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AdWords has long been a favorite analytics tool for legal marketers to use to determine the best keywords for PPC advertising and organic search content. Google recently updated the search terms report provided by AdWords to enable marketers to find groups of common search terms related to their particular field.
This update will prove to be invaluable and save lawyers a lot of time doing search term research. For instance, catastrophic injury lawyers can search for all the terms related to the phrase “wrongful death” and see how people are using that term as part of a larger keyword phrase. As most legal marketers know, longer search terms are becoming more widely used to target increasingly savvy Web searchers.
This search term filter can also be used for seasonal advertising and content creation. For instance, taxes are going to be different for the 2013 year than for the 2012 year. As tax time approaches both this year and next year, tax lawyers can look up search terms like “2012 taxes” to see the specific questions people have on that topic. They can then target their advertising campaign to coincide with those questions around the tax filing deadline.
This new feature may prove to be a useful inspirational tool for lawyers wondering what to write about in their next blog post. It helps legal professionals find out the specific personal injury queries for which people are trying to find information on Google. By tailoring the next blog post to meet the needs of searchers, your post will get more traffic and rank higher on SERP pages, exposing your blog to a larger audience of potential clients.
If you haven’t yet looked at the new search term filter feature on Google’s AdWords, give it a try today!
The thing about Google Analytics is that there always seem to be more reports to run. If you want your firm’s website to have the best chance in the SERPs, you should learn what each report means, how often to run it and what to do with the information. In this post, we’re discussing what the URL Error Report means and what sort of actionable data it provides legal marketers.
A seamless website experience is the hallmark of a successful brand, whether you are a Lake Charles motorcycle accident attorney or any other legal specialist. If someone doesn’t find your site professional enough, they may choose to go with your competitor.
At the same time, it can be hard to figure out the dead links on your site. You may have changed pages’ naming structures or deleted old pages. However, if blogs have links to old pages, people might land on the nonexistent pages and wonder what happened.
The error report tells you one very important thing: where people are finding dead links in your site. It will let you know where you need to create redirect pages. You can do these one by one or use Google Webmaster Tools to export all of the broken page links to a CSV file. If the problem is just coming from one or two sources, you may also be able to contact the blog owner and convince him or her to link to the proper page.
The Error Report also provides other information such as DNS server errors, access denied errors, soft 404 errors and other issues that customers might have with getting to your content. You can dive into the details of the URL error report to find out what kind of problem is occurring and where it is happening.
The URL Error Report gets the job done when it comes to fixing hidden problems with your site. Get acquainted with it, use it and get rid of those dead links, and then watch your search rankings rise.
Google Analytics provides a variety of high-powered tools to law firm leaders who want to evaluate the effectiveness of their online marketing campaigns. One of the most powerful of these tools in the Browser Report, which helps firm leaders understand how potential clients are interacting with their websites based on the browser that they are using. While browser analytics can seem simple and straightforward, they can reveal major problems with a firm’s Internet-based marketing campaigns.
It’s easy to overlook the importance of the Browser Report when working in Google Analytics. However, it’s essential that firm leaders know what platforms potential clients are using to access their websites and how these platforms affect client conversion rates. The Browser Report provides information about visits, bounce rates, exit percentages and revenues broken down by browser type. The report also contains information about browser window size, allowing firm leaders to get a better idea of how much of their site visitors are actually seeing.
Understanding how to analyze the results of the Browser Report is essential. For example, an injury lawyer who uses this report might find that the majority of his visitors use Internet Explorer. He will need to carefully scrutinize exit and bounce rates to determine whether or not these visitors are having a positive experience on his site. A high bounce or exit rate might indicate that the site needs to be modified in order to convert more visitors into clients.
One of the key aims of the Browser Report is to help marketers improve the end-user experience of a website. Firm leaders should review the Browser Report in conjunction with other Google Analytics reports. In order to correct browser-based issues, it may be necessary to adjust linking strategies, social media marketing tactics and overall website design.
Social media marketing has become one of the most popular and cost-effective ways for law firms to promote their services and attract new clients. While social media sites offer powerful marketing potential, measuring the impact of these sites on client conversion can be difficult. Firm leaders who are struggling with these metrics can use Google Analytic’s Social Media Report, which offers powerful tools to understand the strengths and weaknesses of social media marketing programs.
Running a social media campaign requires spending a great deal of time interacting with potential clients online. A felony defense lawyer serving Denver might spend upwards of 20 hours per week interacting with other attorneys and the general public via Facebook, Google+, Twitter and LinkedIn profiles. The Social Media Report will help to gauge whether or not spending so much time on social media marketing is worthwhile by reporting on visits, social actions, goal completions, goal conversion rates and goal values. Most firm leaders should pay particular attention to the overall value of social media-driven conversions.
Law firm leaders can use the results of the Social Media Report to make needed adjustment to marketing campaigns. For instance, the report might reveal that the majority of individuals navigating to the firm’s website from a networking site quickly navigate away from the site. This might mean that links to the website need to be refined so that social media followers can find the information that they need quickly. Adjusting marketing based on social flow is a sure-fire way to ensure the relevancy of a social marketing campaign.
The final blog post in this series will explore the browser report, which can help firm leaders pinpoint some of the most basic problems with their marketing programs.
Reaching potential clients with cost-effective marketing strategies can be a struggle for even the most experienced law firm leaders. Many firm executives have turned to online marketing strategies in an effort to attract new clients. Among the most popular Internet-based marketing techniques is pay-per-click (PPC) advertising. Google Analytics provides special tools so that firm leaders can understand whether or not PPC campaigns offer a high return on investment.
Law firms often choose to conduct PPC marketing campaigns because they involve a relatively low cost burden. If a group of Dayton bankruptcy attorneys decides to adopt a PPC strategy, they will only be charged for running their ads on a given website when someone actually clicks on the in-text or banner ad and navigates to their firm’s website.
While the advantages of such campaigns may seem obvious, it’s still important to run a PPC Keyword Report on a regular basis to decide if this type of advertising is truly worth the investment. Spending money on ad clicks that rarely result in conversions may not be terribly expensive but is still a waste of marketing dollars.
The Google Analytics PPC Keywords Report is designed to help business leaders determine whether or not PPC campaigns are resulting in high-quality website traffic. The PPC Keywords Report measures page visits, conversions per click, cost per conversion and goal completion.
After analyzing the PPC Keywords Report, firm leaders can decide whether PPC advertising is worth the investment and whether their chosen keywords are effective in attracting new clients. Minor tweaks or complete campaign overhauls can be made by evaluating this data.
The next blog in this series will cover Google’s Social Media Report. This report will help firm leaders evaluate the socially driven aspects of their marketing plans and integrate these strategies with link building, PPC advertising and content marketing.
Law firm leaders who are eager to use the latest technologies to attract new clients have by and large turned to Internet-based marketing. In order to understand whether or not their online efforts are producing real results, leaders use a variety of Google Analytics tools. Among the most powerful of these tools is the Link Analysis Report, which evaluates whether link-building strategies are helping a firm meet its marketing goals.
The Link Analysis Report is designed to help marketers understand whether or not their link-building efforts are effective in drawing new traffic to a website. An immigration attorney in St Petersburg might team up with other immigrant-centric websites to build a link network. To decide whether or not such efforts are worthwhile, the attorney can create a custom Link Analysis Report. This report will provide information about whether given sites are driving a high number of referrals to the attorney’s individual website.
Law firm leaders who run a Link Analysis Report will be provided with seven separate columns of information. This report includes information regarding the link source, landing page, total number of visits, goal completions, bounces, number of pages visited and the number of new visits. When evaluating the information on this report, remember to pay careful attention to linking patterns.
It’s essential to understand both if a given site is driving traffic and the particular content on that site that is driving traffic. For instance, firm leaders might find that video and audio content are driving more traffic than written content. They should then prioritize building links with sites that offer rich audio and visual content to visitors. The next blog in this series will explore the Pay Per Click (PPC) Keywords Report, which can often shed light on the effectiveness of broader linking strategies.
Google Analytics reports are powerful tools when it comes to analyzing the success of online marketing campaigns. For many executives, content analysis is the first step in evaluating marketing success. The next logical step in the content analysis process is the Keyword Analysis Report. This report can help firm leaders determine if search engine optimization efforts are working as planned.
When using the Keyword Analysis Report, it’s important to carefully evaluate the information included under all three report tabs. The first tab contains bare-bones information about unique visitors, goal conversion rate, goal completion and average page load time. These basic statistics can be used to understand a page’s general viewership. Most firm leaders will be able to decide if a marketing campaign must be adjusted by reviewing this first page.
The second report tab, called the Engagement tab, helps firm leaders understand the effectiveness of each separate web page. Information about unique page views, page visits, the average amount of time spent on a page, bounce rates, exit rates and goal conversion rates is listed under this tab. A personal injury firm could use these statistics to decide if a page on Pradaxa lawsuits effectively holds the attention of potential clients, or if that page would be better used discussing another subject.
The third tab in the Keyword Analysis Report provides firm leaders with information about whether or not a marketing campaign is effective in turning website visitors into clients. Called the Revenue tab, this tab provides information about three essential keyword measures: revenue, per-visit value and e-commerce conversion rate. Carefully analyzing these statistics allows firm leaders to understand whether a given campaign offers a high return on investment.
Interested in what else you can learn through Google Analytics? The Link Analysis Report is our next topic up for discussion in this series! This report provides valuable information about whether a firm’s link-building strategies are effective in attracting new clients.
Google Analytics has become one of the most powerful tools in the online marketer’s arsenal. After all, conducting a successful Internet marketing campaign is about more than just creating content. The ability of a given piece of content to meet marketing goals is the true measure of its success. This series is here to give you a rundown on the best Analytics reports you may not be using, and the first one up for discussion is the Content Efficiency Analysis Report. Why? Because the Content Efficiency Analysis Report offers marketers a clear way to understand whether or not a given piece of content is truly effective in reaching viewers.
Imagine that a group of personal injury attorneys have created a chart to explain how Hawaii wrongful death cases move through the courts. Creating the chart was time consuming, so it’s important that the attorneys know whether or not it is effective in converting website visitors into clients. To gauge the efficiency of the content, they run the Content Efficiency Analysis Report. This report is aimed at evaluating an individual piece of content to decide if it helps marketers meet campaign goals.
This report is designed to offer a wide variety of insights about how website visitors interact with a given piece of content. The report is comprised of eight different columns beginning with page title. Information is then provided about entrances, bounces, unique visitors, page views, average time spent on the page, the per-visit goal value and goal completions. Carefully analyzing these results will allow firm leaders a better understanding of how well a given piece of content works within their marketing scheme as a whole.
After each piece of content has been analyzed, firm leaders can create a prioritized action plan. Such plans are essential to the ongoing success of any web marketing campaign.
Next up in this series is the Keyword Analysis Report, which can be used to scrutinize how well visitors can find high-quality content on a website.