Importance of Geographic Tools

Having effective Google AdWords is meaningless unless they are targeted to the appropriate audience. I went ahead and Googled the phrase “traffic ticket attorney,” and to my surprise I noticed an ad for a law firm located in Virginia. I am from South Florida. This ad therefore is not relevant to me, and if I were to accidently click on the link looking for a lawyer and found that it was located in Virginia, I would quickly leave the site. I therefore just cost the site money that it wouldn’t have had to spend if it had targeted only relevant areas. For this reason it is important to identify a concentrated area in which to advertise your campaign. By focusing the Adwords, the click-through rate of your site will increase and the overall quality score will increase as well.

With geographic keywords, whocanisue.com was able to increase its conversion rate from 20% to over 40% in a matter of 2 days.  Not only did the conversions increase, but also the average cost per conversion decreased by half.

In the case of our Criminal campaign, within the 2 day period in which the localized campaign was created, the localized campaign received over 6 times the amount of clicks. The Bankruptcy local campaign saw a decrease of cost per conversion from $9.37 to $8.23 with an increased click through rate from 1.12% to 2.61% when compared to the un-localized Bankruptcy campaign.

It is still important, however, to maintain the un-localized campaigns. Although they may be less efficient, they still receive traffic and conversions that might not be picked up by localized keyword campaigns.

When it comes to Search Engine Optimization, or SEO, relevancy is the key issue. Relevancy must be taken into consideration when creating page titles, domain names, and page content. Search Engines operate in the same way as other businesses, seeking to deliver the best product to its customers. For this reason, they reward websites that bring customers back to a reliable search engine by showing their link higher in the search results. The Page Title should be keyword rich, as it must accurately represent the ensuing content. When potential customers see a page title, they should feel that it is indicative of the purpose of the content. Therefore, a precise page title is best, as generic titles can attract clicks from unwanted viewers. Domain name provides another opportunity to represent the company or the company’s product to customers. A company that sells books benefits from using the word “books” in its URL. Customers will be enticed to visit the page in search of books. Finally, the content of a page should contain appropriate amounts of keywords. Search Engine spiders and web bots search web content for keywords. Your content should therefore contain use of all keywords associated with the page, and should spread out this usage so as to encompass the entire page. Your content should also relate to your page title, and URL, in order to maximize efficiency and relevancy. If visitors to your site do not read their keyword early and often, your bounce rate will increase substantially and your website will convert inefficiently.

whocanisue.com serves as a great example for relevancy in all three aspects of a page. When the term real estate attorneys is searched for, this page (www.whocanisue.com/real-estate/) presented on the first page of Google connects me to the real estate page of the whocanisue.com website. From reading the page title of “real estate/mortgage”, I can assume that the content contains listings of real estate attorneys.  In the brief content on the front real estate page, the word “real estate” is seen six times, and the word attorney appears once. Also, the use of the word sue in the domain name demonstrates the websites purpose of connecting customers with attorneys and information on the legal process.