December 2015 - Ontario Lawyers Directory

Bigger Law Firm Magazine Uncovers Google’s RankBrain, the Benefits of Re-Publishing, and How to Teach Sales to Attorneys

Posted on December 31, 2015January 9, 2021 by Law Firm Newswire

Download Google's RankBrain and the Future of Smart Search

San Francisco, CA (Law Firm Newswire) December 30, 2015 - The new issue of Bigger Law Firm magazine features an article about Google's “RankBrain,” a part of the company's search algorithm that is a form of machine learning, or artificial intelligence. Ryan Conley explains how it works and its implications for the future of web design, content creation, and smart search.

Machine learning means empowering computers to alter their own programming, Conley says, and RankBrain is doing just that. Although human engineers manually approve all changes before activating them, the process promises to deliver faster and perhaps better tweaks to Google's search algorithms than human effort alone.

Roxanne Minott explains the SEO benefits of re-publishing. This practice includes techniques such as publishing multiple articles on a given topic, updating existing content, and redirecting from older content to new articles. Minott details why Google rewards re-publishing and gives attorneys specific recommendations on how to implement this SEO strategy on their own sites.

Like it or not, attorneys must implement basic sales strategies into their law practice in order to compete, says Brendan Conley. Even larger firms with dedicated marketing departments should teach their attorneys to understand principles of sales. Conley illustrates how to overcome potential resistance among attorneys to the prospect of learning sales techniques. He also details the pros and cons of various approaches to teaching, including law firm consultants, marketing trainers, in-house marketing directors, and using a firm's own rainmakers.

Kerrie Spencer reports on how data generated by wearable devices, such as Fitbit activity trackers, are finding their way into the courtroom. Following trends of older technologies that saw rapid adoption, wearable devices are increasingly being utilized by technology-savvy attorneys to help make their case. Spencer cites examples including criminal and personal injury cases to show how activity data can work for or against attorneys and their clients.

Thomas Johnson provides five useful tips on how to develop a successful and creative logo for a law firm. Attorneys will learn how to avoid technological pitfalls, principles of design, and how to capture your firm's culture. For instance, Johnson explains why to avoid design templates, and why a vector-based logo will serve better than a pixel-based logo.

Wrapping up the latest issue of BLF, Kristen Friend offers a how-to on writing great design briefs. A design brief explains, from the client's perspective, what is expected of a design team for a project, such as the design and launch of a new website. Friend outlines a number of questions that the brief should answer, including a firm's practice areas, its goals for the design project, and its audience.

Download Google's RankBrain and the Future of Smart Search

To learn more about how to build a Bigger Law Firm, visit https://www.biggerlawfirm.com

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Are Bing Ads a Viable Addition to Your Law Firm Marketing Strategy? Bigger Law Firm Magazine Reports

Posted on December 16, 2015January 9, 2021 by Law Firm Newswire

BLF Magazines Explores Bing Ads for Lawyers in Latest Issue

San Francisco, CA (Law Firm Newswire) December 16, 2015 - The most recent edition of Bigger Law Firm magazine discusses the ways in which Bing Ads can enhance the marketing strategy for one’s law firm. In this issue, Kristen Friend describes how pay-per-click (PPC) advertising, such as Google, Bing and Yahoo, can serve as an effective method of search marketing.

Although Google AdWords has dominated the market for a long time, Bing and Yahoo are gaining in popularity. Bing Ads permit users to import AdWords campaigns, and continues to facilitate the process. Friend writes that in May, Bing started adding support for Upgraded URLs, and during the summer, Bing finished integration of Upgraded URLs in Bing Ads. Therefore, advertisers can currently use existing AdWords tracking templates and URLs to generate Bing paid campaigns.

One can import a maximum of 1.5 million keywords and ads from AdWords into Bing Ads, and import an entire account or a separate campaign. And Bing provides many features that are not offered by AdWords. Bing Ads Intelligence is an extension of Excel that helps with research of keywords, and provides keyword suggestions. In addition, it permits one to track the performance of keywords and view bid suggestions on the basis of current keyword data.

Friend says that using Ads Intelligence, Bing Ads perform well in the area of competitor research. The Auction Insights tab allows one to view the performance of one’s ads compared to that of firms placing bids on the same keywords. The capacity to view the areas in which one is thriving and not performing as well in certain auctions can provide one with a vision as to how to improve future campaigns.

Friend further explains that Bing Ads provide control at a group level that AdWords only permits at the campaign level. For instance, in AdWords, one can establish a location and schedule for a campaign. Bing, however, allows one to modify the schedule for one or more groups within a campaign, thereby removing the need to generate a new campaign. Moreover, Bing’s ad scheduling is more advanced in that while AdWords bases display timing on the time zone of the purchaser of the ad, Bing permits scheduling based on the time zone of the viewer of the ad.

Friend’s article can help attorneys learn more about the many valuable features offered by Bing to assist them in their marketing efforts.

Download the latest issue of Bigger Law Firm Magazine "The Switch: How do Mac and Linux Stack up for Attorneys"

To learn more about how to build a Bigger Law Firm, visit https://www.biggerlawfirm.com

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Legal Marketing Magazine, Bigger Law Firm, Shares Creative Content Ideas

Posted on December 11, 2015January 9, 2021 by Law Firm Newswire

Download the latest issue of Bigger Law Firm Magazine

San Francisco, CA (Law Firm Newswire) December 11, 2015 - An article in the latest issue of Bigger Law Firm, the law firm marketing magazine for attorneys, addresses the need for law firms to produce creative online content.

In “Creative Content Ideas that Deliver,” Brendan Conley tackles an issue that faces every law firm's marketing team: to draw prospective clients to the firm's website, and maintain a good position in search engine results pages, the firm must produce online content that is useful and engaging. Online marketing for law firms is fiercely competitive, so simply producing bland, unoriginal content will not be effective.

Conley's article provides solutions. The first step, he writes, is to develop a good content strategy. The firm's marketing team may be in the habit of producing certain types of content, because it once seemed like a good idea. However, producing content just for the sake of having it is not good enough. According to Conley, law firms need to reassess their old online marketing plans and develop an effective content strategy. That means studying the target audience, developing content that is useful and relevant to that audience, and determining the measurable business goal the content is intended to support.

The article addresses the difference between the major types of online content, including subpages on the firm's website dedicated to specific subjects, blog posts, social media content, press releases, answers to Frequently Asked Questions, multimedia content and other types. Each type of content has its own requirements, and Conley shares tips on how to make each content type effective. Social media content and blog posts can take a much different tone than FAQs and subpages.

With every other law firm's marketing team also producing online content, how can one stand out? It is no secret that the best content will rise to the top, but how can a firm accomplish this? Conley shares several insider tips, such as the skyscraper technique, that can help a firm distinguish itself online.

Read the latest issue of Bigger Law Firm magazine to learn how to master creative content.

Download the latest issue of Bigger Law Firm Magazine "The Switch: How do Mac and Linux Stack up for Attorneys"

To learn more about how to build a Bigger Law Firm, visit https://www.biggerlawfirm.com

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Law Firm Marketing Companies SEO | Law Firm and Custom Legal Marketing Merge to Create CLM Grow

Posted on December 8, 2015January 9, 2021 by Law Firm Newswire

Jason Bland of Custom Legal Marketing talks about the CLM Lounge features that will be included in CLM Grow Reports.

San Francisco, CA (Law Firm Newswire) December 8, 2015 – Adviatech, the parent company of law firm marketing brands SEO | Law Firm and Custom Legal Marketing (CLM), has merged their two core brands together to create CLM Grow.

When Adviatech launched SEO | Law Firm in 2007, it quickly became the flagship brand of the online marketing company. In 2013, the company created Custom Legal Marketing as a spinoff of SEO | Law Firm's Large Firm Marketing service. As the attorney website design and law firm marketing processes have evolved, the lines have blurred between the two services.

SEO | Law Firm caters to solo practitioners and law firms with one to three attorneys. Custom Legal Marketing generally works with established firms with five or more attorneys in highly competitive markets. The two brands have a few differences. SEO | Law Firm websites are predominately based on exclusive frameworks developed by the company's award-winning design team called CLM Grow Sites and their search engine marketing strategies are generally more affordable as their clientele works in less competitive markets. Custom Legal Marketing websites are completely built from the ground up, are powered by the CLM Essentials management system and come with custom photographers and focus groups. Marketing plans are very aggressive to help their clients excel in competitive markets, and their clients get access to an extensive reporting system called the CLM Lounge.

SEO | Law Firm is now CLM Grow

“While it originally made sense to have these two separate brands, we now feel that we can better accommodate law firms of all sizes by consolidating the services under Custom Legal Marketing. We already have a lot of cross selling between the two brands, and many SEO | Law Firm accounts grow into Custom Legal Marketing plans. Merging SEO | Law Firm and Custom Legal Marketing is going to offer big benefits to existing and future clients,” said Jason Bland. Bland is one of the co-founders of Adviatech and created the Custom Legal Marketing concept.

Attorneys and law firms that may not need the full custom websites and highly aggressive marketing strategies used by Custom Legal Marketing's customer base can now look to CLM Grow. CLM Grow and the framework-based CLM Grow Sites provide affordable solutions that fit the needs and budget of most solo-practitioners and small practices. Many SEO | Law Firm clients that are now serviced under CLM Grow will be getting access to CLM Grow Reports, a limited version of the CLM Lounge reporting center which provides basic search engine ranking and social statistics.

“By combining SEO | Law Firm and Custom Legal Marketing, we are now able to offer more flexibility to younger and established firms. We can now pair affordable framework-based websites with high-end aggressive marketing strategies, or large custom websites with less aggressive scalable marketing plans. We can now truly serve every law firm,” said Bland.

Custom Legal Marketing
An Adviatech company
1111 Kearny St.
San Francisco, CA 94133
Phone: 1.415.449.1985
Toll Free: 1.800.789.6451

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