EP 54 – Chase Williams & Ryan Klein – Staying Ahead of the Curve and Implementing the Best SEO Tactics

The Importance of Tracking and Transparency in Reporting

Today, there are over hundreds of marketing channels while a few years ago there were maybe only 6 or 7. So, how do you know which leads are coming from which channels or sources? The fact that you can track everything at this point is such a game-changer, especially when it comes to ROI and those marketing dollars. To make that ask and spend more money on advertising though, you need to know where your leads are coming from. Some tools that we use for tracking and have found helpful are HubSpot, CallRail, and Google Analytics. This allows us to know how to quantify the amount of money that we are spending to bring in new business. It is also a good indicator of knowing when it may be time to cut back or double down in certain areas. You can do tracking through every step of the cycle and that is so important in making some of these decisions.

After tracking, you move on to reporting and the transparency of the reporting. When reporting, people typically look for more sophisticated tools and they want to see more transparency in the results of the campaigns that they are doing. Many lawyers are accustomed to reports being auto-generated, but it is also important to be able to analyze those reports and have experts scan the data manually to have findings and more opportunities based on what they found in the report. In addition to this, it is not necessarily only important to illuminate the positives, but you also need to be able to explain what is going on with the negatives as well and then determine an action plan to improve.

Thinking Outside the Box When It Comes to Content Plans

The average lawyer is writing their content based on regurgitation on the latest news and that is not necessarily the best approach in many situations. A non-generic content plan is coming up with a game plan to cover every possible way that someone would search for your services within your geography. But, how do people search? Most commonly, people search using a keyword or practice area along with a geographic modification or a long-tailed question. A good resource tool for searching for new topics to produce content is AnswerThePublic. It is also wise to be researching how people are conducting their searches and how the search trends may be changing throughout the year and even more year after year. Analyzing the content that your competition has is also a good idea to see if they are writing about good topics, but doing a poor job executing – see if you can do it better! It truly is endless the number of possibilities that are out there for content, but there is also a fine balance between an interesting and unique topic and a topic that generates volume. These are great things to keep in mind when you are working on your content strategy.

The Latest SEO Trends

One of the latest trends that we have seen recently is the use of emojis and how they are drawing user’s attention to meta descriptions or FAQ schemas. This is a way to stand out from everyone else. Structured data is at an all-time high as far as how much real estate it is taking up in results. People are sing FAQ below their search result and answering questions that is FAQ structure data and it has been incredibly successful for click-throughs. Another new thing we have noticed happening is that a lot of schemas have gone pretty far down the Google results page instead of only appearing in the first few rankings – this has been a modification that we have recently seen over the past few weeks. Google has been going into over-drive over the past six months with a lot of new things amongst everything that is going on. Within the past week, checkmarks now appear within the maps for online appointments that are available. You always have to be on these platforms and reading the documentation that is put out by Google. It does not just stop at structure data, optimization for voice search is a thing that people have been preparing for. Google looks up structure data and how you word things on your website, how you present information in a way that people can ask questions, and ultimately what is your website set up for.

We have also recently seen a dramatic change in the site speed test. Google has a page speed test that allows you to type in your URL and essentially see on a scale of 1 to 100 (100 being the best) how your website ranks in Google’s eyes. This number is calculated by load speed, certain scrips that are fired off your website, and there are always new things they are adding to the list as well. The implications here are higher than they have ever been because there is so much more impact. At the end of the day, Google is all about user experience and whether or not you are following the guidelines that have been set out. There is a whole new set of guidelines for how to rank your website for user experience and website speed. Change is coming slowly, but quickly at the same time.

Leave a Reply

Your email address will not be published. Required fields are marked *