The Essential Attorney Handbook for Internet Marketing, Search Engine Optimization, and Website Deve

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Esquire Interactive, Oct 1, 2009 - Law - 280 pages
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How can attorneys reach new clients on the Internet? Veteran attorney and Internet entrepreneur Jeff Lantz provides the definitive source for law firm Internet marketing, brand and value proposition creation, effective website development, search engine optimization (SEO), search engine/pay-per-click marketing on Google, Bing, and Yahoo!, blogging, and social/business networking on Facebook and Twitter. The book discusses domain name acquisition, hosting, website platform and Content Management Systems, Web 2.0 design, SEO for high rankings on Google, and creating a powerful Client-Centered Website that resonates with clients and serves as a call to action. What Internet marketing is the most effective? Learn how to measure cost-per-client and to use website statistics for better marketing allocation. Step-by-step instructions are provided for domain registration, designing PPC ad campaigns on Google, Bing, and Yahoo!, and creating business pages on Facebook and Twitter.
 

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Contents

Lessons from the Digital Front
3
Strategic Planning Value Proposition Development and Branding
12
Adhering to Your Brand
31
Servers and Website Hosting
42
Understanding Your Firms Website Traffic Needs
49
Dedicated Server Hosting What You Need to Know if
55
Part IV Website Development and Search Engine Optimization
60
Potential Problem 3 No Meaningful Branding
68
Law Firm Marketing Metrics How Should Our Marketing Spend
129
Chapter 15 Search Engine Marketing or PayPerClick Advertising
146
Promoting Your Firm and Future Services Through ENewsletters
158
Chapter 17 Blogging
166
Blog Hosting
171
Facebook Twitter LinkedIn and Other Internet Social Promotion
184
Public Relations Plans and PR Firms
196
Registering Your Firms Domain Names
202

Website Design Trends Web 2 0 and Beyond
77
Creating the ClientCentered Website
83
Website Development and Content Management Systems
92
Search Engine Optimization
105
The Description Tag
111
Designing a Website for High Search Engine Optimization
117
Part V Internet Marketing and Networking
123
Creating a PayPerClick Account with Google
210
Creating a PayPerClick Account with Yahoo Search Marketing
233
Creating a PayPerClick Account with Microsoft Bing
240
Creating Your Facebook Business Page
250
Creating a Twitter Account
256
Copyright

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