e7. Matthew Laurin, President of Esq.Marketing – 2 Tactics for Faster Exposure in Search

August 5, 2020
By: Matthew Laurin

Matthew Laurin is the President of Esq.Marketing, a company that helps law firms generate more clients and cases using search engine marketing. Matthew has been in the SEO business for over ten years. He possesses a long track record of repeatable success, achieving maximum ROI for SEO Campaigns and leading teams to execute simple yet effective campaign strategies.

 
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Here’s a glimpse of what you’ll learn:

  • Mathew Laurin talks about the first shortcut you should use to rank your law firm for competitive keyword phrases.
  • Matthew lists his favorite directories.
  • How directories help your law firm rank locally.
  • Matthew talks about using Google My Business to rank your law firm.
  • A bonus tip to better your law firm’s rankings.

In this episode…

SEO is a marathon, but there are things you can do to get quick results without running out of breath. According to Matthew Laurin of Esq.Marketing, there are a few short steps you can take to increase your law firm’s ranking, like claiming your profile on directories that already rank for competitive keyword phrases that show purchase intent. Done correctly, and in addition to the other smart shortcuts Matthew shares, you may be able to get your firm to rank locally for buyer intent keyword phrases in your practice area.

Learn more about the two shortcuts you can take today to rank your law firm in this episode of the Esq.Marketing Podcast hosted by Matthew Laurin. Matthew talks about how to use directories to rank your law firm, which directories are worth your time, leveraging Google My Business, and more.

Resources Mentioned in this episode

Sponsor for this episode…

This episode is brought to you by Esq Marketing, your firm’s strategic search marketing partner. Esq Marketing helps law firms generate more clients and cases using search marketing and helping them land on the first page on Google so that clients can find you right away. We help companies ranging from those with 10 or less members to those with over 50 in their team, essentially creating a marketing department for them to help them reach potential clients with ease.

 

Episode Transcript

Prologue

You’re listening to the Esq.Marketing podcast hosted by Matthew Laurin, President of Esq.Marketing, where he features successful solo and SMB law firms from all over the United States. Now, let’s get started with the show.

Matthew Laurin

Hey, I’m Matthew Laurin, President of Esq.Marketing and you’re listening to the Esq.Marketing Podcast where I feature a successful solo and SMB law firms from all over the United States. I have Jeremy Weisz here who has done thousands of interviews of successful entrepreneurs, investors and CEOs. And we have flipped the script and he will be interviewing me today,

Jeremy Weisz

Matthew, thanks for having me. You know, you’d like a radio voice. It sounds like official when you’re talking. I want to we have a cool episode, which is top two shortcuts to rank if you’re a law firm. Alright, so any your law firm out there? You should be listening to this episode. And I’m excited because obviously, that you and I both know this applies to a lot of different industries, but a lot of different types of law firms. It doesn’t matter what kind of law firm you are. So stay tuned for that. But this episode is brought to you by Esq.Marketing. You can go to esq.marketing, they’ve been doing this stuff for 10 years. Okay, so Enough said they help law firms generate more clients in cases using search marketing. So I learned a lot just listening to you, Matt. So we’ll dig in. But if they have questions, they can go to E S Q dot marketing and contact you and in the team there, of course. So top two shortcuts to rank if you’re a law firm.

Matthew Laurin

Yes, yeah. And I hate to call them shortcuts because there’s really no shortcut in SEO. But there are some things you can do that can get you some exposure a little bit faster, while you’re kind of working on on your organic rankings for the site. And yeah, happy to share them with you.

Jeremy Weisz

So there’s gonna be a bonus one, I say two, but there’s a third but what’s the first one?

Matthew Laurin

So a lot of times when there are Competitive keyword phrases. The first couple of sites to show up in organic search results are the really authoritative directories. And if you’re an attorney, you kind of know what those are already. It’s like justia.com, avvo.com, and FindLaw. There’s a couple other ones too. But those are the three most prominent one you always see in organic search results when you’re looking for purchase intent keyword phrases that are, you know, like, from driving lawyers or distracted driving lawyers or Motorcycle Accident Lawyers or attorneys, you know, some of the more generic keyword phrases that are really hard to rank for. And they, they they show that the searcher is looking for attorneys, attorneys in their areas, you tend to see those directories show up first. And I’ve heard attorneys not really want to participate in some of those directories sometimes because they think maybe it’s not worth their time or they’re trying to compete with those sites and trying to outrank them and it’s definitely good if you can try to get above those So people aren’t clicking on those results, they’re clicking on your site instead. But a lot of times, you know that it takes a long time to do that. So and there’s nothing wrong with developing profiles on those sites, because you can, it’s another channel for exposure. Google’s not always going to show like your website, and then your social profiles, and then other properties that you might own, they’re going to show varying results. So the searchers can get a good idea of what’s out there. And if you can develop profiles on on those leading directories, you can get some exposure a little bit quicker than if you were just focused on your site and focused on other properties, trying to get those to show up first. I mean, that’s the ultimate goal is to get your site to show up on the first page, but you can always expand your reach by by showing up on those directories too.

Jeremy Weisz

It’s like if you can’t beat them, join them like why try and fight it just they already built up tons of backlinks and authority. So yeah, just hop on there. Why not use it? Are there certain number that you decide okay? It’s not Not worth my energy, right? So if I said, okay Matt, I want to rank how many of these directories Should I go do so you’re like, Okay, Justia, Avvo, FindLaw, what are the other ones that maybe I should be thinking about if I if I want to just dedicate a little bit of time and more time into it.

Matthew Laurin

So there’s tons of them out there, but not all of them are that great. You can find some good lists online that that shows some of the top ones rankings.io has a good list. But I think we might actually have one on our blog too. But if you if you go to the blog up there at the top of the screen and then go to one of our posts, I think it’s a local SEO post down a little bit right there, scroll back up just a hair and says Local SEO For lawyers how to dominate and local search. And then scroll me about halfway down the page. And we keep a table on here of directories that are, you know the ones we’ve curated? a pretty long post. If you want to know anything about local SEO, you should go to this. This is the Bible there it is right there. So,

Jeremy Weisz

the EVO

Matthew Laurin

Martindale, LawyerLand, Nolo, lawyers.com is a good one, Best Lawyers, he.org. All these directories are really authoritative, good places to get, get links and build out profiles. Now. It’s not enough to just go on there put in a picture put in a link to your site and your title and maybe a couple other bits of information. I’m trying to fill out these profiles as robustly as possible. When Google sees profiles that are kind of like sin in nature, they don’t have a lot of information, they tend not to get crawled very frequently. So the more information you can add, the better if you can add your social profiles and really Long Description, you know, maximize whatever character limit they have available. Make sure you put in all your awards. Anytime you’re, if you have like a blog or if there’s a spot for blog posts, put those in profile images for your firm’s logo, things like that. Just fill it out as as completely as possible.

Jeremy Weisz

Yeah, have someone from your team do it? I mean, yeah, yeah, no to do it, they could build it out. And it could be really good. And you could see like, these huge, you know, authority, you know, authority sites.

Matthew Laurin

Yeah, the DR on those, which stands for domain rating is just a measure of how authoritative a domain is. And it’s a metric between zero and 100. Or the closer to 100. The domain is, the more authoritative it is. So to put that in context, Facebook might be at like a 98 or a 95. So these are all pretty authoritative sites. 

Jeremy Weisz

Is this a loophole, Cornell University where you can get into their directory because I’m going to go there today afterwards. I’m gonna say that video sites are like really hard to come by

Matthew Laurin

that’s attached to Justia. So if you fall claim your profile and just do which is kind of tricky to do you have to verify via email or via phone with their website to make sure you and and that profile information will actually get ported over to lawyers.cornell.edu. So it’s kind of a dual. That’s huge. Yeah. Yeah, it’s a really good link. Well, it’s free. It’s free to do do it today.

Jeremy Weisz 

I’m going to do it.

Matthew Laurin

A law firm, but yeah, you gotta be an attorney. But Oh, forget that.

Jeremy Weisz

Anything else with directories that people should know about? Or think about?

Matthew Laurin

You know, just don’t don’t shy away from them. Sometimes there’s some information out there about directories being spammy and there are for sure. A lot of directories that are not worth your time. But if you go to our site and you check out that list, anything on there is going to be good. And then if you’re only going to focus on a few of them, the leading ones, like Justia, FindLaw, NOLO, are great to develop profiles on, get reviews on them, you know, as part of your review campaigns, if you have them, and just fill them out,

Jeremy Weisz

really, why don’t we go over that a little bit about I know, we did a search for drunk driving lawyers as an example. Do you want to point a few things out here? Should we wait till the second?

Matthew Laurin

No, this is fine. Yeah. So like I was talking about earlier where, for some, a lot of keyword phrases, directories will be some of the first organic results to show up and you can see it in this search right here. So after the ads in the map pack, the first organic listing to show up is a directory, justia.com for that keyword phrase. And then and then you got Lawinfo that’s actually a directory and then Avvo after that, and then FindLaw for that. So the first page there, I mean, there’s there already. Yeah, there are, there’s already four listings there, of directories. And you, you can certainly go after that keyword phrase, if that’s, you know, an area of practice area that you’re going after. But it will take some time and a lot of effort and investment to to outrank these sites, because they’ve already got the authority and they’ve already been doing it. But you can create a profile on there, make sure your categories are, you know, in this case, we for criminal defense, make sure you’re in that category, make sure you have those keyword phrases in your profile somewhere and you you may be able to show up on those pages in advance of being able to outrank any of these sites on the first page. Got it?

Jeremy Weisz

So that’s directories. And so what’s the next one?

Matthew Laurin

I don’t know what is the next one? So the next one to talk to shortcuts Google My Business? Yeah. Yeah. And just to preface this, it’s not necessarily any kind of faster way to get rankings but it is a key way to get a lot of exposure a lot quicker than ranking in the organic results on the first page. So the the directory we’re talking about, which is actually a popular business directory is Google My Business. So claiming your Google My Business profile as an attorney, and you know, completing that profile to the best of your ability and making sure all the information is in there as a great way to to show up on the first page for your keyword phrases in your geographic location, so long as you optimize it, as long as you get some decent reviews on there and you continue to work on it. add lots of images, add video if you have it. Choose your category.

Jeremy Weisz

You can and this is where they’re gonna show up, they’re gonna show up kind of in this map area right here,

Matthew Laurin

that map here. Yep, so that’s known as the mat pack. The local three pack is what they call it. Now, it used to be many more listings. I think they had seven in there a while back. And now that they’ve narrowed it down to three, there are four in here, but one of them’s an ad, you know? And so, yeah, I mean, this is a way you can show up on the first page relatively easily just by claiming the profile, optimizing it, and getting some reviews. 

Jeremy Weisz

Okay, so we have the directories and then we have Google My Business because again, like you’re using the leverage of these other engines have been building up. 

Matthew Laurin

Exactly. Yeah. Yeah. I mean, Google has a vested interest in showing people relevant local information. And attorneys often serve local audiences. I mean, they’re geographically constrained, no one’s going to go outside of their state to find an attorney. For the most part, they’re going to look in their local area. And if they’re searching online, this is what Google is going to show them. They’re going to show them places that are close to them, their top three ranking factors for local or distance, prominence and relevance. And you can control the relevance and the prominence of the listing by optimizing it and by building links to your site. But the distance is the one thing you can’t control. But as long as they’re in your area searching for your law firm, and you have a decent profile, it’ll, it’ll show up in search. Yeah.

Jeremy Weisz

And so like, basically, I mean, if you look at this, there’s ads, then there’s the local Google my map, right? And then there’s directories. So if you actually you have to, you know, I guess participate a bit if you really want to get in there. And then there’s maybe like an off so you know, people always ask you all the time, Matt, like how much does it cost for SEO? And obviously the answer is it depends. But you can see, I think is this one. A separate site the drunk dash driving calm is that someone’s actually law firm.

Matthew Laurin

That’s Probably a law firm. And there are, depending on the keyword phrase and its volume and competitiveness, there are firms that are that are out ranking the directory sites. And it is possible that we’ll rank them. But But yeah, I mean, it’s, it’s a no brainer to sign up for some of these because it’s either really low cost or it’s free. And you can you can get a presence on there early on, and get a link to your site. And that’s just another mention of your firm name, or your attorney name on the internet, another channel for you to be exposed in search, when people are looking for services in your practice area.

Jeremy Weisz

But I’m sure this person has spent a lot of time energy and money getting to this position. I imagine,

Matthew Laurin

I would imagine. Yeah. And I know we kept the domain for it. I know we kind of just picked drunk driving lawyers out of the air. So I’m not sure what the search volume is on that but, you know, if it’s a really competitive keyword phrase, and this person is on the first page for it, there’s a really good chance they spent a lot of time and money Trying to rank for that. Yeah.

Jeremy Weisz

And so anything else on the I have one last I want to talk about the bonus one. Oh, yeah, I was joking around with you. But anything else that you can think of with the directory or the Google my map?

Matthew Laurin

I just don’t Google My Business or my business. Yeah, just focused on getting reviews. For the category for attorneys. Just make sure you pick a really specific category. Don’t just pick attorney if you’re a personal injury attorney, there’s actually a category for personal injury attorneys. If you’re a criminal defense, there’s a category for criminal defense. So make sure you pick a specific category and then fill out that profile as completely as possible.

Jeremy Weisz

Nice. So um, check that out. If you have other questions, you can you know, check out their site, Esq.Marketing, check out more podcasts episodes, and their blog. The bonus and when I was joking around, I was sort of joking. I wasn’t really there’s a bonus one of how to rank a shortcut to rank and One of it is how do you get in other sites? And how do you get backlinks? One of them is actually podcasting. That’s for sure. So Esq.Marketing podcast well, so I was just saying like, actually, if you get an E S Q marketing podcast, well, you know, I know you guys syndicate this to, you know, over a dozen different channels with the links to their website and all those things. So that’s a real way to get backlinks and ranking too,

Matthew Laurin

right? Yeah, for sure. I mean, we we work really hard to try to rank our own site for attorney marketing related phrases, so it gets a decent amount of exposure. And yeah, every time we produce a podcast, we promoted on our social channels, a lot of paid advertising a lot of email. So I mean, it can’t hurt can’t hurt. Yeah, it’s free to do

Jeremy Weisz

yeah. So if you are a law firm, and I mean, I know they’re they’re picky with, they don’t shoot they can’t use everyone because obviously is limited amount of episodes and time but if you’re a law firm and You want to be on and share your expertise. You can also go to esq.marketing and contact them and, and suggest yourself or suggest someone else that you know, know, any final words that you could think of?

Matthew Laurin

You know? Not really. Okay, we’re going to go by the questions.

Jeremy Weisz

No, I that was great. I mean, again like people want, what are the couple things that are at least going to move the needle and get them started with several things and I know you have abundance of resources on esq.marketing in the podcast too. So I encourage you to check it out. So thank you for having me. I really appreciate it and everyone check it out.

Matthew Laurin

Thank you, Jeremy.

Conclusion

Thanks for listening to the Esq.Marketing Podcast. We’ll see you again next time and be sure to click subscribe to get future episodes.

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