Jul 29, 2019
Ben Sessions joins Kelly Street this week to discuss all things
Technical SEO, Local SEO, and Facebook Advertising.
Ben (The Sessions
Law Firm) is an Atlanta-based Criminal Defense attorney who
truly enjoys learning and doing great online marketing for his law
firm and sees results in clients & cases.
What is Ben doing for his marketing?
- Multiple offices; Ben has 3 offices and
considers how his local search will be affected by the office
location. He avoids coworking spaces for this reason but we do talk
about ways to overcome this.
- Technical SEO; This is looking at the backend
of your site, instead of focusing on the most beautiful
- Utilize link tracking, like Moz, SEMRush,
Ahrefs. This will help you keep track of your links online.
- Learn SEO basics like title tags, and more.
This won't take a lot of time and will help you in the long
- Choose your website host carefully. Ben chose
a proprietary platform, which he now regrets because he feels
locked in and isn't getting as much SEO benefit out of his
- Memberships = Links. For bar associations or
any other membership site, capture those links to your profile.
This may be the biggest benefit to your membership.
- Pay attention to your analytics. Head over to
your Google Analytics and Google Webmaster Tools accounts, check
them regularly and earn the basics for both of these.
- Google My Business! We talk a lot about this
but GMB is a great, easy, and free tool that every law firm can
- Ben, when it comes to marketing changes & updates: "Do not
let that uncertainty make you become stationary... you have to
engage in this [marketing]."
- Referrals myth-busting! Ben supposes that
referrals are not the main stream of legal clients in 2019.
- Make videos. Ben suggests starting on YouTube
before posting to social media because you will most likely not get
very much traffic but you will get experience. Also- don't just
publish on YouTube.
- One key takeaway here- experiment!
- Comments are actually good for your engagement metrics, so
don't be afraid of them, even the negative ones!
- Reviews- Ben doesn't pay for reviews but he
does pay attention to anywhere he gets them.
- Ben "You may not have time to pay attention to reviews now but
somewhere down the line, you will need to and it might be too
- Concerned about a potential client? See if they're leaving
negative reviews online for other businesses and beware, especially
if you are a lower volume law firm.
- Paid Social & PPC - Ben has not had great
luck managing his own PPC in the past but has found great success
with paid Facebook in the short while he has used this method. Ben
suggests posting videos and promoting them for engagement.
- Use call tracking and UTM codes to track
your marketing efforts!
- Marketing is not set it and forget it!