Where do your press release readers come from? Social networks.

Posted on: Mar 7, 2014

Lawyers share news with internal social networkSocial media has an enormous impact on the way we do business and communicate with others. This is even true for attorneys, who primarily communicate with their potential clients through news releases.

The readers we see at LFN arrive from a variety of sources. These include headline publishers (e.g. Topix), news aggregates (e.g. Google News), social networks and other websites that direct readers to Google News.

We have discovered that, by a ratio of three to one, social networks delivered more traffic to LFN news releases than Google News in 2013. In addition, publishers who displayed headlines originating from RSS feeds from Google Read more…

Posted in News Publishing, Press Release Writing

News Release Keywords Require Nofollow Tag

Posted on: Feb 26, 2014

Word cloud for NofollowTo follow Google’s most recent article and news release rules (as outlined in their Webmaster Guidelines), keyword-rich anchor text links must include a nofollow tag. However, law firms may still use their business name and a plain URL, like “http://lawexample.com”, without additions.

The specific Google rule states that links with optimized anchor text in articles or press releases (distributed on other websites) must employ the nofollow tag. To clarify, Google has stated that it is “somewhat okay” to have direct URLs linked in releases that are followed. However, the company strongly suggests that all links be nofollowed, including links that are Read more…

Posted in News Publishing, Press Release Writing

How to Write a Catchy News Release Summary

Posted on: Feb 19, 2014

Headline Big AnnouncementGet it said and get it read in the fewest number of words possible.

Read any good news releases lately? No doubt there are some releases you remember and even read to the end. Why was that? Surprisingly often, the answer is that the first sentence was well-written enough to make the release interesting. Opening sentences are not easy to develop, but the skill behind them needs to be cultivated.

A well-crafted news release ranks better in search engines and is then shared to rank well again and again.

There is no 1-2-3 quick-and-easy template for a good release. However, there are plenty Read more…

Posted in Legal Marketing

Make Your News About the Readers

Posted on: Feb 4, 2014

ReaderYour law firm wants to ensure that its marketing dollars are being employed to reach as many people as possible. A lot of money goes into relevant, quality links and intelligent search engine optimization (SEO). Every person who reads an entry on your firm’s website is a potential client. So, how can you best turn those readers into viable clients?

The answer isn’t fancy. Law firm marketing is as much (if not more) about quality content as it is about the SEO and link structure that surrounds it. The more interesting your writing, the more readers will be drawn to Read more…

Posted in News Publishing, Press Release Writing

Google+ Authorship is Coming to LFN

Posted on: Jan 29, 2014

SyndicationMany law firms believe that Google+ is just one more social media platform to entertain. But with the current marketing drive behind Google+, the service is becoming virtually inseparable from Google’s search engine. In other words, you need both the search engine and Google+ to make an impact on Google as a whole.

Your Google+ profile is your identity as a law firm. Google+ Authorship is your signature. It links your identity (profile) to the content that you or your lawyers publish online.

Google+ Authorship has significant potential to drive more traffic to your profile and to increase the visibility of your Read more…

Posted in News Publishing

Use the Ampersand

Posted on: Jan 22, 2014

LFN_amperThis week, we take a look at a wild rollercoaster of a character: the ampersand. Many law firms use an ampersand in place of “and” in the firm’s business name. However, if your law firm is inconsistent in your usage, you may be missing out on some local SEO benefits.

When you submit a press release, it restates your business name, address and phone number on multiple websites. It’s one of the greatest benefits of press releases, and it may especially help your local search ranking. But if your law firm’s name is Burns & Smithers, your Google+ Local page says Burns Read more…

Posted in Legal Marketing, Press Release Writing

Topics of National Interest Improve Local Search Engine Results

Posted on: Jan 15, 2014

us_mapMany lawyers feel that news releases are only relevant to them if they pertain to their local area or just to their state. While it is true that local topics do help with optimization, national topics can also help improve local search engine results.

National news, particularly relating to topics generating substantial interest, captures more attention on a broader scale. Releases on such subjects are picked up widely and distributed on news wires that extend far beyond your community. Such a release offers exposure for your law firm’s name and website, which in turn boosts your local search results.

For example, Read more…

Posted in Legal Marketing, Press Release Writing