Webinar: The Most Cost Effective Legal Marketing Strategy

For 2009

Presenter: Sally Falkow

Who We Are:

PRESSfeed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes.

Expansion Plus is a full service social media & digital PR agency located in Pasadena, California.

RSS Feeds• Get only the

content you want• Deliver specific

content to niche audiences

• TiVO for the Web 

RSS – The life blood of social media

Social Media Feeds• Flickr• Facebook updates• Facebook Applications• Friendfeed• Twitter• MySpace• Blogs

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Before & After RSS

Use it to Listen

Use it To Deliver Content

• News• Updates• Articles• Images• Podcasts• Video

How Customers Will Find You

Organic Rankings “If you think you're covered because you

have a paid ad (PPC listing) in a search engine for a search term that's important to your business, think again.

“Organic results (free listings) are far more important and can get more viewership and clicks.”

- Marketing Sherpa

Google Search Results Page

Google Rankings Even the Google

engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links).

Content, Content, Content• Web sites, blogs,

content in RSS feeds, and online press releases are all content

• No gatekeepers

Getting Started• Conduct key word

research• Write a strategy• Optimize your web pages

following the key words and the strategy.

• Undertake link building by publishing content in a RSS feed

Key Part Of Search• An important part of a

search engines algorithm is link popularity, i.e. the number and relevance of back links

• You need to create content with key words.

• This is called “optimizing”

• E.g. Optimized web pages, optimized press releases, articles, etc

Key Words Are King

What’s A Link?• Short for hyperlink• These take a visitor

to a site or a page upon clicking

• Identified by a different color and/or underlined

For further information visit us at: www.press-feed.com

Anchor Text• The text or

copy in a web page that works as a link

• The underlined part of a link that the user sees

When selecting an estate attorney you should take into account their experience.

Back Links• The number of links

from another site pointing to your website

• Also referred to as inbound links

Not All Links Are Equal It is a quality back link if the

link from the source site (i.e. where the links is coming from)– has a similar relevance

(theme) to yours – It links to your website

with the keyword that you are optimizing around

Link Farming = Spam• Exchanging reciprocal

links with other sites to influence search rankings

• Google considers link farming as a form of spam and may penalize or banish sites that participate in link farming

Successful SEO• The site itself must be optimized with key

words – usually need new content or rewrite existing content.

• Design, programming, tags, etc per the strategy and key words

• Link building with new editorial content (press releases, articles) which Google places heavy emphasis on.

Think Like A Publisher

Allow access to your content any time of the day using RSS feeds. 

Secret To Search Success:

Link building using editorial content in a RSS feed

RSS Is A Great SEO Tool• Increases the rate of

change• Adds more optimized

content to your site• Reaches new and niche

markets • Drives more qualified

traffic to your site• Provides more inbound

links

Educational Content• Make it interesting• Offer valuable

content• Think like a

journalist• Keep your article to

under 400 words

Make Links Informative Don’t use “click here”. Rather than click

here for more information, use descriptive key words:• E.g. Estate attorney Los Angeles • E.g. Tax attorney Pasadena

How To Link• Add a link to the

website page you want to send the traffic to at the end of the first paragraph and again at the end

Links In Content

Select Web Pages

News Aggregators• The blog and feed

search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content

Create Content

Syndicate Your Content

PRESSfeed System• Tool To Create RSS Feeds for Web Content

Syndication (linking strategy)• Easily adds optimized content to your site• Syndicates the content• Automatically ‘pings’ major news aggregators• Has easy subscribe features• Social bookmarking links built in

PRESSfeed System• Simple to use • Easy installation – minimal IT involvement• Once set up, IT dept not involved at all• Marketing/PR personnel can upload new

content to the feed in minutes• Built in keyword tags

Action Items• Set up your RSS feed• Write a content strategy based on

researched key words• Publish and syndicate new content• Use the content in the RSS feeds to link

back to strategically determined web pages

• Monitor the stats

Additional ReadingEBooks:• Web Sense by Sally Falkow. Effective

Internet marketing strategies for entrepreneurs.

• The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more.

• www.falkowinc.com/inc/ebooks.html

Resources

Expansion Plus Inchttp://www.expansionplus.com

RSS Service:PRESSfeedhttp://www.press-feed.com/

Our blog: pro active http://falkow.blogsite.com

Contact DetailsSally Falkow626 793 4911sallyf@expansionplus.com

Mary Anderson626 793 4911marya@expansionplus.com

Copyright Notice All materials contained in these materials

are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Expansion Plus Inc.