Digital PR is one of several strategies that can substantially impact a law firm’s online presence and client interactions in the long term. Digital PR encompasses a range of strategies that enhance a website’s authority, increase visibility, and build meaningful connections with potential clients and peers.

Whether you’re just starting to build your online presence or looking to enhance your existing digital strategy, this guide will walk you through the essentials of digital PR, tailored specifically for the legal industry.

Navigating Digital Marketing

For lawyers, SEO is a fundamental component of digital marketing. By appearing at the top of search results, attorneys can increase their visibility and credibility, making it easier for potential clients to find them.

Digital PR strategies are vital for boosting a lawyer’s SEO efforts. These strategies include creating and distributing high-quality content that attracts backlinks from reputable sites. High-quality backlinks drive traffic and signal to search engines the value and trustworthiness of the lawyer’s content.

Think of each backlink as a recommendation. When a website links to your site, it’s essentially saying, “This site has good content worth visiting.” Search engines use these links to determine how valuable and relevant your site is for specific topics. The more high-quality backlinks you have, the more trustworthy and authoritative your site appears to search engines. 

Digital PR and SEO work together to drive results. Effective digital PR leads to improved SEO that strengthens online visibility and reputation. This enhanced reputation aids further PR efforts, creating a positive feedback loop. 

Tactical Approach to Digital PR

When evaluating the goals for each of your digital marketing initiatives, you should set unique key performance indicators for each strategy. For SEO tactics, that may mean higher keyword rankings or increased organic traffic. The primary KPI for digital PR may be the number of backlinks or quality of referring domains. 

Backlinks serve as a testament to the relevance and authority of a lawyer’s website. The quality and quantity of these backlinks can directly correlate to the success of digital PR campaigns. They indicate how well the content resonates with the audience and the wider community and how effectively it garners attention and engagement.

Tracking the number of backlinks and analyzing where they come from provides valuable insights into the impact of a law firm’s digital PR efforts. It helps in understanding which types of content are most effective in attracting high-quality backlinks and which platforms or collaborations are most beneficial. You may want to keep track of the following metrics: 

• Total number of backlinks 
• Number of unique referring domains 
• Domain authority of referring domains
• Percentage of backlinks that are follow

Assessing the increase in backlinks over time enables law firms to gauge growth in their online authority and reputation. This approach to ROI tracking ensures that the law firm’s efforts are visible and translate into tangible results.

Tools and Platforms for Digital Marketing

The foundation of effective digital PR lies in the creation of unique, creative content. This content should be developed with a wide audience in mind. The target audience of your digital PR campaign may not align with your company’s typical target audience. Since the goal of this strategy is to build backlinks, you should ideate content with broad appeal. 

The goal is to create content that is not only informative but also shareable and engaging, encouraging readers to spread the word. This can come in many different forms, including the following: 

• Data Analysis: This involves using existing datasets to tell a new story or provide additional insights. It might involve analyzing data from various sources to create compelling narratives or identify trends relevant to your audience. 
• Surveys: When no existing dataset matches your campaign idea, surveys are a powerful tool. Surveys offer the flexibility to explore almost any topic and draw responses from diverse populations.
• Interactive Content: This includes quizzes, calculators, tools, or contests that invite audience interaction. Interactive content is engaging because it allows the audience to relate directly to the material.

Regardless of the format you opt for, it’s essential to present the findings in an easily digestible format. Using imagery, color schemes, and clear labels helps make complex data accessible. Accompanying blog copy can provide additional context, fill gaps, and offer a narrative that complements the visual data.

After creating the content, the next step is to get it in front of the right audience. This point is where traditional PR strategies come into play, as you should identify who you’ll target and how you’ll reach them. Effective pitching involves personalizing communication, understanding the journalist’s area of interest, and presenting the content as a valuable resource for their readership.

There are various tools and platforms designed to assist in digital PR efforts. These include content management systems for organizing and publishing content, PR email platforms for distribution and engagement, and media databases that provide access to journalists and influencers.

Addressing Challenges in Digital PR for Lawyers

Digital PR offers countless opportunities for law firms, but it’s not without its challenges. Addressing these effectively is key to a successful digital PR strategy.

One common issue is the struggle to think of unique and engaging content ideas. To overcome this, law firms can look at current trending topics, client FAQs, or recent case studies for inspiration. Pulling in additional team members while brainstorming for fresh perspectives can help.

The brainstorming process sets the grounds for the rest of the digital PR strategy. If your concept is not feasible and unique, it will lead to issues later on. For instance, if you try to pitch a story that’s been covered in the media just a few weeks ago, you’ll quickly realize that journalists won’t be interested in reporting on the topic again. It’s better to get ahead of these potential challenges in the ideation phase to avoid wasted time and effort. 

Many law firms also face constraints with resources for producing and promoting campaigns. To mitigate this, prioritize quality over quantity — focus on creating fewer but more impactful pieces of content. You may also consider partnering with a digital PR agency with well-established processes and relationships. 

If the content isn’t meeting expectations, take a step back to analyze and understand why. This could involve A/B testing different types of content, revising SEO strategies, or actively engaging more with audiences on social media platforms. Using analytics tools to track user engagement and feedback can provide valuable insights into content performance. 

There are many different reasons why a campaign might not be building the links you hoped, so take a critical look at each piece of your content, from the data to the outreach. 

Shaping Trust and Credibility

Digital PR is not a one-off campaign; it’s a continuous effort that shapes the perception of law firms among their clients, peers, and the broader public. Regularly publishing insightful articles and contributing to relevant online discussions helps lawyers establish themselves as knowledgeable and reliable. This consistent messaging helps in building a reputation for expertise and trustworthiness.

The impact of digital PR is cumulative and long-lasting. As a law firm accumulates a robust portfolio of backlinks from diverse, authoritative sources, its website gains more authority. Heightened authority directly impacts the firm’s search engine rankings, leading to greater online visibility and a higher likelihood of being discovered by potential clients.

Each positive interaction, each well-received piece of content, and every successful campaign contributes to building a positive reputation. Over time, this can translate into a competitive advantage as the firm becomes a go-to source for legal expertise and advice. Building and maintaining relationships with media and influencers in the legal sector can lead to ongoing coverage, further amplifying the firm’s reach and solidifying its status in the industry.

Conclusion

Consistent, quality digital PR efforts build trust and credibility. Each positive interaction and well-crafted campaign can contribute to a law firm’s digital reputation, with the cumulative effect of these efforts leading to a substantial competitive advantage. The strategic focus on backlinks enhances immediate credibility and secures enduring SEO benefits that ensure long-term visibility and authority.

Adopting effective digital PR strategies is essential for law firms looking to thrive in an increasingly digital marketplace. Implementing these tactics can transform how firms are perceived online, attract more clients, and establish them as leaders in their field. 

At Go Fish Digital, we understand the intricacies of digital PR in the legal sector and can build quality campaigns that exceed expectations. If you’re looking for support building backlinks through digital PR, get in touch today.

Strategizing Digital PR for Lawyers: A Comprehensive Guide is an original blog post first published on Go Fish Digital.

This approach not only boosts search engine rankings but also fosters meaningful relationships with audiences. The process involves creating compelling content that attracts high-quality backlinks from reputable websites, which can, in turn, improve visibility and enhance a brand’s authority online.

However, to effectively leverage digital PR link building, it’s essential to understand its nuances. This includes identifying the right opportunities within the news cycle, crafting engaging narratives, and strategically sharing content where it will have the most impact. 

Interested in specific strategies and tips that can help maximize your digital PR efforts? Read on to learn about how you can improve your link building strategies in the ever-evolving digital world.

Importance of Digital PR Link Building

Backlinks play a pivotal role in determining how search engines, like Google, rank websites. When a website links to your site, it gives a signal to search engines that your content is valuable and credible. This endorsement, similar to a vote of confidence, can significantly boost your site’s visibility in search engine results pages. 

Eventually, a strong backlink profile can lead to increased sales by driving more organic traffic to your website. Users tend to trust websites that appear higher in search results, leading to higher click-through rates and potentially more conversions. 

Backlinks from reputable sources serve as a testament to the quality of your content and the trustworthiness of your brand. They are integral in establishing and reinforcing brand authority. When authoritative sites in your industry link to your content, it signals to both search engines and users that your brand is a reliable source of information in your field.

Digital PR and link building work hand in hand to increase web traffic, lead generation, and revenue. Stories that capture the interest of your audience and are discussed across different platforms can drive a steady stream of visitors to your site. As more people visit your site, the chances of converting leads or customers increase. In turn, this can have a direct positive impact on revenue generation. 

Digital PR is a strategic approach to link building that balances quality with quantity. It opens up the opportunity to receive coverage from top-tier, relevant media outlets that reach your target audience. This strategy allows you to develop a well-rounded, healthy backlink profile. 

Implementing Effective Digital PR Link Building Strategies

One common misconception about generating backlinks is that it requires cold outreach, countless follow-ups, and, ultimately, reverting to paying website owners. In reality, effective PR link building can, and should, be executed without these tactics.

The key lies in creating content that naturally attracts attention and encourages others to link to it. This can come in many different forms, such as one of the following: 

• Data analysis that provides perspective on an existing piece of research (i.e. the Census or Bureau of Labor Statistics)
• Survey insights that share unique findings on a newsworthy topic 
• Creative graphics that add a visual element to bring an idea to life 

When your content is genuinely useful and interesting, it’s more likely to be shared and referenced by journalists. This organic approach to link building also ensures that the backlinks you gain are authentic and valuable in the eyes of search engines.

Alternative tactics, like buying links, are considered spammy and can actually hurt your site’s reputation. These practices are frowned upon by search engines and can lead to severe penalties, including a drop in search rankings or even removal from search results. 

Instead, focus on building links organically through high-quality content. This approach ensures that your link-building efforts are sustainable and contribute positively to your overall digital marketing strategy.

Benefits of Leapfrogging Into Industry Authority

Not all websites are treated equally by search engines. A site for a local, family-owned business is not expected to have the same level of authority as a worldwide fast-food chain. However, someone searching for a local restaurant is more than likely not typing in the same search terms as someone looking for fast food. 

When evaluating your backlink profile, consider where you are in relation to your competitors, particularly those currently ranking for your priority keywords. This is where your backlink profile can make a direct impact. 

Building a handful of backlinks at a time may not feel like enough to beat out your competitors, but there’s more to consider than just the number of links you have. Consider the following: 

• Quality: A few links from a site with a domain authority of 70 or greater carry more weight than hundreds of links from sites with DAs of 20 or less. 
• Relevancy: Earning a link from an authoritative industry site can immediately add value, more so than a generic blog. 
• Rate of Growth: If you’re building credibility at a fast pace while others sit stagnant, you might appear to be more relevant in the current landscape. 

Surpassing your competitors in backlinks can create a compounding effect. Higher rankings lead to more visibility, which in turn attracts more backlinks, further solidifying your position at the top. This creates a challenging environment for competitors, as they not only have to match your backlink profile but also overcome the established trust and authority you’ve built with both users and search engines.

While some have questioned the weight backlinks carry, it’s been proven time and time again that digital PR will have a positive long-term impact on websites. But don’t take it from us, check out what Google’s own, John Mueller has to say about the strategy. 

The reality is that organically receiving a backlink from a site with a well-established reputation, like The New York Times or Business Insider, will always add value to your website. 

Crafting Long-Term Link Building Strategies

A major benefit of digital PR is its longevity. In addition to prioritizing timely events when creating campaign concepts, it’s important to invest time and resources into developing evergreen content that remains useful, informative, and engaging over time. 

Content that fulfills these criteria naturally attracts other websites to link to it, as it adds value to their own content and audience. A well-produced digital PR piece will continue to garner coverage months or even years after its publication and initial promotion period. 

Not only can a campaign have sustained extended benefits, but this strategy also results in long-term impacts on a website’s authority. 

Each new, quality backlink adds a layer to your website’s credibility and visibility. This ongoing process is like rolling a snowball down a hill; as it moves, it gathers more snow, growing larger and more impactful. Similarly, as your content continues to secure backlinks, it escalates in visibility, reaching wider audiences and attracting even more links. 

Where competition is relentless and ever-changing, maintaining a lead in backlinks is not just beneficial, it’s critical. The leading websites often get the lion’s share of traffic, leads, and conversions. This consistent effort can set you apart from competitors, either closing the existing gap or making it challenging for them to catch up if you’re already ahead. 

It’s not just about having a larger quantity of backlinks; it’s about maintaining a steady growth rate, ensuring the links are high quality and coming from diverse, authoritative sources. This strategic approach places your website in a prime position to be considered a thought leader and go-to resource in your industry.

Strategic link building is cost-effective in the long run. Unlike paid advertising, which requires ongoing investment to maintain visibility, the effects of link-building compound over time. This means that the efforts you put in today can continue to pay dividends in traffic and authority for years to come, making it a wise investment for the future of your business.

Conclusion

From enhancing search engine rankings to establishing brand authority and credibility, the benefits of effective PR link building strategies are undeniable. Implementing these strategies is not just about short-term gains but about cementing a lasting presence and authority in your industry. Through consistent and dedicated efforts, businesses can reap the benefits of sustained organic traffic, increased lead generation, and enhanced brand credibility.

Link building is an evolving strategy, requiring adaptability, creativity, and a focus on long-term goals. By understanding and implementing these strategies, businesses can not only achieve their current objectives but also lay a strong foundation for future success in the ever-changing digital world.

At Go Fish Digital, we’re constantly innovating our digital PR process to help our clients reach their link goals. We have dedicated teams for brainstorming, creating, and pitching unique, newsworthy content. We also have established relationships with journalists across the country, ensuring that our content lands in the right inboxes. If you’re looking for support on your digital PR link building initiatives, reach out today.

Understanding and Leveraging Digital PR Link Building is an original blog post first published on Go Fish Digital.

As prospective clients increasingly turn to the internet for legal services, effective SEO becomes vital to a law firm’s marketing strategy. Join us as we explore the nuances, insights, and success stories that will empower your law firm’s SEO and overall digital presence.

What is Law Firm SEO?

Law firm SEO involves optimizing your law practice’s website to appear higher in search engine results, making it more visible to potential clients. Think of SEO as fine-tuning your online presence to ensure that when people search for legal services, your firm is one of the first results, making it easier for them to find and choose you.

Successful attorney or lawyer SEO requires you to produce valuable and top-notch content. When your law firm’s content can genuinely assist your audience, addressing their legal concerns and delivering it in a way that captivates and informs while incorporating an SEO strategy, Google will likely reward your site.

Mastery of these elements enhances the user experience on your website and positions your firm favorably in Google’s ranking algorithm. Some of the leading players in lawyer SEO have honed this art of providing meaningful, high-quality content, reaping the rewards of heightened online visibility and trustworthiness.

Why is SEO for Law Firms Important?

Law firm SEO, and specifically, local SEO for lawyers is incredibly important for reaching the right clients and earning top positions in Google’s search results pages. Research has proven that local SEO for lawyers, attorneys, and law firms is significantly critical and necessary for organic visibility and growth.

Take a look at how the interest in “law firm near me” has trended in Google search over the past decade:

This upward trend in interest means that most consumers looked for a lawyer on Google. When a law firm’s website appears at the top of Google’s results pages, consumers are more likely to trust those pages and click on them. Research also shows that .63% of consumers visit Google’s second page, meaning that your law firm’s website must rank on Google’s first page to earn clicks and leads from potential clients.

Furthermore, earning the #1 ranking position in Google is obviously significantly more valuable than any other position, but did you know that earning the #1 position in Google makes your law firm’s website 10x more likely to receive clicks than ranking in position #10?

6 Benefits of SEO for Law Firms

Here are 6 compelling benefits of law firm SEO and reasons why local SEO for lawyers is incredibly important:

1. Law Firm SEO Provides Targeted Visibility

Law firms primarily serve a local clientele. Local SEO ensures that your firm appears prominently in local search results when potential clients seek legal services in your geographic area. This targeted visibility increases the likelihood of attracting clients relevant to your practice.

2. SEO Enhances Trust and Credibility for Lawyers

Local searchers often prioritize businesses with a physical presence in their vicinity. Optimizing for local SEO builds trust and credibility, as your law firm is perceived as accessible and connected to the community. This local relevance contributes to a positive perception among potential clients.

3. Dominate Mobile Search and Google My Business (GMB)

With the rise of mobile devices, local searches seeking legal services have become prevalent. SEO ensures that your law firm is visible to users conducting searches on mobile devices, capitalizing on the mobile-dominant landscape for local legal services.

Additionally, it involves optimizing your Google My Business listing, a crucial component for law firms. A well-optimized GMB profile enhances your firm’s visibility in local packs, map searches, and voice searches, providing valuable information to potential clients.

4. Gain a Local Competitive Advantage

SEO efforts for attorneys and lawyers provide a competitive edge in your immediate business environment. By appearing prominently in local search results, your law firm can outshine competitors, capturing the attention of clients seeking legal services within the same locality.

5. Improve Your Law Firms Reviews and Reputation Management

Online reviews and reputation management often work in tandem with SEO services for lawyers. A local SEO strategy for law firms typically includes managing online reviews, which play a pivotal role in a law firm’s reputation. Positive reviews and actively addressing any negative feedback demonstrate a commitment to client satisfaction, further bolstering your firm’s local standing. Learn more about managing your online reputation and start generating more five-star reviews for your law firm practice.

6. SEO for Lawyers is Cost-Effective Marketing

SEO is a cost-effective marketing strategy, especially for smaller law firms. It allows you to target a specific audience without the expansive costs associated with broader marketing campaigns, ensuring efficient allocation of resources for optimal results.

The benefits of SEO for law firms are endless, and are essential for targeted visibility, building trust, and gaining a competitive advantage in the local legal landscape. Connecting with an SEO agency for law firms can help align your online presence with the specific needs of local clients, making it a strategic investment for sustained growth and client acquisition.

How to Implement a Successful Law Firm SEO Strategy

When it comes to devising a successful SEO strategy as an attorney or lawyer, there are some key elements to prioritize and keep in mind. Here are some factors to consider as a law firm implementing an SEO digital strategy:

Importance of Backlinks

In the legal world, building trust is essential, and that’s where backlink building comes into play. Think of them as recommendations from respected voices in the legal community, vouching for the credibility and expertise of your law firm. Each link is like a vote of confidence, telling search engines that your insights are worth noticing. Plus, in the legal sphere, social interactions—likes, comments, and shares on your legal content—don’t just boost online visibility; they spark genuine conversations and connections within the legal community.

But how can law firms earn high-quality, relevant backlinks? Here are some examples and ideas to get your law firm started:

Guest Contributions to Legal Publications

Offer to write insightful guest posts for reputable legal publications or industry blogs. This not only positions your firm as an authority but also provides opportunities for backlinks within the content.

Collaborate with Legal Associations

Engage with legal associations and organizations relevant to your practice areas. Participate in events, contribute to newsletters, or offer to write articles for their websites, gaining exposure and potential backlinks.

Create Comprehensive Legal Resources

Develop in-depth legal resources, such as guides, whitepapers, or case studies. Outreach to legal influencers or organizations, offering them as valuable references. When others find your content helpful, they are more likely to link back to it.

Legal Directories and Listings

Ensure your law firm is listed in authoritative legal directories and listings. Many of these platforms allow you to include a link to your website, providing valuable backlinks and reinforcing your firm’s legitimacy.

Participate in Webinars or Podcasts

Collaborate with legal webinars or podcasts as a guest speaker. This not only expands your reach but also often results in backlinks from the event’s website or promotional materials.

Collaborate with Clients and Partners

Foster collaborations with satisfied clients, legal partners, or industry professionals. Jointly publish content, co-author articles, or engage in mutual promotional activities, leading to reciprocal backlinks.

Engage in Local Community Initiatives

Actively participate in local events, sponsorships, or community initiatives. Local news outlets or community websites may mention your involvement, providing opportunities for backlinks.

Offer Legal Insights on Social Media

Share valuable legal insights on social media platforms like LinkedIn, Twitter, Facebook, and more. When your content is shared or discussed within the legal community, it can attract backlinks from those who find your expertise noteworthy.

Create Shareable Legal Infographics

Design informative legal infographics that simplify complex legal concepts. Share these on your website and social media, making them easily shareable and likely to attract backlinks.

Want to know how we helped a client earn 50 new backlinks and 120 new keyword rankings? Click here to learn how we used creative content to earn high-quality backlinks and drive the client’s organic traffic to new heights.

Monitor and Outreach to Mentions

Use tools to monitor online mentions of your law firm. When your firm is referenced but not linked, reach out to the author or website, politely asking for a backlink to your site.

Remember, the key is to focus on creating valuable, shareable content and building genuine relationships within the legal community. High-quality backlinks often result from providing valuable resources and fostering connections.

Technical SEO Factors

Technical SEO is the backbone of your law firm’s website. This type of SEO ensures your law firm’s website is finely tuned for search engines. Addressing crucial factors like website speed, mobile-friendliness, site structure, and schema markup is foundational to enhancing your online presence and delivering an optimal user experience.

Optimizing Website Speed and Mobile-Friendliness

The speed and mobile-friendliness of your law firm’s website are crucial. A sluggish site can discourage users and adversely affect your search engine rankings. Prioritize the optimization of your website for mobile devices and efficient loading times to keep users engaged and satisfied.

Crafting a Well-Structured Site

A meticulously organized site structure is key for effective content indexing by search engines. Ensure that legal articles, services, and resources are intuitively navigable and logically categorized. This not only benefits your SEO efforts but also elevates the overall user experience.

URL Structure

Ensure that your URLs are concise and logically structured, integrating keywords whenever possible. For instance, a clean URL for a legal article could appear as follows: “www.yourlawfirm.com/blog/legal-advice-for-businesses.”

Leveraging Schema Markup for Legal Offerings

Schema markup, a code strategically added to your website, provides search engines with additional context about your law firm’s services. This implementation can result in rich search results, commonly known as “rich snippets,” capturing more attention and clicks from users seeking legal information.

Embarking on a Technical SEO journey empowers your law firm’s website to be both user-friendly and search-engine-friendly. This dual optimization not only improves search engine rankings but also amplifies your visibility within the competitive legal landscape. Incorporate these technical facets into your SEO strategy, and you’ll pave the way for success in the legal industry.

Check out these case studies where Go Fish Digital’s technical SEO approach contributed to our client’s outstanding results:

• BroBible: Technical SEO Results In Millions Of Clicks From Discover & Top Stories
• Online Trading Academy: Skyrocketing Organic Traffic with Technical SEO
• B.F. Saul: Technical SEO Boosts Resident Occupancy 96% in One Year

Content

Content stands as the linchpin that connects potential clients to your expertise. Crafting a content strategy that resonates with users’ keyword searches and queries is not just a best practice; it’s a game-changer for driving organic traffic and converting visitors into valuable leads to your law firm.

Here are some ways to unlock law firm success with SEO-optimized content:

Keyword Optimization for Precision

Incorporate carefully researched keywords seamlessly into your content, ensuring it aligns with users’ language when seeking legal services.

Relevance and Helpfulness to Users

Prioritize content that directly addresses the needs and questions of your audience, offering valuable insights that resonate with real-life legal concerns.

Accessibility to Both Users and Search Engines

Strike a balance between user-friendly content and search engine optimization, using clear writing while structuring information for easy comprehension by both humans and search engine crawlers.

Capturing Organic Demand

Proactively address popular legal queries, making your website a go-to resource for individuals seeking legal assistance and thereby attracting organic search traffic.

Converting Visitors into Leads

Encourage engagement through compelling calls-to-action, user-friendly contact forms, and downloadable resources, guiding visitors seamlessly from informative content to taking desired actions and turning organic traffic into potential clients.

Here are some SEO-optimized content types to elevate your law firm’s online presence:

• Step-by-Step How-to Guides: Break down complex legal processes into user-friendly step-by-step guides, offering practical insights and actionable advice that resonate with your audience’s legal queries.
• Comprehensive Legal Topic Guides: Create in-depth guides that serve as authoritative resources on specific legal topics. Cover nuances, precedents, and relevant case studies to establish your firm’s expertise and provide valuable information for your audience.
• Localized Practice Area Pages with SEO Emphasis: Develop practice area pages that not only outline your legal services but also incorporate localized keywords. Tailor the content to address regional legal needs, optimizing it for local search visibility.
• FAQ Pages Geared for Featured Snippets: Craft FAQ pages strategically designed for featured snippets. Anticipate common legal questions your audience might ask and provide concise, informative answers to secure a spot in Google’s coveted featured snippets.
• Checklists: Simplify legal processes for your audience by creating practical checklists. Whether it’s a pre-court checklist or steps for legal document preparation, these resources add tangible value and enhance user engagement.
• Ebooks: Offer comprehensive ebooks on intricate legal subjects, showcasing your firm’s authority in the field. Encourage downloads by requiring simple registration, turning readers into potential leads.
• Engaging Video Content: Leverage the power of video to convey legal insights, share client testimonials, or discuss complex legal topics. Video content not only enhances user engagement but also caters to the growing preference for visual content online. Discover how our client, Brilliant Earth, reached millions through a viral video, earning high-quality links and national press — a testament to the impactful synergy of video strategies, as detailed in our article on how we leveraged YouTube for Brilliant Earth’s success.
• Insightful Interviews with Industry Professionals: Feature interviews with legal experts, industry professionals, or even satisfied clients. Leverage these insights to humanize your firm, demonstrate thought leadership, and foster trust among your audience.
• Local Event Guides: Create guides for local legal events, conferences, or seminars. Optimize the content for local search terms to not only inform your audience but also boost your firm’s visibility in regional searches.

Having a well-rounded content strategy for law firm SEO is a strategic investment that pays dividends in visibility, credibility, and lead generation. By understanding the nuances of keyword optimization, delivering relevant and helpful content, and seamlessly guiding users through their journey, your law firm can position itself as a trusted authority in the legal landscape. Additionally, having a diverse array of content not only caters to varied user preferences but also amplifies your law firm’s SEO impact.

User Experience (UX)

The experience your law firm provides to potential clients matters immensely. A user-friendly website not only guides visitors seamlessly through your legal offerings but also aligns with search engine preferences. When your site is easy to navigate, loads quickly, and offers valuable information, it keeps visitors engaged and signals to search engines that your firm is a trusted resource. A positive user experience not only fosters client satisfaction but also boosts your law firm’s visibility in search engine rankings, ensuring that those seeking legal expertise find your services with ease.

Want to ensure that your law firm’s website is providing the best user experience? Here are key SEO strategies for improving experience:

Intuitive Navigation

Be sure to design a clear and intuitive navigation menu that allows visitors to easily find information about your legal services, practice areas, and contact details.

Optimize Your Site for Mobile Devices

Optimize your website for mobile devices to accommodate users who access your site from smartphones or tablets. Mobile-friendly design is crucial for a positive user experience and can impact search rankings.

Page Speed Optimization

Ensure that your website loads quickly. Compress images, leverage browser caching, and optimize code to reduce page load times. Fast-loading pages contribute to a positive user experience and improved SEO.

Provide Relevant and Engaging Content

Provide informative and engaging content that answers common legal questions, explains legal processes, and showcases your expertise. High-quality, relevant content not only helps users but also contributes to SEO.

Implement Clear Calls-to-Action (CTAs)

Incorporate clear and strategically placed calls-to-action throughout your site. Whether it’s encouraging users to contact your firm, schedule a consultation, or download informative resources, well-designed CTAs guide visitors in taking the next step.

Accessible Design

Ensure your website is accessible to individuals with disabilities. This includes providing alternative text for images, using legible fonts, and ensuring that navigation is possible for those using screen readers. Be sure that your website is compliant with the Web Content and Accessibility Guidelines (WCAG) 2.1 level AA to ensure your site is accessible and adhering with the Americans with Disabilities Act (ADA).

Security Measures

Implement robust security measures to protect user data. A secure website not only builds trust but also contributes to a positive user experience.

Regular and Consistent Website Maintenance

Conduct regular audits and maintenance to address broken links, update content, and ensure that all features and functionalities work smoothly. A well-maintained website contributes to user satisfaction.

Feedback Mechanisms

Incorporate feedback mechanisms such as contact forms or surveys to gather insights from users. Understanding their needs and preferences helps in continuous improvement.

Analytics and Monitoring

Utilize analytics tools to monitor user behavior on your site. Analyzing data helps you understand user preferences, popular content, and areas for improvement.

By consistently focusing on these aspects, law firms can create a website that not only provides an excellent user experience but also aligns with SEO best practices, contributing to improved online visibility and client engagement.

Keywords for Law Firm SEO

Keyword utilization and keyword research serve as the foundation of successful law firm SEO. These are the terms and phrases potential clients use when searching for legal services online. Strategically integrating these keywords into your website content helps search engines like Google understand your legal practice, subsequently boosting your website’s ranking in search results. The potency of keywords lies in their ability to bridge the gap between your law firm and your target audience.

To kickstart your SEO endeavors in the legal realm, consider incorporating keywords such as:

• Legal consultation services
• Criminal defense attorney
• Family law advice
• Estate planning lawyer
• Immigration law services
• Personal injury representation
• Corporate legal assistance
• Employment law guidance
• Intellectual property lawyer
• Legal counsel for startups

For specialized law practices, long-tail keywords play a crucial role. These are specific and extended phrases tailored to a distinct audience. For instance, if your firm specializes in immigration law, a pertinent long-tail keyword might be “immigration law services for businesses.” While these keywords may have lower search volumes, they often boast higher conversion rates by attracting users actively seeking precisely what your firm offers. Long-tail keywords enable you to carve out a niche and connect with a highly targeted audience.

Image Optimization

Images play a crucial role in the legal sector, but improper optimization can affect your website’s loading speed. Compress and resize legal images to enhance load times, and use descriptive file names and alt text that incorporate legal-related keywords. Optimizing your images not only enhances user experience but also renders your site more search-engine-friendly.

Internal Linking

Leverage internal links to connect related legal content within your website. This not only guides users to explore more of your content but also aids search engines in indexing your pages more effectively.

Types of Law Businesses We Help

• Law Firms (General Practice): Provide comprehensive digital marketing strategies to law firms offering general legal services.
• Personal Injury Law Firms: Assist in attracting clients seeking legal representation for personal injury cases.
• Criminal Defense Attorneys: Implement marketing strategies to reach individuals in need of criminal defense services.
• Family Law Practices: Target individuals seeking legal assistance for family-related matters such as divorce, child custody, and adoption.
• Estate Planning Lawyers: Help law firms specializing in estate planning attract clients looking for wills, trusts, and probate services.
• Immigration Law Firms: Assist in marketing to individuals seeking immigration-related legal services.
• Corporate Law Firms: Target businesses in need of corporate legal services, including contract law and business litigation.
• Employment Law Attorneys: Attract businesses and individuals seeking legal advice on employment-related matters.
• Intellectual Property Lawyers: Assist law firms specializing in protecting intellectual property rights, including trademarks and patents.
• Bankruptcy Attorneys: Implement strategies to reach individuals and businesses facing financial challenges seeking bankruptcy assistance.
• Real Estate Law Firms: Target clients involved in real estate transactions, including buyers, sellers, and property developers.
• Environmental Law Practices: Assist firms dealing with legal issues related to environmental regulations and compliance.
• Healthcare Law Firms: Target healthcare providers and organizations seeking legal counsel on regulatory matters.
• International Law Practices: Help firms specializing in international law to attract clients with global legal needs.
• Tax Law Attorneys: Assist in marketing to individuals and businesses seeking tax-related legal advice and representation.
• Social Justice Law Firms: Support firms dedicated to social justice causes and community advocacy through targeted marketing.
• Human Rights Lawyers: Assist legal professionals focused on human rights issues with strategic marketing.
• Entertainment Law Firms: Target clients in the entertainment industry, including musicians, actors, and producers.
• Technology and Cybersecurity Law: Assist firms dealing with legal aspects of technology, data protection, and cybersecurity.
• Labor Law Attorneys: Target businesses and employees in need of legal counsel on labor and employment law matters.
• Whistleblower Protection Lawyers: Help legal professionals focused on whistleblower protection laws and representing whistleblowers.

Case Studies

A Law Firm’s SEO Triumph, Dominating the Legal Landscape

The Goal

A law firm sought to establish itself as a prominent player in qui tam cases. Despite already enjoying a strong online presence, the firm aimed to further enhance its visibility and authority in search engine results. The primary objective was to consistently secure the coveted featured snippet for the term “qui tam” and outrank authoritative entities like the Department of Justice (DOJ), Wikipedia, and various .gov sites.

The Strategy

Go Fish Digital devised a tailored strategy to elevate the law firm’s online standing in the realm of qui tam cases:

• SEO Mastery: Through a meticulous SEO audit and optimization process, the firm’s website structure, content, and technical SEO elements were fine-tuned to perfection, ensuring maximum visibility for the target keywords.
• Content Excellence: Strategic content creation focused on providing valuable and informative resources related to qui tam cases. This approach not only showcased the firm’s expertise but also aimed to secure the Featured Snippet position.
• Competitive Link Building: A robust link-building strategy targeted authoritative domains, aiming to surpass competitors like the DOJ and Wikipedia. High-quality backlinks were acquired to strengthen the firm’s online authority.

The Results

The outcomes of the SEO campaign were nothing short of exceptional:

Our law firm client consistently occupies the featured snippet for “qui tam,” surpassing even government entities like the Department of Justice and Wikipedia.

• Search Engine Dominance: The firm regularly fluctuates between positions 1-3 in organic search results, showcasing its supremacy in the highly competitive legal landscape.
• Outranking Government Giants: Our law firm’s triumph over .gov sites in the search results reaffirms its position as a leader in qui tam cases.

This SEO success story highlights our client’s journey from being a contender to a frontrunner in the online visibility race, showcasing the effectiveness of a strategic and targeted SEO approach.

A Law Firm’s Geo-Targeted Lawsuit Strategy

The Goal

Stepping into the legal arena, our client aimed to leverage an innovative approach to SEO by anchoring their strategy in geo-targeted lawsuits. With a focus on establishing prominence in specific geographic locations, the objective was to solidify the firm’s position as a go-to legal authority for key lawsuits in those regions.

The Strategy

Based on the law firm’s goals, our SEO strategy was meticulously crafted to align with the firm’s focus on geo-targeted lawsuits:

• Geo-Targeted SEO Expertise: A comprehensive understanding of local search dynamics was employed to optimize the firm’s online presence for specific geographic areas. This involved refining website content, local listings, and other SEO elements like optimizing the site for localized keywords to resonate with the target audience.
• Content Tailored to Geo-Specific Lawsuits: Their website underwent strategic content enhancements, featuring detailed information on key lawsuits relevant to the targeted regions. This not only positioned the firm as an expert in these matters but also appealed to the local audience seeking legal representation.
• Local Keyword Strategy: Our team implemented a localized keyword strategy, ensuring that the content on their website was optimized for specific legal terms and phrases relevant to the targeted geographic areas. This strategic use of keywords contributed to improved visibility in local search results.

The Results

The outcomes of the law firm’s geo-targeted lawsuit strategy were impactful:

• The law firm achieved a notable increase in visibility for targeted lawsuits within specific geographic regions, solidifying its position as a regional legal authority.
• Improved Local Rankings: We witnessed a substantial rise in local search rankings, attaining prominent positions for key lawsuit-related terms in the target areas.

You can see below how the law firm’s priority keyword rankings improved in Google’s search results pages. Keywords ranking in positions 1-3 experienced a more than +300% increase in rankings. Keywords ranking in positions 4-10 also increased +150%.



• Client Engagement and Conversion: The strategy not only increased visibility but also attracted a higher volume of qualified leads. The law firm successfully converted these leads into clients, showcasing the effectiveness of the geo-targeted approach.

This SEO success story underscores our client’s strategic foray into geo-targeted lawsuits, demonstrating how a tailored SEO strategy, including a local keyword approach, can elevate a law firm’s presence and impact within specific regions.

SEO for Lawyers FAQs

What is SEO, and why is it important for my law firm?

Search Engine Optimization (SEO) is crucial for law firms as it improves online visibility, ensuring that your legal services are easily discoverable by those searching online. With the majority of clients turning to search engines for legal representation, a robust SEO strategy helps law firms stand out, attract potential clients, and establish authority in the legal domain.

Should law firms use SEO?

Yes, law firms should definitely consider implementing an SEO strategy. Potential clients often turn to search engines when seeking legal services. SEO helps law firms improve their online visibility, making it easier for individuals in need of legal assistance to find them. By investing in SEO, law firms can enhance their digital presence, attract targeted traffic, and stay competitive in the increasingly digital legal landscape.

How can SEO help my law firm?

SEO is instrumental in boosting the visibility of law firms, attracting potential clients actively searching for legal services. It contributes to building credibility and trust among online users, offering a competitive advantage in a crowded legal market. By aligning with user behavior and search patterns, SEO provides a cost-effective and sustainable marketing strategy for long-term growth.

How can I find the right keywords for my law firm website?

Identifying relevant keywords for your law firm can be done using tools like Google Keyword Planner, SEMrush, or Ahrefs. Additionally, studying the content of competitor websites, identifying potential content gaps, and leveraging your legal industry knowledge can help uncover the most impactful keywords for your SEO strategy.

Why is content important for law firm SEO?

High-quality, informative content is critical for law firm SEO. It not only attracts and engages your target audience but also helps establish your law firm as an authority in legal matters. Content plays a key role in improving search engine rankings and ensuring that your law firm is prominently featured when potential clients search for legal services.

Are backlinks important for law firm SEO?

Absolutely. Backlinks, or links from other reputable websites to your law firm’s site, act as a vote of confidence in your legal content. They signal to search engines the credibility and authority of your law firm, positively impacting your SEO and online reputation.

How can I optimize my law firm website for local SEO?

Optimizing your law firm website for local SEO is crucial for attracting clients in your local area. Ensure your business is listed on Google My Business, incorporates localized keywords, and encourages client reviews. These strategies enhance your law firm’s local search visibility, making it more accessible to potential clients nearby.

Are long-tail keywords important for niche law practices?

Yes, long-tail keywords are particularly important for niche law practices. These specific and longer phrases cater to a specialized audience, ensuring that your law firm attracts highly targeted traffic looking for specialized legal services. Utilizing long-tail keywords can enhance the visibility of niche law practices in search engine results.

How long does it take to see results from SEO efforts for a law firm?

The timeline for seeing results from SEO efforts for a law firm can vary based on factors such as competition in your legal niche and the strategies implemented. Typically, it takes several months to see significant improvements in search engine rankings. Patience and consistent efforts are key to realizing the long-term benefits of SEO for law firms.

Can law firms handle SEO in-house, or is it advisable to hire professionals?

While some law firms may choose to handle SEO in-house, many find value in hiring professional SEO agencies. SEO experts bring specialized knowledge, experience, and tools to navigate the intricacies of the legal industry’s online competition, ensuring a more effective and strategic approach to digital marketing.

How can law firms measure the success of their SEO efforts?

Measuring the success of SEO efforts involves tracking key performance indicators (KPIs) such as website traffic, keyword rankings, conversion rates, and online visibility. Analytics tools like Google Analytics and Search Console provide valuable insights into the performance of your law firm’s SEO strategies.

What role does social media play in law firm SEO?

While social media itself doesn’t directly impact traditional SEO rankings, it can contribute to your law firm’s online presence. Sharing legal insights, engaging with clients, and promoting your content on social platforms can enhance brand visibility, drive traffic, and indirectly support SEO efforts. Learn more about how Go Fish Digital can help boost your law firm marketing strategy through social media management.

Can law firms benefit from paid advertising alongside SEO efforts?

Yes, law firms can complement their SEO efforts with paid advertising, such as Google Ads. While SEO provides long-term organic growth, paid advertising can offer immediate visibility. Integrating both strategies creates a well-rounded digital marketing approach for law firms aiming to maximize online reach. Interested in PPC (pay per click) for Law Firms? Learn more about how you can leverage Google Ads and expedite the number of leads you receive.

Unleash the Power of SEO for Your Law Firm

Take your law firm to new heights by leveraging the full potential of SEO. In the highly competitive legal landscape, where online visibility is key, embracing SEO is a strategic imperative. Our comprehensive guide dives deep into proven strategies, best practices, and expert insights tailored for law firms. Whether you specialize in personal injury law, corporate litigation, or family law, SEO is your indispensable ally. Embark on this transformative journey with us, and let’s elevate your law firm’s digital presence together.

Ready to take the first step? Reach out to Go Fish Digital for customized SEO solutions or request a proposal to unlock the full potential of your law firm today!

An Ultimate Guide to Mastering SEO for Law Firms is an original blog post first published on Go Fish Digital.

Join us on a journey where we’ll explore the strategies, techniques, and insider tips that will not only elevate your online presence but also drive your brand’s success to new heights. Get ready to discover how SEO can be your beauty business’s secret weapon! 

What Is Beauty SEO?

Beauty SEO is optimizing your online presence to make your beauty business more visible to those seeking beauty products, services, and expertise. SEO for the beauty industry is about strategically aligning your website, content, and digital marketing efforts with search engine algorithms to connect with your target audience effectively. By selecting the right beauty keywords and crafting compelling content, beauty SEO not only enhances your online ranking but also elevates your brand’s digital allure, ultimately leading more potential clients to your beauty business.

How Competitive Is the Beauty Industry?

The beauty industry is a dynamic and highly competitive market, consistently generating over $100 billion in annual revenue globally. Its ever-evolving nature is driven by rapidly changing consumer preferences, emerging trends, and innovative products.

Interest in beauty marketing has also recently taken off, climbing the charts of Google Trends over the years, and skyrocketing to an all-time high in interest around October 2023.

In such a fiercely competitive landscape, businesses must adapt to stay ahead. One crucial strategy for gaining a competitive edge is the effective use of SEO. With an increasing number of consumers turning to online platforms to research and purchase beauty products, having robust SEO strategies in place can significantly enhance a beauty company’s visibility, attracting more potential customers and improving its overall market position. In a world where trends and preferences shift quickly, SEO offers beauty businesses a powerful tool to maintain their relevance and thrive in this competitive environment.

What Are the Benefits of Using SEO in the Beauty Industry?

In the beauty industry, your digital presence is your gateway to success. Beauty industry SEO holds the key to unlocking the remarkable advantages that can transform your beauty business. From heightened visibility to cost-effective strategies, and from establishing brand authority to expanding your reach, here are some of the remarkable benefits of having a beauty industry SEO strategy for your beauty business.

Increased Online Visibility

Increased online visibility is one of the primary benefits of implementing beauty industry SEO. When your beauty business appears on the first page of search engine results like Google, potential customers are more likely to discover your products or services. This enhanced visibility can significantly boost your brand’s reach and influence.

Targeted Audience Engagement

SEO allows you to engage with a highly targeted audience interested in beauty-related topics. By optimizing your content for relevant beauty keywords, you can attract visitors who are more likely to convert into customers, creating a loyal following for your beauty business.

Cost-Effective Marketing

Having a beauty SEO strategy in place is a cost-effective alternative to traditional advertising. It offers a high return on investment (ROI) as it brings organic traffic to your website, reducing the need for potentially expensive paid ads. This cost-efficiency is especially valuable for beauty businesses operating on a budget.

Building Brand Authority

SEO can help your beauty business build brand authority within its industry. A strong online presence establishes your beauty brand as a trusted authority. When potential customers see your brand as a credible source of beauty information, they’re more likely to choose your products or services over competitors.

Local SEO for Beauty Salons and Studios

Local SEO is crucial for beauty salons and studios with physical locations. It ensures your business appears in local search results, driving foot traffic through your doors. By optimizing for location-specific beauty keywords and maintaining accurate business listings, you can attract nearby clients effectively.

Expanding Your Online Store Presence

For e-commerce beauty businesses, SEO is a key driver of growth. It helps you reach a broader customer base, increase online sales, and extend your beauty products to a wider market. Effective SEO strategies are essential for the success of online beauty retailers.

Measurable Results and Analytics

Having an SEO strategy for your beauty business offers the advantage of measurable results. With tools like Google Analytics, you can track the performance of your SEO efforts. This data-driven approach allows you to make informed decisions, refine your strategies, and continuously improve your online presence.

Staying Competitive in the Beauty Industry

In the competitive beauty industry, staying visible and relevant is crucial. SEO for the beauty industry ensures that your business remains competitive by keeping up with industry trends, adapting to algorithm changes, and consistently reaching your target audience.

Establishing Long-Term Success

SEO for beauty brands isn’t just about short-term gains. A well-executed SEO strategy can lead to long-term success. By consistently implementing SEO best practices, your beauty business can enjoy sustainable growth and maintain its position in the industry.

SEO Fundamentals for Beauty Businesses

In the fiercely competitive beauty industry, staying at the forefront of your customers’ minds and search engine results is essential for success. Implementing the following SEO fundamentals can be the key to unlocking your beauty brand’s full potential. An effective SEO strategy for beauty brands typically consists of keyword optimization, content creation, backlink building, and local SEO techniques. These elements work in synergy to improve your website’s visibility, drive more organic traffic, and ultimately, lead to higher conversion rates. By delving into these SEO fundamentals, you’ll be better equipped to outshine your competitors and make your beauty brand stand out in the digital beauty landscape.

The Power of Keywords

Keywords are the cornerstone of SEO. They are the words and phrases that potential customers use to search for beauty products and services online. By strategically incorporating these keywords into your website content, you can make it easier for search engines like Google to understand what your business is about and rank your website higher in search results. The power of keywords lies in their ability to connect your business with your target audience.

Here are some popular beauty industry keywords that can help you get started with your SEO efforts:

• Skin care products
• Haircare tips
• Makeup tutorials
• Anti-aging skincare
• Natural beauty products
• Best hair salons
• Nail art ideas
• Lipstick shades
• Eyebrow shaping
• Beauty influencers

For niche beauty businesses, long-tail keywords are particularly valuable. These are more specific and longer phrases that cater to a specialized audience. For example, if your business specializes in organic skincare for sensitive skin, a long-tail keyword could be “organic skincare for sensitive skin.” These keywords may have lower search volume, but they often have higher conversion rates as they attract users looking for precisely what you offer. In a competitive industry like beauty, long-tail keywords can help you carve out a niche and connect with a highly targeted audience.

Understanding the nuances of keyword research and effectively implementing them on your website is a fundamental aspect of SEO success in the beauty industry. It’s the first step towards gaining a competitive edge and ensuring that your beauty business gets noticed in the digital landscape.

On-Page SEO for Beauty Brands

On-page SEO is a critical aspect of any beauty brand’s digital marketing strategy. It involves optimizing various elements of your website to improve its search engine rankings and enhance the user experience.

Here are some essential on-page SEO techniques that will help you excel in the beauty industry:

Meta Tags

Meta tags, including the title tag and meta description, play a crucial role in attracting visitors to your beauty website. Be sure to craft compelling titles and descriptions that incorporate relevant keywords. These tags provide a sneak peek into what your content offers and can significantly impact click-through rates.

Content Optimization

High-quality, informative content is the lifeblood of your beauty brand’s online presence. Ensure your beauty articles, tutorials, and product descriptions are not only engaging but also optimized with beauty-related keywords. This helps search engines understand the relevance of your content to user queries. For example, if you’re writing about “skincare routines,” use this keyword strategically throughout the content.

Image Optimization

Images are essential in the beauty industry, but they can also affect your website’s loading speed if not optimized correctly. Compress and resize beauty images to reduce load times, and don’t forget to use descriptive file names and alt text that contain beauty-related keywords. Optimizing your images for SEO not only improves the user experience but also makes your site more search-engine-friendly.

URL Structure

Ensure that your URLs are clean and structured logically, incorporating keywords when possible. For example, a clean URL for a beauty article could look like this: “www.yourbeautybrand.com/skincare-tips-for-glowing-skin.”

Internal Linking

Utilize internal links to connect related beauty content within your website. This not only guides users to explore more of your content but also helps search engines index your pages more effectively.

By implementing these on-page SEO techniques, your beauty brand can improve its visibility in search results, attract more beauty enthusiasts, and ultimately excel in the highly competitive beauty industry.

Off-Page SEO Strategies for Beauty Brands

Off-page SEO is an essential facet of enhancing your beauty brand’s online presence and authority beyond the elements on your website. This approach focuses on activities and strategies conducted outside your website to build credibility and recognition. By emphasizing backlinks, social signals, influencer marketing, and local SEO, you can make a significant impact on your brand’s success in the beauty industry. These off-page SEO techniques not only increase your brand’s visibility but also boost your reputation in the highly competitive world of beauty.

Backlinks and Social Signals

Backlinks, or external links from other reputable websites to your beauty brand’s site, are essential for search engine credibility. They act as a vote of confidence in your content. In addition, social signals, such as likes, shares, and comments on your beauty-related posts, help boost your brand’s online visibility and engagement.

Influencer Marketing

Collaborating with beauty influencers can be a game-changer for your brand. Influencers have the power to reach and influence a large and dedicated audience in the beauty industry. Leveraging their popularity and credibility can lead to more backlinks, increased social signals, and heightened brand recognition.

Local SEO

For beauty salons, barber shops, tattoo studios, etc., local SEO is crucial. Optimize your Google My Business profile, include local keywords, and encourage customer reviews. This will help your physical business rank higher in local search results and attract potential clients looking for beauty services in your area.

By incorporating these off-page SEO strategies, your beauty brand can build a strong online presence, gain credibility, and establish itself as a reputable source in the beauty industry.

Technical SEO for Beauty Websites

Technical SEO is the foundation that ensures your beauty website is well-optimized for search engines and addresses factors like website speed, mobile-friendliness, site structure, and schema markup. You can enhance your brand’s online visibility and user experience with a fleshed-out technical SEO strategy.

Website Speed and Mobile-Friendliness

In the fast-paced digital world, website speed and mobile-friendliness are paramount. A slow-loading site can deter users and negatively impact your search engine rankings. Ensure your beauty website is optimized for mobile devices and runs efficiently to keep users engaged and satisfied.

Site Structure

A well-organized site structure helps search engines index your content effectively. Ensure that your beauty articles, products, and services are easily navigable and logically categorized. This not only benefits SEO but also enhances the user experience.

Schema Markup for Products and Services

Schema markup is a code that you can add to your website to provide search engines with more context about your brand’s products and services. This can result in rich search results, also known as “rich snippets,” which can attract more attention and clicks from users searching for beauty-related information.

By focusing on technical SEO, your beauty brand can ensure that your website is user-friendly and search-engine-friendly, ultimately leading to better search engine rankings and increased visibility. Incorporate these technical aspects into your SEO strategy, and you’ll be well on your way to excelling in the competitive beauty industry.

Types of Beauty Businesses We Help

• • Salons and Spas: We can help hair salons, beauty salons, day spas, and wellness centers attract and retain clients through digital marketing, social media, and local advertising.
  • Skincare Brands: Skincare companies often need assistance with product launches, branding, influencer partnerships, and e-commerce strategies.
  • Cosmetics and Makeup Brands: Makeup brands can benefit from marketing to promote their products through influencer marketing, content creation, and e-commerce optimization.
  • Haircare Brands: We can assist haircare brands in promoting products, running advertising campaigns, and improving their online presence.
  • Nail Salons and Nail Care Brands: Nail salons and nail care brands can utilize our marketing solutions for branding, social media marketing, and local SEO.
  • Barber Shops: Barber shops can improve their local visibility and customer retention through marketing strategies like Google My Business optimization and social media.
  • Wellness and Fitness Centers: Businesses offering fitness and wellness services often require marketing assistance to attract clients, promote classes, and enhance their online presence.
  • Medical Spas and Aesthetic Clinics: Medical spas and aesthetic clinics can utilize marketing services for branding, reputation management, and SEO to attract clients seeking cosmetic treatments.
  • Beauty Schools and Training Centers: We can help beauty schools attract students and promote their courses and programs.
  • Beauty E-commerce Retailers: Online retailers selling beauty products may need help with e-commerce optimization, content marketing, and advertising.
  • Beauty Influencers and Bloggers: Individual beauty influencers and bloggers often collaborate with marketing agencies to manage partnerships, brand deals, and content creation.
  • Tattoo Studios and Artists: Tattoo studios can benefit from marketing solutions for local SEO, social media marketing, and reputation management.
  • Permanent Makeup Artists: Permanent makeup artists may require assistance with branding, online booking systems, and local advertising.
  • Spa and Beauty Equipment Manufacturers: Companies that produce beauty equipment may need marketing support for product launches, B2B marketing, and brand awareness.
  • Fragrance and Perfume Brands: Perfume and fragrance brands can utilize marketing agencies for product launches, e-commerce optimization, and influencer collaborations.
  • Beauty Event Organizers: We can help promote beauty events, trade shows, and expos to attract attendees, exhibitors, and sponsors.
  • Beauty Subscription Box Services: Subscription box services can benefit from marketing agencies like Go Fish Digital to attract subscribers and promote their unique offerings.
  • Beauty and Cosmetology Associations: Associations within the beauty industry may need marketing support to engage members, promote events, and advocate for the industry.
  • Beauty Product Packaging and Design Companies: Companies involved in packaging and design for beauty products can use marketing solutions for branding and B2B marketing.
  • Beauty and Wellness App Developers: Developers of beauty and wellness apps may require marketing assistance to acquire users and promote their mobile applications.

• Case Studies

  Award-Winning, International Beauty Brand’s Remarkable Organic Traffic Growth

  The Goal

  In 2019, an internationally renowned beauty brand, primarily reliant on influencer marketing for growth, approached Go Fish Digital with ambitious objectives. They aimed to diversify their growth strategies, focusing on SEO and brand building through quality backlinks. Their overarching goal was to harness organic traffic growth and, ultimately, drive substantial increases in product sales.

  The Strategy

  Go Fish Digital devised a comprehensive strategy to transform the beauty brand’s online presence. The key elements of the strategy included:

  • SEO Optimization: An in-depth SEO audit and optimization process was implemented to enhance the brand’s website structure, content quality, and technical SEO aspects.
  • Content Creation: Engaging and informative content creation, catering to the beauty industry, was prioritized. This aimed to appeal to a broader audience while improving the brand’s relevance in search engine results.
  • Link Building: A robust link-building strategy was designed to improve the brand’s backlink profile, ensuring high-quality and authoritative links from reputable sources.

  The Results

  The outcomes of the collaborative efforts were nothing short of extraordinary:

  The beauty brand witnessed a meteoric rise in organic traffic, catapulting from around 20,000 organic sessions per month in 2019 to an astounding average of 120,000 organic sessions each month in 2023, reflecting an impressive +500% increase. This remarkable growth highlighted the effectiveness of the SEO and content strategies.

  Organic ranking keywords surged from around 17,510 in 2019 to a staggering 124,000 ranking organic keywords in 2023, demonstrating a substantial +610% increase. This underscored the brand’s remarkable increase in visibility and relevance in search engine results.

  Total referring domains also increased significantly, rising from 238 in 2019 to an impressive 671 in October of 2023, marking a remarkable +181% increase. This substantial growth in backlinks further solidified the brand’s online authority and reach.
  

  These exceptional results underscored the successful transformation of the beauty brand’s growth strategy. By diversifying into SEO, brand building through backlinks, and organic traffic expansion, the brand not only met but exceeded its goals. Moreover, this remarkable growth translated into significant increases in product sales, showcasing the immense potential of a holistic digital marketing approach.

  Cosmetic Dental Practice Achieves Impressive Growth in Paid Conversions & Organic Traffic

  The Goal

  A family dentistry clinic, based in Westminster, MD, had a clear vision to enhance its online visibility and expand its reach within the local community. This included promoting specialized services like Dental Implants and Sedation Dentistry. Despite being geographically located away from their primary target area, they were determined to improve their digital presence. To achieve these objectives, the dental practice partnered with Go Fish Digital, aiming to strengthen its SEO foundation and initiate effective paid advertising campaigns.

  The Strategy

  Go Fish Digital designed a comprehensive strategy to boost new patient sign-ups. The objectives encompassed creating and managing Google Ads campaigns to target specific practice areas, executing localized paid advertising, optimizing on-page content for service landing pages, addressing technical SEO issues, and more.

  The Results

  The meticulous execution of the digital marketing strategy resulted in remarkable improvements for the dental practice. These included a substantial +172% increase in phone call conversions, a 72% reduction in the cost per conversion through refinements in search ad campaigns, and an astonishing +314% surge in organic traffic. This multi-pronged approach, combining SEO and paid advertising, effectively elevated the dental practice’s online presence, leading to increased conversions and heightened site traffic from multiple channels. This case study exemplifies the tangible benefits of a well-executed online marketing strategy for businesses aiming to excel in the digital landscape.

  To explore and read more about this success story, click here.

  Beauty Business SEO FAQs

  Should beauty business owners use SEO?

  Yes, beauty business owners should consider implementing an SEO strategy for their business. It’s important for beauty business owners to approach SEO as part of their overall marketing strategy. Whether you’re a spa, salon, skincare brand, or other beauty-related business, investing in SEO can contribute to the success and growth of your business in the digital landscape.

  Can SEO help my beauty brand?

  Yes! SEO boosts beauty brand visibility, attracts targeted traffic, and builds credibility, providing a competitive advantage and ensuring discovery by consumers actively searching for beauty products or services. It offers long-term growth and cost-effective marketing aligned with user behavior.

  What is SEO, and why is it important for my beauty business?

  Search Engine Optimization is essential for your beauty business because it helps improve your online visibility, making it easier for potential customers to find your products or services when they search online. Learn more about why SEO is important and how you can use it to drive your beauty brand further.

  How can I find the right keywords for my beauty website?

  Keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs can help you identify relevant keywords. You can also look at competitor websites and use your industry knowledge.

  Why is content important for beauty SEO?

  High-quality, informative content is crucial for SEO, especially for beauty brands. It helps you attract and engage your target audience, establish authority in the beauty industry, and improve your search engine rankings.

  Are backlinks important for beauty SEO?

  Yes, backlinks are important for SEO in the beauty industry, as they are in many other industries. Backlinks are links from other websites to your website. They serve as a signal to search engines about the credibility and authority of your site.

  How can I optimize my beauty website for local SEO?

  Optimizing your beauty website for local SEO is crucial for attracting customers in your local area. Ensure your business is listed on Google My Business, use localized keywords, and encourage customer reviews. These strategies can enhance your local search visibility.

  Are long-tail keywords important for niche beauty businesses?

  Yes, long-tail keywords can be particularly important for niche beauty businesses. Long-tail keywords are specific and longer phrases that cater to a specialized audience. They are essential for niche beauty businesses because they attract highly targeted traffic looking for specific products or services.

  How long does it take to see results from SEO efforts for a beauty business?

  The timeline for seeing results from SEO efforts for a beauty business can vary based on several factors. Typically it takes several months to see significant improvements. The timeline depends on the competitiveness of your niche and the strategies implemented.

  Unlock the Potential of Your Beauty Business with SEO

  Elevate your beauty brand to new heights by harnessing the power of SEO. In the dynamic world of the beauty industry, where competition is fierce, and trends evolve rapidly, staying ahead is paramount. Our comprehensive guide delves into the strategies, techniques, and insider tips that will not only enhance your online presence but also drive your brand’s success. Whether you’re running a salon, selling skincare products, or offering makeup tutorials, SEO is your secret weapon. Join us on this journey, and let’s transform your beauty business together. Ready to get started? Contact Go Fish Digital for tailored SEO services or request a proposal to unlock the full potential of your beauty brand today!

Grow Your Beauty Business with SEO is an original blog post first published on Go Fish Digital.

The term Digital PR refers to a set of public relations and SEO strategies used to improve a client’s digital presence online. A robust strategy will increase the overall authority of your site and build brand visibility on the web. Read on to gain an understanding of what digital PR can do for your brand and how to implement it successfully.

Understanding Digital PR

The primary purpose of digital PR is to operate as a supplemental SEO strategy — to increase the authority of your site when crawled by search engines like Google. The way that Go Fish Digital accomplishes this ultimate goal is by building backlinks from media outlets. A backlink is a hyperlink from one website to another, such as your homepage, a blog, a landing page, or a product page, from another site. This builds link equity— a transference of authority and value to your site. Backlinks from authoritative sites are one metric that search engines use to tell how credible your own site is, sometimes called a vote of confidence. Think of it like a strong referral from your manager telling your company you’re fit for a promotion, or a high credit score telling your bank you’re worthy of a bigger loan.

Unlike a traditional PR strategy, which directly promotes the brand by emphasizing elements like expert industry knowledge, high-quality products, or a unique value proposition, digital PR uses tangential content pieces. These are interesting articles, data reports, or studies designed to produce newsworthy insights, that are then actively pitched to journalists and linked across high authority outlets to make your website more credible in the eyes of Google. The goal, again, is to ultimately aid overall SEO efforts by strengthening your backlink profile, not directly positioning your brand or product in the media, but rather, positioning your website on authoritative media websites.

Practical Digital PR Strategies and Solutions

Tangential content is an essential digital PR strategy. These creative campaigns, while tangential, are completely customized for the client throughout the process, who can opt to avoid certain topics (ex. religious or political content) and/or target certain topics (ex. insurance or dating). This must be balanced with the fact that the more newsworthy, relevant, and clickable the content, the more journalists will be interested in covering, and the more links will be secured. 

For example, while posting a controversial piece (ex. mask use during the pandemic) could conflict with your brand values, it would likely generate a lot of coverage. However, so would a lighthearted, yet polarizing piece on each state’s favorite Girl Scout cookies. Finding a middle ground that works for the client but is attractive to the media is key, and the options are infinite — from heavy data studies to illustrative AI campaigns. They can be posted on the client’s blog directly, or, on occasion, an orphaned page used for pitching wherein journalists are asked to link back to your homepage if the content doesn’t naturally fit an already designated spot on your site, such as a ‘news’ section or a ‘press room’.

Overall, at Go Fish Digital, our data across countless digital PR campaigns conclusively shows that the more tangential the content is — not about your brand but with a relatable tie-in to the brand — the more likely you are to secure a diverse (high-quantity and high quality, canonical and syndicated) backlink profile.

Journalists are completely accustomed to receiving tangential pitches. We’ve sourced feedback from reporters, who’ve confirmed they prioritize interesting and informational content that is relevant to their audience. A loose tie-in to the brand also means reporters can write up the content without worrying whether they are promoting a service, unlike traditional PR, where brands will pay top dollar for placements on media sites. These same sites understandably aren’t willing to highlight overtly branded content for free. Conversely, by creating content that naturally fits into the news cycle, and has a tie-in to your brand, yet doesn’t feel overly self-promotional, you can organically earn the interest of journalists writing for top news sites.

Other successful strategies include identifying competitors in your industry who are in the linkbuilding space by tracing the coverage that their campaigns secure in the media, and then pitching those journalists with your content. By securing a link on the same domain as your competitor, you not only have brand visibility where they do, but you are now in effect negating the power their link has over your own backlink profile. Imagine it as a game of darts, where earned points cancel out points earned by the opposing team.

Networking with journalists is equally important in digital PR as it is in traditional PR. At Go Fish Digital, we primarily communicate with journalists via email pitches, press releases, and interviews on behalf of our clients to answer campaign data requests or give a quote. Having your brand name become synonymous in a journalist’s inbox as a true resource, not an ad or guest post request, is priceless. If you treat gaining coverage as a result of establishing these relationships, you’ll find instead of one backlink to your site, you’ll build a relationship with no ceiling on the number of backlinks. Keep networking and soon they’ll recognize your name as a credible source.

Tackling Common Digital PR Problems and Implementing Solutions

As the news cycle is running in a realtime, and linkbuilding is all about attracting journalists, a common problem we see in digital PR is competition with other content campaigns, who are often trying to capitalize on the same topic and frequently pitching the same outlets.

We combat this at several stages during our creative process. We meticulously vet our brainstormed ideas for newsworthiness, relatability, uniqueness, size of the pitching pool, and more before presenting a pitch deck to a client. We remain nimble and reactive during production so we can implement creative pivots should a competitor drop a related campaign.

Next, clients with a large scope need to avoid cannibalizing their own campaigns, which means launching similar campaigns with the same pitching period that target the same beat and then have to compete against each other. Client communication (if you work in an agency) or communication with management (if you work in-house) is an easy fix here. Organize your timelines with journalists’ content calendars and keep the newscycle top of mind to create proper spacing. You can then walk the client through your strategy during the process.

One other common problem in digital PR is when a client wants to stick very closely to the brand rather than opting for a tangential campaign. Branded campaigns can be successful, but it’s far more likely with clients whose websites are highly authoritative or whose brand name is recognizable. Also, certain industries see more success with branded campaigns because of the amount of journalists and types of outlets — for example, real estate, travel, and finance — while others have proven particularly difficult — for example, relationship and dating, where journalists are more likely to write opinion pieces. That’s not to say it’s impossible in these spaces, it simply requires extra creativity! Our data recommends tangential campaigns for such brands, while an authoritative travel brand, for example, would likely still see success with a branded campaign.

Tools and Metrics in Digital PR

Digital PR and traditional PR share some similar tactics — building mutually beneficial relationships where media outlets can benefit from (sometimes exclusive) information while the brand benefits from exposure — but they differ in key performance indicators (KPIs).

Instead of goals like high event attendance and product sales, digital PR aims to improve the health of your website in order to improve your online presence and increase search engine visibility. An added benefit is driving new users to your site, which both increases brand visibility and can lead to conversions depending on your industry. From a sales perspective, digital PR is a top-of-the-funnel initiative: It can gain the attention of potential customers (who see the content campaign in the media and follow the link) and bring them into the company’s sales funnel.

It may be a long-term SEO strategy but there are certainly metrics that are used to measure the impact of digital PR in the short term. The most relevant when securing links is domain authority (developed by Moz) or domain ranking (developed by Ahrefs). Both measure the strength of a website’s backlink profile on a scale of 1 to 100. Theoretically, the higher the number the better the website will rank on search engines. When pitching, we target high DA/DR outlets, which will pass on more link equity to your site than low DA/DR outlets. Generally, a DA over 70 is considered an excellent link for your backlink profile, but a range of links of different DAs and from different industries also comes across as a natural pattern to search engines, potentially boosting your online presence as well.

Link quantity refers to the number of links earned: We call 8-10 links per campaign a standard performance.

Link relevance and link prominence are also important metrics alongside with link quality (measured by DA). Link relevance is how relevant the media outlet is to the client’s industry while link prominence is how significant the campaign is in the story (for example, the article revolving around the campaign vs being an additional source).

Anchor text is the text that is hyperlinked and it can help indicate if the link is canonical (the original media piece) or syndicated (iterations of the original piece on other news sites that often use the same images and text) and if the latter, where from. Some experts say that a varied anchor text in a link profile is preferred by search engines. The META SEO inspector is one extension that can identify the canonical tag of the article, which indicates whether the piece is syndicated or not. 

Links can also be categorized as a follow or nofollow link, which can each affect the value of the link differently. A follow link transfers that vote of confidence to your site, strengthening the health of the overall website. A nofollow link refers to a tag within the hyperlink that media outlets add to their so as not to transfer link equity. This practice was established to prevent link manipulation during the early days of digital PR. When a search engine reads the nofollow tag, it turns a blind eye to the link for search ranking purposes. While the primary goal of digital PR is achieved by securing follow links, nofollow links are still beneficial:

Google Analytics can be used to track impressions in the form of sessions, page views, page views per session, and much more. The tool can also be used to see where exactly the traffic to the campaign landing page is coming from. For example, if you secure a Forbes link, which is always nofollow, the benefit is made obvious by tracing the origin of the sessions. If a high number of sessions is coming directly from the Forbes piece, your site is not receiving link equity, but the piece is driving landing page sessions which can increase brand awareness, drive conversions, and increase sales.

To name just a few of our other favorite tools: Cision for building outreach lists, Buzzstream for pitching and email tracking, and Coverage Book for assembling performance reports. Tools like Ahrefs and Buzzsumo can be used to monitor backlinks, along with manually monitoring coverage via social media and search engines.

Additional Benefits of Digital PR

By incorporating digital PR into your SEO strategy, you’re not only taking the proper steps to increase your visibility online. The earned backlinks will increase your authority in the eyes of search engines, and the content that lives on your site can also rank for keywords and become a valuable resource to journalists and your audience.

If you’re looking to convince your client or boss of the ROI of digital PR, try starting with these two measurable outcomes: brand visibility and top-of-the-funnel sales strategy. Next, emphasize the difference between traditional PR and digital PR: A digital PR strategy will work hand in hand with your SEO goals to increase the authority of your site and rank for keywords. Content campaigns can also generate passive coverage over time when journalists cite the piece as a source down the road (we see this often with career and business campaigns). 

With no effort on your end, aside from maybe an updated publish date, the content lives on, securing links and driving traffic to your site far outside the pitching period.

Conclusion

If your company is genuinely committed to building backlinks, a tangential digital PR strategy needs to be your bread and butter. We’ve done the tests for you.

If your team can understand the significance of digital PR strategies for your business, you’re one step closer to bridging the gap between your competitors and strengthening your online presence, among other benefits.

We’re constantly evaluating what’s working at the moment, and how to best learn from and measure both our setbacks and successes, so stay tuned. We look forward to sharing new insights with you in the near future.

The Power of Digital PR Strategy to Improve Online Presence is an original blog post first published on Go Fish Digital.

2 campaigns walk into a bar. One has 20 backlinks and the other has 4. Which is more successful?

When I started working in the digital PR industry, I measured success by the number of backlinks I built for my clients. However, after over 2.5 years, that mindset has shifted quite a bit for me. Sure, I’ve pitched plenty of campaigns that have seen a variety of outcomes. Some have received over 100 backlinks, while others have only seen a handful. But why do I still consider them all successful? 

Link-building doesn’t come with a cut-and-dry manual to measure success. The digital PR landscape changes as often as the turnaround in a newsroom. What once worked in your pitching strategy may need to be altered for the new class of editors and journalists on the other end of your email. But as you reframe your pitches, you should also change your measurements of success.

Read on for a  a glimpse into how I measure success for my clients!

Quantity of Links

From an early age, many of us gained the perception that more meant better. That still holds up! Generally, the more links you can build for a campaign, the more successful it is! A rule of thumb that I was told in my early years of digital PR was that a ‘typical’ performing campaign at Go Fish would receive anywhere from 8-10 links. Anything more than that would be considered highly successful. And if you look at success from an SEO perspective, a campaign with more links will drive more link equity to the client’s site.

Remember, success isn’t as exact as the numbers 8, 9, and 10. But for the sake of this lesson, let’s look at a few campaigns that I consider successful from the sheer amount of backlinks that they built:

The King of Wings campaign built 45 links, which was not only a success due to the sheer volume of backlinks but because this was also the most links that a single campaign earned for the client to date. As you can imagine, the client was thrilled to see this, and we considered this a successful campaign. 

Another example of success measured by quantity was The Most Popular Light Beer and Seltzer In Each State. This campaign earned 35 backlinks – now that’s something to crack open a drink and cheers to! 

Quality of Links

It’s often hard to explain to a client that though their campaign only got a handful of links that it’s still considered successful. Like I said earlier, we’ve all been ingrained with the ‘grading scale’ mentally growing up. So how do you explain that a campaign with 7 links is successful? Let’s take a look:

How Much of Your Landlord’s Mortgage Are You Paying as a Renter Across the U.S.? only earned 7 backlinks. So, what makes this a successful campaign? Let’s ask 2 important questions:

Of those links, were any considered ‘high quality’?

Ding ding ding! YES! This campaign received a backlink from The Business Journals in Portland, a site that has a domain authority of 92. The Business Journals provide news to local readers regarding business, real estate, technology, and more, so it was great to have a client featured in this outlet and show the impact on their audience..

Gaining higher quality backlinks can ultimately lead to a site’s increase in domain authority, improved keyword rankings, and help the site appear more authoritative in the eyes of Google and other search engines. 

Did this campaign receive any industry-specific backlinks that were in the client’s domain?

Once again, the answer is yes! Inman linked back to the campaign in an article that they wrote solely about the campaign. The client works in the real estate and construction industry, so having them featured in an outlet like Inman is great for brand recognition.   

So even though the number 7 may seem small, this campaign was covered by a high-authority site and another site within the client’s industry. Having a combination of high-quality and industry-specific links can help diversify a client’s backlink profile. 

The Perfect Recipe

In a perfect world, we’d imagine that a successful campaign would marry the two concepts from above. A campaign would receive a high amount of backlinks, but those backlinks would be high-quality as well. And while we don’t live in a perfect world, this situation does exist!

Take these campaigns for example:  

The State of Affordable Housing in U.S. cities has built a total of 89 links to date. Of its coverage, you’ll find links from The New York Times, New York Post, CNBC, Business Insider, and more.  

Within The Most Expensive Airbnb in Every U.S. State’s impressive 96 backlinks, you’ll find coverage from House Beautiful, Apartment Therapy, Travel and Leisure, and more.

The Importance of Passive Coverage

While it’s never easy delivering the news of a campaign having a ‘less-than-successful’ amount of links, it’s important to remember that these content pieces still exist on the internet and have the potential to build links beyond the promotion period. 

A journalist whom you’ve pitched to may be planning to cover your campaign but has a full calendar and can’t publish it until next month. 

A journalist who is researching a specific topic could stumble upon your campaign and include insights from it in their next article. Whatever the case may be, passive coverage should be celebrated.

One example of the power of passive coverage comes from the 2022 Texting & SMS Marketing Statistics campaign. A standard promotion period lasts 6-8 weeks and can be adjusted depending on timely events, topics in the newscycle, etc. This campaign was pitched for 7 weeks and received 31 links in its promotion period. After 10 months following outreach, it’s currently sitting at a whopping 116 backlinks! 

While a client may want to see coverage throughout a campaign’s promotion period, it’s important to remember that link-building is a long game. Not every campaign can be an overnight success. The power of passive coverage has proven that digital PR can help build link equity over time. 

Conclusion

So there you have it. Well, sort of… 

There’s no perfect equation to success in digital PR. If there were, we’d all know exactly how to build high-quality backlinks and A LOT of them for each campaign. Where your campaign lands on the success meter should be looked at from a case-by-case lens, remembering these few measurements: 

Did it receive a generally high number of backlinks? 

Did it receive a handful of backlinks from high-authority sites? 

Does it have potential to be referenced down the line by journalists and receive passive coverage?

Does your campaign possess a combination of these measurements?

…and there you have it! Enjoy your newly framed mindset of measuring success!

A Win Is A Win: How To Measure Success In Link-Building is an original blog post first published on Go Fish Digital.

At Go Fish, we build links by producing creative content campaigns –– data-rich, newsworthy content that tells a compelling story and that journalists will want to link back to. Many refer to this approach as digital PR.

Digital PR campaigns can come in the form of data studies, surveys, rankings, contests, illustrations, and quizzes, among a slew of other formats. 

These types of link building campaigns have never been more competitive across industries, and the real estate + home sector is no exception. In this blog, we’ll focus specifically on link building in the home and real estate niche, providing link builders with a quick guide to producing successful digital PR campaigns in this space. 

The Best Data Sources & Formats for Home & Real Estate Content

The Fastest-Selling Home Styles in Every State, The Most Gentrified Cities Around the U.S., The Dream Kitchen Survey, and the Game of Thrones House Sorting Quiz are all strong examples of digital PR campaign ideas, from past and present, within the home and real estate space. But how can link builders come up with these ideas? 

Sometimes the ideas spark from a timely or trending event in the news (like a recession or Barbiecore). Sometimes we have a lightbulb moment. But more often than not, ideas spark from a data source –– one that’s either existing or created. Let’s take a look at some of the best sources for both types of data within the home and real estate industries.

Existing Data Sources

Real Estate Marketplaces: Zillow, Redfin, Realtor.com, Apartments.com

Zillow’s research hub has a whole host of housing, time-series data by specific geographies (state, city, zip) from median home values and rent prices to median days on the market and inventory data. Zillow also has several APIs for users who want to dive deeper into real estate metrics like home value forecasts, Zestimates, and neighborhood data.

Government Agencies: U.S. Census, Department of Housing & Urban Development (HUD) 

The Census is a real estate link builder’s dream with data tables you can filter for various home and housing metrics, from property taxes and homeowner characteristics to migration patterns and homeownership rates (diced down by every demographic you can think of). Again, most of the datasets can be analyzed both nationally and locally (by state, county, MSA, and more) –– a huge plus for local media outreach when promoting a digital PR campaign.

Trade Associations: National Association of Realtors (NAR), National Association of Home Builders (NAHB)

Trade associations like the NAR store current real estate market insights on both a residential and commercial level. Housing affordability indices, commercial real estate transactions, and gentrification insights, among hundreds of other indicators, are at the link builder’s disposal on the NAR’s research and statistics page. 

Created Data Sources

Web Scraping: From sites like Airbnb, Google Trends, Yelp, TikTok, Instagram, Pinterest, Reddit, Zillow, and Redfin

As link builders, we can’t sleep on scraping websites for new data that will help us tell a story. Analyzing TikTok views, pulling search data from Google Trends, or scraping Airbnb listings are all methods for creating a new dataset that will help with:

• Gauging popularity

• Detecting trends

• Uncovering new information

Past campaign performance data shows that 78% of campaigns that use created or scraped data earn organic media coverage, and the average DA of these campaigns’ referring domains is 59 –– considerably higher than average.

AI Tools: ChatGPT, DALL·E 2, Midjourney

It’s no secret that AI is changing the game for content marketing, and digital PR campaigns are no exception. Content marketers can build links within the home and real estate spaces using AI-driven content generation tools like Midjourney or DALL·E 2. These tools produce unique artwork, illustrations, or designs based on specific prompts. 

This format is quite a departure from the data journalism approach mentioned above, but can be just as effective given the right topic! Here are a few AI image campaigns in the home space that we’ve got major crushes on:

Here’s what Barbie’s dreamhouse would look like in every state: Sara Aspier used Midjourney to build a Barbie dreamhouse for each state, based on the state’s most common architectural style. 

AI imagines a typical home in every state: All Star Home tested Midjourney to generate an “idealistic” home in all 50 states and the 30 largest U.S. cities. 

Surveys

Some of the best created datasets continue to be proprietary survey insights. Using automated survey platforms, link builders within the home and real estate industries can launch anonymous polls about homebuying and homeowning topics for the purpose of yielding newsworthy statistics.

For example, we launched the “Zillow Obsession Survey” for a client within the contracting space, inspired by a viral, SNL skit about Zillow browsing. The survey produced head-turning insights such as “53% of respondents have looked up the value of their boss’s house on Zillow” and “49% of respondents would rather browse Zillow than have sex” which helped the campaign earn coverage from top outlets like House Beautiful, Business Insider, and HuffPost. 

Home + Real Estate Digital PR Campaign Examples

Now that you’re familiar with some of the best sources and formats for digital PR campaigns in home and real estate content, let’s look at some real-life campaign examples. 

The Most & Least Expensive Architectural Styles Around the U.S.

Many studies have been conducted about the most popular home architectural styles based on Google search data or quotes from industry experts. There are countless listicles on the subject in the search results, but to build quality links from top-tier news outlets, we need to provide unique value for the journalists we’re pitching to.

In this case that meant providing them with new and unique data that they don’t already have access to or don’t have time to pull themselves.

In “The Most Profitable Architectural Styles Around the U.S.” campaign, we used a web scraping tool to find the average home price and number of days on the market for different architectural styles (from Colonials to ranches) across thousands of Zillow home listings in 50 U.S. cities. The study told a compelling story about how certain architectural styles are more valuable than others depending on where you live. 

With fresh data, a sound methodology, and a strong local angle, this campaign was able to earn coverage from top business journals and local news outlets around the country. 

Vacant Homes vs. Homelessness in Cities Around the U.S.

For digital PR campaigns to build links organically, we often need to piggyback off of the news cycle or go where the reporters already are. In this case, that meant producing a campaign that could be tied back to unaffordable housing during a time when mortgage rates were through the roof, housing inventory looked dire, and rent prices continued to rise.

In the “Vacant Homes vs. Homelessness Around the U.S.” campaign, we used data from the Census and HUD to compare home vacancy rates to homelessness across America’s largest cities, highlighting the ongoing challenge to find affordable housing for both renters and buyers alike. 

A newsworthy angle, local insights, and a combination of authoritative data sources helped this campaign earn coverage from top real estate, local, and national news reporters.

Surveying Americans on Their Home Organization

In order to earn a high number of high-quality links, we also need to make sure our content is relevant to a wide audience of readers. “The Home Organization Survey” campaign is a shining example of wide relevance. We surveyed U.S. homeowners about their home organization systems, their biggest sources of clutter, and the messiest rooms in their COVID-era homes. 

Relaying unique insights around a highly relatable topic with broad appeal helped this campaign earn dozens of backlinks from top-tier home and lifestyle sites.

Wrap-Up

Let’s face it –– link building is hard in this day and age. More and more sites are vying for coverage across top media outlets. The competition is fierce, but hopefully, these strategies can help you produce campaigns that will stand out amidst the clamor of the digital PR world. 

Need help earning links? Get in touch with our team at Go Fish Digital to learn more about our approach to digital PR.

A Beginner’s Guide to Digital PR Campaigns in Home & Real Estate is an original blog post first published on Go Fish Digital.

The Dynamic Interplay of SEO and Digital PR for Maximum Impact

In today’s digital landscape, the realms of Search Engine Optimization (SEO) and Digital Public Relations (PR) have become intricately intertwined, each complementing and enhancing the other. As brands strive to establish a robust online presence and connect with their target audiences, the marriage of these two disciplines has proven to be a powerful strategy. SEO, with its focus on optimizing content for search engines, and Digital PR, with its emphasis on building brand reputation and visibility, share a symbiotic relationship that, when harnessed effectively, can yield remarkable results. In this guide, we delve into the ways in which SEO can impact Digital PR, offering insights and practical tips to help you leverage the synergy between these two essential components of modern marketing.

Here’s how SEO can impact Digital PR and vice versa:

• Keyword Optimization: Incorporate relevant keywords and phrases within your press releases, blog posts, and other PR content. This helps improve search engine rankings, making your content more visible to your target audience.
• Quality Content Creation: Develop high-quality and informative content that addresses your audience’s needs. Valuable content can attract more backlinks and social shares, enhancing your PR efforts.
• Link Building: Secure high-quality backlinks from authoritative websites to your PR content. This not only boosts your PR visibility but also improves your website’s overall SEO ranking.
• Optimized Meta Tags: Craft compelling meta titles and descriptions for your PR content, incorporating keywords to improve click-through rates and search engine visibility.
• Mobile Optimization: Ensure your PR content is mobile-friendly, as Google considers mobile compatibility as a ranking factor. A responsive design enhances user experience and positively impacts SEO.
• Local SEO: For location-based PR campaigns, focus on local SEO strategies. Optimize your content for local keywords, create a Google My Business listing, and encourage customer reviews to enhance local search visibility.
• Multimedia Integration: Incorporate images, videos, and infographics into your PR content. Visual elements enhance engagement, increase sharing potential, and can rank in Google’s image and video search results.
• Social Signals: Leverage social media platforms to amplify your PR efforts. Sharing PR content on social media channels can lead to increased visibility, engagement, and potential backlinks.
• Content Syndication: Distribute your PR content through reputable online platforms and news syndication websites. This can lead to wider exposure, backlinks, and improved SEO performance.
• Monitoring and Analysis: Regularly monitor your PR campaign’s performance using SEO analytics tools. Track organic search traffic, keyword rankings, backlinks, and social shares to assess the impact of your efforts.
• Optimized Press Releases: When distributing press releases, optimize them for search engines by incorporating keywords, adding relevant links, and ensuring the content is newsworthy and valuable.
• Guest Blogging: Contribute guest posts to authoritative blogs in your industry. Include links back to your PR content, driving referral traffic, improving brand visibility, and enhancing SEO.
• Content Promotion: Promote your PR content through email marketing, influencer outreach, and online communities. Increased visibility and engagement can lead to more backlinks and improved SEO performance.
• Responsive Website: Ensure your website loads quickly and is user-friendly on all devices. A positive user experience can reduce bounce rates, improve engagement metrics, and positively impact SEO.

By integrating these SEO tactics into your Digital PR strategies, you can enhance your brand’s visibility, reach a larger audience, and ultimately achieve better results in both PR and SEO efforts.

Having understood the ways in which SEO tactics can bolster digital PR strategies, let’s explore methods to enhance SEO without relying on plugins.

If you’re in search of ways to enhance your website’s SEO sans plugins, you’re on the right track. While an array of SEO plugins exists for WordPress, some websites and brands opt for a leaner, faster approach by steering clear of them entirely.

Elevating your website’s SEO is a pivotal step in attracting organic traffic and magnifying your online presence. While many website owners turn to plugins for SEO optimization, not everyone possesses the technical expertise or resources to do so. Fortunately, there’s a wealth of avenues to bolster your site’s SEO without relying on plugins. 

Here are some tips and tricks for improving your WordPress site’s SEO without plugins: 

Optimize Your Site’s Structure:

When it comes to SEO, having a well-organized site structure is crucial. Not only does it make your website easier to navigate for your visitors, but it also helps search engines understand the content and hierarchy of your site. To optimize your site’s structure, consider the following:

• Ensure your website is easy to navigate with clear pages and categories. 
• Use internal linking to help visitors find relevant content, and make sure your URLs are descriptive and include relevant keywords. 
• A clear, logical structure with well-labeled pages and categories makes it easier for visitors to navigate your site and find the content they need. This can also help reduce your bounce rate and keep visitors on your site longer, which can positively impact your search engine rankings. 
• Make sure your menu is visible on every page of your site, and use descriptive labels for each menu item.
• Use subcategories and subpages to organize your content. This can help search engines understand the relationships between your pages and improve the user experience.
• Use breadcrumb navigation to show users the path they took to arrive at a particular page on your site. This can help users navigate your site more easily and can also improve your search engine rankings.

Use Optimized Titles and Meta Descriptions: 

Website titles and meta descriptions are critical when it comes to SEO. 

• Make sure titles are descriptive and accurately reflect the content on each page. Include your primary keyword in the title, but avoid stuffing too many keywords in the title.
• Write compelling meta descriptions that entice users to click through to your site from their search results. This not only helps visitors understand the content of the page before they click, but it can also help search engines understand the topic of the page and rank it accordingly. Use your primary keyword in the meta description, but also make sure it accurately reflects the content on the page.
• Keep your titles and meta descriptions concise. Search engines may truncate them if they’re too long, so try to keep them under 60 characters for titles and under 160 characters for meta descriptions.

Use internal linking to help visitors find relevant content: 

Internal linking is a powerful way to guide visitors to relevant content on your site. 

• By linking to related pages or posts within your site, you can help visitors find additional information that may be of interest to them. 
• This also helps search engines understand the structure and hierarchy of your site, and can improve your rankings for relevant keywords.

Create High-Quality Content: 

Keep your content fresh – content is key when it comes to SEO! 

• Write high-quality, informative content that is relevant and provides value to your visitors. Consider the questions and concerns your audience may have, and provide informative, actionable answers.
• Use keywords that are relevant to your content, but avoid stuffing too many into your content, which can harm your SEO.

Optimize Your Images: 

Images can slow down your website if they’re not optimized. 

• Use descriptive filenames and alt tags for your images. Search engines like Google not only crawl the text on a website but also the images. Images that are properly optimized can help to improve the visibility of a website on search engines. For example, if the image is of a red dress, the file name and alt tag should include those keywords.
• Make sure to compress them to reduce the file size. Large images can slow down the loading speed of a website, which can negatively impact SEO. By compressing images and reducing the file size, the website will load faster, improving the user experience and positively impacting SEO.

Remember SEO is an ongoing process, so continue to monitor your site’s performance and make adjustments as needed to ensure that your site remains optimized for search engines. 

Optimizing your site’s SEO without plugins can be a time-consuming process, but it is a worthwhile investment in the long run. By ensuring your website is structured well, using optimized titles and meta descriptions, creating high-quality content, and optimizing your images, you can improve your search engine ranking and drive more traffic to your site. Not only does this increase your visibility to potential customers or readers, but it also establishes your website as a credible source of information in your industry. So take the time to optimize your website and enjoy the benefits of increased traffic and better search engine ranking.

Now that you’ve taken steps to maximize your website’s SEO, let’s cover how combining SEO and digital PR is a winning strategy that can take your website to new heights! 

By harnessing the power of both strategies, you can maximize your online visibility, build brand authority, and drive targeted traffic to your website. Here are 12 reasons why the synergy between SEO and digital PR is crucial for your website’s success:

1. Amplify your reach: Digital PR helps you reach a wider audience through media coverage, while SEO ensures that your website is visible to relevant searchers.
2. Enhance brand credibility: Securing press coverage through digital PR establishes your brand as an industry authority, boosting credibility and trustworthiness.
3. Earn high-quality backlinks: Digital PR efforts often result in valuable backlinks from reputable sources, improving your website’s SEO authority and rankings.
4. Drive targeted traffic: Optimizing your website for SEO ensures that it appears prominently in search results, attracting qualified traffic that is actively seeking your products or services.
5. Increase brand awareness: Digital PR campaigns generate media mentions and social media buzz, increasing brand exposure and raising awareness among your target audience.
6. Improve search engine rankings: By earning authoritative backlinks and optimizing your website’s content, SEO strengthens your website’s visibility in search engine rankings.
7. Boost website traffic: The combined impact of improved search rankings and increased media coverage drives more traffic to your website, leading to higher engagement and conversion rates.
8. Expand your online presence: Digital PR initiatives expand your brand’s online footprint, reaching new audiences through media outlets, social media platforms, and industry influencers.
9. Enhance content visibility: SEO optimization ensures that your valuable content is easily discoverable by search engines and users, increasing its visibility and impact.
10. Strengthen brand reputation: Through digital PR, you can proactively manage your brand’s reputation by shaping the narrative and responding effectively to media coverage.
11. Gain a competitive advantage: By leveraging the power of SEO and digital PR together, you can outshine your competitors in search results and media exposure.
12. Achieve long-term growth: The lasting effects of SEO and digital PR efforts compound over time, creating a sustainable foundation for continuous growth and success.

By embracing the synergy between SEO and digital PR, you can harness the full potential of both strategies and unlock exceptional results for your website. Together, they form a powerful duo that propels your brand forward, strengthens your online presence, and drives tangible business outcomes.

By fine-tuning your website’s architecture and content, you’ll be setting the stage for an SEO and Digital PR performance that will propel your brand — SEOaring to new heights in no time!

If you’re still struggling with optimizing your site’s SEO or your digital PR strategy, reach out to Go Fish Digital today. Go Fish Digital also specializes in digital PR. It’s possible to improve your site’s SEO with the right approach, improving your website’s search engine rankings and attracting more traffic to your site. 

The marriage of SEO and Digital PR is a dynamic partnership that can propel your brand to new heights in the digital landscape. Through the seamless integration of these strategies, you not only improve your online visibility, but also establish your brand as a credible authority, engage your target audience, and achieve meaningful results. Whether you’re optimizing your website’s structure, crafting compelling content, or securing authoritative backlinks, the combined impact of SEO and Digital PR creates a virtuous cycle that fosters continuous growth and success. As you implement the insights and tips shared in this guide, remember that the synergy between these two essential components of modern marketing holds the key to unlocking exceptional outcomes and ensuring your brand’s sustained prominence in the ever-evolving digital world.

The Dynamic Interplay of SEO and Digital PR for Maximum Impact is an original blog post first published on Go Fish Digital.

But as you consider it, you can’t help but feel a rush of excitement. It’s like discovering a hidden treasure in your own backyard. And now, you’re thinking, “Why not? Let’s give it a shot!” Who knew this opportunity was even up for grabs? But now that it’s on your radar, you can’t help but get a little stoked about the adventure ahead.

This is the exact position I found myself in a year ago! My manager asked if I would be interested in moving to another team within the company and took me by surprise. The team I was on was analyzing data and working with numbers and spreadsheets. The team my manager asked me to move to was more writing-based and allowed my personality to show through my work. While both of these teams are incredibly important to our company’s bigger picture, the team my manager asked me about moving to made more sense for my skill set and my personality! I didn’t know this opportunity was an option but immediately felt like this was a good option for me. 

It can be both an exciting and nerve-wracking experience, especially since you’re just beginning to feel confident in the skills from your current role. Let’s dive into things I considered before accepting my position within my organization and the steps I took for a smooth transition, in hopes of helping others who may find themselves in this position! 

First Step Towards Change

Before you make a commitment to switch to a new team or take on a different role within the company, it’s important to take some time to consider what your daily routine will look like with this change. While you’re already part of the organization, it’s essential to take a step back and assess if this position is genuinely the right fit for you. Let’s explore some questions to consider as you carefully think through your decision:

• How is success defined in this role? 
• What will my new responsibilities be? 
• Will I fit into the culture of my new team? 
• What professional development opportunities are available for this position? 
• What does a typical day look like in this new role? 

These are just a few of the important things to ask yourself before making your final decision. Also, consider having a chat with your soon-to-be team members. I asked A LOT of questions to my coworkers who were on my new team. The questions I listed above are real-life examples of what I asked those on the new team. It’s the ideal opportunity to understand what their typical day looks like and how they tackle their responsibilities.

These conversations can be eye-opening and provide valuable insights into your potential future within the team. So, don’t hesitate to reach out and gather all the information you need to make a well-informed choice. You’ve got this!

It’s important to remember that moving “over” within a company before moving “up” is not a negative thing at all. Taking a lateral move into a new role might actually position you better for your future within the company. Sometimes, finding the perfect fit in a role can ensure that your growth with the company feels organic and aligned with your aspirations. Embracing the right fit can be a stepping stone to bigger opportunities down the road. 

Tips for a Successful Transition

Congratulations, you’ve accepted the new position! 

Now comes the hardest part – the transition. Change is tough, so give yourself some grace. It can be intimidating to be the newest one on a team that feels like a well-oiled machine, but remember, everyone was new at one point! 

Here are things you can do every day to ensure a successful transition: 

• Don’t be afraid to ask questions
• Give yourself grace when learning new things
• Embrace the learning curve 
• Don’t compare yourself to other team members
• Seek out learning opportunities (webinars, internal presentations, networking events, etc.)

These tips might seem small, but trust me, if you make them part of your everyday routine, they can do some serious magic. Imagine them as your secret helpers, quietly ironing out the kinks and uncertainties that usually come with change. Over time, you’ll start feeling more in the groove, more at home, and before you know it you’ll be the one training someone new!

Wrapping Up – Embrace the Journey

In conclusion, transitioning positions within your job organization is an adventure worth embarking on. Don’t be afraid to explore new possibilities, even if it means stepping out of your comfort zone. Be open to learning, embrace the highs and lows, and build strong connections within your workplace. Remember, every step you take adds value to your career journey and shapes you into a well-rounded professional.

Making Moves: Navigating Transitions Within Your Job Organization is an original blog post first published on Go Fish Digital.

There’s nothing worse than writing a killer pitch with an open rate in the single digits.

In a 2019 interview with MuckRack, BuzzFeed News reporter David Mack put it plainly:

“I get roughly 300 emails a day…Most of the time, I read a subject line and that’s it.”

And if your subject line ain’t solid, a perfect pitch doesn’t matter — it never sees the light of day.

The good news? Writing strong subject lines is a skill you can build with practice, and there are a few solid strategies that have helped me grow in my two years as a digital PR strategist. Call it at least 800 subject lines of trial and error.

As a baseline for success, as you move through these different methods, test multiple subject lines on small groups of contacts as you go. While open rates can vary based on pitching software, spam filters, the beat, national or local angles, and more, a relative rule of thumb is a strong open rate will be above 30%.

Here are some of my favorite strategies for writing effective subject lines that will get your pitch opened and story covered:

Going Through the Motions

Let’s look at this data campaign: The Best Cities for Hybrid Work. Our team scraped LinkedIn’s job database for hybrid job openings in 100 of America’s largest cities and pulled salary data across cities and industries. My basic outreach strategy was to target career, finance, and local journalists.

Working on autopilot, pitching all day, your first instinct for a national subject line might be to CMD-V the campaign title into your subject line and fire away those mass emails: 

The Best U.S. Cities for Hybrid Work Opportunities

Let’s say, locally, you do the same, and grab that first insight as written in the study:​

Atlanta Ranks #1 as the Best City for Hybrid Work

In the next seven steps, we’ll workshop these subject lines together and transform them into ‘opens’ in the inboxes of journalists at top-tier outlets.

Strategy 1: Get Personal

Strategy 1 is the most time-consuming and most effective technique for writing a subject line, which is why we’ll cover this first. This involves reaching out to journalists such as:

• Those you already have a professional relationship with
• Those whom you’ve thoroughly researched and your campaign is a great fit for their very specific role (e.g., An Atlanta career reporter whose last three articles have been on hybrid work practices)
• Those who have previously covered your client’s content
• Those who have previously covered your agency’s campaigns
• Those who cover this particular type of content (city-rankings, Google Trends campaigns, etc)

A BuzzSumo analysis of their 600K journalists database found, “48% of journalists said that the number one thing a PR can do to get in their good books is to ‘Understand my current beat and position, and make their pitch relevant to this.’”

A common practice to begin addressing this is to localize your pitch using merge fields, adding phrases, city names, and other city-specific statistics that match with contacts from that area.

There’s no reason this can’t start in the subject line! Whether you employ merge fields for groups of journalists at a time, or do this manually, it should be as tailored as possible and jump out of their inbox as coming from someone who has done their research:

Hi [Name] – another 2022 hybrid work study for you!

We’re calling her by name, we’re bringing up a previous relationship, we’re calling out her beat.

Simple Texting releases new employee data, updated with LinkedIn data

We’re bringing up a client they trust and mentioning a previous campaign.

[City] ranks high once again in nation rankings for high wages

We’re naming his location and beat while referencing a previous campaign.

And so on. Later we’ll go in-depth on how to use past coverage to your advantage. The main takeaway is this: nothing beats human connection and good research. Even in a subject line. Your ultimate goal is to be a resource for journalists. If you treat gaining coverage as a result of this, you’ll find instead of a single payoff, a single backlink for your client, you’ll build more backlinks for all of your campaigns to follow.

Strategy 1 will not only lead to journalists opening your pitches, but they will recognize your email in their inbox and your name as a credible source.

Strategy 2: Front-Load Your Subject Line

Now, let’s focus on journalists we don’t know personally. Realistically, imagine we know their outlet and beat.

Let’s front-load our first two subject lines with keywords. Most email platforms will cut off around 60 characters, while journalists checking pitches on their phones might see around 30. I want the first few words to be punchy, and The Best Cities for… is a subject line I’ve used many, many times, which means my contacts have seen it, many, many times. Sometimes it works, but this is a national pitch that needs to stand out in massive newsroom emails.

I went with this: 

Making six figures while working hybrid is easier in these cities

I know these reporters want finance and career pitches, and I, for one, would open an email that starts with the idea of making six figures. I’ve provided a specific angle: Think less of sending the title of a paper and more of a news headline. There’s no value in being vague.

Similarly, a local subject line should have the city or state in the first couple of words:

Chicago breaks the top-10 in national ranking of best cities for hybrid work

The first two words here, “Chicago breaks…” include a strong verb and the city name right off the bat.

Strategy 3: Flex Your Authority

Flex your authority. 

Is my marketing software client a direct authority when it comes to hybrid work?

Not so much. I won’t include their name in the subject line here.

An example of a case where you should? A furniture retailer on interior design:

Campaign: The Most Popular Interior Design Styles

Joybird analyzed over 130 design trends & decor items

Joybird study reveals the most popular design styles

When you can’t flex the authority of the client, you can flex a thorough methodology. I’ll ask myself, is the data collection one of the most interesting, compelling pieces of the campaign? If it is, try adding it in as a component:

The top interior design styles, according to Pinterest data

And there’s the money subject line! Apartment Therapy covered the campaign with the headline:

“These are The Most Popular 2023 Interior Design Styles, According to Pinterest”

Adding the general campaign type and the name of the city (at the front-end, Strategy 2!) accomplished the same technique, seen here for Joybird’s Best City for Homebodies:

[Study] Pittsburgh Among The Best Cities For Homebodies

… covered with practically the same headline by CBS News. Success! Flex your client or your method!

In the case of Hybrid Work, we have a data study, specifically a LinkedIn scrape, and the method was really interesting to me. It was as easy as adding:

Making six figures while working hybrid is easier in these cities, study suggests

[DATA] Making six figures while working hybrid is easier in these cities

Make six figures while working hybrid in these cities, according to LinkedIn

Now you’re primed to shoot off some emails. A journalist at The Street plunked it from their inbox, covering it with the headline:

“Want to Make Six Figures Without Going to an Office? Move to These Cities”.

Strategy 4: Steal The Headlines

Okay, so you’ve secured some coverage. It’s time for one of my favorite, and quite effective (and easier!) strategies: Steal! That! Headline! Capitalize on that successful angle, respect what the journalists found most newsworthy, and trust they know how to write headlines in a tone their beat is going to respond to.

And make sure to pocket these headlines — specifically the types of verbs, the abbreviations, and any patterns, not just for your next round of subject lines, but for your next campaign! The more you pitch certain beats, and within that, the same outlets, you’ll have a better knack for their headline style and can work to echo it in your subject lines as you see fit.

A journalist at CNBC covered Hybrid Work with the headline:

“The 10 best cities for finding a hybrid job that pays $100,000 or more”

Coverage of another career campaign for the same client, The Most Common Corporate Lingo was covered again by CNBC with the headline:

“10 corporate buzzwords that show up in job listings the most.”

I’ve got a takeaway: My next finance campaign? My subject line will be structured as a list of 10! Paying attention to an outlet or journalist’s headline is also an indicator of what style/angle an editor is going to approve. Journalists appreciate the extra legwork.

Strategy 5: Don’t Waste Anyone’s Time

There are going to be times when you don’t find a campaign absolutely riveting. Maybe it’s a survey, and you just couldn’t predict that the insights would be a tad snooze-worthy. Maybe it’s an AI campaign that made you swear never to work with robots again. Maybe it’s a campaign so close to the client’s brand that you fear pitching it to journalists will have you labeled ‘AD’ or so far from the brand you’re now inbox clickbait.

Roll up your sleeves. This is your opportunity. You’re going to find an interesting statistic in this campaign if it’s the last subject line you write.

Because Strategy 5? Don’t be boring!

Ask a friend, a family member, or a man on the street if the insight you’ve deemed important is actually interesting. Hop over to Google News and see how others are covering the topic. Do your due diligence.

And when all else fails, don’t overextend your pitching strategy. Acknowledge the campaign’s limitations and work to find the journalists that truly would care about XYZ (Maybe it’s not you, or most of the rest of the world, but there’s seriously a beat for everything these days). Protect your relationships with journalists who wouldn’t be interested, and challenge yourself to pitch to more niche publications.

If you can’t glean an interesting subject line when all is said and done, relook at the campaign as a whole. Don’t blast just anyone’s inbox as a last resort.

Strategy 6: Commit to a Tone

Throughout this guide, we’ve walked through the Hybrid Work campaign. Our subject lines became sharper, but one could say our tone remained consistent. 

From

The Best U.S. Cities for Hybrid Work Opportunities

to our more interesting iterations like

Want to Make Six Figures Without Going to an Office? Move to These Cities

both are matter-of-fact and informative. While the latter is more likely to be opened, I wouldn’t say the former would automatically be off-putting to a journalist. Similarly, in their Employee Burnout campaign, I first opted to use a broad subject line:

A Snapshot of Employee Burnout & Quit Rates in the U.S. 

which received no coverage, and when I switched to a more data-driven insight

1 in 3 think about quitting their current job at least once a week

which was picked up by Forbes. While the latter was opened more and secured coverage, both subject lines are appropriate tones for the client and the campaign.

Conversely, there are many incidents where ‘spicing up your subject line’ can alter the tone in a way that will land you right in a spam folder. One of the best parts of agency life is the diverse group of clients I get to work with each day. There are many wonderful opportunities for your subject line to be silly, punny, or tongue-in-cheek. I secured a TODAY Show segment with a food pun! However:

• Check your campaign, client, context, and climate
• Practice your subject line humor first on radio stations and local TV news before you send a national pitch
• If you ever fear you’re toeing the line, get some pulse checks from your team

Remember that your subject line will be out of context from the rest of your pitch. My own rule of thumb, if I’m not completely confident, is to put my humor in the hook of the pitch and try a different strategy in the subject line.

Another indicator of tone is the use of capitalization. Journalists don’t want to be shouted at in their inbox with an ALL CAPS but don’t be afraid to experiment with them for emphasis. All of these iterations are acceptable:

• Pittsburgh is The Best City For Homebodies
• Pittsburgh is the best city for homebodies
• Pittsburgh is the BEST city for homebodies

For more direction, look at the coverage in that beat and see how they use capitalization or judge grammatically whether it’s more of a sentence or a headline.

Strategy 7: Establish Urgency

If you can, create a sense of urgency if appropriate. This can mean mentioning a timely event, from Christmas to National Cake Day to hurricane season. Most frequently in my day-to-day, I’ll apply this to entertainment beat pitches. Some general examples include:

• Today is [Event] – Everything you need to know on [Campaign Topic]
• [Date] is [National Holiday] – This is [State]’s favorite [Campaign Topic]
• Prepare for tonight’s premiere by catching up on [Campaign Topic]

More specifically, on a campaign on Every State’s Favorite Robot, I swapped my headline multiple times during the promotion period to establish a sense of urgency.

1st Evergreen:

The Most Popular Movie Robot in Every U.S. State

2nd RoboWeek:

Celebrate RoboWeek: [Robot] is [State]’s favorite movie robot

3rd National Star Wars Day: 

May the 4th be With You: [Robot] is [State]’s Favorite Movie Robot

Another way I’ll establish a sense of urgency or timeliness in the subject line is to find journalists who are actively reporting on a story that my campaign might help inform. I’ll then make the subject line that one statistic that might relate most.

Finally, if a campaign is hot out of the oven, I’ll date it with the subject line:

August 2023 study reveals…

Conclusion

An open rate in the single digits? We’ve all been there. Give some of these strategies a go!

Strategy 1: Get Personal

Strategy 2: Front-Load Your Subject Line

Strategy 3: Flex Your Authority

Strategy 4: Steal The Headlines

Strategy 5: Don’t Waste Anyone’s Time

Strategy 6: Commit to a Tone

Strategy 7: Establish Urgency

Stuck Writing Subject Lines? 7 Strategies to Get Your Pitch Opened & Story Covered is an original blog post first published on Go Fish Digital.