Add your law firm links here: http://www.virtuosolinks.com

AdWords campaigns for drugs must now have ads that only point directly to the law firm’s web site, or a standalone site that does not link or redirect to another site. In this particular legal marketing campaign, our landing page had links to the main firm’s site. If we understand the rules correctly, the site would be acceptable if it did not link to our client’s main site. We will let you know more about this rule when we figure out exactly what the deal is. But in the meantime, if you are running paid search ads for drug cases, they should probably link to your main site.

A couple of recent conversations with law firms that deal with Spanish-speaking clients has got me thinking about the need for firms to be prepared for this market. If you open up your practice to those who speak Spanish, you could tap into an entirely new market. You might double the size of your practice. Who knows? Of course, something like this is easier said than done. But to get you started, I am going to give you a bare-bones strategy for promoting your law firm to the Hispanic market.

1. If you are going to promote your legal services to people who speak Spanish, you probably need to actually be able to talk to them. So someone on your staff is going to have to be fluent in Spanish, unless you are just going to refer all that business to another firm. But even then…don’t you need to be able to understand what is being said?

2. Perform Spanish-specific keyword research using Google’s external keyword research tool. The seed keywords should also be in Spanish:

https://adwords.google.com/select/KeywordToolExternal

3. Create pages for your web site, or create a new web site altogether, written in Spanish and optimized for the Spanish language keywords. Caution: do not use software or a web site to do your translation! There is a high likelihood that the language will get mangled, which will damage your reputation. If you’re going to do it, do it right.

4. Generate keyword links to your Spanish language pages just like you would your English pages. SEO is still SEO, regardless of the language.

English language SEO is time consuming and has many moving parts. Shifting to a language that you are not familiar with adds to the complexity. If you are already fluent in Spanish, then you’ve got a big advantage over the rest of us.

Another consideration is whether you are promoting to a broad, global Spanish-speaking market or to markets in particular countries or to specific groups of people. There are many variations of the Spanish language, and what works and is acceptable language to one group may not be understood or even considered rude by another group. In general, the best strategy is probably to take a high level, global perspective and try to avoid using language that is specific to any particular group.

So preparing yourself to do business with Spanish-speaking people will require some effort and resources, but it will open your firm up to a whole new market.

law firm marketing

Law Firm Marketing

These two words would be considered different keywords. This may not seem all that significant, but we have found that Google seems to favor keywords that are all lower case by awarding them with higher quality scores. So if you have two versions of the same keyword, you may be charged a higher click cost because of a lower quality score. Can I guarantee this will happen? Nope. But why take chances? Especially when you are dealing with an expensive advertising category like legal services.

Another problem with having multiple versions of the same keywords in your ad groups is that your AdWords account can become needlessly unmanageable. Accounts that are fine-tuned to the best (and smallest) set of keywords are much easier to manage.

This is just one example of how something that seems very insignificant can have an impact on your overall paid search account performance. It is important to pay attention to the details. The difference between a quality score of 5 and a quality score of 10 can represent a significant amount of money that could be used to acquire more leads for your law firm.

Got questions? Feel free to contact Work Media at 888-299-4837 or email Info@WorkMedia.net.

The first place most people start is by searching Google. But you definitely have to wade through a lot of irrelevant (or just very poor) material like that. However, we’ve recently discovered that Amazon.com can be an excellent research tool.

The key is to use Amazon’s Look Inside feature. Look Inside allows you to search for and read passages from books in the Amazon catalog that contain specific keywords. You are only allowed to use this feature if you are a registered user on the site with an order history. So sign up for an account and go buy yourself something nice. Then you’ll be good to go.

Start by doing a book search based on your primary keyword. Then, scroll through the list of returned results and find a book that has the “Click to LOOK INSIDE” logo on top of the book cover image. Those are the books that you can search. Click the book cover.

On the next screen, you will see a search box labeled “Search Inside This Book.” Type your keyword in that box and perform another search. You will now be returned a list of links to passages in the book that contain the keyword. If you are a registered user with an order history, then clicking on the link will show you that passage.

Searching through a book like this will provide you with all kinds of information about a keyword from a real book written by a real expert, rather than marketing material written by amateurs.

Anyone can be a successful writer of online content for distribution if he takes the time to do his research. This process can be tedious, but using the best sources of information will make the process a whole lot easier. Content distribution is an outstanding law firm Internet marketing strategy that you should begin incorporating into your marketing plan today.