The rise of blended search, meaning search results pull up a variety of media not just websites when a query is entered, has made the task of rising to the top of the search results more complicated. The idea is to provide more useful results for the user by including video, ads, news, maps and other additional resources along with website results. With blended search, a website is no longer the only component of your digital marketing strategy. We will summarize a Thomson Reuters white paper “Is Your Firm Ready For The New World Of Search” which talks about how to succeed amidst these new digital realities. Click here to read the full white paper.
- Optimize your online presence for the person on the other end of the search – not only your website.
- Law firms that choose to ignore optimizing for blended search will get left behind.
- To optimize in today’s digital environment you need to use and optimize a variety of resources that make up your digital presence such as images, video, knowledge graphs, featured snippets, and PPC Advertising.
- 23% of desktop and 16% of mobile searches contain images. By looking for ways to incorporate images into online campaigns you not only give potential clients a stronger impression, but you also show in more searches. With videos showing in 22% of desktop and 23% of mobile searches, it is time for your firm to produce an online video! A key advantage of having a video introduce your firm is that it can easily be made discoverable to search engines. Knowledge graphs showed in 35% of desktop and 32% of mobile searches which means optimizing for knowledge graphs needs to be high on the priority list. It includes information such as name, hours, address, phone number, customer reviews photos, and maps. A featured snippet highlights an answer to a question and the website where the answer came from. Even though snippets only show in 16% of desktop and 4% of mobile searches they are still desirable because not only do they not have a lot of competition but also most potential clients start with a question when beginning their search for a lawyer. Buying PPC ads do not guarantee top placement in the search results. By using the right keywords that specify your location and expertise, leveraging ad extensions that focus on your potential client’s concerns you can get your postings to stand out among the crowd.
- Here’s Why It Matters To You. With the frequent changes and complexities in search algorithms, your law firm can never consider its digital marketing strategy a set-it-and-forget-it matter.
- I have successfully helped many small firms in the area keep up with the everchanging SEO environment. To learn more set up a free consultation by clicking below.