there, but I wanted to point that out because that’s kind of a newer thing and a lot of folks have
been confused about, oh, I thought that local
pack were completely organic. Be prepared for more ads showing
up in local in my opinion. – All right and then voice search. I’m guessing if I just hit
play here, there we go. Hey Siri, how do I file a
worker’s comp claim in Minnesota? – [Siri] My web search turned something up for how do I file a worker’s
comp claim in Minnesota. Have a look. – Hey Siri, find me a
worker’s comp lawyer. – [Siri] One possibility I see
nearby, Osentio Psychotherapy on Cleveland Avenue South in Saint Paul. Wanna try that one? – No Siri, find me a lawyer. – [Siri] The second is
Shoemaker and Shoemaker on International Drive, Bloomington, about three miles to your south. Wanna try that one? – [Kelly] Thanks Siri. – [Siri] No problem. – All right, so I kept this video, even though Siri didn’t give
me what I wanted right away. Just to show you that voice
search is not infallible, it is not perfect yet. It is something that you
do need to be watching for, do need to be looking for. But it’s still not totally there yet. – Yeah and my take,
I’ve been a little bit, I think there’s a lot of hype
around voice search right now. I think it’s an exciting technology, Google is obviously making a lot, all the majors made huge investments in natural language processing because they know that this is the future of how we’re gonna engage with devices. Today, for you though, I would say, this is a little bit
further down the horizon. I think be cognizant of it. If you have a Google
Home device or an Alexa, if you use a voice
assistant on your phone, I think it’s useful to
be doing the research to see what they’re showing,
which firms are coming up. I don’t think this is
a top priority for you, but I do think that it’s
something to have on your radar because if you talk to,
you have a kid, the kids, they interact with these
voice products natively. They don’t even think to actually look for the keypad anymore. It’s a huge indicator of where we’re gonna go for interfacing. However, right now, I do
think, in terms of things that you quote unquote can ignore, I would be aware of it, but not
stressing about it too much. But if you really wanna
future-proof your practice, I’d be starting to look into
how to mark up your pages so that it works well on voice search, you’re showing up in these local packs. So that you’re the result when people are asking these questions and when they’re looking
for lawyers on voice, that you’re still the one showing up. – And one of the things when people do ask about voice search, the response in how to
come up in voice search, the number one response we
give is, just do good SEO. Just do good SEO, if
you’re coming up number one for your other searches and on the actual search results page, you’re gonna be just fine. So do good SEO overall and that’s kind of how you can figure out the
voice search landscape. Google Updates, all right. So there are always these
like, oh this Google Update and how did this affect you
and how does this affect law and generally, frankly, Google Updates are not going to break your website or cause you to soar
through the roof, typically. The last Google Update they did was Medic and they call it Medic
because it tended to affect the your money, your life websites which is often law firm websites, but more so affects the health industry, which is why they ended
up calling it Medic. – Yeah, don’t obsess about these updates, I mean there’s thousands
of updates they do, every single year. The search industry goes out
and publishes things like, oh, the sky is falling,
so everybody’s scared, so they call the SEOs up to
try to fix their penalties and all this stuff. And, you know, in the last
10 years of doing this, I would say maybe like, there
have been less than a handful of these updates that
actually tactically change what you should be doing. You know, again, it’s
still the same things, you gotta have the technical
stuff right on your site. They’re getting better at being able to distinguish signal from noise. You gotta get quality links
pointing back to your site, people talking about you, talking about your practice online, sharing your pages,
getting in front of people. These updates, I think
that that’s another one where we tend to like,
hyper-focus on this stuff. So I would say put that a little bit lower on your priority list. Put out great content,
market that content, get it in front of audience
that can link to it, and then you don’t have to
worry about these updates, ’cause you’re aligning
your interests with Google, as opposed to trying to game them. – All right, we have three
and a half minutes left so I’ll try to get through these slides and we can at least take
one or two questions. So of course we’re always
talking about speed. Check your website speed, if
you have issues with that, we can, you know, talk about
it later or another day. But just check the speed of your website, make sure that people are coming to it and it’s actually loading
in less than four seconds, usually less than two, otherwise
they’re going to bounce. And what does Google know about you? Everybody’s like, oh, well
Google has all this history on you and they know everything about you, and so you need to be taking
that into consideration when you’re trying to get clients online. Google knows a lot about you, they do, but they are not necessarily
defining their search results for an individual person yet. They do base your future search results on your past searches that you’ve done, but don’t worry too much about that yet. And of course, do we
really still need to say, have a mobile-friendly website? – [Audience Member] Yes. – Yes, unfortunately we do. So if anybody has no idea
what we’re talking about, take out your phone and
go look up your website on your phone, and if you need
to swipe or pinch or slide, to find your contact information, any of the content on your
site is difficult to read, the answer is that you don’t
have a mobile-friendly website and you’re losing business to people that otherwise might contact you, because you’re making their
experience more difficult to find information, learn about you. Your potential clients, they’ve
got short attention spans, they’re gonna go back to the results. You know, obviously, people
that are referred to you might give you a little bit
more of a benefit of the doubt, but think about what it says
about, one, their experience, but also about your practice, if your website is very difficult
to use, looks out of date, and isn’t providing that information that they’re looking for. And it’s a sure shrinking factor, so for those of you that
are like, trying to rank, make sure speed,
mobile-friendliness, security, those have gotta be top priorities. That goes to the technical stuff. – Yeah and as a user, a pet peeve of mine is if you are like, oh
yeah, I have a mobile site, but it’s that separate mobile site that isn’t your full website. Fix that please. Because as a user, that
is also not friendly. – Yeah, the buzzword there
is responsive design. You can go look up responsive
design, that covers 90% of it. There’s some exceptions to that but make sure your site
responds to all of the devices that people might access it on. – Yes, all right, we
technically have a minute, so questions. – [Audience Member] Can you customize the buttons on Google My
Business call to action? – Yeah, so the question was, can you customize the buttons on the Google My Business call to action. They give you some predefined ones, I think there’s like maybe
a half dozen on there. I would test different
types, because, again, based on the content
you’re putting up there, I would have one that
maybe is like a really soft like learn more, download something, and then a more direct
response type of like book now or subscribe, depending on
what you’re offering there. But have a mix of those, don’t just use it as a direct response vehicle,
because they’re gonna feel, they might not be ready
to make that appointment, but they might be willing
to like download something or learn more or watch a video. – [Kelly] Okay, we can probably do one more really, really quick. Anybody? Yes, yell it out. – [Audience Member] When
you’re doing AdWords, is it better to authorize
or practice area? – Great question. So the question was, should you drive AdWords traffic
to specific landing pages, based on maybe geography or
practice area, or have like, drive them to like your
home page of your main site. And there are different opinions on this. I know my friend sitting here, Conrad Som, who’s also at the conference. Great guy to talk to
about AdWords as well. I’m very, as a general rule, and there’s obviously exceptions to it, the more tightly relevant
your ad copy, your keywords, your ad groups, and
your landing pages are, from a relevance perspective,
it’s going to perform better, you’re gonna get a better quality score, which is basically Google’s assessment of the combination of your
copy ads and landing page. And the more tightly that is relevant, the higher the quality score, you’re gonna bring cost per clicks down, your conversion rates are gonna go up. And you know what, you
think about it makes sense. So someone’s searching for
a specific practice area in a specific place, are
they more likely to look and hire and click and fill out
forms and live chat requests and call those lawyers in their area, that are speaking to the issues
that they’re dealing with, or are they gonna be
more likely to convert on a page that’s just like
more general legal information, regardless of how robust it is. So I strongly believe in
keeping it very relevant between ad copy, keyword bid
strategy, and landing pages. – Awesome.
– Great question. – If you have anymore questions,
you can find us out there, we’ll be out by our
booths in a few minutes. – Thanks so much for joining us. – Thank you. (audience applauds) (upbeat funky music)

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