Busy Lawyer’s Online Marketing Update – April 11, 2017

Busy Lawyer’s Online Marketing Update – April 11, 2017


We know you are busy, so we did the reading for you. Our team of more than 50 search marketing experts shares the most important news that attorneys need to know about online marketing and web technology from recent weeks.

Large Companies Pulling ads from YouTube

March 22, 2017 by: Helen Bukulmez @helenbukulmez

There is much consideration that goes into creating an online video advertisement, especially for the legal industry. We must ensure not only professionalism, effectiveness, and focus, but also compliance with ethical rules of state bar associations as well as compliance with the Model Rules of ABA. When a video ad is published, however, we may not consider what other content appears next to our ads. What if it is placed right next to content inciting terrorism, hate speech, offensive or derogatory statements? What does it mean for our branding? Is there anything we can do to control the context in which our ads are displayed on Facebook, YouTube or other platforms? The following article announces a recent decision by AT&T and Johnson & Johnson to pull their ads from YouTube and other Google platforms. These companies do not believe Google does enough to ensure proper context for their ads. What about you? Have you checked to see where your ads are appearing? What messages surround yours?

Read more: AT&T and Johnson & Johnson Pull Ads from YouTube

New Options for Facebook Advertising

February 23, 2017 through March  by: Travis Haney @travisHaney88

Over the past couple of months we have seen a couple of new options in the Facebook advertising world. One of which is mid-roll video ads. With this feature advertisers can insert advertisements into their live streams. For now, this is limited to pages with 2,000 or more followers, giving more benefit to pages with larger followings. The other update is split testing. As always, testing and reviewing are essential parts of developing a successful ad strategy. But Facebook is now making it much easier for advertisers to split test ads with different creatives and target groups. This is an important tool to learn more about what approach will work for your audience.

Read more: More Facebook Ads Options

Split Test

Congressman Wants Patient Warning Added to Mass Tort Marketing

March 7, 2017 by: Guy Loranger @cwcontentteam

tackle boxRep. Bob Goodlatte (R-Va.), Chairman of the House Judiciary Committee, recently wrote letters to state bar associations and the American Bar Association, urging them to adopt a “requirement that attorney commercials which may cause patients to discontinue medically necessary medications have appropriate warnings that patients should not discontinue medications without seeking the advice of their physician.” Does your firm’s dangerous drug marketing feature this warning?

Read more: House Judiciary Committee targets lawyer ads, mass torts marketing

Goodlatte Calls for Reforms on Misleading Lawsuit Advertisements Regarding Pharmaceuticals

SEO + Social: Work Together to Get Results

April 3, 2017 by: Joan Siopes @jsiopes22

meticsToday’s consumer landscape is changing constantly, and it would appear that most consumers have a natural adblock, with so much appearing in front of them on a daily basis. In order to overcome this, this article suggests that we create the landscape based on four pillars: data, strategy, content, and engagement. The purpose for each pillar should be: informs, drives, inspires, and creates. Using this strategy, SEO and social media campaigns work together to build these pillars. One of the most important issues noted in this article is that you have to be open and willing to test and try and learn through failure.

Read more: SEO and social: 1 + 1 = 3

Google Fred Update

March 29, 2017 by: Hannah Bessinger @hannahbessinger

After looking at more than 300 domains following Google’s Fred update, SEO toolset data company, Sistrex, just published their first set of findings about which websites are being most impacted by the update. They looked at sites from the United States, Germany, Spain, and the United Kingdom. The findings lined up with what many experts had predicted — sites with low-quality content and heavy ad use saw the highest decline in rankings after the update. Banner ads contributed to the most dramatic ranking drops. Many of the sites saw up to a 90% loss of visibility in Google. This confirms the importance of creating easily readable, in-depth, quality content rather than shallow, keyword-stuffed pages that offer no value to the reader.

Read more: Fred’s losers: Sistrix analysis says ad-heavy, thin-content sites hit worst

Keywords in your URL, do you need them?

March 9, 2017 by: Michael Gardner @mrgarney

keyword searchThe question of whether to have keywords in your URL has been debated for the last decade by SEOs. As recently as last year, Google stated that having keywords in the URL was a small ranking factor in their search algorithm. Just this month, Google’s John Mueller has stated that these keywords are overrated. He goes on to say, make your URLs for the users, not the search engines. The takeaway from this article is to not change your URLs because you think you can gain an advantage by placing keywords in the URLs. It can actually have a negative impact on your rankings if it is done incorrectly.

Read more: Google: Keywords In URLs Are An Overrated SEO Factor

Google Invented A Way To Shrink JPEGs By 35% To Make Websites Load Faster

March 17, 2017 by: Julie Butrymowicz @lightsandswirls

compress imageGoogle has recently invented a new file encoder to reduce the size of the JPEG images on your website by up to 35%, all while preserving the quality of the original image. How will this affect you, you might ask? Your website’s page load speed is a large factor in search engine rankings, not to mention usability and keeping visitors on your page. Part of that load speed is affected by the size of your website and its files – namely, images. As technology advances, the file sizes of websites steadily trend upward, from about 700 kilobytes on average 10 years ago to about 2,300 kilobytes on average today. In order to combat the file “bloat” in the future as sizes inevitably increase, it’s imperative that we take preemptive action to find the best ways to optimize your site’s page speed.

Google Invented A Way To Shrink JPEGs By 35% To Make Websites Load Faster

Instagram advertising is on the rise

March 22, 2017 by: Kristina Sandine @houseofsandine

instagram Instagram’s advertiser count has risen to over 1 million, which is five times greater than it was just 13 months ago. Though the numbers continue to increase on this platform, it still hasn’t caught up with Facebook advertising. However, Instagram continues to develop different features aimed at helping businesses grow. Soon they will add a feature allowing people to book services through business profiles on the platform. If you’re not already utilizing Instagram, it may be time to consider this social media giant.

Instagram now has more than 1M advertisers, doubling in past 6 months