Gyi Tsakalakis and Conrad Saam have some good observations about link-building in their Lunch Hour Legal Marketing podcast. Not exactly new if you have been working in this area, but will be super useful to many. Couple of highlights:
An article in this month’s ABA Journal entitled Customers are relying on web searches, but some lawyers aren’t prioritizing SEO and social media marketing (ABA members only) provides more evidence that the legal profession is generally not on the cutting edge of technology:
Seth Price, a founding partner
Conrad Saam’s Own the Map: Marketing Your Law Firm’s Address (ABA 2020) is an intriguing new book that will cause many lawyers to think about marketing in new—and better—ways. Many, especially lawyer marketing service vendors, will find Saam’s ideas controversial.
Saam’s primary thesis is that most lawyers should concentrate appealing
Patrick Palace has some good ideas in his ABA Solo magazine article How to Use Bad Reviews to Attract Good Clients (ABA members only). The most important idea is that negative reviews can be a net positive–if you know how to respond. Here’s one specific tip:
Timely responses are even more important for negative reviews.
Many lawyers contribute their time to worthy causes, but they are often not aware that they can and should get some benefit from their altruism.
Backlinks (links other websites build to yours) are critically important to search engine optimization (SEO). They are even more powerful when they come from websites (including blogs) geographically close to
Jerry Lawson’s presentation at ABA Techshow 2020 explained how law firms can use pillar posts to improve their law firm’s Authority Scores, thus raising their SEO. The handout is available in PDF format.
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