1.
4TH ANNUAL SUPER MARKETING CONFERENCE
JIM SCHONROCK, FINDLAW VICE PRESIDENT OF PERFORMANCE
THINKING BIG
Better Leverage Search – and More – to Supercharge Your Firm’s Marketing

2.
ABOUT FINDLAW

3.
THE AGENDA
Silver bullets
A case study
How the game is played
What to focus on now
Q&A

4.
SILVER BULLET
Something that very
quickly and easily
solves a serious
problem.

5.
A MARKETING SILVER BULLET

6.
ABOUT THE STUDY
10K+
1M
5M
2.4M
UNEQUALLED VIEW INTO “LEGAL SHOPPING”
BEHAVIOR ON THE WEB
This study sampled 3.7 million search visits generated by 2.66 million search phrases
DISCRETE WEBSITES
PAGES TARGETED AT LEGAL CONSUMERS
MONTHLY VISITS
FROM SEARCH ENGINES

7.
QUESTION
How do different types of
queries generate traffic and
contacts for law firm
websites?

8.
NON-
BRANDED
62%
BRANDED VS. NON-BRANDED SEARCH
BRANDED
38%

9.
NON
NON–BRANDED SEARCH

10.
NON-BRANDED SEARCH IS THE UNCLAIMED
TERRITORY OF SEARCH

11.
Query Types: Research
• Research into legal information
• No clear intent to find attorney
• May be preliminary step in the “lawyer shopping”
process
• High volume
Information about California dui laws
Example:
QUERY TYPES: SEARCH
QUERY TYPE #1:
RESEARCH

12.
Query Types: Long-Tail with Lawyer Intent
• More verbose, but often more precise statement
of need
• Individually infrequent, large in the aggregate
• Clear intent to find an attorney
Lawyer to handle issues with adoption for single mother
Example:
QUERY TYPES: LONG-TAIL WITH LAWYER INTENT
QUERY TYPE #2:
LONG-TAIL WITH LAWYER INTENT

13.
Query Types: Head Term with Lawyer Intent
• Practice area + location + “attorney” or “lawyer”
• More frequent
• The “Holy Grail”
Family law attorney in Minneapolis
Example:
QUERY TYPES: HEAD TERM WITH LAWYER INTENT
QUERY TYPE #3:
HEAD-TERM WITH LAWYER INTENT

14.
SERP VISITClick Rate
FROM QUERY TO VISIT

15.
WEBSITE VISITS FROM NON-BRANDED SEARCH
Research 66.9%
Long-Tail 31.8%
Head-Term 1.3%

16.
FROM VISIT TO CONTACT
SERP VISITClick Rate CONTACTContact Rate

17.
Long-Tail 71%
Research 26%
Head-Term 3%
WHERE ARE CONTACTS COMING FROM?

18.
Technologies Inc. promises to put
customers on the first page of Google
for these phrases:
Miami Injury Attorney
Miami Injury Lawyer
Miami Personal Injury Attorney
Miami Personal Injury Lawyer
Price: $20k per year
Bonus Offer:
Add accident category for $9K per year
SPECIAL SEO OFFER!
ACT NOW!
DOES
THIS
MAKE
SENSE?

19.
HIGH
LOW
DISCOVER VALIDATE EXPLOIT RIGHT SIZE/
ABANDON
Information
Asymmetry
Information
Symmetry
THE DIGITAL MARKETING GAME

20.
S L M
GREAT OPPORTUNITIES TODAY
SOCIAL
MEDIA
LOCAL
SEARCH
MOBILE
PRESENCE

21.
Great Opportunities Today
S L M
SOCIAL
MEDIA
GREAT OPPORTUNITIES TODAY

22.
THE CASE FOR
SOCIAL MEDIA
• The influence of friends and
family
• The power of networking
• Networks are moving online
• Massive word-of-mouth
• Exponential spreading
power

23.
GAINING AN EDGE:
KEYS TO SOCIAL SUCCESS
• Are you committed?
• Start with a quality foundation
• Engage, don’t broadcast
• Participate every day
• Promote, promote, promote
• Strategically expand

24.
Great Opportunities Today
S L M
GREAT OPPORTUNITIES TODAY
LOCAL
SEARCH

25.
WHY LOCAL?
IT’S THE MODERN YELLOW PAGES
• Rich local ecosystem
• Continued investment &
innovation
• Massive growth in usage
• High trust level
• Increasingly featured on
Google

26.
•Have a physical office location at
the address you are listing online
•Maximize citations
•Use consistent NAP format
across the Internet
•Select the correct category
association on business listings
•Encourage your clients to leave
reviews
GAINING AN EDGE:
LOCAL BUILDING
BLOCKS
27% use reviews
during searches for
professional services

27.
Great Opportunities Today
S L M
GREAT OPPORTUNITIES TODAY
MOBILE
PRESENCE

28.
Year mobile Internet usage > desktop Internet
usage
2014
Fraction of mobile phone owners that go online
from their phones
2/3
Percent of users that use their smartphone as
their primary device to access Internet
34%
Percent of legal searches that happen on a
mobile device
42%
WHY MOBILE?
YOU CAN’T IGNORE THE NUMBERS
Percent of mobile searches that are for
businesses (up from 33%)
56%

29.
GAINING AN
EDGE:
UNDERSTANDING
MOBILE USERS

30.
THE VALUE OF A MOBILE-OPTIMIZED
EXPERIENCE
of users say they won’t
recommend a business with a
poorly designed mobile site
have turned to a competitor’s site
after a bad mobile experience

31.
TAKEAWAYS
Silver bullets don’t really exist
Focus on the long-tail
Learn to play the digital marketing
game
Exploit emerging tactics: SOLOMO
Key is well-balanced, integrated
marketing program

32.
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33.
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