TV, Billboards, and other offline personal injury advertising improve both the rank of your website in Google organic search results (SERPs) and CTR (click-through rate) performance of online advertising and organic search results.
Smart personal injury lawyers realize that advertising shouldn’t be limited to either offline or online advertising. Smart lawyers realize that their website and online advertising are simply other forms of media in a cross-branding platform that improves ROI performance across the entire advertising platform.
Improving the Rank of Your Website in Search Results
Off-line personal injury advertising such as TV will improve the position of your website in the SERPs because of several reasons.
Off-line advertising will increase back-links to your website. The reason is that other websites will begin linking to your website because you were seen on TV.
This excerpt of a call shows how billboards attracted a salesperson representing WBBH, WZVN, News Now, Me TV, NBC-2.com, and ABC-7.com
Links back to your website can come from TV and radio stations, local newspapers, magazines, and other sources. OUTFRONT Media issued this Press Release about 1-800-HURT-911® headlight billboards on the front of buses. These websites are usually high authority websites that provide much more valuable links.
Even negative comments linking to your website will improve your Google ranking. I have seen jealous lawyers write about their competitors. This is one area where the saying “There is no such thing as bad publicity” is really true. You just want more links to your website! The worst thing that can happen to your website is to be ignored.
Even if your jealous competitor or any other website doesn’t link to your website, the mere mention of you (without a link to your website) can improve your position. This is true of both Google and Bing.
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Because back-links have been abused and there are often mentions on websites, and social media of a brand without a live link to the website, the future of back-linking is what’s called “linkless links.”
Assuming you already have a good website with good content, backlinks and mentions are the most important factor in increasing your rank in Google and Bing search results. This is one of the reasons it’s so difficult to rank higher than lawyers you see on TV.
Search Volume Will Increase Rank
Off-line personal injury advertising, especially on TV, will produce a significant volume of branded searches which will improve your organic search rank. Additionally, according to Adweek, increasing the volume of branded searches can potentially improve your rankings for non-branded queries.
Cross Branding Increases Click Through Rate
The most important aspect of improving the results of advertising is cross-branding. That’s where potential clients see your branding in multiple forms of media. It makes them more comfortable with choosing your services.
We advertise 1-800-HURT-911® in a motorcycle magazine where motorcyclists see our full-page ad every month. Injured motorcyclists frequently tell us that they found us in the organic search results of Google and clicked on our website because they recognized us from the magazine. This is because every page title on our website ends with 1-800-HURT-911® or HURT911®, depending upon the length of the page title.
Improving Click-Through Performance Ratio of Online Advertising
Cross-branding not only improves the click-through performance of organic search results but also significantly improves the performance of pay-per-click advertising.
The title of every pay-per-click ad should include your brand. If you have a vanity phone number for your law firm, your vanity phone number is your brand, and that’s what should be in the title. When you become a 1-800-HURT-911® licensee, it should be included in the ad title.
Using any vanity phone number in the title of your online advertising and website pages will significantly improve your click-through ratio. Using 1-800-HURT-911® screams attention and convinces potential personal injury clients, “that’s who I want to call for my accident.”
It’s absolutely vital that you use a brand and consistently brand your law firm throughout all forms of online and offline media because both branding and cross-branding will significantly increase ROI results from your investment in both advertising and your website.
According to the article How to Gain More Branded Search Volume to Your Website, a Nielsen study found that 87 percent of consumers engage with a second screen while watching TV.
TV advertising will increase your Google advertising rank because TV will significantly increase the number of searches for your brand and the number of people clicking on your ad. With more people clicking on your ad, the search engine makes more money and improves your rank.
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Philip L. Franckel, Esq., is the author of this article.
Phil Franckel is the owner of 1-800-HURT-911® and over 1,100 domain names. He is a personal injury lawyer and a former Member of the Board of Directors of the NYS Trial Lawyers Association. He is an expert in branding, advertising, marketing, and SEO. He has been doing SEO since 1994. Phil Franckel has written and produced TV commercials for lawyers and other industries and has been a consultant to businesses including several using vanity phone numbers. Phil writes a blog about lawyer advertising at LawyerAdvertisingBlog.com. Phil Franckel began his first business in 8th grade, owned businesses in various different industries, and worked freelance for a TV production company, ABC Wide World of Sports, and ABC Monday Night Baseball. In his spare time, Phil Franckel is the Commanding Officer of the Communications Bureau of the NCPD Aux. Police Section.
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