Lunes, Pebrero 27, 2017

Qamar Zaman Reports 4 Rules of Law Firm Marketing in 2017

Qamar Zaman Reports Trends Attorneys & Law Firms Need to Follow in 2017.


Qamar Zaman – Lawyer Marketing Expert

For law firms that have taken an interest in building an web  presence using online Law Firm Marketing, it’s important to be familiar with the core rules of digital marketing.

While being ready to adapt to shifts in technology is certainly crucial, at its heart, digital marketing is about reaching out to real people. As Molly Reynolds notes in a write-up for the Huffington Post, “Digital marketers need an analytical approach and a commitment to staying current with technology to ensure results. Yet it’s also important not to lose sight of the human side.”

Still, digital marketing is as much a data-driven science as it is an art of knowing what makes people tick. And these days, it’s not enough for your law firm to know the surface and different components of digital marketing science, as it takes a deeper understanding to successfully create a comprehensive marketing strategy.

There’s a series of logical steps and rules that go into creating a winning campaign—your job is to know what these factors are. In this guide, we go over s of the most important digital marketing rules and practices to follow in 2017, which should help your law firm build a solid marketing strategy.

1. Identify Your Goals

Goal setting lays the foundation of any digital campaign, guiding your decision-making processes, especially when it comes to allocating resources to produce desired results. To put it simply, if you don’t have goals, you won’t know what metrics to track, much less how to gauge the success of your campaign.

HubSpot has a useful goal-setting framework called the SMART goal system, helping just about anyone create strategic campaign targets. SMART stands for

  • Specific
  • Measurable
  • Attainable
  • Relevant 
  • Timely

As HubSpot notes, “Goals are totally useless if they’re not grounded in reality. That’s why it’s critical to set SMART goals.”

2. Identify Your Target Client

Many companies make the mistake of believing they’re marketing to a “dream” client, only to realize their efforts don’t seem to be generating any conversions.

The reason? There’s a disconnect between their dream client and who their target should be in the real world. Conversely, marketing to a large group makes your messages disjointed and less focused.

As Jessica Mehring of CrazyEgg notes, “When you write for a large group of people, the message gets watered down because it’s trying to address too many different needs. Or it misses the mark completely because it’s unfocused. It’s the equivalent of trying to hit 10 dartboards with a single dart.”

This issue is precisely why it’s imperative that your campaign is based on well-researched buyer personas. These are semi-fictional representations of your law firm’s ideal customer based on real data, market research, demographics, buyer preferences, goals, and challenges.

Buyer personas help ensure that your marketing efforts are tight and targeted, allowing you to focus your time, product development, and content assets to the right audience.

3. Create Content Assets Aligned with Goals and Personas

With your SMART goals and buyer personas, you now have a reliable framework for conceptualizing and building targeted and relevant content assets. Your content, website, and landing pages need to be optimized according to your digital campaign’s goals. Below are a few places to start:

  • Personalize your content for your audience
  • Optimize your website and landing pages with a “mobile first” approach
  • Offer value on your landing pages (i.e. incentivize conversions through promotions and smart copy)
  • Create smart calls to action (CTAs)
  • Blog early and blog as often as you can without compromising content quality and relevance

4. Invest in Building Your Online Visibility

Social media marketing is easily one of the most effective ways to improve your online visibility. Although there are other options like PPC, SEO, display advertising, social media marketing is unparalleled in both speed of results and cost-to-benefit ratio.

Social media doesn’t just improve your visibility, it also shapes the kind of purchase decisions your audience makes, making it just as effective as television, sans the obscenely high cost of traditional TV ads.

According to an Ad Age report based on research by CivicScience, there is an increasing percentage of consumers saying social media chatter influences them the most. The proliferation of portable second screens is no doubt a big factor here.”

When leveraging social media to market your law firm, remember the following points:

  • Be sure to have clear objectives. Do you want your posts to generate leads, shares, or likes? Integrate this goal into each post’s CTA.
  • Share content that offers value and resonates with your target audience.
  • Mix it up. Post blogs, infographics, videos, live streams, curated content—any content format your audience will gravitate to.
  • Social media is about interaction. Engage your audience instead of just pushing out content.


Lawyer Marketing Conclusion

Whether your law firm is new to digital attorney marketing or you feel that your existing campaign needs a clearer structure to be effective, these rules should help you create a defined framework for your marketing strategy, one that helps maximize the ROI of your marketing efforts.

Honing these tactics and applying them consistently will also position your law firm to enjoy accelerated growth, allowing you to hit your conversion and ROI goals.

If you need the help of a digital marketing consultant or agency to integrate these rules into your campaign, make sure you approach someone that understands the needs of law firms and legal professionals.

About the Author

Qamar Zaman is a Dallas based Lawyer Marketing Expert. He has worked with over 100 Top Law Firms & Achieved 60% Case Growth every year.  He can be reached at 972-961-7319



Qamar Zaman
Chief Visionary at One SEO Company. An Internet Entrepreneur SEO & lawyer Internet marketing professional & Starbucks Lover.

from Dallas Internet Marketing Blog

Martes, Pebrero 14, 2017

Top 5 Important Trends That Bring Impact on How You Do SEO in 2017

Search Engine Optimization is unquestionably one of the top digital marketing strategies that has changed the way businesses compete with each other and has revolutionized the process on how they reach out to their target customers.

Nowadays, modern businesses don’t go around without SEO as part of their digital marketing arsenal.  According to a research conducted by Ascend2, 82% of the surveyed marketers considered SEO as a more effective digital marketing strategy with 42% stating that its effectiveness has increased significantly.  Eighty-one percent of the survey’s respondents revealed that their SEO efforts are at least above average.

SEO last year, as predicted by many industry experts, has been really more about innovations with the Google, still the leading search engine.

This year, search engine optimization is expected to gain more popularity as it has already become a staple in digital marketing.  If you are one of those businesses who have already jumped into the SEO bandwagon, you should keep yourself updated with the latest trends that can impact on how you optimize your websites for search.

In 2017, these are the top trends that you should watch out.

  •         The mobile domination
  •         The steady rise of videos
  •         The rise of AMP’s popularity
  •         Content quality is king
  •         Backlinks getting sidetracked

Okay.  You not only need to watch out, but must also focus on those ones that can bring impact on how you optimize your content for search engines.  These trends are picked by experts based on their significance, relevance, and popularity among SEO practitioners in the industry.

1. Everyone Goes Mobile

The numbers on the screenshot above are enough evidence why mobile is on top of the trends.  When 5 billion people are already on mobile, how could you pass up such gigantic opportunity?

John Lincoln, in his article in, predicted that mobile will become more important.  He foresees that more and more companies will adopt a “mobile first” strategy when it comes to SEO.

Let’s also not forget that Google is now moving to a mobile-only world.  According to Gianluca Fiorelli in his article in, mobile-first indexing has become an inevitable result of almost a year of changing the people’s mindset from desktop to mobile.

Fiorelli added that in a mobile-only world, the importance of local search is even more crucial.

“In a mobile-only world, the relevance of local search is even higher. This seems to be the strategic reason both for an update like Possum and all the tests we see in local, and also of the acquisition of a company like Urban Engines, whose purpose is to analyze the “Internet of Moving Things.””

2. Video marketing still reigns

In 2016, video has been predicted to rise more in relevance compared to text content.  This year (2017), it is predicted that online video will account for 74% of all web traffic.  This figure alone shows the potential impact video marketing can bring into your SEO campaign.

When 81% of people feature their video on their brand website, the need to optimize these pages to rank on top of the SERPs become more of a necessity.  This is one of the major reasons why 93% of marketers will use video for online marketing, sales, and communication.

According to (in 2015), 96% of B2B companies are planning to use video in their content marketing on 2016. So, from this alone, those who are using video this year might have already surpassed that figure.

Lastly, based from our observation, the rise of video marketing has been greatly affected by the steady rise of mobile.  Video consumption nowadays shows people’s fast-paced lifestyle.  This should be put into perspective if you are strategizing how you can make your SEO more effective.         

3. AMP is becoming more and more popular

AMP or Accelerated Mobile Pages Project is another technology launched by Google to create better mobile experience for online users.  It was launched in 2015 but was integrated in the SERPs on the first quarter of 2016 (February).

According to, one of the most successful AMP integrated websites in 2016 is Gizmodo. They got 50% increase in impressions and 80% from their AMP pages are new traffic.

You will know if a website has an AMP integration when it shows up on mobile with the lightning icon on the upper right side (see screenshot above).  This signals readers that they can instantly click that link and read the news article inside Facebook (for example).  The biggest websites that used the AMP format include WordPress, Reddit, Bing, Ebay, and Pinterest.

AMP integration brings so much impact into your SEO these days because Google has already been prioritizing AMP pages to show up on top of the SERPs.  Again, this technology is created to cater the rising demand of better mobile user experience.  You should keep this in mind in doing SEO this year.

4. Content quality is king

You might be familiar with the popular tag line “Content is King”, but that is not the real deal these days.  It’s now “Content Quality is King”. The quality of your content can predict the outcome of your digital marketing campaign, more specifically in SEO.  There’s no point in producing content that would only be thrown into the gigantic trash bin of the World Wide Web.

One of the factors that can add quality to a content is the incorporation of ideas from industry leaders.  According to Demand Gen Report, 96% of B2B buyers demand content with more input from industry-thought leaders.

Ever since the inception of the internet, it’s always been about content.  But, if you want to compete and get an edge from your competitors, then you should prioritize quality all the time.  No matter how good your SEO strategy is, if your content is subpar, it will never help you accomplish your goals.

5. Backlinks are not the top ranking signal anymore

This is not news to anyone who has been keeping a tab in the latest happenings in the industry.  But, for those who are still not aware, backlinks have already continuously spiraled down in relevance through the years.  Why is this happening and how can this bring impact on how you do SEO this year?

Of course, there are still many who don’t agree on this.  See here Backlinko’s study last year wherein they said that backlinks are still the most important search ranking factor.  But, this is negated by Search Metrics.  Their study revealed that backlinks have continuously lose their relevance and no longer the ultimate factor in search ranking.  Here’s Search Metrics statement in detail.

“Whereas the importance of a well-established internal link structure of a domain can rarely be overestimated, backlinks no longer primarily determine search engine rankings. Depending on the topic, it is now sometimes possible for a website to achieve a high Google ranking even with far fewer links than its competitors.”

Search Metrics further explained why this is happening.

“This is partly driven by the increase in mobile search queries, as URLs on mobile devices are often liked or shared, but rarely actively linked. The increasing prominence of apps and app rankings in organic search is also contributing to the decline of backlinks’ importance.”

This finding has also been seconded by Search Engine Journals and other experts in the industry.

Of course, despite all these, backlinks are still part of the major search ranking factors.  It’s just that, compared to before, it is not the “supreme overlord” anymore.

Other trends that are also expected to affect how you do SEO this year include personal branding, prioritization of better user experience, the arrival of Progressive Web Apps (PWA),  content optimization for Facebook search, and long form content.

Final Thoughts

If you put all these trends in perspective, there’s one common denominator that always surfaces and that is mobile. Every trend that can affect how you do this year is a necessity because they make mobile user experience better.  

The “Mobilegeddon” that Google launched almost two years ago has now taken a full-swing effect not only in SEO but in all aspects of digital marketing.  Almost everything now is created in major consideration on how they appear on mobile.  Thus, if you are serious in optimizing your content for search, you should now put mobile optimization first before anything else.  Good luck!

Qamar Zaman
Chief Visionary at One SEO Company. An Internet Entrepreneur SEO & lawyer Internet marketing professional & Starbucks Lover.

from Dallas Internet Marketing Blog