The practice of search engine marketing is an increasingly specialized area of business marketing; and it is nearly critical in the legal field. Today's online market is much more competitive than yesterday's yellow pages advertising. Websites, BLOG's and search ranking have spawned a new breed of competitive market share, competitive market advantages, and competitive warfare. Unless you are one of the fortunate who were born with a keyboard under one hand and an iPod in the other, you can easily find yourself overwhelmed by the terms, tools and technology; the endless options for building a successful online presence; the ongoing and never-ending new demands for content; and of course, the aggressive pursuit of the "#1 position" in Google.
For the people who publish online photo albums, genealogy pages from a boxed program, or engage in chats and apps with sites such as MySpace, keywords are seldom a concern or the consequences severe. However, for a small law firm dependent upon a stream of clients flowing in from the Internet, one keyword, a single key phrase, or repetitive "bot" visits can mean the difference between exposure above the bar (the bottom of your screen) or below the bar; and, indeed, position is everything.
When a website appears in the results below the bar, the phone calls into the firm from prospective clients cut in half; page two positioning reduces the calls to a third; and anything beyond that will cause your paralegal to check the telephone's dial tone.With a few years of marketing under my belt (since 1970 something), as one of few selected to pilot test FindLaw in the field, I watched a small privately held company, with its legal directory and free legal statutes come into fruition as a Thomson company and earn its Thomson pin. As one of few consultants born into a family that analyzed data structures during dinner conversations, and with a desperate desire to help people achieve success through integration of all marketing channels, I resigned from FindLaw in July 2006 to continue my previous journey in professional online and offline marketing. Indeed, the days of "monthly quotas" are long gone, and while this BLOG may reveal the many obstacles encountered and endured over the past year, emphasis is justly placed on the task at hand of giving you the help and advice you came for.
My private partnership has fewer clients to whom we passionately devote our time and energy to their pole position. My staff and I have: studied millions of instances of competitive marketing "phenomena" both on and off the net; encountered nearly every security attack (viruses, trogans, etc) revealed on the FBI and FTC's website (either as the intended victim or by protecting our client who was the intended victim); collaborated with W3C (the World Wide Web Consortium); and studied nearly every Search Engine Marketing methodology. We continually pursue understanding of online marketing for the benefit of our clients, most of whom are small professional companies making their way in a world of endless filings, appeals, schematics, red tape and x-rays, with little time to devote to additional streaming rhetoric.
This BLOG will serve as your "advance sheets" to our private feeds (newsletters sent to registrants via e-mail) in which we hope to share helpful insights to online and marketing strategies, marketing channel integration, and a few of the many "pets" we've coined such as Next Dimension Marketing (TM), marketing "from desktop to world wide web" (TM), The Dominator (TM), and Coin This (TM).
Thank you for your time.
If you are a licensed professional, we invite you to contact us via email (info at marketingthedotcom.com) about private membership and access to InTheLoop - the newsletter published by MarketingTheDotCom.com.
Together... onward.
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