A case study. A motorcycle accident lawyer in Pennsylvania was referred to me, by a client, to market his 8 year old website. The site was previously optimized, and had some page-rank, however, it was not taking full advantage of newer knowledge about website optimization and the content was not written well for search engine results. He had some great articles in his blog, but they were not optimized.
Don't let your website crash your business
The next step was to create a unified plan, or matrix as I like to call it, that defines which pages of the attorney’s website are optimized for specific terms so we could not only write specific content to get him calls, but to also let Google, Bing, and Yahoo know in a more clear way which pages to show in their SERPS [search engine results pages].
Create an Search Engine Friendly Motorcycle Lawyer Website
We then took that SEO matrix and created a website from the ground up whose structure and architecture both supported the top key phrases and key words, but also reinforced for the search engines which pages where most important to the site. Those pages being the ones with the top searches, of course.We made it mobile friendly because many searches are being online now. We added social media sharing buttons, for people to share his site on their accounts. We added analytics to be able to see how many people go to which page, how long they stay, what terms they typed to get there, and more. We will be updating the site as time goes on a regular basis based on performance.
Online Advertising
Since this attorney wanted to corner the market on motorcycle accidents, we created a pay per click campaign for both Google ad words and Microsoft ad Center, which shows ads on being in Yahoo! We utilized all of the keywords that we found in our research for the website for the advertising campaigns. Webpages and groups within ad campaigns should match as closely as possible to each other. So we did that, then added some specific phrases for location terms within his service area.
Monthly Internet Marketing Services
As an ongoing monthly online campaign building activity, we have him draft a blog entry, and send it to me for SEO content writing and creating links to his pages that are relevant to the article. In addition, we publish articles on other sites that link back to his site a monthly basis.
We optimized some of the main social media sites for his terms, and link them back to his site. We do weekly updates on those.
He also has a budget to to have us manage his pay per click campaigns to ensure he is not paying for clicks he doesn’t want, add new terms he does want, and manage his bids on each phrase so that he stays competitive for each phrase.
