The initial process began with an extensive and thorough analysis to determine the current state of the firm on the Internet. This included looking at 13 major factors on the website, the current internet exposure on profile sites, their social media footprint, content assets, past marketing efforts, elements of competitive exposure and overall consumer satisfaction online.
This allowed WON Marketing to create a 1-year marketing plan for the firm that focusses on all organic aspects of gaining new clients from the Internet. This provided a framework for the detailed execution schedule provided to the client, detailing the exact monthly activity WON Marketing will perform. During the initial set-up phase, WON Marketing made several adjustments to the website by increasing the page loading speed, ensuring mobile compliance and website code validation and following all the best practices for On-The-Page factors. All monthly reporting was created, and the client was educated on the monthly Ranking Reports of 100 keywords, Google Analytics (website traffic), Google Insights (Google profile traffic), the WON Marketing Inventory of Assets, the Monthly Activity Report, the Annual Marketing Plan, the Monthly Execution Plan and the Citations Tracking reports.
The 3 Pillars of Local SEO
This organic strategy developed by Scott at Local Marketing Source, includes creating exposure on the Internet, such as being listed on local and attorney-based directories, published press releases, articles and online client reviews, however not limited to these examples. When done properly, this is the formula to get high on the search engines local and organic listings.
1 – Content – The first pillar is content. This includes all types of digital media including, but not limited to, video, articles, press releases and propagation through social channels.
2 – Profiles – The second pillar is profiles. This includes using best practices to acquire new business profiles on a regular basis, on sites like Yelp, Angie’s List, Judy’s Book, etc.
3 – Reviews – The third pillar is reviews. This includes implementing our RAP interface (Review Acquisition Program), monitoring reviews in a timely fashion and identifying your top 10% of hero customers.
By creating effective marketing content including Press Releases, Sales Documents, Videos and Client Articles, couples with an effective propagation strategy, WON Marketing created a system of fresh, value-added content for clients and prospects. By demonstrating this content to the client is valuable information for their audience through views, likes, shares, time on page, bounce rate and navigation flow. This in turn lends Trust and Authority to the firm, helping increase rankings. Through a consistent and systematic approach of researching identifying and both Local and Industry profiles, WON Marketing consistently acquired 15+ citation profiles monthly on Santa Ana, California and Attorney related directories. This demonstrates consistency in the branding and marketing efforts for the firm, in turn aiding in rankings.