Real Lawyers Have Blogs : Law Blogs, Blawgs, Law Firm Marketing

I was struck by Steve Matthews comment in an interview here today that one big difference between US and Canadian law bloggers is that Canadians are more social.

One aspect Canadian law bloggers do very well is the social side of blogging. We actively read and link to each other's blogs. There are many great conversations, debates, and generally a strong web-community being developed.

It could be the fact that we're smaller, but I also give a lot of credit to Slaw.ca, our Canadian legal blogging co-op. Simon Fodden has done a great job of expanding both the range of participants and the topics we're discussing. There's also a core group of us that work hard at welcoming & acknowledging new Canadian legal blogs. I think that's important.

Steve's point is well taken. Though there are many exceptions, lawyers in the States are slow to link to other lawyers. They're not apt to welcome with open arms another lawyer blogging in the same area of law with a post introducing them to the blog community. There's not many great conversations between blogs.

I think there's some of the competitive thing going on. Americans love to compete and stay a leg ahead of others. But there may be a social side to this as well. We're not as laid back as folks from countries.

Traveling to Canada, at least to Montreal and Vancouver, where I've been in the last year, I find people to be more social, more relaxed, more apt to entertain than in the States. It seems a lot like Europe that way. I'm always saying driving up to Vancouver from Seattle is like driving to Europe.

Look at the ABA TechShow. Dominic Jarr (Montreal) and Jean-Francois De Rico (Quebec City) come down from Quebec. Everyone wants to go out to cocktails and dinner with them. Speakers hosted tables at various restaurants and theirs had a waiting list. Other speaker tables attracted 1 or 2 people. And who else has a Wine and Information Management Blog than Dominic?

Wild thing is that, despite what lawyers may think, being more social is what brings more traffic to your blog. Linking out to other blogs in your niche, posting comments on other's blogs (rarely done by American lawyers), and writing about other lawyers gets people's attention. And attention is what gets subscribers. And subscribers gets more people talking about you and your blog content on and offline.

Maybe I'm reading too much into things, but I think Steve's onto something.

• Email This
• Print
• Comments (5)
• Trackbacks (3)
• Share Link

This isn't our first time featuring Stem Legal's Steve Matthews as a guest for the LexBlog Q & A; back in February, he stopped by and chatted with us about search engine optimization and how it works (or doesn't).

Today, the Vancouver-based SEO specialist is back, talking about Canadian law blogs. Bell Canada's Dominic Jaar offered us a bit of insight on the state of the Canadian legal blogosphere when we spoke to him recently...but for today's interview, that issue was the focal point. Steve's insights on where it is and where he sees it going in the future, after the jump.

• John Sirman, manager of TexasBar.com and technology editor for the Texas Bar Journal [3.10.08]
• Robert Scoble, video blogger for Fast Company.TV and author of the technology blog Scobleizer [3.8.08]
• John Bolch, UK-based family lawyer and author of the blog Family Lore [4.1.08]
• Stuart Buck, attorney with Kellogg, Huber, Hansen, Todd, Evans & Figel PLLC and author of the blog The Buck Stops Here [3.27.08]
• Monica Bay, editor-in-chief of Law Technology News and author of the blog The Common Scold [3.26.08]

• Email This
• Print
• Comments
• Trackbacks (2)
• Share Link

Capping off this week's run of the LexBlog Q & A is an interview with Steve Matthews of Stem Legal. Steve is a Canadian search engine optimization specialist with an expertise in helping lawyers establish a strong presence on the web. The focus of our e-mail exchange? You guessed it...SEO.

Steve has the experience to back up his claims: he served for almost 10 years as Knowledge Services Director for Clark Wilson LLP, and has been winning awards for his web development strategies since 2001.

1. Rob La Gatta: In layman's terms, what is the purpose of search engine optimization?

Steve Matthews: Keeping this as jargon free as possible, I would say 'SEO' or search engine optimization is about using search engines like Google to expose 'something' to the right audience. When it comes to marketing professional services, that 'something' can refer to the firm brand, a service line, a lawyer's individual profile, articles & content, or some combination thereof.

Firms that employ an SEO strategy build a portfolio of search terms targeted around their subject or service expertise. Those firms know exactly which phrases are being searched for because they utilize keyword research tools. Pages are selected as 'landing pages' for particular keyword combinations, and then optimized to rank well. And to rank well, pages must be properly coded to reflect the subject of choice, and more importantly, be cited - via links - from other web pages on that same topic.

2. Rob La Gatta: As the Internet expands and the value of high search rankings becomes more apparent, it seems like there are a lot of so-called "SEO specialists" coming out of the woodwork. How can someone tell whether an SEO consultant is legitimate?

Steve Matthews: I would start with a cursory review of their work. Ask to see a comparable client in a different market, and see how their site ranks. While requests for client confidentiality do occur, most professionals should be able to give samples of their work.

I would also listen to their proposed strategies, and specifically how they intend to acquire links to your website. Remember, your site will be evaluated by the company you keep. I would also make sure they understand marketing professional services, and have experience beyond product-based search marketing.

The difficult part of the evaluation will be telling if the practitioner has the skill to rank for highly competitive search phrases. I would ask to see some of their top results for two word search phrases. Rankings gets increasingly difficult as the number of words in the search decreases. If he or she can hit a top-10 rankings for two word searches (and preferably two words that combine for a recognizable phrase), that would be a good sign they are capable to building your firm a 'portfolio' of three word searches.

One last hint: if you're not sure which searches are competitive, have a look at the number of accompanying advertisements or 'sponsored links' on the right hand side of the page. Paid results almost always correspond with desirable, and usually competitive, search terms.

3. Rob La Gatta: What would you say is the biggest misconception people have about SEO and its purpose?

Steve Matthews: One of the biggest misconceptions I come across is the belief that SEO is somehow based upon programming tricks. I routinely run into people who believe that SEO is no more than stuffing keywords into the meta tags or title tags, or that if you *gasp* stuff keywords into your marketing copy you'll get to the top of search results.

My take is that a successful search strategy can be broken down into: 30% on-page factors, and 70% off-page factors. It's much more important to have a quality network of links coming into your website than to let someone alter your message. And when you do hit those top rankings, it's the pages with quality copy that will convert to leads.

Here are the facts: Marketing copy should be drafted for its intended audience, and always be natural. A good SEO should be able to work with clean copy and make it rank. That doesn't mean that on-page factors aren't important - as an example, well designed title tags are very important - but a good rule of thumb in my books is that SEO should never trump exposing your firm brand or alter your marketing copy.

4. Rob La Gatta: I've read that blogs naturally perform better in search engines than static websites. Do you believe this is true? If so, why?

Steve Matthews: Not to be picky, but we must compare apples to apples here.

Blog software is classed as a Content Management System, or "CMS", and most modern CMS products already have the on-page SEO factors baked into their product. If we're talking about hand-coding static web pages, then yes, a developer could overlook some of the basics - which would make it seem like blogging software has an advantage. But otherwise, most web designers will employ a CMS, and these products can compete with blog software.

The practice of blogging, however, does bring a number of attributes to the table that are unique.

First of all, blogs are content based marketing, and the breadth of content that a blog can deliver is very powerful. What many people are calling the long tail, blogs allow an author to cast a very wide net around their subject of expertise. And it's this ever-growing body of work that gets indexed within the search engines.

Situated properly, a professional blog can build individual lawyer's profile, and work as a more casual lead-in tool for the firm's website, which is geared more toward services, expertise and experience. In other words, get to know the lawyer in question, and then decide if that person is qualified. Even with SEO, you must consider the entire online decision making process.

The second SEO factor I'll note is the number of trusted citations that blogs produce. Lawyers need to understand that links are the currency of the web, and that blogs are not just a publication opportunity. If they were, why wouldn't you just convert all your newsletters into blog software? It doesn't work. It's only when blog authors engage the social side of blogging, and begin to link out to other bloggers (who eventually reciprocate) that blogs begin to have a dominant effect on the search results.

Interested in hearing more? Recent LexBlog Q & A posts:

• Tom Goldstein, partner at Akin Gump Strauss Hauer & Feld and founder of SCOTUSblog [1.30.08]
• Rick Klau, former VP of publisher services at FeedBurner and current member of Google's content acquisition team [1.29.08]
• Dan Harris, Seattle international law lawyer & publisher of the China Law Blog [1.28.08]
• Daniel Schuman of the American Constitution Society's ACS Blog [1.25.08]
• Tim Titolo, Las Vegas personal injury lawyer & publisher of the Brain & Spine Injury Law Blog [1.24.08]

• Email This
• Print
• Comments (2)
• Trackbacks
• Share Link

Been meaning to blog about Steve Matthews' excellent piece on thought leadership for lawyers for a long time.

Agree wholeheartedly with Steve that the selling of expertise is a key element in legal marketing. "Expertise, even more than having years of experience, is an important measure of qualification, and a tool used to grade the modern professional."

Though being recognized as a thought leader has been around forever for lawyers, Steve highlights the advantages of building such a reputation online. And I think Steve would agree online reputation building is done via blogging.

First of all, the barrier to entry has definitely been lowered. While web technology has been limited to those with programming expertise in the past, newer software technologies - such as blogs and social networks - have leveled the playing field for exposing one's professional knowledge & expertise. Second, the number of participants in these online conversations is not limited. Those with a willingness to get in there and participate will benefit from the increased exposure. And lastly, the web is a mix of both those that innovate ideas, and those who diligently spread the word. Success can be found in either capacity, but a balance between 'subject expert' and 'online rainmaker' is probably the best approach for most Professionals.

Steve aptly explains the concept and value of online thought leadership.

Thought Leadership is a phrase that's evolved in online communities to describe those individuals who become a hub within online conversations. These individuals are very recognizable. Their opinions are watched by hundreds, and often thousands, who share a common interest. Their online publishing power is driven by their social network as much as their individual ideas. And when they do publish their opinion, people seem to jump! Jump you say? How so? It's difficult to explain. Thought Leaders are in a very interesting position. Not all readers are supporters. And in some cases, the naysayers can outnumber their supporters. It's not that their opinions are the most respected (although this is the case for some, and an ideal position, really), it's that their voice drives others to respond. The end result is that they set online conversational direction, and if they enter into a particular discussion, that issue will be heard. These individuals carry an immense amount of 'web profile' power. For a lawyer who wishes to drive their personal brand through the roof, becoming a Thought Leader can deliver one of the longest lasting effects possible. Done properly, the position of being a Thought Leader could create value for a lifetime, or at least as long as one's professional career. (emphasis added)

Blogging is not about instant search engine success. It's about joining an ongoing conversation with others discussing subjects relevant to your area of practice. Like networking offline, becoming a thought leader among others in the conversation is not achieved overnight.

But as Steve says, done right, 'Lawyers have the opportunity to increase both their 'image' of being an expert, and backing up their professional credibility with commentary that demonstrates, and qualifies, their knowledge with potential clients.'

• Email This
• Print
• Comments
• Trackbacks
• Share Link

Not sure I've seen a leading law firm in the States sponsor a third party's blog. But Steve Matthews caught that Clifford Chance, one of the world's leading law firms with 27 offices in 20 countries and 3,800 legal advisers, is sponsoring Conflict of Laws, a well trafficked blog on private international law.

Steve suggests we may be looking at a trend.

Blog sponsorships are nothing new to the online tech community. For examples, we can look to GigaOM or Techcrunch. But in other blogging communities, including law, the idea of sponsorship is quite new. It could be the fact that commercial applications typically lag behind web innovation; that we usually experiment to see if something delivers, readers adopt, and then monetization strategy follows once we're beyond the proving ground. It may also stem from our aversion to spam and anything directly commercial online. Kevin O'Keefe has said he's not a fan of ads on blogs and that it cheapens the offering, but I suspect with an appropriate design fit he'd be ok with the sponsorship concept. And depending on the blog, of course.

My next question would be on the strategic fit. A blog on International private law and Clifford Chance? Obviously it's a good fit, and frankly, they get kudos for being both the first mover, and picking off a desirable audience of global decision makers.

.....I see a lot of value in blog sponsorship as compared to other forms of web advertising. What many blogs lack in reader volume, they more than make up for with audiences that are focused & clearly defined. Aggregate a series of selected sponsorships together and it could be *very* good advertising.

I agree with Steve. And don't tell anyone else Steve, but you're right that I'm okay on sponsorship with the appropriate design and sponsorship.

Steve also has reason to fear that law firms sponsoring blogs will be seen as an alternative to blogging themselves.

CC has both the resources and in-house expertise to do so, but may not have been able to make the business case internally. Busy attorneys, a lack of time, and so forth. That's too bad. I'm a big believer in firms owning web properties, and the associated audience & relationships. This may not get reflected in a traditional ROI equation, but the value is there - new business relationships with targeted decision makers, marketing collateral, search rankings, referral networks - the list is extensive. CC gets some of those things with this move, but it isn't their audience, and long term I'd rather see those assets under CC management.

Law blog sponsorship by large law firms is going to be a trend. We're also going to see the legal duopoly of LexisNexis and Thomson West, probably now the largest advertisers on Incisive Media ALM's legal publications and journals, start sponsoring blogs and social media sites. Thomson West has already started to do so with the Law Professor Blogs.

Law firms and legal publishers may be a little slow but news of advertising's move to blogs and social media sites here, here, and here will not lost on them and their ad agencies.

Update: Just received this email from Steve: 'give you $50 if you throw a stem logo on yours? ;)' Being, it's only at one post, it'll only cost you a beer Steve.

Update 2: Responding post from Martin George, Creator and General Editor of Conflict of Laws:

I agree that the potential for spam, or aggressive advertising, is there when contemplating any type of sponsorship agreement with a firm or company, which is why it is very important to work closely with the sponsor in order to establish the precise boundaries, and extent, of that company's web presence on your blog before any agreement is finalised...... I think a substantial connection, beyond a commercial interest (on the part of either party), is absolutely necessary. Clifford Chance were our first-choice sponsor because of their unique practice in the field of private international law. We would have turned down the same sponsorship arrangement with another firm if they did not have a genuine interest in the subject-matter of the blog. Sponsorships have to be more than just financial agreements; they have to be relationships.

• Email This
• Print
• Comments (2)
• Trackbacks
• Share Link

Missed Steve Matthews' bulleted list on the social tactics for blogging until Nick Holmes mentioned it this morning.

Tape Steve's list to your wall to expand your blog network:

• Have a blogroll with links to your peers
• Blog not just your own thoughts, but engage in blog-to-blog discussions
• Comment on other blogs
• Have email discussions beyond the blog
• Give your fellow blogger a 'hat tip' when you cite their work
• Every once in a while, just saythank-you

This is not just a 'be kind' thing, which you ought to be anyway, it's effective marketing at its finest.

Blogging works when other influential bloggers and reporters cite you - they become disciples of your evangelism about your niche area of the law. These influencers are not going to be citing your blog content and spreading your word if you're not following tactics such as Steve's.

• Email This
• Print
• Comments
• Trackbacks
• Share Link

Matching the content of a law firm website or blog to its appropriate audience is the core purpose of law firm SEO, says law firm Internet marketing expert Steve Matthews. And it's SEO (Search Engine Optimization) that allows law firms and lawyers, via their content, to extend their brand beyond existing clients to reach new audiences .

If you want to expose your firm's content, it is not enough to simply build webpages and hope for the best. You must employ a strategy to get your chosen content in front of its target audience. In-house newsletters, email marketing, content syndication, etc. are all wonderful pieces to your marketing puzzle, but are more effective at marketing to existing clients......If firms wish to stretch out their online branding efforts - for whatever reasoning they choose - they must expose their content to new audiences. And to that end, the search engines continue to be a the number one tool available to drive new readership.

Steve had 7 quick reasons why a law firm would employ an SEO strategy.

• The firm is looking to increase exposure for a new office in a regional market.
• Lawyer profile pages aren't ranking for their areas of practice expertise.
• The firm is a market leader and sees a top search ranking as a 'must have.'
• The firm wishes to increase market share for lucrative or high-margin area of practice.
• A competitive regional practice, where service pages are buried beyond the second page of search results.
• The firm has a new or innovative service offering, and seeks the first strike advantage.
• The firm is a boutique practice without geographic boundaries, and simply needs a top-10 listing to turn volume.

The impact of good law firm SEO, per Steve:

Reports have shown the top search position to receive as many as 42% of the available clicks. On the bottom side of that comparison, rankings between position #11 and #100 will share as few as 11% of the clicks available.

I talk to 3 to 5 lawyers/law firms a day. 95% of their websites and blogs are not optimized to be found on Google and the other search engines. More than anything else in marketing, those firms should focus on SEO.

• Email This
• Print
• Comments (2)
• Trackbacks
• Share Link