Law Firm Marketing & the Digital Real Estate Business
My friend – attorney and social media marketer Adrian Dayton – wrote a very interesting article at Law.com entitled, “Which law firm owns the most digital real estate?”
And it’s full of good news for small firms and solo practitioners.
His premise – which he backs up with stats – is that smaller firms are staking a bigger piece of online real estate while the big firms are falling behind.
Adrian did Google searches for a number of legal topics and consistently found that the top 50 law firms rarely show up in the top Google rankings. What does show up are the small and mid-sized firms and the #1 reason why they show up? Blogs.
According to Adrian’s research, the big firms are not blogging. He looked at the top 10 firms in the AmLaw 100 – a total of 23,000 attorneys, each no doubt quite capable of blogging – and asked us to guess how many blogs they turn out. What’s your guess? 5,000? 2,500? 100? Try 2. Two blogs.
How about for the entire AmLaw 100 and its 84,000 attorneys? 130 blogs in total. And half of those are from six firms.
Search engines love fresh content, which is what a blog provides. Feed that search engine with a daily blog and your firm is likely to land in the top search results for the areas of practice that people are searching for.
Which leads to Adrian’s second point, which was why law firms should care about being ranked highly by search engines: Because research shows that 56% of people who search on Google click on the first result, 13% click on the second result, and so on down from there. If you are not on the first page, you don’t exist.
To read Adrian’s entire article, go here. Registration is free. But the information is priceless.
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