Friday, September 24, 2010

Getting "Searched"

In the world of blogging, SEO, and Google, content is king. You cannot expect a wide range of searches, hits, and site visits, without constant Google content.

The problem though, is not just any content will work. What I'm learning (because we the Google search algorithm is such a secret) is that you must tailor your content to your audience, but also include enough key components that will allow the Google robots and spiders to "feast."

Recently, I had a guest post on my blog. I thought that this would be an excellent way for me to drive some business to my firm (referring it to the guest), and tap into a potential alternative market. It didn't work out that way. In fact, I haven't had a single inquiry/search result for the keywords I specified. That's disheartening, but very enlightening for me.

Here's what I learned:
  1. The searchable content must include key word phrases, but also some generic words too. This is important because Google wants to see the variety. Google wants to see that you used FBI and Federal Bureau of Investigation together, and not just the acronym. This type of usage "tricks" the robots and spiders into to believing your relevancy.
  2. You must have fresh content. You cannot expect that 1 post about social security law or medical malpractice will bring in those clients. Similarly, you cannot expect the search bots to associate the "value" of your site with that single post. You must have constant, recurring posts on the subject. Again, this shows the search bots that your firm is relevant and current.
  3. Outside links are valuable. Don't just hog all the glory of your own "brilliance." Give plenty of credit to others by showing them love. Outside links to other sites show the search engines that you care about what's going on in the greater population. Google is all about "power to the masses." So why shouldn't their search engine function the same way? Would you expect Google to add "value" your side by placing you at number 1, if you weren't giving things away to other? Add links to other articles.
I think if you'll take a few minutes to truly think about the type of content you're giving your clients and potential clients, you'll find drastic ways to change it up. Remember, it's not so much about what your write, as how you write it.

I'd be interested in hearing your thoughts. Please add your comments.

Friday, September 17, 2010

Why You Need to Know Tech

The Law Librarian Blog links to a new study performed by the New York Law Journal, which ranks legal tech companies. I don't know about the applicability of most systems, as none of the systems I used even received a ranking.

However, I do know that technology in law firms is getting more important. For law students, knowledge about, and hands-on experience with a variety of systems is key.

I hire law students to come help me in my office. I think it's beneficial for them, and me. Their experience with technology was somewhat similar to mine during law school - absolute zero (check out this rant post about technology). Sadly, law schools don't prepare you for the harsh reality that you're going to have to work with technology in order to succeed.

Here are some questions to accurately gauge your law-tech knowledge:
  1. What is practice management/case management software? Do you know and understand what this term means, and how law firms use the various programs? 
  2. Can you name some practice management/case management systems? 
  3. What is the difference between using practice management/case management systems and Windows/Mac folders?
  4. Do you know what a server is, and how it functions in a workplace environment?
  5. Do you know what a network is?
  6. Do you know how to save files to a server versus your system's hard-drive?
  7. What is the required method for submitting documents to (most) federal court?
  8. Do you know how to remove metadata from a document in Microsoft Word? I don't use WordPerfect, but I understand that program automatically (or nearly) eliminates the metadata.
  9. Do you know how to use styles, tables, and other formatting techniques to process your documents?
  10. Do you know how to use your word processor's comment/change tracking features to collaborate?
  11. Do you know how to remove metadata from an Adobe PDF?
  12. Er...Do you know how to create a PDF document?
  13. Do you know how to create a PDF "package" of documents to send to other people?
  14. Can you use Acrobat's redact features to remove information from a document?
  15. Do you know how to send a fax? Do you know that you still need to dial long distance (i.e. add country code plus area code) when sending a long-distance fax?
  16. Do you know how to send an email?
  17. Do you know how to attach a file to the document?
  18. Do you know how to burn a CD?
  19. Do you know how to use social media?
  20. What are some of the popular note-taking programs?
  21. Do you know how to research case law without LexisNexis or Westlaw passwords?
  22. Do you know if your state publishes cases and court dockets on a centralized system? FYI, Oklahoma has OSCN that offers Oklahoma cases and court dockets.
  23. Do you know how to use your state's online case systems?
  24. Do you know how to backup your system?
  25. Do you know how to use the internet for more than checking Facebook and playing games?
As you can see, the number of possible, and simple, tech questions could continue. The fact though, is that law students need to start preparing themselves to deal with these types of programs.

One of the easiest ways is to actually purchase the program, and use it. Many companies offer discounts for students. These prices are for full versions of the program. Note, there are some restrictions on using the program, so check the licensing agreement. Some schools freely distribute the programs to their students under their educational licensing agreements with the manufacturers. This could save you hundreds of dollars.

My hope is that you'll take your educational experience to the next level. Law school gives you the academic information you'll need, but you're going to need to rely on yourself for the techno-know-how.

Thursday, September 16, 2010

Google Places

I don't market my law firm anywhere else but on the internet. Sure, I have the obligatory white pages listing I get when I installed my office line, but that's so indescribably boring that it's hardly worth mentioning.

What has been the true "make it, or break it" marketing maven is my firm and personal listing on Google. I've discussed the benefits of Google, and how my listings on Google influence the types of cases I want to develop. When I ask people how they got my information, "the internet" or "Google" are the two most common responses.

Well, now Jay Fleischman has delved into helping you create and utilize Google Places to your marketing advantage. Jay has two posts, here and here, which effectively and succinctly describe what Google Places is, and how to take advantage of the Google behemoth, all for free.

One of the keys that Jay suggests, which I think is the money quote, is get a separate Google account. I didn't do this when I started my firm's marketing scheme, and frankly, it didn't even cross my mind. Now however, the separate account would be nice. The problem I've realized is that have your marketing connected to your private account will create headaches in the future, i.e., what if you want to sell your business? Your public marketing efforts are intricately tied to your private account. It's unseverable without fully transferring my private Google account. The easiest thing to rectify this problem: get a Google apps account for $50 per year. 

Other than that small glitch, I love (as I've gloated before) seeing my names in the 1 and 2 spots on the Google search page. Even more thrilling is that my names come before the BigLaw firms who have mucho denaro to market with.


Monday, September 13, 2010

Influence of Blogging

Kevin O'Keefe, author of Real Lawyers Have Blogs, turned me on to a great survey that in-house counsel use to rank the importance/competence of outside counsel to hire.

Kevin notes that from those surveyed, 27% noted they used blogs as one method for vetting potential hires. His article continues to highlight the importance of blogging, its usefulness, and its influence in the future. Kevin even makes this profound comment, which I whole-heartedly agree with:
Ask any lawyer who publishes a good topic centric blog and they'll tell you that their speaking opportunities have increased dramatically with blogging. Blogging lawyers are also likely to tell you of their blog posts being re-published as articles and of increasing requests for them to write articles.
However, one of the things I think Kevin missed (perhaps it's because his blog is focused on getting lawyers blogging), is result number 6, "Twitter feeds from lawyers." This ranked in at 22%. I think, like blogging, Twitter is an effective way to get your message out, in short bursts. Although admittedly, Twitter provides less of a useful marketing scheme than blogging, the Twitter feed is a mechanism to show others that you have some personality, besides being a lawyer.

If you're not blogging, I encourage you to immediately start. It's easy, educational, and can be a good source for new business.