i How to Get to #1 on Google Search By Stephen Fairley Stephen Fairley is CEO of The Rainmaker Institute, LLC, the nation’s largest law rm marketing company specializing in small law rms. Over 8,000 attorneys have bene ted from applying their proven Rainmaker Marketing System. Stephen is a best-selling author of 10 books and a nationally recognized law rm marketing expert. He has appeared in the American Bar Association’s Journal, Harvard Management Update, Inc and Entrepreneur. To receive your free copy of his book “Top 10 Marketing Mistakes Attorneys Make” visit www.TheRainmakerInstitute.com or call 888-588-5891. Legal Marketing f you have heard me speak at bar association meetings around the country, or at one of our Rainmaker Retreats, you know that I talk a lot about how to improve your law fi rm’s visibility on Google search results. Why? Because being in the fi rst three results when people are searching for an attorney can impact your revenues in a major way. Being in the number one position has an even bigger eff ect! Th is is not just hypothetical. Th ere have been numerous studies done proving the importance of being in the fi rst position in Google search results; here’s a chart from a recent study by digital marketing soft ware company Optify that clearly demonstrates the value of being #1 in Google search: Th ose websites in the fi rst three organic positions for a particular keyword receive almost 60% of the click-through traffi c – and the drop-off from #1 (36.4%) to #2 (12.5%) is dramatic. the value oF BeinG #1 in GooGle search results Any discussion about the value of being #1 in Google search results starts with the understanding of your current rate of conversion of web traffi c to paying clients. You may hear people talking about conversion with lots of diff erent criteria, but you must understand that for a law fi rm, conversion should be measured by the only criteria that matters: Th e number of people who visit your website compared to how many of those contact your law fi rm (by phone, email, or live chat). Th is is really simple math. Suppose you are a divorce attorney in Phoenix. Find out the number of unique visitors to your website for a given period of time and divide it by the number of contacts you received. So if you are in the #2 position in Google search results and 100 people land on your website, and 2 of those contact your law fi rm, your conversion rate is 2%. How much is the top spot on Google actually worth? According to data from the Optify study, it’s worth a ton – triple the traffi c of the #2 spot, to be precise. Now suppose your conversion rate stays at 2%, but you move to the #1 position and get 3 times the traffi c which results in 900 people land on your website! Th at represents 18 new leads instead of 2! Th at is the power of raising your position to #1 in organic search. seo essentials If you are relying on your law fi rm’s website or blog to bring you leads, you cannot just count on luck to make it happen. Th ose sites will not do you any good if prospects are not fi nding them – which is why it is critically important that you follow these top SEO essentials for your legal websites and blogs: Keywords in title tags – title tags are those words that appear in the title bar of web browsers and what generally shows up in search engine results pages. Title tags are coded into your site and should contain the most important keywords relevant to your prospects. Header tags – these go in your main content, separating thoughts and/or paragraphs with keyword-rich subheads. Th ink of header tags like the bold words in this article. It’s used to draw your attention to key points. Google uses header tags to identify the key terms on your individual web pages. Fresh content – creating new content and updating old content regularly boosts authority and news ranking. Last year Hubspot.com conducted a survey of 3,800 small businesses around the nation and found a direct correlation between the number of times you update your blog and how likely you are to derive a lead. Th e minimum level is 10 times per month. Th e optimum level is 20 times per month.