ADVERTISEMENT
  • About
  • Contact
  • Testimonials
  • Demographics & Advertising Rates
Thursday, April 22, 2021
Search
    Generic filters
    California Business Journal
    63 °f
    Los Angeles
    61 ° Fri
    61 ° Sat
    60 ° Sun
    58 ° Mon
    60 ° Tue
    65 ° Wed
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    California Business Journal
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    Search
      Generic filters
      California Business Journal

      Everest Legal Marketing Guides Attorneys on Impactful Content Marketing

      by Scott Smith, Staff Writer, California Business Journal
      A A
      law gavel and books
      Share on FacebookShare on Twitter

      .

      As smart as most attorneys are, they often can be scammed by those who claim to be digital marketing experts who can guarantee they will get the firm’s website on page one of results from search engine searches by potential clients.

      “There are a lot of sharks swimming in the search-engine optimization [SEO] space because it is somewhat mysterious and those of us who work in it have to use our experience and make educated guesses about Google’s ever-changing requirements to get a site ranked high when a topic is searched,” says Doug Bradley, president of Everest Legal Marketing, LLC., specifically created to serve lawyers.

      “Every attorney tells me that they never had any course on marketing in law school, so they want to be able to trust the specialists and get back to what they know. Organic results from investing in this take time and anyone who promises otherwise is either using the technical tricks that might be frowned on by Google or they’re not being honest.”

      They’ll ride the arrangement as long as they can and if the firm pushes them too hard for better results, “their attitude is likely to be, ‘since you’re not patient enough for this, we’re terminating the contract,’ sometimes taking the new website they created and its content with them,” Bradley explains.

      About a third of the agencies offering SEO services to lawyers do a credible job, Bradley says. “The rest,” he adds, “overpromise and under-deliver, usually because they have little experience working with lawyers or knowledge of the law.”

      Like most successful entrepreneurs, Bradley learned lessons about how to excel in this field — the hands-on way. “I got my first car when I was 16 and it was a piece of crap,” he recalls. “I didn’t have money so I did all the work myself, with a lot of bloody knuckles and frustration, but I got really good at it. This has been a theme throughout my career.”

      He double-majored in business administration and broadcasting at the University of La Verne, while holding a full-time and a part-time job, earning enough to purchase his first home with his wife. “The process-built character and my work ethic, which I wouldn’t trade for anything,” he says.

      After learning about sales success — and rejection — selling yellow page ads, the Great Recession made him realize their days were numbered, so he took a job with Lawyers.com. Within two years, he turned around a failing territory and had learned about SEO and content marketing for attorneys.

      When that site was bought in 2013, Bradley — and 200 others — were laid off, so he went to work for a bankruptcy restructuring service company. “I learned a lot, but this wasn’t in line with my long-term goals, so my wife and I decided to take a giant leap.” They launched Bradley SEO Marketing in January of 2017, which is now incorporated as Everest Legal Marketing.

      Google gives preference to articles and blogs that have in-depth and educational original content, which cannot be found on other sites. With human moderators and through the miracle of artificial intelligence, Google bots can determine whether something is well-written and authoritative, a serious problem for those who hire inexpensive writers in other countries. Bradley posts blogs written by retired attorneys or paralegals that are 700-800 words.

      “It is possible to get a high ranking with a 300-400-word blog in rural cities, but in L.A. or San Francisco you are competing against others posting 1,000 words on a topic,” he says.

      ADVERTISEMENT

      For viewers who might not want to read a long article, a blog can provide links to more in-depth articles on the attorney’s website, which receives a positive credit in the SEO ranking score. An SEO expert will be able to incorporate the right “keywords” (single words or short phrases that often appear in searches on a topic) to be discovered by the right readers.

      “You can find popular blog topics by thinking about questions someone might be researching, such as “how do I know if I have a medical malpractice case?” or “do I need a lawyer to guide me through the probate process?” But you need an overall strategy that ties these together, rather than just answering questions that are topically all over the place, in order to generate productive leads,” Bradley says.

      Additional, law-related blogs should not overwhelm the potential client with too much textual detail. “Break a general subject down into different sub-topics for blogging,” Bradley says. “In each one, whet the appetite of the reader with answers that show you are an expert, without making them feel they know enough that they really don’t need you.”

      Other ways that a law firm can increase Google’s assessment of its credibility as an authoritative source is with profiles in legal directories, reviews by independent organizations, client testimonials, backlinks from prestigious firms or resources, and articles in legal publications.

      Even large practices that do most of their own website management and content production often farm out these aspects to agencies like Bradley’s — there are hundreds of directories for legal specialties where potential clients might search). They will also outsource other time-consuming tasks like posting on social media — mostly LinkedIn for referrals and Facebook for consumer-oriented practices — and email marketing, which tends to be under-appreciated as a way to directly reach a target demographic.

      “Having a website that can be found by potential clients and not just sit in the background,” Bradley say, “is the key to marketing success.”

      Copyright © 2020 California Business Journal. All Rights Reserved.

      Doug Bradley of Everest Legal Marketing Guides Attorneys on Impactful Content Marketing/www.calbizjournal.com
      Doug Bradley of Everest Legal Marketing Guides Attorneys on Impactful Content Marketing/www.calbizjournal.com
      Doug Bradley of Everest Legal Marketing Guides Attorneys on Impactful Content Marketing/www.calbizjournal.com
      Doug Bradley of Everest Legal Marketing Guides Attorneys on Impactful Content Marketing/www.calbizjournal.com

       

      Tags: artificial intelligenceattorneybankruptcyCaliforniadigital marketingDoug BradleyEmail MarketingentrepreneursEverest Legal Marketinghonestindependentinvestinglawlaw firmlaw schoollawyerleadsLinkedInLLCmarketingmarketing for attorneysmedicalorganicRideSan FranciscoSEOSocial Mediatradetrust
      ADVERTISEMENT
      Scott Smith, Staff Writer, California Business Journal

      Scott Smith, Staff Writer, California Business Journal

      Scott S. Smith has written for an array of publications including Investor's Business Daily and Angeleno. He is the author of Extraordinary People: Real Life Lessons on What It Takes to Achieve Success.

      WHAT TO READ NEXT

      Take care of Mind-Body-Soul
      Health & Fitness

      4 Steps to Taking Better Care of Yourself in 2021

      April 22, 2021
      Health insurance claim form
      Education

      How to file an insurance claim: Everything you need to know

      April 22, 2021
      safe workplace
      Education

      9 Essential Steps for a Safer Workplace

      April 22, 2021
      trust3
      Education

      7 ways to build trust on your business website

      April 21, 2021
      speeding
      Education

      Here’s Exactly What To Do After Getting Fined With A Speeding Ticket

      April 21, 2021
      Dennis Weiss Lead Gen
      Education

      Commentary: Preventing Lead Generation Fraud

      April 20, 2021
      Next Post
      Warehouse with variety of timber for construction and repair. Delivery concept. 3d illustration

      Increasing Warehouse Production

      Follow Us

      ADVERTISEMENT

      Categories

      • Art & Culture
      • Business
      • Editor's Choice
      • Education
      • Featured
      • Finance
      • Food & Dining
      • Health & Fitness
      • Human Interest
      • Insurance
      • Law
      • Marketing
      • Medical
      • News
      • People
      • Popular
      • Real Estate
      • Social Media
      • Technology
      • Uncategorized

      CBJ Partner Firebrand Media

      Laguna Beach Independent Newspaper

      Laguna Beach Magazine

      Laguna Beach City Guide

      On The Menu Laguna Beach

      Newport Beach Independent Newspaper

      Newport Beach Magazine

      Newport Beach Country Club Magazine

      Coastal Real Estate Guide (NB,LB, CDM)

      Montage Magazine

      Monarch Beach Resort Magazine

      Pacific Coast Magazine (SoCal)

      Omni Escapes Hotel Magazine

      Sea Island Life Magazine

      Salamander Hotel & Resorts Magazine

      Bespoke Concierge New York

      Evans Hotels

      View our entire portfolio here

      ADVERTISEMENT
      1REALTOUR-SAN DIEGO-WEB DESIGN
      ADVERTISEMENT
      Facebook Twitter LinkedIn LinkedIn Instagram
      C B J   LOGO  SVG-01
      • About
      • Contact
      • Testimonials
      • Demographics & Advertising Rates

      Newsletter

      Most Viewed

      • Judge gavel, scales of justice and law books in court

        Lawsuit Basics: How Much Does It Cost to Sue Someone?

        0 shares
        Share 0 Tweet 0
      • THE ONLY WAY

        0 shares
        Share 0 Tweet 0
      • REPORT: TECH GIANT CISCO ABOUT TO LAY OFF 14,000

        0 shares
        Share 0 Tweet 0

      Latest Articles

      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      April 22, 2021
      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      April 22, 2021
      safe workplace

      9 Essential Steps for a Safer Workplace

      April 22, 2021

      California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
      ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
      Site Design by 1REALTOUR

      Search
        Generic filters
        • Front Page
        • Business
          • Insurance
          • Real Estate
        • Finance
        • People
        • Featured
        • Technology
        • Law
        • News
        • Human Interest
          • Food
          • Art & Culture
        • Education
        • Health & Fitness

        California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
        ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
        Site Design by 1REALTOUR