Findlaw Approach

FindLaw Search Engine Marketing Details Search Engine Marketing has two goals:

(1) drive qualified traffic to the Website from search engines and directories; and (2) persuade those potential clients to contact the firm.

1. Search Engine Marketing Consultation - A Search Engine Marketing Consultant will participate in the Initial Call to set expectations, answer questions and gather information about the firm's practice areas and target market.

2. Keyword Research - Based on information obtained during the Initial Call, the Search Engine Marketing Consultant will do research to identify the relevant keyword phrases in which the firm might have their best opportunity.

3. Domain Name Purchase for Firms Without URL - If a firm doesn't already have a domain name, FindLaw will purchase one on their behalf.

4. Search Engine Submissions - FindLaw will submit sites to many free search engines and directories such as Google and DMOZ. Due to the changing nature of search engine popularity, the list changes frequently. Once a site is submitted, it could take up to three months before it begins to appear in the search engines and several more months before it begins to appear consistently. Sites are not always accepted on the first submission.

5. Paid Submissions - Some search engines and directories offer a paid submission program. For a fee per URL, the search engine will spider the site more quickly and more frequently than through free submissions programs. Some paid submission programs charge an annual fee for each URL. Others charge a one-time submission fee plus an additional charge each time someone clicks through to the site. Due to the changing nature of search engine popularity, the list changes frequently. These page submissions do not include the Yahoo Directory.

6. HTML Code Optimization - The proprietary platforms that we use to develop our sites are specifically designed to generate HTML code that is search-engine friendly.

7. Optimized Pages with Title Tags, Meta-Keywords and Meta-Descriptions -We optimize pages to make them search engine friendly (more easily indexed and searchable). At a minimum, optimized pages have correctly formatted Title Tags, Meta-Keyword Tags and Meta-Description Tags. However, the more important role of SEM is to ensure that the page includes keyword-rich content. When a firm has a Custom Content package, SEM works with the content writer to effectively incorporate keywords into the content.

8. Keyword Hyperlinking - We will create hyperlinks for keywords within the site to help spiders index more pages. Hyperlinking also helps visitors navigate within the site

9. FindLaw Reciprocal Link - When determining how highly to rank your Website, search engines such as Google will consider the number of Websites that have links to your Website and whether you have links back to those sites. In a way, search engines see these reciprocal links as a third-party endorsement of your site. We will create reciprocal links between your FindLaw profile and your Website as a way to have your Website ranked more favorably by search engines.

10. Traffic Reports per Year - FindLaw offers powerful traffic reporting via Web Side Story. These real-time traffic reports are available 24/7.

11. Standard Search Engine Marketing Audits - This is a scheduled performance evaluation resulting in a completed form that is emailed to the Account Manager for follow up with the customer. Audits DO NOT include SEM Consultations.

12. Search Engine Marketing Refreshes - This service includes a performance evaluation of the released FirmSite and telephone consultation with an SEM Consultant available upon request, not to exceed one per year and is only available in second year.

13. Search Engine Marketing Refreshes (proactive) - This service includes a performance evaluation of the released FirmSite and telephone consultation with an SEM Consultant (not to exceed 30 min). To fulfill this service proactively, 2-3 weeks prior to the due date FindLaw will send an email notice to the firm contact. The customer will be given the number to our Schedulers so that they can select a convenient time for the consultation. If the customer doesn't respond or chooses to forego the consultation at that time, the SEM Consultant will fulfill the service by completing the performance evaluation and sending a follow-up email to the customer in lieu of the consultation.

14. Search Engine Site Maps - This feature includes creation of search engine site maps designed specifically for Google and Yahoo.

15. Quickstart Options - A set of SEM features designed to minimize and shorten the impact of Google's sandbox for affected customers, and in general provide tangible SEM benefits to customer quickly after their FirmSite purchase. Features include a) Accelerated Web Presence, b) Search Engine Site Map, c) Inbound Links from FindLaw.com, and d) LegalConnection Overflow Leads.
Quickstart options are subject to availability.