The Internet changes frequently and over time, has become more and more adept at helping the average person find the information needed to make important decisions. What does the online future hold and what should your law firm focus on in 2014 to make the most of your online marketing opportunities?
The Internet is one of the most valuable tools consumers have at their disposal for conducting research, so to give the impression of being a successful firm, you must make sure you are using professional online marketing to your advantage. In today’s digitally connected world that means a website for both the desktop users AND a mobile optimized website.
Website design is one of the most important factors for building a strong online reputation for your firm. A high-quality professionally designed website says a lot about the quality of service your firm provides. It enables your visitors to access the information they want in a quick intuitive manner, creating a strong engaging user experience.
More and more people these days are using mobile devices to access the Internet. Recent estimates show about half of all Americans use smartphones and about a quarter of the population owns a tablet. With so many people using these PC and laptop alternatives, website owners must ensure their site is capable of performing properly on a mobile device. Experts say that before too long almost all internet access will be done through a mobile devise. Will your website be prepared to render the proper mobile-optimized user experience on these mobile devises?
In addition to having a desktop site that looks good and functions on a mobile device, you must also make sure your firm’s site is secure on these devices. You must do all you can to ensure your website is not hacked and it is secure. The most up-to-date options include protection from mobile data loss and threats specifically targeting tablets and smartphones. Security should also include reduced risk for lost or stolen devices, including unauthorized access, and data leakage from employee-owned devices. Finally, the best security systems offer equal protection for desktops, iPhones, iPads, Windows Phones, and Androids. However no system will ever be 100% secure, at best it will only deter the hackers.
Content and Design Revisions for Older Sites
Finally, consider if it is time to update your desktop site’s content and design. Aside from general updates of information, you might also need desktop software upgrades and updates to make the site compatible with today’s devices. Things like typography, interactivity, and format all effect a site’s usability on a mobile device. Responsive web design will continue to be a trend in 2014 because so many people are transitioning to mobile devices as their primary means of accessing the Internet. Content will continue to be an issue for optimization, too, so if it’s been awhile since your last revision, now is the time to get started.
If you want to learn more about the latest design trends for 2014 or you are ready for a site upgrade or simple evaluation, let us know. We can help you get your site ready for the next phase in Internet marketing.
Have website marketing, website security or SEO questions, just email or call us for answers at 516-238-5252.
Here is a fact worth noting… every business website is affected by recent Google algorithm updates. It started a few years back with one called Panda, which was followed by Penguin in 2012, and finally Hummingbird near the end of last year. The goal of each update was to enhance the user experience and ensure the best results were provided when users conducted a search. Unfortunately for some, it sent their online marketing plans into a tailspin. What do algorithm updates mean for your firm’s site and how you can you avoid the problems many experienced in 2013?
Understanding the Latest Update – Google’s Hummingbird
Hummingbird was the most sophisticated of the three recent algorithm updates. It attempts to anticipate what a user wants in response to his or her search. Hummingbird considers a user’s location and his or her search history when returning results. Hummingbird also makes it easier for users to search using natural language, so instead of typing “personal injury lawyer,” he or she can enter the question, or verbalize “where can I find a personal injury attorney specializing in auto accidents?”, and Google will understand the tone AND intent of the question.
What Does This Mean for Your Firm?
Sites featuring quality content experienced few negative effects from the Hummingbird update and in many cases, they rose in search results. However, as things continue to evolve, traditional SEO practices might not be enough to garner the results you want from your firm’s site.
Google has more engineers today working on search than ever before. Fifteen percent of searches each day are phrased in ways Google has never seen before. Their goal is to stay ahead of the curve. Your online marketing goals should be, as well. If you want to make the most of Google and other search engines, there are a few things you can do to improve your rank now and maintain a high rank in the future, even as things change. Most importantly, post new quality content regularly. Blogging is an excellent way to accomplish that task.
How can your law firm’s site offer the best user experience and ensure Google’s algorithms appreciate your efforts?
#1 – Post high quality content on a regular basis. Make sure your content focuses on your firm’s niche practices and provides information you believe your client would want to read. The better you know your potential clients the easier it will be to provide valuable content. Learn more about getting inside your client’s heads here.
#2- Be practical about keywords. They are still important, but abusing them will only damage your rank. Take a common sense approach to keywords and use them as a general guide for content, instead of as the main driving force.
#3 – Utilize Google Authorship because it boosts your online credibility. Google Authorship allows you to officially claim ownership of your firm’s content, so readers establish familiarity and trust with you. Algorithm updates will likely continue to favor verified authors, so linking content and Google Authorship will also enhance SEO.
The more you do now to make your firm’s site high quality the less you will be rattled when new algorithms are released. Ultimately, trying to outsmart or trick search engines results in failure, so take an ethical approach to your site and in the end, your efforts will pay off.
If you would like to learn more about how algorithm changes affect your firm’s site or you would like to discuss changes that could improve your site’s rank, give us a call.
Have website marketing, website security or SEO questions, just email or call us for answers at
There is a terrific article in today’s Newsday by Jamie Herzlich who writes the Small Business column titled “Password can spell security or disaster”.
Check Newsday or the business section of the Newsday site, and for those without access here’s the article:
In a time of sophisticated attacks on computer systems, companies should routinely re-evaluate their password policies and consider improving security measures, say experts.
A password breach can be catastrophic for a company. Yet, many firms don’t put enough emphasis on security, often opting for easy-to-remember words or phrases.
Considering what’s at risk, companies should routinely re-evaluate their password policies and consider improving security measures, say experts.
“It’s human nature to create less work for ourselves,” explains Morgan Slain, CEO of Los Gatos, Calif.-based SplashData, which recently released its annual list of worst passwords, such as 123456 and “password.”
“As much as we try to educate people and enforce stronger password policies, this list has remained fairly unchanged for three years,” says Slain, whose top-25 list was compiled from files containing millions of stolen passwords posted online in the previous year.
- Passphrases: If you want to create a secure password easy to recall, consider using “passphrases” — short words with spaces or other characters separating them, advises Slain, adding it’s best to string random words together, not common phrases. Three words or more is ideal, he adds. For example, “cakes years birthday” or “smiles_ light_skip.”
- Be inventive: Don’t use the same username/password combination for multiple websites or accounts, another common error, he notes. “People tend to reuse their passwords,” says Jeremi Gosney, CEO of Tacoma, Wash.-based Stricture Group, a password recovery and security firm. That’s because they have so many passwords to remember, which ultimately results in their creating simple ones, says Gosney, adding, “Most people know they have a bad password.”
- Digital route: If you want a truly secure password, remove the human element entirely, he says. Have a digital password manager generate your password for you, he advises, such as LastPass. “Any kind of human-generated password we’re going to be able to crack.”
- Management app: SplashData also offers its own password manager application, SplashID Safe, which generates, organizes and protects passwords. Users need to remember just one master password to get into the program, which safely stores your passwords and can automatically log you into accounts and websites without your having to retype a multitude of passwords.
- The stronger the password, the less often you need to change it. “If the password is sophisticated enough, you don’t necessarily have to change it every few months,” says William Collins, president of NST Inc., an East Northport-based information technology services company.
- Policy for workers: Whatever protocol you follow, it pays to have a password policy so employees have guidelines and understand what is expected, says Collins. Use the policy to enforce a standard, such as requiring passwords to have a certain level of complexity, he notes. Require a combination of letters, numbers, capitals and symbols, and avoid common words and phrases. For example, you wouldn’t want to use the last four digits of your Social Security number or your kids’ names, he says.
- Restrict access: Also, remember not everyone needs the same access to the same passwords. “Restrict access to only those who need it,” advises Collins, and don’t be careless with your passwords (i.e. don’t write them on a sticky note).
- Brian Selltiz, president of Digital Provisions in Smithtown, a commercial security integration firm that works with NST, says his policy dictates certain standards, such as the minimum length of passwords. He also limits access to passwords to certain employees based on their positions. “It’s always better to be safe than sorry,” says Selltiz.
2013’s WORST PASSWORDS:
5. abc1236. 123456789
Online marketing is still one of the best resources attorneys have for growing their firms. It is easier now than ever to create a professional online image for your firm through social media, websites and mobile marketing. However in the digital online world, the technologies change often. If you are wondering what is new in the online marketing world in 2014, read on:
1) Google+ is Essential
Chances are you’ve heard about Google+, sometimes called Google Plus. Toward the end of 2013, Google began placing even more importance on the use of its social media platform, so businesses are able to benefit from having a complete and active Google+ account to enhance their online presence. Google+ offers plenty of great marketing and branding features, so if your firm is not already on board, now is the time to create a page and starting interacting with other members.
2) Video Changes How Clients View You
Some business owners are intimidated by the idea of video marketing. The truth is it really helps clients relate to attorneys. According to Forbes.com, more than 90% of surveyed responders said they prefer video to other forms of marketing, including case studies and price quotes.
Simple introductory videos are an important part of your firm’s website. You can even expand your video marketing by starting a YouTube channel to educate potential clients. Use videos the way you would a blog – to build a reputation, share information, establish your credibility, and help clients become comfortable with you even before contacting your firm.
3) Mobile Optimized Websites are the future. The future is here now!
According to ABC News, by June of 2013, more than half of Americans owned smartphones. That number increase regularly. Interestingly, in today’s world there are many people who access the internet only through a mobile devise, never using a desktop computer. To provide the best user experience possible, your desktop website should be mobile optimized so that the content renders appropriately for the screen on which it is viewed. There are currently two ways to optimize your site – using a redirect link to a separate mobile designed website, or using a responsive design that reorganizes the page content and imagery according to the size of the screen it is being viewed upon. Each has its benefits and drawback, worthy of a separate blog topic.
4) Keywords Are Not What They Used to Be
It is time to change your thinking about keywords. If you haven’t already familiarized yourself with the most recent SEO changes, do so now. Keywords are still important, but the days of stuffing terribly written content with hundreds of keywords are long gone. Now your content needs to be well-written and packed with useful information. This might take a bit more time or require the services of a writer capable of writing within your industry, but it helps you establish the type of reputation you want online. Having your website discovered by search engines and writing in a voice that is professional enough to represent your company now go hand-in-hand. Quality content written with important keywords in mind is now only one way to achieve high rankings.
5) Content is King; Easy Access to that Content is Essential
Now more than ever before the search engines respect well written informative original content. Target 300 -500 words per page and make each word count. Content that informs “glues” both your visitor and the search engines to your website, providing a better user experience. Your website design should work in conjunction with that content, allowing your visitors to get to their desired information within two clicks.
Want to learn more about what’s hot in online marketing for this year? Contact Websites for Lawyers at 516.238.5252 or by emailing us here.