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Legal Internet Marketing Blog

Marketing Lessons from Book Club: The Hitchhiker’s Guide

By SLS Consulting on June 15, 2018

The Hitchhiker’s Guide to the Galaxy and How NOT to Market

The book club at SLS Consulting brings together diverse tastes that have one thing in common – a love for the written word. Given the range of interests and preferences, it comes as no surprise that the reading selections show incredible variety and include a wide range of subjects, genres, and styles.

Having read The Basketball Diaries by Jim Carroll the month before, picking up The Hitchhiker’s Guide to the Galaxy by Douglas Adams right after was the kind of shift in tone that might give a reader whiplash! Where The Basketball Diaries was a dark and self-reflective memoir, firmly based in a brutal reality, The Hitchhiker’s Guide to the Galaxy was a chaotic and humorous space adventure whose author seemed to be on a mission to subvert every expectation and literary convention – reality was not a factor in this story.

What kind of marketing lessons could possibly be gleaned from such an absurd book?

We’re so glad you asked…
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Marketing Lessons from Book Club: The Basketball Diaries

By SLS Consulting on May 15, 2018

The Basketball Diaries and Finding Your Voice

Most of us in the SLS Consulting office are avid readers. So in July 2017, we started an office book club. Each book club member (going alphabetically by first name) had to suggest a book we would all read…or at least, chat about. Books had to be about 300 pages or under, and we would meet once a month to discuss them. So far, the genres we’ve read have included gritty realism, social commentary, comic science fiction, British “whodunit,” 1960s dystopian fiction, and magical realism. This is the first of a series of SLS blogs in which we take what we learned from a book club book and apply it to marketing.

The first book we read was The Basketball Diaries by lauded punk poet and singer-songwriter Jim Carroll. The book is made up of actual diary entries the author made from ages 12 to 15, a period spanning, roughly, 1963 to 1966. These entries chronicle the adventures and misadventures of a basketball prodigy coming of age on the mean streets of New York City during a very turbulent time. The book portrays the young athlete’s descent into drug addiction, while also finding his voice as a writer. It is not for the squeamish, and might be described as “postcards from A Season in Hell,” in reference to the original punk poet, Arthur Rimbaud.

What could we learn about marketing from such a non-marketing book?
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MozCast Google Algorithm Review – April 2018

By SLS Consulting on May 7, 2018

Last month, we warned you that Google was cooking up some changes in its algorithm. Now that we have the April wrap-up, will our predictions be confirmed? Are your rankings going to sway under the “stormy” algorithmic weather promised by an inclement (yet stifling) March?

Let’s check out the data that our friends over at MozCast compiled for April! Every 24 hours, they track a hand-picked selection of 1,000 keywords and snapshot the top ten Google organic results. Then, they compare those ten results to the previous day’s results and determine how much Google is tweaking its search engine formula. It’s a little more complicated than that (which you can read about here), but we find that it’s a good gauge to explain why our clients’ websites might be traveling up and down in the SERPs (search engine results pages) a little more than usual.

According to Moz, 70° is a normal day, where your website ranking should stay put. The higher the temperature and the stormier the outlook, the more likely your website will be moving as Google fixes and arranges things “just so.”
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You Program Your Smartphone – Have You Programmed Your Staff?

By SLS Consulting on April 23, 2018

If you want something done right…

“Showing them will take too long – I’ll just do it myself.”

If you’ve ever thought or said something similar, you’re not alone. As an attorney, you know how every piece of the puzzle works and how they all fit together. Being the expert, it often feels like you are the only person qualified to make every single decision, from the trivial to the critical. But, when your case load is so overwhelming that it’s too much for one person to handle, what can you do?

Little things can take up a huge part of your day, so having someone else take care of them is a great solution. After all, paralegals and support staff are there to help you, and assistants are meant to do just that – assist. All you need to do is hire someone qualified, with experience in your practice area, and all your problems will be solved. Right?

Wrong.

Odds are, you rely on a smartphone – and probably a few other gadgets – on a daily basis. But no device arrives from the manufacturer pre-programmed.
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MozCast Google Algorithm Review – March 2018

By SLS Consulting on April 9, 2018

What is MozCast, and why do we at SLS Consulting write a new blog installment on it almost every month? Well, it has to do with search engine rankings. One day, your website might be on page one of Google, and you’re feeling just fine. The next, you’ve dropped down to spot 20—what’s going on?

The answer is usually that Google is tweaking its search engine algorithm…and that’s why we go to our friends over at MozCast, who put together a set of 1,000 hand-picked keywords that helps track when Google makes changes. Moz then assigns a temperature to reflect how much fluctuation is taking place in Google’s search results, and we bring that forecast straight to you!

The higher the temperature, the more likely that changes are taking place behind the scenes of Hummingbird (that’s the name of Google’s algorithm as of 2013). For example, 70° is a fair day, where your website ranking should stay put. The hotter the temperature, the more likely your website may move up or down. So. Let’s get to it…
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MozCast Google Algorithm Review – February 2018

By SLS Consulting on March 5, 2018

What IS MozCast?” you might be asking yourself. Well, it’s a handy metric put together by our friends over at Moz. Every 24 hours, a set of hand-picked keywords are tracked and notated to determine how volatile Google search results are from one day to the next. Moz then assigns a “temperature” to reflect how much fluctuation is taking place within Google search results.

How “hot” was it in February 2018, according to MozCast?

Perhaps Google’s algorithm took a cue from the real world’s weather, and chilled out the month of February. Things seem to finally be cooling off a little…for now. The average for the month was 87.85°, which is by no means “cool” in terms of temperature, but it was a noticeable difference from January’s RankBrain heat wave of 93.89°. There were only five days above 90°, and the only drastic spike was seen on February 20th at 113° (which is a definite signal of a possible update). However, even though the heat died down slightly, the climate was still an indication of changes.
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True Exclusivity in SEO Marketing

By SLS Consulting on February 20, 2018

In the age of the internet, a robust web presence is essential for business. Building and maintaining a healthy presence requires a strong search engine optimization (SEO) strategy to drive potential customers to your website, and help convert them into paying clients.

In a little over a quarter century, SEO marketing has evolved at a breakneck pace. Gone are the Wild West days of keyword stuffing, excess tagging, spamming, and other black-hat SEO tactics. Today’s search engines use sophisticated algorithms that favor quality content and penalize unethical SEO techniques.

And because SEO is so important for business, SEO marketing companies have been popping up all over the place in the last few decades. But are all SEO marketing companies the same? Why would you choose one over another?
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MozCast Google Algorithm Review – January 2018

By SLS Consulting on February 5, 2018

“What IS MozCast?” you might be asking yourself. Well, it’s a handy metric put together by our friends over at Moz. Every 24 hours, a set of hand-picked keywords are tracked and notated to determine how volatile Google search results are from one day to the next. Moz then assigns a “temperature” to reflect how much fluctuation is taking place within Google search results.

How “hot” was it in January 2018, according to MozCast?

January was a scorcher! Even hotter than last month’s average of 88.32° (which is considered sweltering), January’s average temperature was 93.89° and showed clear evidence of a heat wave! For the first week of the month, the MozCast range pretty much stayed in the 80s, but had a severe spike of 93° on the 8th, and a jump all the way to 106° and “stormy” on the 11th. The entire rest of January endured “stormy” weather after the 11th, and stayed in the 90s or above. There was even another intense spike of 108° on 25th, ensuring a volatile end to the month. MozCast definitely picked up on some major algorithm changes and updates that went into effect during that time. Since Google isn’t airing out its laundry anymore, it’s important to stay up-to-date in 2018.
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Our Writing Team Says “Yes!” to the Oxford Comma

By SLS Consulting on January 20, 2018

We at SLS Consulting take a strong line when it comes to punctuation—specifically, when it comes to the serial or “Oxford” comma. We like it; we use it in all our writing; and we encourage all our clients to use it as well.

What is the Oxford comma? It’s the last comma used in a list of three or more items, right before a conjunction like “and” or “or.” Some examples would be:

  • Daniel is bringing a green salad, paper plates, and his winning smile to the law firm’s Christmas party.
  • Pamela’s attention to detail, talent for thinking like the opposition, and former experience as a judge’s clerk make her the most popular paralegal to draft complaints.
  • Jorge and wife are wavering between taking a vacation in Fiji, the Cayman Islands, or her home country of Kazakhstan.

We believe that the Oxford comma leaves no room for mistakes or misinterpretations—and in legal internet marketing, you really can’t afford those!
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MozCast Google Algorithm Review – December 2017

By SLS Consulting on January 8, 2018

What IS MozCast?” you might be asking yourself. Well, it’s a handy metric put together by our friends over at Moz. Every 24 hours, a set of hand-picked keywords are tracked and notated to determine how volatile Google search results are from one day to the next. Moz then assigns a “temperature” to reflect how much fluctuation is taking place within Google search results.

These temperatures and conditions give us a gauge for tracking Google’s algorithm turbulence, and model the common sense of real weather patterns. A high in the 70s (and sunny) means any variations are pretty tame in the search world, and there are no major algorithm changes to be aware of or panic about. However, a temperature of 101° accompanied by stormy conditions indicates change. In other words, the hotter and stormier your MozCast, the more has changed in Google’s rankings.
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