How to Write Content for Local Search, Not “Links”

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SEO experts and business owners alike know that when it comes to ranking well in local search results, having quality links to your website can help you rise above the competition. However, the type of link that makes the difference may be changing. This could mean a shift from link building for “the sake of a link”, to creating specific content that is optimized for local search.

Creating Content for the Sake of a Link

Moz’s most recent study confirmed that link building is still the top competitive difference maker when it comes to ranking well in Google. That is, having a solid link building strategy is pivotal in helping your site rise above your competitors.

Knowing this, business owners and marketing strategists work to create content that will drive links to their website. Perhaps that means gaining links from sites that are in their industry, or those with a high domain authority. The main focus here has been to get a link for the sake of a link. Though the quality of the link was important, the location of the link source is often less of a consideration.

A Shift Toward Localized Link Building

Now, more and more, Google is prioritizing localized content when it comes to how well a business ranks in local search results.

In Moz’s study, they found a shift from general link building to a focus on gaining “localized” links and creating location-specific content. They explained that one of the key factors for ranking well in local search results was the business’ proximity to the point of search. Google is now showing searchers what best matches what they are searching for AND what businesses are closest to them.

What This Means for Businesses

Rather than trying to gain links from quality websites for the sake of a link, more consideration should be put into what “type” of links businesses are drawing to their website. With localization as a priority, businesses should be drawing links from sites that are related to their location.

Businesses should be adapting their link building strategy to account for this new shift toward localization. In order to do this, they must create content and draw in link sources that are related to their business location.

Localized Link Building for Businesses

With this knowledge of localization in mind, businesses should be looking to create content that is optimized for local search. Creating content that is specific to the business’ location in key. Below we have outlined a few things to consider when adapting your new link building strategy.

1. Optimize Existing Pages for Local Search

It is likely that your website already has standard pages related to your business, such as an About page, a Contact Page, and a few pages about the services you provide. If you are a law firm, you probably have an Attorneys page, a blog, and several practice area pages.

Your existing pages are likely optimized to rank for type of business, practice area, and brand name. The page may mention the location a few times, but it isn’t the focus of the page. Your adapted strategy should be to optimize content to make it clear to the reader (and search engines) where your business is located.

Contact Page

For example, your Contact may include your business address, but consider adding written directions to your office. These directions can include important landmarks and businesses in your area that makes it clear that your business operates in that area. Be sure to include the areas that you serve, and add a short paragraph about your practice in that location. Soon you will have a page that includes all the information a potential customer or client needs in order to know where your business is.

Practice Area Pages

For your practice area pages, mention the location of your business throughout the page in a natural way. Describe your practice as it relates to how you serve your local area.

For example, if you are an employment attorney in New Mexico, instead of saying

“Need an employment attorney? Contact us today!”

write something like,

“Need an employment attorney? Contact the experienced attorneys at our Albuquerque office to find out how we can help.”

On your Attorneys page, you may want to explain how you have been “serving the Albuquerque area for 25 years” or attended the University of New Mexico. Look for opportunities to add localized information in your existing content.

Also, be sure to include your location in the title tag and the meta description, in the alt text of your images, and in your headings if possible. Even these seemingly minor components will help you rank well in local search results.

2. Build Out New Pages and Posts with Localized Content

If you discover that you are lacking localized content on your site, consider building out new pages and posts related to your business location. If you have multiple office locations, create a page for each location with content that is specific to that location. Consider splitting broad practice area pages (such as Employment Law) into more specialized pages (such as “Workers Compensation” or “Employment Discrimination”). Then, make sure these pages include localized content and information. This provides more opportunities for other sites to find content that they are willing to link to.

Blog posts are a great way to get unique with your content and write about issues that are unique to your area. Perhaps you write about the best legal conferences in your area- something that is related to both your field and your location. You can cover local news that is relevant to your practice areas, being sure to include location information and local businesses/landmarks in your content.

3. Draw Links to Localized Pages

For the longest time, businesses have worked to gather links to key pages on their website or on their blog. This often meant prioritizing links to the home page, practice area pages, or their contact page.

With localization being a key factor in ranking in local search, more focus should be put on drawing links your localized pages.  By this step, most of your existing pages should be optimized for local search. Going forward, your link building strategy should involve gaining links to these localized pages. Having links to these pages will indicate to search engines that these pages are of high priority on your site. The more you can boost pages with localized content, the more search engines will see your site as relevant to the searcher’s location.

4. Look for Link Building Opportunities from Local Sources

In previous link building strategies, the focus was simply to get a link to priority pages for a little SEO “boost”. Though the quality of the link was important, the geographic location of the link source didn’t seem to matter so much.

By focusing on localization, you can get a bit more unique with your link building. Gone are the days of struggling to get that coveted link from some obscure, high authority site. The source of your incoming links should be localized and related to your business. Look for opportunities to gather links from other local businesses, news sources, and blogs related to your field.

5. Think Creatively About Your Localized Link Building Strategy

Part of localized link building is being aware of the many features that your local area has to offer. Learn more about your area and look for opportunities where local businesses may be interested in your content.

Here are some ideas that you may want to consider for localized link building:

  • Getting your business featured in a local directory
  • Host an event and have it featured in a local news source
  • Get a link from a local business owner that has used your services
  • Conduct interviews with local entrepreneurs and have them link back to your post
  • Write reviews of your favorite places in your area and get links from those featured businesses

These are just a few of the many possibilities for link building with local sources. Remember that the quality of the links still matters, so be selective in your strategy. Work with your marketing team to find sources that are relevant to your business area and location. Doing so will give search engines more information about your location and what other local sites are saying about your business.

Summary

With Google’s shift toward prioritizing location in local search results, business owners and marketing experts should adapt their link building strategy to get ahead of the curve. By optimizing existing content, creating new localized pages, and focusing on local link sources, businesses can provide search engines with more information about where their business is located and the areas it serves. By doing so, businesses are more likely to show for potential customers who are looking for a business in their area.

As the world of SEO continues to shift every day, and it is important for businesses keep up to date with the current trends. We expect to see localization to be a significant factor in local search. This post will help you adapt your marketing strategy to drive success for your business.

For more answers to your marketing questions, check out our business resources page.

 

 

 

 

 

 

 

 

 

Managing Duplicate Google My Business Listings in a Post Map Maker World

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Since the old Map Maker feature was terminated at the end of March 2017, you may be left wondering how to deal with duplicate Google My Business law firm and individual practitioner pages. The information below, summarized from the recent post by Local SEO expert Joy Hawkins, should provide some direction for you and your firm.

Steps to Fixing a Duplicate Google My Business for your law firm’s listing:

  1. Find out if the duplicate listing is verified
    1. If it is, you’ll need to get access/ownership or have it unverified
    2. If it is not, continue on.
  2. Note any reviews that are on the duplicate listing. If there are positive reviews, contact google my business support to have them transferred.
  3. Compare the addresses between the listings. Do they match?
    1. If yes, contact Google My Business support via Twitter and ask them to merge
    2. If no, find out if the business used to be at the address at some point & continue
      1. If the business never existed at the wrong address, click “suggest an edit”
        1. Toggle to “Yes” next to “Place is permanently closed”
          1. Select “Never existed” as the reason and submit.
        2. If the business used to exist at the address, contact Google My Business support via twitter and ask them to change the status to “Moved”.

Special considerations for Attorneys

Attorneys can have individual practitioner pages. If you have an attorney that has a practitioner page and the attorney no longer works for your firm, contact Google My Business support via twitter and ask them to move the practitioner page to your firm’s page. This only works if the practitioner page is unverified or is willing to give you access to it. If they aren’t willing to do this, your last option is to have them update the information to the new firm.

Example of a proper individual practitioner listing:

example of google attorney practitioner page

How to Find Your Link Building BFF

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Bad links are bad, mmkay?

Getting rid of spam and bad links to your site is a pain (we can help with that!), but avoiding bad links in the first place is always the best move. That’s why learning where to find the GOOD ones is truly key.

But where does one find these coveted “good links”?

Here at Mockingbird, much of what we do is quality link building to increase the authority of our clients’ sites. Having good links to your site helps establish your site as reputable, thus increasing your chances of showing up in organic search results.

We do this a variety of ways, and much of what we do is tailored to our client’s specific business, their content, and their goals. There is no one-size-fits-all method when it comes to link building. Don’t let some “link guru” sell tell you anything different.

In this post, I am going to help you find your link building buddy. Your new LBBFF, if you will.

In order to do that, you need to focus on two major components of link building: Creativity and Opportunity.

How to Think Creatively About Your Content

Before you pour your heart and soul into your content masterpiece, pause for a second to think about what it is that you want to accomplish, and what other sites would want to link to. A quick Google search can show you what topics are already being covered in your field, and expose gaps in knowledge that you may be able to fill.

Check out the sites and blogs of your competitors. Note things that they are doing well. Also note anything that may be missing. Are you finding yourself saying, “I really wish they wrote about this”? That could be your chance to cover an area of interest for your potential clients.

Be a Reliable Source of Information

Ultimately, the purpose of your site is to be a source of information for your current and future clients. Put yourself in their shoes. Are they able to find what they are looking for? Does your existing content leave questions unanswered? Writing content around the answers to those questions can be a great opportunity for quality content that will benefit your client, your site, and another site that may decide to link to you.

Don’t Be Boring

Sites do not want to link to boring content.

Most likely, the sites you’re trying to get links from are already working on their own link building strategy. What is going to get them to link to your content?

Sites in your field are more likely to link to your site if it offers valuable information to their clients. Convincing a site to link away from their site is not an easy demand, so your content must offer something unique, accurate, and valuable. Focus on addressing a topic that may be mutually beneficial to your site (link), your clients (information), and the other site (their clients find what they are looking for).

 

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How to Find the Right Link Opportunities

To be a leader in your field, you must formulate relationships with your clients, others in the industry, and even your competitors. Having a strong presence online and at networking events opens the door to many opportunities.

For example, maybe you find out that one of your previous clients has a website or blog. After some perusing, you find content that is related to your field. This could be a great opportunity to reach out to someone for a link back to your content, especially since you’ve had a positive relationship in the past. Someone who has already used your services is more likely to link back to you than a stranger.

Find Your Link Building BFF

Another idea may be to cultivate relationships with people and companies that do work related to your field, but who are not direct competitors. If you practice Employment Law, but you have a friend that sells work safety equipment, perhaps they would be willing to link to your content regarding workplace safety. Again, if you create quality content that appeals to the needs of the other site as well, they are more likely to link to you.

Finding your link building BFF is really about seeking out opportunities to engage with those that are doing work related to your practice or field. Every connection may be an open door to a new link building opportunity. Rather than seeing the link building process as tedious and competitive, instead try to think of way that you can create content that meets the needs of your clients and other sites you would like links from. Over time, you may formulate a reputation for being a great link building buddy. Overall, a friendly attitude goes a long way.

Link Building is an Ongoing Process

Quality link building is a continuous process of thinking creatively and seeking out opportunities. When it comes to creating content that will draw in links, always think quality over quantity. Move away from “quick SEO” tips like keyword-packing, and instead ask what your content provides for your current and future clients. By being a source of valuable information for your clients, you will likely draw links from other sites that find your content useful.

For more information on writing compelling, SEO-friendly content, check out these related posts on the Mockingbird blog:

Focus on What Your Clients Care About

Counterpoint Guest Post: Social Media Done Well…..

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Last week I wrote (another) anti-social media piece – Cute Kittens do NOT Generate Lawyer Business and received a disagreeing comment from Howard Iken.  Howard’s comment included the following quip: “social media is icing on an already well-done cake.  But just like icing, the social media marketing should be a small part of the meal.”  Love it.  Couldn’t agree more.  So I invited Howard to post an intelligent longer counterpoint to my overriding antipathy towards social media marketing amongst the legal field….

Conrad – I love your blog and normally agree with your opinions. But I felt obligated to weigh in here because I firmly disagree. I think there is a place for social media in any healthy campaign. But first, here is where I agree with you – the vast majority of legal social media effort is a complete and total waste of time and money. If you do not do it with purpose and knowledge you might as well stop right now.

I think the problems we attorneys face are the following:

  1. Consultants are always taking advantage of us. That is a nice way of saying we are being constantly scammed! And consultants love touting social media.
  2. Social media sounds sexy, and cutting edge. Just saying that phrase is awfully hard to resist.
  3. Everyone successful is doing it!   As least that is what you are told.
  4. 79% of online-Americans use Facebook.   A huge untapped audience is waiting!

Pew Research – http://www.pewinternet.org/2016/11/11/social-media-update-2016/

Here is where I disagree with you. My two cents: natural SEO is king but should always be accompanied by an appropriate amount of social media efforts. You should also include a certain amount of pay per click. If online marketing were reduced to a delicious slice of cake, the most satisfying slice would look something like this:

 

* Social media should be the icing on the cake. Never in huge amounts, and never the bulk of your effort. The overwhelming bulk of your effort should be in natural search.

Here is the part where I agree with you. If your efforts at social media completely and totally stink you should immediately hang it up and concentrate on more productive directions.

Signs your social media efforts stink:

  • You write the usual legal drivel and expect the placement of FB like buttons to encourage people to share your drivel. Your drivel is boring to read and is even more boring to share.
  • Your FB, Twitter, or LinkedIn posts consist of random article sharing from the internet. Why expect anything good from driving people to sites other than yours?
  • Your posts consist of funny, cool, or snarky comments that will be forgotten about 9 seconds after someone reads them. Sure – all you need is a second of someone’s attention to get a Like.   That like will get you another 8 seconds of continued attention before fading into oblivion.
  • Your posts consist of quick headlines or reposts that lead your readers to pages and pages of legal drivel. Similar to my first point. I consider myself a decent writer but I rarely enjoy reading my own articles !
  • The most-stinky social media posts of all – an endless series of posts and tweets announcing to your non-existent audience that you are an attorney and open for business.

Proper uses of social media (in my own humble opinion)

  • Drive people to your website
  • Drive people to your website (did I mention that twice?)
  • Lure people in to the best-damned writing and subject matter you can conceive of. People do not seek out legal drivel but you can offer them compelling stories.
  • Specifically target demographics that are more likely to click through and more likely to share your content with potential clients. Yes – this can be done effectively.
  • Give your SEO cake a nice, elegant icing that looks interesting to potential clients. Looking cool is not the end goal but it is always great if you look cool to the clients you are already targeting.
  • Notice I call social media the icing on the cake. It should never be too thick. It should never overwhelm the actual cake.
  • Throw in PPC (pay per click) decorations on your cake. That is whole separate subject. But it is a subject that also applies to social media.

Conrad – I have watched you conspicuously call out a lot of people selling SEO snake oil. I love seeing someone like you call BS when you see it. You have great opinions and impressive SEO chops. But I have to call it like I see it. You are wrong on this one. Social media does have its place in the search marketing arsenal. Properly done social media is always a help to the overall online effort.

Howard Iken, Esq. Managing Partner, Ayo and Iken, Florida.

 

How to Write Website Copy for Diverse Practice Areas

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For sole-practitioners and firms that handle a wide variety of case types, it can be challenging to win over visitors that expect a “specialist” rather than a “jack of all trades.” We’ve seen this messaging problem tackled a few ways and with varying results.

Some of the most common solutions include:

• Immediately funneling visitors to the appropriate landing pages (good idea)
• Building each practice area page as if it’s a home page (potentially effective)
• Creating different “specialist” websites for each practice area (usually a bad idea)
• Ignoring the problem and trying to be all things to all people (not actually a solution)

Short of specializing in one niche, there’s always going to be a possibility of losing prospects to competitors claiming to be focused only on one specific type of case. However, there’s a lot you can do with your messaging to mitigate that risk and turn “shoppers” into signed clients.

This is a good example of how to quickly move prospects to the practice area they actually care about.

(Screenshot courtesy of Gershburg Law)

As I’ve written before, all your clients really care about is what you can do for them. Regardless of the case type, if they’re shopping your site, it’s to determine whether you’re able to help solve their problem. If you’re focused on providing solutions to potential clients, the diversity of your practice becomes less important.

What sort of information are clients looking for?

Research from Avvo suggests that the most valued online resources are actual cases, laws, or court decisions. Even if you handle a diverse set of cases, you can leverage this by building out each practice area section of your website with information about previous cases you’ve handled, successful past results, and articles pre-emptively addressing questions you know clients typically have when they’re looking to hire you within that area of your practice.

It’s less about being a “specialist” and more about convincing visitors that you’re capable of solving their problem. In fact, you don’t just want to be capable, you want to be the ideal solution.

What can you do to set yourself apart?

We consistently see attorney bios showing up as one of the most trafficked pages for clients. People researching lawyers care who they’ll be entrusting with their case and want to know more about that person than where they went to school. You can use this to your advantage by telling your story not just on the bio page, but across the entire site.

Despite concerns to the contrary, a diverse practice is a lot less likely to cost you potential clients than failing to provide the basic information people expect when researching attorneys. Establishing trust with potential clients becomes more difficult when you’re having to build resources and write content across a diverse set of practice areas, but as long as you’re consistently tying your writing back to your core strengths as an attorney and reiterating your ability to provide value to your clients, you’ll be setting yourself up for success.

In Summary

  • Build a unifying theme across your entire website by describing what clients can expect when they hire you to represent them.
  • Make it easy for prospects to find the section of your site relevant to their specific needs.
  • Use practice area pages to build on your overarching theme and offer information and solutions within that section of your practice.
  • Showcase your knowledge, experience, past results, and solutions for previous clients.
  • Inject enough personality that prospects feel like they know what the experience is going to be like before they even contact you.

It’s a lot easier said than done, but if you do all these things, the fact that you’re handling multiple case types shouldn’t turn off even the pickiest of potential prospects.

Get The Most From Your AdWords Search Terms: 2 [Simple] Tips

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The number one reason I love Google AdWords (aside from us now being a Premier Partner) is that their advertising platform enables you to target potential clients who are actively searching for your service. Not only do they place your ad in front of users who are searching for your service, but you can actually see what they searched for before clicking your advertisement. This transparency gives you an immense amount of power. In this post I’ll describe how to use that search data to quickly and easily perform 2 key tasks:

  1. Identify negative keywords
  2. Content idea generation

How to Access Your Search Terms Data

Let’s take a step back. The first thing you need to do is navigate to your “Search Terms” tab in your Google AdWords dashboard. Follow these steps…

  1. Login to Google AdWords
  2. Navigate to the specific campaign you want to work on
  3. Select the “keywords” tab and then select “search terms” in the second menu so you see a screen similar to this:

AdWords Search Terms

Now that you can see how people are finding and clicking on your ads, you’re ready to use that data. Take a minute to scroll through your search terms; if it’s your first time, you may be surprised at what you find.

Identifying and Adding New Negative Keywords

Now that you’re looking at the list of search terms you’ve paid for – you’ll want to identify anything that is irrelevant or not likely to lead to conversions. It’s good to go through at least every few weeks (more frequently if you are running a large budget campaign) and make sure you are excluding terms you don’t want to pay for in the future.

Here are some real client examples from an immigration attorney…

  • “is rihanna getting deported” (I don’t think this person is looking to hire a deportation defense attorney for Rihanna.)
  • “immigration paralegal openings in clearwater utah” (Unfortunately the law firm isn’t located in Utah and not looking to hire new paralegals.)
  • “how many immigrants has trump deported” (Albeit an interesting question… this client doesn’t have the answer, and more importantly, this person is not looking to hire an attorney.)

If you find terms like this that you want to exclude from triggering your ads, simply select the checkbox next to the search term and then scroll to the top navigation and click the “add as a negative keyword” button.

It’s important to mention that as a best practice, you should upload a list of negative keywords before ever launching your AdWords campaigns. This way you are proactively mitigating the irrelevant and unprofitable keywords. Here are some freebies we include on most of our campaigns (dependent on practice area of course):

  • Cheap
  • Pro bono
  • News
  • Job
  • School
  • Statistics

Using Search Terms Data for Content Idea Generation

The queries you find in your search terms data can be utilized as a tool for organic search strategy as well. This list of terms is often a goldmine for generating new content ideas. You can see what people are interested in and actively searching for and make sure you have content on your site that answers those questions. Once more, if you already have relevant content, you can use the search terms report to get insight into how you can optimize the content on page to match the searchers verbiage.

For example, here are more examples from the same immigration attorney…

  • “can I get a green card by marrying a permanent resident?“
  • “which green card is safe from deportation?“
  • “what are the newest immigration laws?“

All of these questions can and should be used as a springboard for new content. If you can become the trusted resource for information about your practice area than you are winning.

Wrapping Up

Make sure you are not neglecting the search terms report in Google AdWords. Not only will it help you cut costs and focus on the relevant queries that drive business, but it can also help support your content and overall SEO strategy.

Picking a Winning Title Tag: No Easy Way Out

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As we know, title tags are a key element of on-page SEO (Ahrefs has a comprehensive analysis of just how important they are). And as Ahrefs determined, the use of exact match keywords in title tags has the second strongest correlation to higher rankings, right after the domain name:

So, What Should My Title Tags be?

To answer this question, some SEOs end up relying on PPC ads to see test keywords. They do this by plugging a potential title tag into a PPC ad, and based on the success (or failure) of that ad, decide whether or not to apply their trial title tag to a page on their site.

According to a recent study done by the Wayfair SEO team, this tactic is dangerous.

In this test, paid ads did not consistently predict winning organic titles:

“In our testing, paid ads did not consistently identify winning organic title tags. While trying to improve your title tags is definitely a very smart SEO play, relying on PPC might end up steering you wrong. PPC was able to identify some winners, but also mislabeled losers as winners, particularly when it came to promotional language.”

The Wayfair SEO team believes the reasoning for this to be that the success of a paid ad is different in nature to the success of an organic page in a key way: those clicking on PPC ads are not a random sample of people, they are the type of searchers who click on ads. These people tend to respond positively (by clicking) to promotional language (“sale”, “50% off”, “free shipping”). When the rest of us (those that don’t click on ads) see the words “50% off” in an organic search result, we think we’re being scammed, and keep scrolling.

Takeaway

If you’re looking for a quick and easy way to find optimal title tags, it looks like you have to keep looking beyond the success of PPC ads. Unfortunately, finding the perfect title tags may take a lot of time and data.

Has Google Let Up on Defamation Removal Requests?

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There is often a fine line between one person’s freedom of speech and another’s right to protect their good name. In the age of biting YouTube comments, Facebook slam pages, and those bloggers sipping on the hater-ade, it is often difficult to determine where one person’s rights begin and another’s ends.

Fortunately, the internet is not just a free-for-all of those who just don’t have anything nice to say. Defamation of character lawsuits abound, and Google in particular has something to say about it.

Google got a little bit of flack recently when it put a freeze on granting defamation removal requests. This hold on its “informal policy” of removing defaming URLs from search results consequently led to a wave of US attorneys receiving denials to their requests to remove defamatory content.

Google has had this policy since 2009, which required requests accompanied by a court order. The hold came as quite a surprise, but it looks as though Google has let up a *little*.

It appears that some of these requests are now being acted upon, which is great news for the victims in these cases. This post gives a couple of examples of the requests that have been approved, including some that were previously denied.

However, this inconsistency can be a bit confusing for both victims and attorneys. It is unclear what Google’s criteria is for granting the requests. Keep in mind that filing a defamation of character case can be an lengthy and expensive process. To be denied your request would indeed be frustrating.

SearchEngineLand.com gives some insight into why Google has been so steadfast on this issue:

“Google chooses to perform some assessment of the removal requests they receive to ensure everything is valid, and because there have apparently been cases of fraud perpetrated on the courts…. [they seem] to be performing an audit of each court order to determine whether those accused of defamation have been adequately identified and notified of court proceedings, whether the identified prohibited content is residing at URLs identified in court orders, and more.”

Given that explanation, it makes some sense as to why Google has been strict about which URLs they decide to take down. It is not merely an issue of protecting a person’s right to freedom of speech, but accurately vetting whether the request for removal is legitimate or not. That being said, it is clear that many court ordered requests have been denied, and that can be a real issue for attorneys and their clients.

What do you think? Will Google respond to push back from those that have had their names defamed online?

Farewell Mark Marenda

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With a heavy heart that I share the news that we’ve lost a member of our community.  Mark Marenda passed away suddenly yesterday.  I don’t have any more details.

Mark is one of the earliest practitioners on the legal marketing space.  He had been at it for more than a decade, when I was just getting my feet wet at Avvo back in 2006.  Mark was on the short list of people I actively sought out and learned from. He was always gracious, intelligent and forthright. Mark and I have been on panels together, he’s spoken at events I’ve hosted and we’ve even collaborated on clients with his firm, SmartMarketing.

I once had a neighbor who introduced me to the notion of lighting a candle at the loss of a friend and letting it burn out – reminds us of the temporal nature of the light someone can bring to others.  You will be missed Mark.  http://www.smartmarketingnow.com/img/team/mark-profile.jpg