Sunday, June 29, 2008

Branding Your Expertise, Not Your Logo

We learned a lot at the State Bar of Texas convention in Houston last week. One CLE I particularly enjoyed was given by famed law blogger Kevin O'Keefe of Real Lawyers Have Blogs. This guy started the law blog phenomenon and shared some great marketing tips he has learned along the way.

O'Keefe says today's lawyer business development needs to be centered around the theory that attorneys need to use "educational marketing" to go where the people are and connect with them. O'Keefe quoted Bill Gates recently as saying emails are an outmoded and essentially ineffective mode of business communication. If lawyers want to be seen as experts in their practice areas by future clients and their peers they need to learn how to maximize their presence on the Internet. Lawyers are to think of the Internet as one big Yellow Pages. People only use Google now instead of other information gathering guides, directories or search engines. The higher a attorney's name or Firm is ranked in what he calls "organic" results (the kind you don't pay for) the better.

A Firm's "Title tag"or the line that appears at the top of the page of a website should be optimized as to what it is you do, instead of a Firm name, this provides Google with a clear indexing reference so it will rank the site higher. O'Keefe says creating a law blog for a Firm or an individual attorney is a great way to rank higher in Google searches.

All week I will be sharing more tips learned from O'Keefe during his CLE so stay tuned and get optimized!

1 comment:

Kevin OKeefe said...

Good to hear you liked my presentation at the Texas Bar. It was truly an honor to have the opportunity to address the group.

And thanks for sharing some of what I had to say with readers of your blog. My guess is you've got a good sized readership.

Take care and have a great week.