Lesson 6 – Who’s Your Rabbi?
Who are you listening to for advice on driving prospective clients to your firm from digital sources?
We at BeThe20, or HOF, Inc., our parent, are not the ones to turn to; we don’t want to be your Rabbi. Although that may sound odd, when we are training you, however, one source is far more authoritative than any of the gurus trying to take your money.
- Would you agree that Google is responsible, globally, for delivering more traffic to more websites than any other channel? (Globally, not necessarily your firm)
- Would you agree that Google has the right to set the rules about who it chooses to send business to?
- Would you agree that if Google since the rules, if Google produced a rule book, it would make sense to play by Google’s rules?
Hopefully, the answer to all three questions is Yes. SO…
- If Google produced a “best practices” guide, it would make sense to follow Google’s rules instead of some agency or guru, at least to get the foundation down?
Well, Google produces a rule book, and it’s attached to this lesson. It makes NO SENSE jump into some SEO Scheme that may or may not be effective and simply HOPE that it works.
Our experience is that executing precisely on Google’s BEGINNERS SEO Guide is enough in the most market to make the front page of search. After that, Google has more advanced publications that we execute in more competitive markets. ONLY AFTER THAT do we begin to look at more advanced Google Search tactics. Why take chances that may or may not work? If you need certainty regarding success in Google Search, why would you NOT play by Google’s rules?
This is the underlying theme of the entire series of courses. DO THE FUNDAMENTALS first, don’t engage in questionable practices hustled by good salespeople. You must build a firm foundation before launching into more advanced tactics.
The rule book, by the way, is attached to this lesson, direct from Google.
Lesson Materials
Beginners SEO Guide, *by Google
Lesson Transcript
Lesson Audio Only
HOF's Standard Operating Procedures.
BeThe20 is one of HOF, Inc.'s Brands. Where we believe it might be helpful, we provide HOF's Standard Operating Procedures to help your technical team better execute the lesson. These SOP's are not for the faint of heart, and we recommend their use by technical marketing staff. They are probably a little too technical for the typical attorney student.
Keyword Research
No SEO conversation would be complete without a discussion of keywords. A keyword is the word someone would type into a search engine, looking for articles related to that word. Your website should have keywords that people are looking for. Those keywords should be prominent in the content so that the Google Search Algorithm can identify your page or post as being relevant to the search term (yes, search term and keyword are interchangeable. Warning - if you are a newbie, the following lesson is likely to overwhelm you. If you are technical and marketing, this article will give you fantastic resources, and tactics to optimize for keywords.
Setting Up WordPress, with SEO Plugins
WordPress is the most popular website builder on the web. Your site may or may not be built with WordPress. It is impractical for BeThe20 to produce SOP's for every website platform, and therefore we have settled on the most popular platform. Even if you don't use WordPress for your website, there will be kernels of knowledge in these SOP's that will apply to your platform.
SEOPRESS - an alternative to Yoast (and HOF's current favorite)
RANKMATH - an alternative to Yoast or SEOPRESS