Making Sure Your Business is Prepared for the Virus

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Things aren’t great right now. As a Seattle-based company, we’re feeling the squeeze. Our office is just about empty, the buses haven’t been full in a week, and we just had to move our upcoming conference to virtual, instead of the Las Vegas rager we had planned. Since we’re figuring out how to run our business during this viral time, I decided to try and help you with some tips and tricks.

 

1. Adjust your GMB listing

The first thing you need to do is to let your customers know when you are and are not going to be available. If you’re shutting down your office for the foreseeable future, make that clear. Google has created a Google My Business advice doc for COVID-19 with instructions on how to update your listing. 

 

2. Change your voicemail

Don’t expect people to know what’s going on. You will probably still get incoming calls, and if they get sent to voicemail during your listed working hours they will probably be upset. Leave a voicemail message with a number or email where they can reach you. Explain why you’re not in the office. If they don’t understand, they just don’t understand the severity of the situation. 

 

3. Get ready to take calls remotely

Make sure you have online meeting capabilities. This means having access to quality wifi, a microphone that doesn’t make you sound like you’re shouting from the bottom of a well. Find a place where you can have a professional video call while working remotely. As a lawyer, you should be able to do a good chunk of your work from home. Don’t completely shut off consultations; if people are willing to trade in-person for over the phone, don’t throw that away.

 

4. Think long term

We don’t know how long this is going to last. Prepare for it to last a few months. How will your firm need to adapt? Maybe you’ll need to make your services more advice-based than representational if courts begin to shut down. Think about how you might need to stretch your operating budget and how you’ll keep getting clients. Everyone’s going to be hit hard by this, so at least you’re not alone.

 

We’re currently in a pandemic situation. We’ve heard some response that this is an overreaction, but since no one here is a health official we choose to take the health officials seriously when they say this is a crisis. It’s better to have an abundance of caution than pay the price for negligence. 

 

If you are one of our clients and are wondering how to reach your account executive, send them an email or call their direct line. Calling into our mainline could easily get you to voicemail, and we want to avoid that.

Three Online Resources for People Who Don’t Know Anything About SEO

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Not all of us know the ins and outs of SEO and digital marketing. Some people are new to the game, some people are behind, some people are just stopping in. For those people, I have compiled a list of my Top 3 Resources for  People Who Don’t Know Anything About SEO.

 

  1. Search Engine Land

Search Engine Land is a blog that covers all areas of digital marketing, from PPC to SEO. It has talented writers, guest contributors, and useful resources. Check out their periodic table of SEO and try to pick up information from the news and research done by their contributors. 

 

2. Moz Blog

Moz Blog is best for in-depth articles focusing on one subject. If you want to know about the research SEOs are doing on ranking, reviews, crawling, or just about anything else, check Moz Blog. Run by Moz, an SEO service, the writers are committed to their work and frame their posts in a relatable manner. This is another blog where you can mainly learn from context clues and thorough reading.

 

3. Google Webmaster’s Tools

Google prides itself on being accessible to webmasters of all stripes, from newbies to seasoned professionals. Their lessons are free and are great for getting a basic understanding of all topics related to digital marketing, SEO included. For more of a community learning experience, try visiting the Webmaster forums to see common issues SEOs are facing and to get advice from your peers. 

 

We would, of course, suggest our blog as the best resource, but we don’t want to seem (too) subjective. We want to condone learning of all kinds, and searching for more ideas and opinions about digital marketing is always encouraged. So go out there and educate yourself!

When Good Reviews Go Bad

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Reviews are a vital sign of mutual trust between brands and consumers. This means that your law firm needs reviews to signal to potential clients that you are trustworthy and will provide superb services. In previous blog posts we mentioned the danger of negative reviews and neglecting your reviews, but today we’ll be looking at review fraud. 

 

Consumer Responses

Where there is an opportunity to build trust, there is an opportunity to lose trust. This is the case with reviews. We’ve all seen the listings for restaurants that only have 15 reviews, 10 of which are five stars and seem to just be repeats of each other. We usually steer clear of those places. 

 

This is because consumers are immediately significantly less likely to purchase a product or use services of a business they suspect of violating their trust. In a survey done by Bazaarvoice, 54% of consumers said they wouldn’t buy a product if they suspected reviews of being fake. 82% said they would buy from a brand again if they lost their trust.

 

And how can a review lose the trust of a consumer? Well, there are a few main red flags. The top warning sign for consumers is multiple reviews with similar wording, which 55% of consumers said was telling. Other red flags include content of the review not matching the product, bad grammar and/or misspellings, and an overwhelming number of positive reviews. I mean, you wouldn’t trust Mockingbird if we had 150 reviews all saying a variation of “Their sandwiches are delicious. Great service!” 

 

So how can you fight review fraud?

A large percentage of review fraud is perpetrated by the business owner, so you are your own best defense. Avoid the temptation to write your own reviews, even if your clients haven’t been following through on their end. 

 

Another good way to fight review fraud is by regularly checking your reviews. Make sure you know who they are coming from, whether it’s from clients, competitors, or the clients of your competitors. If you see a positive review from an unknown source, don’t blindly accept it. Not all good news is actually good news. A positive review from an unknown source could actually be a deterrent for potential clients. 

 

The final way to show your trustworthiness is to respond to the reviews you know to be true. If a client leaves a positive review, respond showing your appreciation. If a competitor leaves a negative review, respond calmly and deliberately, encouraging them to rethink their negativity. 

 

By being active in your online presence you can control your own narrative. If you would like help with reputation management, contact us here at Mockingbird. We have some experience in that.

Sitemaps: What are They and Why Do I Need One?

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There are a lot of features on websites you really don’t think about as a user until you get a peek behind the scenes. Sitemaps are one of these features. Whether they’re HTML sitemaps or XML site maps, there are conflicting ideas on whether or not they’re actually necessary. So let’s go into the benefits of having a sitemap.

 

So what is a sitemap?

A sitemap is a page on a website that contains links to every other page on the website. See, here’s ours. It’s usually designed for crawlers and search engines, which I’ll get back to. It’s pretty much what it says on the tin: a map of the site. It’s a one-stop-shop to get to all the other pages.

 

So what are the benefits of a sitemap?

There are many benefits to a sitemap, but the main ones fit into the groups of ease for search engines, ease for users, and organization. 

 

Ease for search engines

For the new kids in class, search engines like Google know which pages to show searchers by looking at millions of websites. They utilize spiders (a tool that follows links and builds a web of links from the connections its found) to understand how everything on the site links to each other. They can do this by simply following internal linking structures, but have a better time when they can go through one page. Hence the sitemap. Crawlers can go directly through the sitemap to every page, saving time and resources. 

 

This would probably be a good time to touch on the differences between HTML sitemaps and XML sitemaps. XML sitemaps are designed solely for search engines. Humans don’t get to see much of it. HTML sitemaps are usually easy to find on a website; ours is linked to in our footer. You can see where all of our pages are and even find links to every single one of our blog posts. Every. Single. One.

 

Ease for users

The user-oriented sitemap is extremely useful for finding pages that might be hidden in layers of internal linking. If you remember the name of one of our blog posts, you are just a click and Ctrl+F away from finding it. It sure beats scrolling back months or years to find it. 

 

Organization

Even nice websites can be sloppily organized. It happens. But a sitemap can help to visualize and show you where you might be able to correct linking structures. If your service pages are organized by type of service, but their URL structures don’t reflect that, your site might have an organization problem. A sitemap will show you how your pages are currently set up, and you can decide whether or not you want to fix that yourself.

 

Downsides of a sitemap

To be honest, there aren’t really any other than it takes time (not even a lot of time) to build it. It’s generally just a good practice to have a sitemap, even if it isn’t necessary. 

 

Creating a Sitemap

We actually have a blog post about how to create an HTML sitemap, so that’s a good resource for that. As for creating a user-oriented sitemap, there are numerous WordPress plugins for this very purpose. If you would like more information on building a sitemap for your law firm’s website, contact a company that has experience in this area.

Finding Your Following With a Niche Subject (And the Surprising Charm of a Mortician)

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Legal writing rarely blows anyone’s socks off, and for valid reasons. Not many people want to learn about the law unless it is directly impacting their life, which makes building a dedicated following difficult. Do you know what else people don’t usually like to learn about unless they really have to?

 

Learning About the Funeral Industry

The beauty of the internet is that sometimes it gives you things you aren’t searching for, up to and including information on death practices. Ask a Mortician, a YouTube channel run by California mortician Caitlin Dougherty, has almost 1,000,000 subscribers. In her videos, Caitlin talks about various things, from the legality of home funerals to the fate of the bodies from the Titanic. She’s been doing this for years, and her channel has been building momentum from a relatively slow start. 

 

So how did she do it?

 

Well, she started by largely posting videos on topics chosen by her viewers. As the title might suggest, people would “ask a mortician” and she would answer. By this point, she’s able to post videos on just about any topic she wants and will get pretty good viewing figures. Sounds nice, right?

 

But here’s the thing: it also helps her business. Caitlin helps run a funeral home, to which she gives a call out in all of her videos. She promotes their eco-friendly services and explains their processes. If it sounds surprising that this is a thing that almost a million people subscribe to, it shouldn’t be. People love learning about things they had no idea about.

 

Now Back to Your Firm

So what can we learn from Ask a Mortician? Well for one content can take some time to gain any traction. You might have to deal with a lot of trial and error as far as what actually gets any traffic.

 

 Second, think about what people might not know. Have you run into any obscure laws in your state/practice area? What do you learn in law school that is immediately proven wrong in the real world? Do you have any stories about funny scenes that have happened in court that you can share? What do you bring to the table?

 

Third, you need to learn how to adjust course and build off what’s working. See what types of content people really seem to like. Keep making more of that. Maybe it’s videos, maybe it’s blog posts, maybe it’s a podcast. Find where you fit.

 

Fourth, find your voice. You need to have an identifiable voice that people what to hear from. Maybe it will take you a few weeks to find your voice, maybe it will take a year. No matter how long it takes, find it then keep it consistent. 

 

Is It Worth the Time Commitment?

I mean, sometimes. It certainly worked for Caitlin and her funeral home, but it’s definitely not worked for countless other creators. Whether or not it’s worth it is up to you. Are you willing to put in the hours for a potential flop?

What Does “Trust” Mean for the Legal Industry

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Google can and will provide answers for just about any question you might have, but just because it provides the answer doesn’t mean you need to accept it. From queries regarding laws to questions about health, a lot of user searches impact the legal industry. Because of this, it’s important to understand how and where users trust their search results. 

 

A recent survey by Path Interactive looked into this very question, focusing specifically on medical and political queries, but touching on legal advice. These graphs show some of their findings from a sample size of 1,100 respondents:

Legal decisions: 13% never, 24% rarely, 23% sometimes, 32% often, 7% very frequently
From Moz.com/blog

 

What Can We Read Into Here?

The first thing we can take away is that fewer people make important legal decisions than medical or financial decisions based on information from Google. Only 32% of respondents often make legal decisions based on Google results, compared to the 39% who often make financial decisions and 37% that often make medical decisions.

 

So what does this mean? Well, for one let’s take a few things into account here. We learn to take care of our health and finances from a pretty young age, without professional help. Most of us learn how to handle a common cold, injuries, and basic savings and spending. We don’t all learn how to appeal a criminal charge from our parents. 

 

This means that more people may feel comfortable handling their own financial and medical issues based on advice from Google, but will seek professional advice for legal questions.

 

The fact that fewer people make legal decisions based on Google results is probably actually good business, since that means consumers are less likely to take things into their own hands and will instead hire a professional. User’s distrust of Google might be to your benefit. 

 

Using the Data 

Beyond making major life decisions, the survey looked into whether users find featured snippets and knowledge panels trustworthy. For the most part, they do. Of the respondents between the ages of 26-35, 44% find knowledge panels very trustworthy and 25% find featured snippets very trustworthy. 

Chart showing decreasing of trust in featured snippets as users get older, but most users still trust them
From Moz.com/blog

 

Chart showing inreasing trust in knowledge panels as users increase in age, but still high trust levels across the board
From Moz.com/blog

This provides a good opportunity for visibility. If users are looking for trustworthy information but are less likely to make legal decisions based on search results, they are likely looking for professional help. You are that professional help. If you can grow your image through trustworthy content, you can grow your client base.

 

Why None of This Is New

E-A-T has been a part of Google’s best practices for a long time now, with the “T” in E-A-T standing for trustworthiness. In an ideal world, you would have been producing trustworthy content for years now. Maybe you already have been. Good for you!

 

But if you haven’t been producing trustworthy content, you really should start. You don’t need a lot of it (content for content’s sake isn’t worth it), but proving your firm to be a helpful resource usually pays off in the long run.

 

In Conclusion

Expect your incoming clients to have done some research on their case prior to hiring you. People are becoming more proactive online, and the legal industry is one of the industries where consumers are less likely to try and take problems into their own hands. This is to the benefit of law firms. It means that users are not only searching for reliable information, which you can provide, but are also looking for someone to hire, which you can also provide. 

 

If you want to learn more about how your content can improve your business, you might want to look into our content development plans. Mockingbird has years of experience helping law firms audit their content and develop ongoing plans. Contact us to learn more.

SEO Shouldn’t Be Everything

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4 SEO Practices You Can Ignore

 

The task of search engine optimization (SEO) is a never-ending one. Search algorithms change, user preferences shift, and plug-ins become outdated. Nevertheless, you can find countless listicles of advice on the basics of SEO (don’t worry, we see the irony of this post). This might give you the impression that SEOs know what they’re doing, or at least have worked out the failsafe paths to success. Despite all the knowledge and experience out there, there seem to be at least a few areas where the common advice can be ignored.

 

1. H1s (And H2s and H3s)

Let me preface this by saying that headers are important. Don’t abandon your headers. What I will admit is that H1s aren’t as vital as some might want you to think. As long as your headers are sequential, it really doesn’t matter if they start with an H1 or an H3. What’s important is that your content is organized in a way that both search engines and users will understand, and not necessarily in that order. 

 

2. Constant Content

We’ve talked about this quite a bit over the years, but it’s worth mentioning again: content for content’s sake isn’t as valuable as some SEOs might want it to be. This means that it’s better to produce a lower amount of content and focus on making it high quality rather than spewing out a fountain of low-quality content. No matter what anyone says, don’t invest time and effort in a blog that you don’t want.

 

3. Word Counts

SEO best practices say that the ideal length of a piece of content is somewhere between 800 and 1500 words. In reality, different websites have different needs. If you’re writing a comprehensive guide to all of the inconsistencies between state and federal criminal laws and how to handle a case that is impacted by those issues, you might need a bit more than 1500 words. If you’re adding case results, they probably don’t need as many as 800 words. Use your own best judgment when deciding how long a piece of content should be, but remember that fully fleshed out topics normally do better than brief summaries.

 

4. Writing for Keywords

Keywords are still a primary aspect of SEO, but you shouldn’t strain your writing to better fit a keyword. As AI becomes better equipped to understand users, the intent is becoming more important than keywords. As long as the topic of your content is clear and it answers a question in an authoritative way you shouldn’t try to fit in every synonym for your keyword.  

 

In Summary…

The three pillars of good content are E-A-T: expertise, authority, and trustworthiness. This means that the focus of your content should be providing quality advice from a platform that makes users feel secure. Your audience should be your priority, not the search engine. If you are creating a product that your audience appreciates, the search engine will follow.

How to Get The Most Out of Your Blog

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Maintaining a blog can feel like a fruitless chore, believe me, I get it. You can add and add to it and see no returns on 95 percent of your blog posts. So how can you turn it around and how can you know if it’s even worth it to keep going?

 

Breaking Out of the Spiral of Dis-Content

If you feel like your blog is going nowhere, chances are you don’t have a clear idea of where it’s supposed to go. Without a goal in mind it’s impossible to write functional content.

Your first step is deciding what type of audience you’re writing for, and what part of that audience you want to become clients. Write about what they want to know and, more importantly, what they need to know.  This will help you figure out where your blog is going and will hopefully inspire some interesting posts that drive traffic.

 

Linking to Your Practice

One of the important things to remember about your blog is that it doesn’t have to be directly related to your practice area. You can write about a specific subsection of the law that you find particularly interesting. This will help you stay interested in it while also starting to rank for those long-tail keywords. 

Once you’ve figured out your focus, you can try to find places where it might link to your firm as a whole. Think of where it overlaps with your practice areas. This will help traffic flow to the rest of your site and into your firm.

 

Find a Schedule That Works for You

Daily blogs can honestly be a bit excessive. Annual blogs are a bit sparse. Try to find a schedule that makes sense given your bandwidth and list of ideas. This might mean once a week, twice a month, once a month, or any period. 

Once you have found a cycle that works for you be sure not to get married to it. If a current news story is incredibly relevant to your practice or your blog, write a surprise post. Staying flexible will be your friend.

 

Guest Post

As far as publicity and link building goes, not much works better than guest-blogging. If you can write a post for a well-known publication, or get a well-known author write a post for you, you are building the authority of both you and your blog.

 

Stop the Blog if it Isn’t Working

Not all law firms need blogs. They aren’t a requirement for your bar membership and if no one’s reading it, it’s just costing time. Try to take steps to improve it, but if it still isn’t driving any traffic after a year or 18 months, don’t feel bad for abandoning it. You can pick it up again at any point if you feel the desire, but don’t feel bad for not doing that.

 

If you are worried about your blog and feel like your content could be improved, consider our content development plan. Mockingbird can help you audit your blog, cut what’s slowing your site down, and make a plan for building on what you need. Contact us to learn more.

The Difference Between a Lead and a Conversion (and Why You’re Responsible for the Latter)

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A lot of digital marketers talk about the importance of leads and conversions. We’re no exception. We often even use the terms interchangeably. This is incorrect.

Leads and conversions are actually two very different metrics. They are the difference between someone asking a store clerk for help and someone actually purchasing something. By using them interchangeably proper credit for business growth or stagnation cannot be given. 

 

Leads

Leads refer to when a consumer interacts with the website. This can be in the form of a phone call, form fill, message, or usage of a chat feature. Some marketers consider interacting with X number of pages a lead; leads can be surprisingly subjective.

As a marketing firm, we are responsible for increasing leads. We want to get people to your website and to call your firm. We will do this by running ads, improving your website, and making contact forms and chats accessible. 

 

Conversions

Conversions are when a consumer actually turns into a client. This means they got in contact with your firm and scheduled an appointment. It is direct business.

Your firm is responsible for increasing conversions. If we have done our job and increased leads, it’s now up to you to turn the leads into clients. We can’t answer your phones for you and we can’t provide legal advice during your lead’s free consultation. While increased conversions are an indicator of a successful marketing strategy, it’s a team effort. You owe it to your intake department for your growing client base.

 

When This Knowledge Comes in Handy

For the most part, the difference between leads and conversions is pretty semantic. If your account executive says their campaign resulted in increased conversions, chances are the campaign resulted in increased leads which later led to increased conversions. 

Alternatively, if you’re in the market for an agency and a salesperson talks about how much they increased conversions for a firm, ask what they consider a conversion. They might skirt the question. Maybe they’ll surprise you and say that they consider new clients conversions, in which case they would be correct. If they say they consider using a chat feature a conversion, dig a bit deeper. Sure it might be an innocent error, but it’s always good to be sure you can trust your agency. Don’t waste your money on a firm that’s pulling one over on you.