We’re back from a whirlwind three days at MozCon 2015 with some key lessons. MozCon is an annual digital marketing conference that highlights the freshest perspectives in SEO, PPC, UX, and content strategy. But not all approaches are equal when it comes to legal marketing. Keep reading for our key takeaways from this year’s MozCon.
According to Moz’s own Head of Special Projects Matthew Brown, creating content that engages your audience not only needs to be relevant, but also timely. Integrate evergreen content – the kind of content that is always relevant and never goes out of style – with commentary on recent issues to perform well on the web. At Postali, we build our editorial calendars with plenty of rich legal content, but we leave them flexible so we can shift gears too. If there’s an upcoming bill that may impact a client’s audience or a current event that sparks discourse, we’re on it.
During Marshall Simmonds‘ presentation on dark traffic – the kind of web traffic you can’t track because it doesn’t pass a referrer string – yielded some interesting insights. For example, after running analyses on big data, Simmonds found that switching from HTTP to HTTPS may be problematic. For sites that are heavily engaged in social, a switch to HTTPS means losing all its social shares during the change-out. Ultimately, making your site secure and switching to HTTPS is more of a user experience strategy, not a SEO strategy.
Perhaps due to a combination of the holidays and more free time to browse the web, Q4 yields the highest traffic annually – even for non-retail websites. So what does this mean? Don’t make huge code changes during this time. If you’re planning to launch a great piece of content, think about publishing it on Monday (or in advance of a big push on a Monday) to boost for traffic.
David Mihm, commonly known for his work in local SEO, spoke on advancements in Facebook Search and its potential to grow our audiences through search beyond Google. Unlike the traditional search engines, Facebook Graph Search has an unique syntax and vocabulary, so our search queries will look different.
So why is Facebook Search interesting, and how might it be relevant to attorneys? First, it will help us learn more about your potential audience – are there trends in interests? Second, it can help us understand who influencers are in your market. We’ll continue to use a variety of tools and search parameters to understand more about your target audience and how best to reach them, but Facebook Search could become a valuable tool in our arsenal.
If you’re interested in learning more about our legal marketing services, feel free to reach out at firstname.lastname@example.org to start the conversation.