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AVVO Proves a Success for Off-Site Legal Marketing

The online legal service AVVO is turning heads after its recent round of financing raised $37.5 million for development and enhancement of its services. AVVO currently provides one of the most trusted legal directories in the United States with nearly 95 percent of U.S. attorneys rated in its database. Unlike many lawyer directory sites that only provide basic company information, AVVO goes beyond the basics to give lawyers an opportunity to fully showcase their legal expertise. AVVO profiles can be enhanced with full biographies, lists of speaking engagements and publications, and most importantly, personal legal content. AVVO Enhances Legal Marketing with Trusted Content AVVO has two unique services that enhance its legal marketing methods. While most lawyer directories require attorneys to pay a premium to enhance their profiles, AVVO lets any attorney in its files contribute to its legal libraries and question and answer section. Attorneys looking to increase their online reputation and attract new clients are encouraged to actively participate in the Q&A section where people seeking answers to legal questions can post question to the forum. Lawyers can search the forum for their particular area of law and respond to questions, building a pre-client relationship and improving the Read more…

A Look At Content Marketing in 2014

Content marketing has been around a long time. The Content Marketing Institute traces the roots of content marketing all the way back to 4200 B.C. where they say, “One of the first signs of custom publishing found in cave paintings [l]oosely translated to ‘6 ways a spear can save you from wild boar.’” Modern Examples of Content Marketing Fast forward several thousand years, and you’ll find many modern examples of using content to attract attention. For example, in 2008, Proctor & Gamble launched BeingGirl.com, which was, “four times more effective than traditional advertising.” In mid-2011, the Coca-Cola company launched its “Content 2020” marketing plan to focus on branded storytelling as a means of attracting more customers. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company, outlines a new strategy focused on content by moving from “creative excellence to content excellence.” One of the stated goals of this content marketing campaign is to, “create content so contagious that it cannot be controlled.” This basically means that Coca-Cola wants to produce content that spreads far beyond the borders of a normal advertising campaign and reaches people in places advertising normally doesn’t. People have been tuning out Read more…

The Importance of Content Creation and Management for Lawyers and Medical Professionals

It’s 2014 and the Internet shows no signs of slowing down as a marketing machine. In fact, in the past decade, online marketing has become the number one platform for advertising businesses small and large. Our Sales Manager, Alex Valencia, talks content creation and management and how these important methods are helping lawyers and medical professionals across the U.S. gain new, better leads and increase their online presence and authority.

Is Social Media Optimization the new SEO?

So what is Social Media Optimization, sometimes referred to as social media SEO? We’ve all heard about Search Engine Optimization (SEO). Basically SEO focuses on optimizing your website for better search rankings. The main feature to higher ranking, through traditional SEO, is a well-developed internal and external link structure. Google was the first search engine to use a link structure for organizing search results, and it continues to use the link graph for search rankings today. For more information on the link graph see this article, “Search Quality: The Link Graph Theory” by Dan Petrovic. Social Media Optimization (SMO) SEO is not dead, but it may now more accurately be called social media SEO. The new kid on the block is called Social Media Optimization (SMO). Actually SMO isn’t new, but its importance has grown significantly. SMO used to simply mean using social media to generate publicity as seen in this knowledge graph result:   Today SMO has new meaning. Part of Google’s ranking system of the over 200 signals is social signals. Speaking about the major Google Hummingbird update from late 2013, SEO expert Eric Enge of searchengineland.com pointed out, “it appears that Google previously had major technical limitations Read more…

Why Lawyer Content Marketing Should Include Google+ Hangouts

Content marketing has changed drastically over the last several years. In the early days it was message boards and forums. That quickly changed to article marketing and press releases. Today, it is accepted that content should be hosted by the individual creating it. Google+ encourages promotion of content through a personal online profile that is linked back to a website or Internet entity. A new type of content that has hit the Internet is Google+ Hangouts on Air, which are YouTube videos that can be hosted by a Google+ profile. These video chats are crawled, indexed and ranked in Google search. Lawyers looking for content to reach and help potential clients should utilize Google+ Hangouts on Air. It is a perfect platform to answer questions related to one’s practice. If you are a personal injury lawyer, for example, you are likely asked, “How long will it take me to recover from my injuries?” Instead of answering this question dozens of times a day, you can answer it on a Hangout on Air and post it to your website for the world to see. This is just one of many examples of how you can use Hangouts on Air. To completely Read more…

Content Marketing: Bait the Hook to Suit the Fish

So I was at the gym this morning and for the third time I was listening to Dale Carnegie’s How to Win Friends and Influence People, and in the middle of my high intensity jog a phrase just stuck in my head, “Bait the Hook to Suit the Fish”. At the point of recovery I had to make note, email myself and write an article about that phrase, what that phrase means to me and how it should be used with your life, and in our case, with your marketing! “Bait the Hook to Suit the Fish” So what does “Bait the Hook to Suit the Fish” mean to me? It’s simple: I am no rocket scientist and I am not recreating the wheel at all, but in basic terms it says I need to use the right bait to capture the fish I want, or in another context I need to write the right content to capture my  reader, right? So a few different categories for how to bait the hook to suit your fish. What are you doing with your content marketing to capture that client? Are you dangling carrots in front of the pond? What are you Read more…

Recapping the Uses of Google Analytics for Success with Hummingbird

Recently we’ve been covering the various ways in which you can use Google Analytics to help successfully rank online content in a post-Hummingbird world. If you’re just joining us, Hummingbird is Google’s new search ranking algorithm. It is centered around content answering questions, rather than simply matching queries with keyword rich content. Here’s a more complete overview of Google Hummingbird. Google Analytics Demographics for Hummingbird In the first article of the series we covered the new Demographics section on Analytics, and its relationship with Hummingbird. Basically, Demographics give us insight into our audience including: age; gender; interests; location; content they engaged; and Operating System (OS). Taking this information we can begin to build a profile of our visitors. Understanding these visitors helps us create content that is not only engaging, but content that is more likely to engage our particular audience. See this article for a closer look at how to enable Demographic tracking, and make the best use of it. Understanding Bounce Rate and Hummingbird Bounce rate is the percentage of users who exit your site after viewing only one page. Google takes high bounce rates, an indication of low quality content, into account when ranking pages in search. Read more…

Google Analytics: Analyzing Visit Duration to Improve Web Marketing

In this ongoing series we’ve been covering some ways in which you can use Google Analytics to increase website traffic in the new Google Hummingbird era. In this article we’ll be covering average visit duration, and how that information can help you improve your website traffic. Visit duration is measured as the average amount of time a visitor spends on your site. Obviously the longer a person spends on your site the more engaged he has been with your content. This gives more opportunity to you, as a website owner, to generate more conversions. Conversion Rates Here it’s important to understand what a conversion is. Basically a conversion is when a visitor takes a desired action. This action can be as simple as giving you her email address in a signup form or as involved as taking the series of steps necessary to purchase a product or service. Higher average visit duration means better opportunity to increase the conversion rate. Conversion rate is the number of people who visit your site related to the number of people who complete the desired action. So for example if you have 1,000 site visitors, and 10 of them complete your desired action, you Read more…

How Content Marketing is Like Committing to a Tattoo

We all know that person who has been talking about getting a tattoo for months or even years. This is a common statement: “I want something meaningful and that will continue to hold true as I age.” The permanence of a tattoo is very similar to that of content marketing and content writing. A tattoo is personal and helps explain who you are. Some individuals have military tattoos while others have meaningful dates or symbols. No matter the tattoo, it’s something that’s unique to your body. The same is true when it comes to creating any type of content. When writing an article, uploading a podcast or completing a YouTube video, you’re using your own voice to create a specific style. That style is quickly noticed by those who consume the content. Content Marketing is a Journey Any time a business professional starts to think about content marketing, she must understand it takes time and commitment to succeed. If a business owner feels that their content is going to immediately become a hit, they are sadly mistaken. Some of the best content writers in the world spend years developing their skills and their voice. Within competitive industries such as the Read more…

How Content Marketing is Attracting Potential Clients

Many consumers hate being bombarded with “sales-y” websites all chanting “call us now,” “buy now” or “contact us today” in every paragraph. The Internet has created a new class of consumer, one who likes to be informed before making a big decision like a purchasing a home appliance or even hiring an attorney. In today’s market, your law firm marketing shouldn’t just be giving information about your company, but also information about your industry. What is content marketing? Content marketing is a marketing technique that sells your services to your client without appearing to be an advertisement. This technique thrives on targeting a specific audience from which to draw clients, meaning you can focus your efforts on only the type of customers you want to attract. Instead of creating broad-scope, generic content for your website and blogs, you feature informative, relevant content that attracts the clients who are searching for your specific services. How does content marketing work? Content marketing is accomplished when your business or law firm marketing venues include content  relevant to that which your ideal clients are searching. An example would be a personal injury attorney in Houston, Texas who concentrates on dog bite cases. When their website Read more…

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