SEO & Content Marketing: Pick The Best Keywords For Your Blog & Site

Gerry Moran

Perry Mason

I found myself at a neighborhood Harvest Party last night in Drexel Hill, PA that was well-attended by many people that I had not previously met. It was a great venue held in a cool little court area in backyard.

However, with the right combination of cider, bonfires and live music, we all became friends very quickly. As I have experienced over the years when meeting new people, a great icebreaker is “what do you do for work?” I asked that question first this time, like many other times, and found myself surrounded by attorneys, most of whom were in one- to five person firms.

Like most small business owners, this group of attorneys appeared that they were better at their craft than they were at marketing. Thank goodness, since I am a better marketer than an attorney!

This challenge of skills became even more apparent as the conversation spun on. I found that each attorney had some degree of a digital and social marketing presence, but it seemed disjointed causing underperformance by all.  Some had a blog, while others had a web site and a few others had both marketing properties.

When the question was posed to me and I answered that I worked with SAP help drive our awareness to help businesses run better, they were intrigued. They wanted to know how to use social media to help THEM run their practices better. I had their collective ear!

What Good Are Keywords And Blogging To Marketing A Law Practice?

Now, I was holding court! (I have been waiting to use that line for such a long time!). Someone asked, “what good are keywords and blogging to marketing a law practice?”

I noted that the common denominator across all business was that content is king. 60% of customers and clients are searching for content to help them make a decision on what business to choose … before they make the first phone call to that business.

That searching applies to whether you are a law firm or a software sales company! This statement intrigued each attorney. I think they realized that if they could get their content in front of their potential clients at an earlier place in time, then they could have more prospects. But, how? Now, the discovery begins!

The social media conversation moved from dismissing the use of tweets to promote a law firm to how to create great content to be found by clients searching for a solution to a legal problem!  I was not prepared to go too much deeper into the conversation, given the time that was needed. And hey, time is money, right? And I figured that this was my “free consultation”.

However, I told them I was happy to demonstrate a few easy ways to make sure their web and blog content for their your can work  harder for them! The idea was to show them how to use a tool to get an understanding what potential clients where searching for on Google, so they can use the same terms to be found easier!

5 Steps To Finding Your Best Keywords

Here are the 5 simple steps that I advised to help create content that will be found easier. You too can use this advice, substituting your relevant words:

Step 1. Open Up A Google AdWords Account. Google AdWords lets you get under the hood to find the best words to get you found! It’s easy to set up a free Google AdWords account. If you have a Gmail account now, you are even closer to doing it!

Step 2. Find the Keyword Tool Under Tools and Analytics. After you open your account go to the Tools and Analytics tab to the drop down for Keyword Tool. This choice will put the engine at your fingertips!

Step 3. Enter your relevant terms. For instance if you are an attorney, like my new set of friends, enter works like “family law” and “Philadelphia Attorneys” and then click “Search” to generate words in the “Keyword Ideas” tab. These are the start of a collection of words that you should consider strategically placing in your web content, blogs and social media to be found … since there are the words that your prospects are searching.

Step 4. Investigate more relevant terms around your niche. You can go deeper into you research my using Google’s Ad group ideas tab, which will group key words around more refined niche areas.

Step 5. Download your words to begin to think about how to integrate them into your marketing. Create a ranked (by local monthly search counts), ensuring you have a mix of popular and less popular words.

Now that you have found how to find the keywords to incorporate into your content and messaging, think of some key ways to do it:

  • Incorporate into blog posts with SEO-driven headlines and copy woven into the body. For instance, 3 Things To Consider When Hiring A Family Law Divorce Attorney In Pennsylvania
  • Website design by working a designer to optimize your site for search. For example use “Family Law Services” as a page title instead of “Services”

I am glad that I attended that Harvest party! As I got back to my party after the marketing lesson I was out of my favorite beverage and wanted to refresh, that is, order (my beer) in the court!


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13 Scary Statistics On Employee Engagement [INFOGRAPHIC]

Jacob Shriar

There is a serious problem with the way we work.

Most employees are disengaged and not passionate about the work they do. This is costing companies a ton of money in lost productivity, absenteeism, and turnover. It’s also harmful to employees, because they’re more stressed out than ever.

The thing that bothers me the most about it, is that it’s all so easy to fix. I can’t figure out why managers aren’t more proactive about this. Besides the human element of caring for our employees, it’s costing them money, so they should care more about fixing it. Something as simple as saying thank you to your employees can have a huge effect on their engagement, not to mention it’s good for your level of happiness.

The infographic that we put together has some pretty shocking statistics in it, but there are a few common themes. Employees feel overworked, overwhelmed, and they don’t like what they do. Companies are noticing it, with 75% of them saying they can’t attract the right talent, and 83% of them feeling that their employer brand isn’t compelling. Companies that want to fix this need to be smart, and patient. This doesn’t happen overnight, but like I mentioned, it’s easy to do. Being patient might be the hardest thing for companies, and I understand how frustrating it can be not to see results right away, but it’s important that you invest in this, because the ROI of employee engagement is huge.

Here are 4 simple (and free) things you can do to get that passion back into employees. These are all based on research from Deloitte.

1.  Encourage side projects

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload. Let them explore their own passions and interests, and work on side projects. Ideally, they wouldn’t have to be related to the company, but if you’re worried about them wasting time, you can set that boundary that it has to be related to the company. What this does, is give them autonomy, and let them improve on their skills (mastery), two of the biggest motivators for work.

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload.

2.  Encourage workers to engage with customers

At Wistia, a video hosting company, they make everyone in the company do customer support during their onboarding, and they often rotate people into customer support. When I asked Chris, their CEO, why they do this, he mentioned to me that it’s so every single person in the company understands how their customers are using their product. What pains they’re having, what they like about it, it gets everyone on the same page. It keeps all employees in the loop, and can really motivate you to work when you’re talking directly with customers.

3.  Encourage workers to work cross-functionally

Both Apple and Google have created common areas in their offices, specifically and strategically located, so that different workers that don’t normally interact with each other can have a chance to chat.

This isn’t a coincidence. It’s meant for that collaborative learning, and building those relationships with your colleagues.

4.  Encourage networking in their industry

This is similar to number 2 on the list, but it’s important for employees to grow and learn more about what they do. It helps them build that passion for their industry. It’s important to go to networking events, and encourage your employees to participate in these things. Websites like Eventbrite or Meetup have lots of great resources, and most of the events on there are free.

13 Disturbing Facts About Employee Engagement [Infographic]

What do you do to increase employee engagement? Let me know your thoughts in the comments!

Did you like today’s post? If so you’ll love our frequent newsletter! Sign up here and receive The Switch and Shift Change Playbook, by Shawn Murphy, as our thanks to you!

This infographic was crafted with love by Officevibe, the employee survey tool that helps companies improve their corporate wellness, and have a better organizational culture.


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Supply Chain Fraud: The Threat from Within

Lindsey LaManna

Supply chain fraud – whether perpetrated by suppliers, subcontractors, employees, or some combination of those – can take many forms. Among the most common are:

  • Falsified labor
  • Inflated bills or expense accounts
  • Bribery and corruption
  • Phantom vendor accounts or invoices
  • Bid rigging
  • Grey markets (counterfeit or knockoff products)
  • Failure to meet specifications (resulting in substandard or dangerous goods)
  • Unauthorized disbursements

LSAP_Smart Supply Chains_graphics_briefook inside

Perhaps the most damaging sources of supply chain fraud are internal, especially collusion between an employee and a supplier. Such partnerships help fraudsters evade independent checks and other controls, enabling them to steal larger amounts. The median loss from fraud committed
by a single thief was US$80,000, according to the Association of Certified Fraud Examiners (ACFE).

Costs increase along with the number of perpetrators involved. Fraud involving two thieves had a median loss of US$200,000; fraud involving three people had a median loss of US$355,000; and fraud with four or more had a median loss of more than US$500,000, according to ACFE.

Build a culture to fight fraud

The most effective method to fight internal supply chain theft is to create a culture dedicated to fighting it. Here are a few ways to do it:

  • Make sure the board and C-level executives understand the critical nature of the supply chain and the risk of fraud throughout the procurement lifecycle.
  • Market the organization’s supply chain policies internally and among contractors.
  • Institute policies that prohibit conflicts of interest, and cross-check employee and supplier data to uncover potential conflicts.
  • Define the rules for accepting gifts from suppliers and insist that all gifts be documented.
  • Require two employees to sign off on any proposed changes to suppliers.
  • Watch for staff defections to suppliers, and pay close attention to any supplier that has recently poached an employee.

About Lindsey LaManna

Lindsey LaManna is Social and Reporting Manager for the Digitalist Magazine by SAP Global Marketing. Follow @LindseyLaManna on Twitter, on LinkedIn or Google+.


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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.


About Sunny Popali

Sunny Popali is SEO Director at Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

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The Importance Of Leadership On Employee Engagement [INFOGRAPHIC]

Charmian Solter

Here at Switch & Shift we strive to illuminate effective leadership practices. We pride ourselves on creating cutting-edge solutions for employee engagement, communication, and creating company culture, to name a few.

Why are these topics so important? Well, according to The Importance of Employee Engagement infographic by NBRI, courtesy of Brandon Gaille, if leadership doesn’t step up and affect change and build trust and engagement, their employees will be busy doing anything but work while on the job! This infographic says it all.


For more on developing more engaged, loyal, and productive workers, see How Empowering Employees Creates a More Engaged Workforce.


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