Our individual ability to build new relationships, foster trust, and earn respect all contributes to building a reputation. By its very definition, reputation is an intangible and complex concept because it is comprised of impressions, emotions and perceptions. All organizations, including law firms, rely on their reputation to achieve results.
The internet has empowered the consumer and revolutionized how information that was once printed in newspapers or shared on the nightly evening news can be created by anyone and accessed from a device that fits comfortably in the palm of our hand. The success of individual attorneys and law firms directly correlate with how and what is communicated online.
Every day there are 5.5 billion searches performed for a plethora of reasons, including finding a restaurant in a new city, buying mom a gift, or researching a law firm pre-engagement. The world is literally at our fingertips, yet 94 percent of people only bother to go through detailed information on first page of Google search results. Search engine optimization (SEO) has become a standard practice for effective digital marketing efforts in landing on the first page of Google.
Search engines employ complicated algorithms. Hundreds of calculations and contributing factors determine what information populates a search engine results page. Many experts agree that Google’s algorithm often favors negative press and even mugshots. How can law firms and attorneys manage unfair search results and suppress, or even expunge, them from Google?
In the age of digital Darwinism, we may now be guilty until proven innocent. Even when innocent, we still may be perceived as guilty online. Internet Defamation lawsuits are on the rise. Negative information circulating on the internet can harm businesses and ruin personal lives. Law firms lose contracts, lawyers lose jobs, and most importantly, reputations can be damaged. But the damage doesn’t have to be permanent.
In this program, attendees will learn:
- How to build, repair and monitor online reputation management (ORM)
- The importance of high quality content, keyword density, cross linking, and domain authority when building digital assets
- The difference between search suppression and expungement of defamatory content
- 10 practical tips for successfully managing online reputations