This page contains a Flash digital edition of a book.
Legal Marketing

Believe in Ghosts: Phantom has Arrived On the heels of Panda and Penguin has come

Phantom. Introduced by Google in May 2013, Phantom also targets content. Sites that had struggled with content quality issues and had been zinged by Panda got zapped even harder by Phantom.

What to Do Now, KeeMoSabe? Developing quality content takes a well thought-out

strategy, persuasive information and eloquent execution. Basically, think about developing content for your website like you would if you were preparing a presentation for jurors at trial, which in a sense are what Internet users are – only in this case, they are the judges, too. Basic steps include:

1. Get to Know Your Target Market 2. Choose Your Words Wisely 3. Use Quality, Relevant Links 4. Know Competition is Fierce 5. Strive for a High Domain Authority

1. Get to Know Your Target Market Howold are they? Where do they live? What is their

lifestyle like? What triggers them to respond positively? These triggers are known as keywords or phrases that they will use to search for a service, product, or problem. A good webmaster has the tools to learn what these words and phrases are.

2. Choose Your Words Wisely Before going before a jury with a closing argument,

you choose your words very carefully. You won’t get another chance. The same is true with your website. A small caveat here: don’t get caught in the “I know what they are thinking; don’t need any advice” syndrome. Here are some tips about choosing your words wisely:


The post-Panda market has enhanced the weight of content relevance. Google’s mantra behind rolling out Panda algorithmic updates is to provide users with a top quality search experience. This is what Google has to say on this topic –“One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty

of rich information that includes relevant keywords, meta titles and alt tags, used appropriately, that indicate the subject matter of your content.”


Potential clients could be looking for you with search terms you wouldn’t necessarily think of. For instance, a firm specializing in plaintiff law may think about only using keywords or phrases like “hospital injury lawyer,” “injured patient lawsuit,” or “accident injury law firm.” Likely, an average searcher won’t use those terms. Instead, phrases would be used like “doctor made a mistake with my cancer” or “how could I get diabetes at 50 years old?” (Lipitor is suspected of causing diabetes, but a person may not know that could be a cause.)

Striving to incorporate terms you expect to come up in a discussion about the topic is a less suspect and more search friendly approach to generating content. Start out with about 50 keywords. You can add, delete and tailor as you go along. It’s not easy to make content about some services or products a riveting read. Try using images, lists, embedded videos, PDFs, slide shows, and quotes to boost interest and illustrate relevance. Make sure all are optimized correctly.

A Picture is Worth a Thousand Words—More Or Less

Websites are considered robust if they feature not only good content, but lots of good photos, graphics, videos, ways to interact with visitors, and links to other Web tools like Facebook, Twitter, Google+ and YouTube. A robust site most likely will require professional expertise, but it is worth it to have your site professionally designed, including eye-catching photography, original infographics, tables and charts. In large part, websites are today’s law firm brochures; a professional firm should have a professional-looking website.

Videos, graphics and photos must be optimized as well.

Spelling & Grammar

Spelling and grammar mistakes on your site are frankly unacceptable, so it’s definitely worth proof

Trial Reporter / Winter 2014 9

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68