Getting your articles to the top of Google

Note that since this article was originally posted, Adrian Lursson who knows more about J.D. Supra than I do posted a helpful correction in the comments section below so it’s well worth reading his comments first. If you use LinkedIn or search Google for law related articles you may already have come across J.D. Supra and wondered who this seemingly omnipresent super-author is. It turns out that J.D. Supra is a news and editorial syndication application allowing lawyers to post their documents for publication on the web. The system submits the work to Google and is registered very promptly but it takes a bit of trial and error to get your work returned for popular searches on Google.  However,  if you think about it before writing the article you can ensure that you use the right phrases, by which I mean the phrases that your target audience are actually searching for.

Employment lawyers usually want employers to read their articles so taking that example, it’s unlikely that employers are going to subscribe to feeds from JD Supra or visit the website because it is predominantly for legal specialists so you rely on them finding your work via the search facility on Google when they search for help with a problem. It would help, therefore, to include the words and phrases that employers will search for.

Your next question is, of course, “How do I find out what employers are searching for?”  Well, you could start by searching Google with phrases you think your audience may use. Google’s new ‘Suggest’ feature automatically shows you what the most popular searches are as you type. Just keep changing the words around and experimenting to find inspiration from Google’s ever changing list of suggestions. The list is based on the most popular searches and is rated by many experts as more reliable than Google’s keyword tool.


Is your law firm ‘blah blah beige’ or ‘problem-solving purple?

Law firms find it difficult to differentiate themselves from their competition and often resort to statements about the length of time they have been established, or the quality services they deliver while some use obscure soundbites such as “We won’t tell you how to run your business” (Thank goodness for that!)

In all these cases the marketeers who write these words have entirely missed the point.  Not only could all your competitors write the same words but they could have been written by any service provider from any service industry.

Whatever graphics you use in your brochures, however slick your photos, however much colour you splash around your site, if your words are ‘beige’ you will fail to attract attention. 

So, it’s time to start using your common sense when you market your law practice. If in doubt, ask yourself or friends, colleagues, suppliers or anyone who will be honest with you:   “Do these words make me want to pick up the phone and call the law firm?” If the answer is “No” then bin it and start again.

Here are the 3 vital steps to differentiating your practice from the competition:

  1. Create a specialist niche ~ focus in on an area you are passionate about and use your experience and understanding of this market to ‘connect’ with your audience.
  2. Advertise the benefits of using your services, tell your audience about the painful problems that you can solve for them.
  3. Promote your expertise online. You could set up a blog, start Tweeting or get LinkedIn. It doesn’t matter which social network you use but you definitely need to get out there and stake a claim to your area of expertise before your competitor does.

Confessions of an ambitious employment lawyer

Not so long ago an ambitious employment lawyer set out on a journey to find the key to personal success and riches.  He made a life changing discovery on this journey. He discovered that in order to become a respected rainmaker, worshipped by Biz Dev and favoured by the senior partner he would need to be able to communicate with people in an extraordinary way… and this is how he did it… QED