Author archive

Gavin Ward

Gavin Ward is the Operations Director at Moore Legal Technology, helping law firms succeed within the confines of overarching growth strategies. Email gavin@moorelegaltechnology.co.uk. Twitter @GavWard.

Better backlinks by Joe the Goat Farmer

With Douglas Millar

“Growing the link profile of a website is critical to gaining traction, attention, and traffic from the [search] engines. As an SEO, link building is among the top tasks required for search ranking and traffic success.” Moz

The importance of link building

Approaching its 20th birthday later this year, Google is still the dominant search engine in the UK. As such, it continues to hold significant sway as to which law firms gain more clients than others through the internet. For those firms looking to take their online marketing to the next level, focusing on link building strategy should be a priority.

analytics

“War is 90 per cent information” – Napoleon Bonaparte

With the legal sector continuing to go through a period of unprecedented change, law firms are increasingly looking for ways to gain a competitive advantage over their rivals.

Law firm decision makers throughout the country will be busy developing and implementing business plans, setting objectives, goals and Key Performance Indicators (KPIs), ie important metrics. However, when applied in an online environment, it’s easy to lose sight of the bigger picture and get distracted by the sheer volume of metrics delivered by analytics tools which can easily confuse rather than inform.

The following tips are designed to help you see the wood through the trees and highlight some of the most important tools and techniques to help your law firm succeed online.

Law firms are increasingly competing for attention on the internet and, with content marketing being one of the main ways for firms to generate quality leads, the online space is becoming increasingly saturated. Regardless of which online channels firms choose to focus on (eg Twitter, LinkedIn, YouTube etc), it’s becoming ever more difficult for law firms looking to be noticed to stand out from the crowd and drive more business online.

As difficult as it can be to get lawyers to write content for online publication, even once a great piece of content has been written, there’s no guarantee of it being seen or shared online. Due to the sheer amount of competition online, regardless of the talent you have at your law firm and no matter how well you think you differentiate yourselves from your competitors, it is still possible for great, unique content to go unnoticed. To put it bluntly, simply creating good content does not cut it anymore.