No digital marketing strategy is an “island.” The days of stand-alone strategies are over as smart businesses realize that meeting their goals requires a more holistic approach. Enter the dynamic duo of search engine optimization (SEO) paired with conversion rate optimization (CRO), two seemingly distinct disciplines that, when united, become a force multiplier for growth.
Imagine sitting in a waiting room, watching your car’s oil change when a marble suddenly blocks the funnel, causing oil to spill everywhere. As absurd as this scenario seems, it mirrors a common marketing blunder—focusing on mid-and top-funnel activities while neglecting the clogged bottom of the funnel. In this edition of Plain Talk, we’ll explore real-world examples of bottom-funnel issues across various sales models and provide insights on how to audit, communicate, and resolve these costly problems.
The value that SEO contributes to personal injury law firms is undeniable. However, measuring ROI and cost per signed case can be a challenge. Not understanding possible cost per case and ROI for SEO can lead to not truly understanding how SEO is contributing to your overall marketing mix and signed cases. In this Plain Talk edition, we’ll cover how personal injury law firms may be able to measure ROI from SEO, how firms can begin to understand cost-per-case values from organic search, and additional perspectives on how to best evaluate your marketing return.
The process of getting that organic traffic, search engine optimization (SEO) is one of the hottest and often misunderstood topics in personal injury marketing. So, it’s only natural for your firm to occasionally ask, “What am I getting for that monthly SEO expense?” In this edition of Plain Talk, we’ll look at how well-done, cost-effective SEO for personal injury can help build revenue for your firm and how you can maximize the value of online organic search.
This year at Google’s I/O 2023 conference, Google unveiled a host of new products and features. Unsurprisingly, the focus was on efforts and advancements made by leveraging artificial intelligence (or “AI”). It was so important to Google to establish expertise, authority, and trust (sound familiar?) in all things AI that Google execs used the phrase “AI” more than 100 times during the two-hour keynote. In this edition of Plain Talk, we’ll discuss what we know (and what we don’t) about the future of generative AI in search. We’ll also share what you can do now to ensure you are capturing low-hanging fruit.