Search Engine Marketing (SEM) is a term that encompasses two major facets of online marketing:

1. Search engine optimization (SEO), which improves your visibility and ranking in natural or “free” search engine results,
2. Paid placement or “pay-per click” advertising in the sponsored areas of search engine results.

SEM is a measurable way to increase the visibility of your firm and Web site; generating more high-quality leads for your business.

LexisNexis SEM Solution = SEO + PPC

LexisNexis provides services to help your firm increase visibility and rankings in these areas with Martindale Hubbell Search Engine Optimization (SEO) and Martindale-Hubbell Pay-Per-Click (PPC).

Search Engine Optimization (SEO)

Internet search engines regularly crawl the Web to gather data about the sites they find. They use this data to rank the sites against various search criteria. The outcome of these rankings is displayed to the public as “natural” search engine results. Web site rankings in natural search change over time. Therefore, ranking improvements are not able to be achieved immediately.

Martindale-Hubbell SEO will increase the quantity and quality of traffic directed to your Web site via “natural” search results across all major search engines. Our SEO Specialists create a customized SEO Plan based on your firm’s marketing goals. Together we can tailor your Martindale-Hubbell SEO service to your firm’s strategic initiatives and marketing needs.

Features and Benefits

 

 

Exclusive	Non-Exclusive
Dedicated SEO Specialist; (4) two hour quarterly consultations	Standard Web site-level support (PD4 Level I, Level II, or Custom)
Call tracking	Call tracking
Title/Meta tagging of up to 25 pages	Title/Meta tagging of up to 10 pages
10 pages of “on” or “off” page content development	3 pages of “on” or “off” page content development
XML sitemap + updates & pings (quarterly)	XML sitemap + updates & pings (quarterly)
Local profile building (quarterly)	Local profile building (quarterly)
Online competition report (at inception and month 6)	Online competition report
Reputation report customized by SEO Specialist (at inception and month 6)	Reputation report (at inception and month 6)
Link building opportunity report customized by SEO Specialist (at inception and month 6)	Link building opportunity report
Social bookmarking of homepage + progressively deeper content pages w/in at least three, 3rd party sites (quarterly)	Social bookmarking of homepage (quarterly)
SEO Ranking Reports (baseline + monthly)	SEO Ranking Reports (baseline + monthly)
Manual (paid) submission to two, 3rd party legal directories
Manual (paid) submission to one, 3rd party business directory
Direct delivery of WebTrends Traffic Reports
Unique Lawyers.com networking opportunities. (ie: “Ask A Lawyer”)

 

 

Value Proposition

Marketing in online search is so unique because it is measurable!  Martindale-Hubbell’s Search Engine Optimization Service can bring visibility, leads and a measurable ROI.

 

It's not enough to simply have a website anymore.  To be found, you need to rank highly in the “natural” search result sets - especially as the Legal vertical is getting hot.

 

Martindale-Hubbell’s SEO Service will be a collaborative and transparent relationship that will deliver more traffic and leads to your firm’s website.  In addition to website traffic reporting accessible through the Client Service Center, ongoing monthly SEO metrics will be available, including:

 

• Rankings Reports – starting with a baseline rankings report, Martindale-Hubbell will deliver ongoing monthly updated reports outlining where a firm’s website ranks after we’ve started work;

 

• Lead Reports – email submission forms & 800# call tracking reports will define what ‘leads’ LN is providing for our customers via their website

 

As your SEO partner, LexisNexis will work with you to understand your firm's annual marketing goals/initiatives and define a SEO plan to help support your marketing goals by increasing your website traffic, improving lead generation and your natural search ranking results.   

Pay-Per-Click (PPC)

Get top placement on “paid” search engine results to generate new business for your firm. Martindale-Hubbell PPC utilizes paid placements on major search engines to draw more traffic and generate “conversions” or leads to your firm’s Web site. Paid placement or Pay-Per-Click operates in a dynamic auction platform that changes minute by minute. Our PPC offering helps you manage this dynamic environment intelligently and reports your success on a weekly basis. The result is maximum exposure nationally, statewide or locally for your selected practice area(s).

Martindale-Hubbell SEM helps your firm capitalize on your existing Web site investment. Our SEM services help customers increase their opportunities to connect online with potential clients through a partner they know and trust. We’ll also provide detailed reports with Web traffic ranking statistics and generated leads that you need to benchmark the success of your program.

What is Pay-Per-Click?

Millions of people are using search engines locally for legal services. Major search engines (Google/Yahoo!/MSN) have designated the top and right-hand sections of their search results as “paid” advertising. These paid sections are based on an auction platform where higher bids get higher rank for specified keywords.

 

Martindale-Hubbell Pay-Per-Click (PPC) is a service that helps a firm to maximize its presence in these paid sections of search results, to ensure that their Web site is found when potential clients are searching for them.

 

This placement differs from “natural” search engine results, in which search engines crawl the Web to gather data and rank the sites based on various search criteria. 

 

Advantages of our Pay-Per-Click Custom offering:
Leverage our PPC expertise to maximize your marketing efforts. We manage all aspects of your paid placements, including: keyword research, performance monitoring, bidding, and reporting.

 

• Our deep understanding of the legal market enables the best selection of keyword phrases users are searching to find attorneys.

 

• Our sophisticated bid management tool, powered by Clickable, leverages intelligent, rule-based recommendations to drive automatic refinement of your existing search campaigns, helping you perform better immediately.

 

• Our detailed reporting metrics focus on conversions (leads). Additional metrics include: clicks, impressions, and website traffic reporting.

Key Takeaways

Search Engine Optimization:

1. Improves a law firm's MH website's natural Search rankings
2. Online search marketing (both Pay-Per-Click and Natural SEO) is unique because it is so measurable
3. Higher search rankings lead to more prospects finding our law firms' websites – and generates more leads.
4. Measureable reporting provided on rankings, web traffic, leads (either delivered via email or accessible via CSC/Web Stats Dashboard)

Why We Win

Martindale-Hubbell offers a full SEM solution containing both PPC and SEO. We offer an ongoing SEO partnership with monthly reporting that demonstrates the value (improved ranking) we bring.

 

Martindale-Hubbell also limits the number of sites that can be optimized in an AOP or Geography (Exclusive keyword sets), thus underscoring the “Optimization” in SEO (Search Engine Optimization).

For more information about Martindale-Hubbell® SEM, contact Michael Stanisci, a Martindale-Hubbell Internet Marketing Specialist with LexisNexis at 908-790-5403.

Serving Florida, Oregon, and Hawaii!