Bigger Law Firm Magazine Uncovers Google’s RankBrain, the Benefits of Re-Publishing, and How to Teach Sales to Attorneys
Machine learning means empowering computers to alter their own programming, Conley says, and RankBrain is doing just that. Although human engineers manually approve all changes before activating them, the process promises to deliver faster and perhaps better tweaks to Google’s search algorithms than human effort alone.
Roxanne Minott explains the SEO benefits of re-publishing. This practice includes techniques such as publishing multiple articles on a given topic, updating existing content, and redirecting from older content to new articles. Minott details why Google rewards re-publishing and gives attorneys specific recommendations on how to implement this SEO strategy on their own sites.
Like it or not, attorneys must implement basic sales strategies into their law practice in order to compete, says Brendan Conley. Even larger firms with dedicated marketing departments should teach their attorneys to understand principles of sales. Conley illustrates how to overcome potential resistance among attorneys to the prospect of learning sales techniques. He also details the pros and cons of various approaches to teaching, including law firm consultants, marketing trainers, in-house marketing directors, and using a firm’s own rainmakers.
Kerrie Spencer reports on how data generated by wearable devices, such as Fitbit activity trackers, are finding their way into the courtroom. Following trends of older technologies that saw rapid adoption, wearable devices are increasingly being utilized by technology-savvy attorneys to help make their case. Spencer cites examples including criminal and personal injury cases to show how activity data can work for or against attorneys and their clients.
Thomas Johnson provides five useful tips on how to develop a successful and creative logo for a law firm. Attorneys will learn how to avoid technological pitfalls, principles of design, and how to capture your firm’s culture. For instance, Johnson explains why to avoid design templates, and why a vector-based logo will serve better than a pixel-based logo.
Wrapping up the latest issue of BLF, Kristen Friend offers a how-to on writing great design briefs. A design brief explains, from the client’s perspective, what is expected of a design team for a project, such as the design and launch of a new website. Friend outlines a number of questions that the brief should answer, including a firm’s practice areas, its goals for the design project, and its audience.