Sydney Criminal Lawyers Team

Long Tail SEO Success: A Case Study

Sydney Criminal Lawyers is Australia’s leading and most awarded criminal law defence firm.

Seven years ago, they embarked on an SEO strategy that has since driven highly valuable traffic to their site.

This case study delves into how long tail keywords have worked in their favour.

If you discovered a way to attract 7,000% more visitors to your business website and increase your conversation rate by 700% (yes percent in both cases), by adding high quality and engaging blog content, how quickly would you take up that opportunity? It’s a level of change that could have quite an impact on turnover.

Our client, Sydney Criminal Lawyers has done exactly that over the past 7 years. The good news is that we have agreed to share the content strategy and results with our readers.

The long tail keyword strategy

Seven years ago, we decided to target long tail keyword phrases (and topics arising from these phrases) for the SCL website. These were long tail phrases and topic areas that were already bringing some traffic to the …

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Google My Business

Google My Business for Small Businesses

Google is the ‘go-to’ for everything we want to know, from song lyrics to trivia questions, where to eat, where to stay – basically, all the things we use and buy, so it’s imperative that every business makes itself easily accessible to consumers using this search engine.

But with ever-changing back-end algorithms and ranking criteria and the proliferation of social media, it’s hard to know where to begin. So, we’ve devised a tutorial. Here’s everything you need to know about starting with your Google My Business (GMB). And the good news is that Google My Business has made it straightforward for small businesses to improve their online profiles and manage their online presence.

Why your Google My Business profile matters

The most recent statistics show that more than 60% of online searches are conducted through Google, which equates to more than five billion searches each day. What’s more: 30% are related to location and around 72% of consumers who conduct a local search visit a store nearby – within about 8 kilometres.  Around 28% of searches for something …

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Blogger outreach

Blogger Outreach: What Is It?

As human beings, we naturally have a desire to connect and interact with other real people, and in these days of automated everything, this is creating a shift towards what is known as P2P or people-to-people marketing. If you have products to sell, blogger outreach is one of the most useful forms of this type of marketing because it involves real people who have an online following discussing a product they’ve tried out. Given that research indicates people have greater trust in information from friends and fellow consumers rather than in information from brands or on television, bloggers who are trusted and have a good following can help promote your products very effectively.

How does blogger outreach work?

Blogger outreach is a form of influencer marketing. With this type of marketing, a blogger becomes a brand’s ‘influencer’ by trying out or reviewing products and writing about them in a natural and organic way that doesn’t sound like sales spiel – well as long as it’s done well that is!

Successful blogger outreach requires formulating a good match …

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Information on your website

Information on your website: are you giving away too much for free?

Your website is a very important component of your business, even if you are running a bricks and mortar shop. The website can be the first place your potential customers find you, and where you can begin to engage with them. By putting information on your website, you are making it easier for them to find you as well as discover what your business is all about. But how much information is too much? If you give it all away for free on your site, won’t that stop people from becoming paying customers? Not at all. In fact, it can help attract even more customers.

Trust is an important part of doing business, even more so today than ever before. People have choices now. They no longer have to buy their products from Joe Bloggs down the road. With the internet, they can buy anything from anywhere around the world. So how do they decide who they should buy from? Or who to do business with? Usually, it comes down to the person or business they feel …

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Evergreen content

Why you need evergreen content on your business website

It’s a funny term, and one you may have heard used before but not really understood what it means: evergreen content.

So what exactly is evergreen content and why does your business need it?

Evergreen content is good quality content that is relevant now, tomorrow and always. It is not content that is centred around current affairs, but is instead based on topics that will continue to be of interest for a long time after it is published.

Evergreen content includes topics such as; parenting and family, careers and finance, health and fitness, diet and nutrition (although some ‘fad’ diets may stop being relevant over time). These are the kinds of topics that people will always be interested in and will always be searching for.

The format of evergreen content can be articles/blogs, lists, videos or ‘how-to’. Topics that are not considered evergreen is anything that is current for a specific time, such as: news and current affairs, statistics, seasonal or holiday articles and anything that is trending. If you need to put a special day or …

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Online reviews

How to handle bad online reviews

A bad review online can feel terrible, no matter what size your business is. But don’t despair, a bad review or two won’t bring your entire company down. There are ways you can handle it and in some cases, you can even turn the experience into a positive situation. Here are some tips for handling bad online reviews:

1.     Always respond

When you stumble across a bad review about your company or product it can be tempting to just close the computer and walk away. But don’t do this. Ever.

All reviews, good or bad, should be responded to. When a reviewer leaves a comment and you don’t respond it will look like you either don’t care or that you are trying to hide something (i.e. that the bad review is the truth).

Responding isn’t just for the benefit of the person who left the review, but for every other person out there who will be reading it. Once someone writes something negative about your company, there can be hundreds of people who believe it if there is no …

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Google Analytics

How Google Analytics Can Help With Business Decisions

As you will know by now, a website is not just something you create because “everyone has a website.” It is a powerful marketing tool that can draw in traffic, create leads, create customers out of leads, and help make your business more profitable. But having a website is not enough on its own.

Businesses that not only make sales but also know how to analyse why and how they make sales and from where and whom, are going to be far better resourced and informed when it comes to making good business decisions. If ‘things happen’ in your business but you don’t really know or understand the underlying factors, you are probably just going to flounder along, hoping for the best and leaving it largely to chance.

So the more useful and relevant information you can gather about how well your website is performing – for example when it comes to attracting visitors and holding their interest, determining where they are coming from, who is purchasing what and so on – the better informed you will be to make …

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Trust online

How to Communicate Your Business Credibility Online

Credibility is a word that gets a lot of use, but may not always be well-understood. According to one online dictionary, it refers to ‘the quality of being believable or worthy of trust’. In terms of running a profitable business, credibility is therefore paramount. Unless people see your business as being credible and trustworthy, you are likely to struggle to reach your goals.

Of course, having good credibility is not enough in itself – you also need to communicate it to the right people. This is especially important now, with word-of-mouth feedback becoming increasingly trusted online.

The starting point

Naturally, the basis of being credible and trustworthy is to be the best you can. After all, it will be impossible to spread the news of your great credibility unless you have it! This starts with understanding your target market really well, providing a great product or service and delivering on promises, and also building a top quality website that has great SEO – such as meta titles and tags and awesome relevant content with a judicious use of search terms. …

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User Experience

The Importance of User Experience

The importance of user experience can’t be underestimated in terms of attracting new visitors or customers to your website, and keeping established ones coming back. A lot has been written about the user experience, and how to measure it. So what is the user experience, and how do you know if your website design, content and SEO is providing a positive one?

User experience explained

User experience at its simplest can be said to be how accessible, valuable, useful, credible and usable your website is. Let’s break down a few of the key elements:

Findability – this is how easy it is for users to find what they are looking for on your site, using keywords and search terms. For instance, does their search take them directly to what they were looking for, or lead them to directions on where to find it, or does it just all dissolve into frustration? Usability – usability can be broken down into a number of elements such as effectiveness, efficiency, learnability, memorability, and user satisfaction. In essence it refers to how …

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Subject Authorities

Subject Authorities Within Web Search

SEO is evolving and maturing in many ways. No longer just a matter of the strategic use of keywords and link-building, SEO is becoming more intelligent – from determining the user intent and meaning behind search terms, to detecting and weeding out spam activities and poor quality and unoriginal content. One of Google’s recent SEO developments is that of providing a ranking boost to subject authorities within web search. This means content that has real authority and expertise behind it is being ranked higher than content that has been produced by someone who isn’t considered to be an expert in that particular subject.

How is this being done?

Google is achieving this through algorithms rather than human intervention. Subject authority is already being used in Google News, which has its own set of ranking signals – including user-click rates, the freshness, authority and local relevancy of publications and being first to produce an original and informative news item. Google is now working on transferring similar features to web search itself, which can help you promote your content if …

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