What you should be writing about and how you should do it is at the center of this week’s legal marketing conversation as Alex Valencia, Co-Owner at WeDoWebContent.com, join us for a chat on content marketing.

Alex shares the reasons why you should write with intent while keeping in mind what Google wants to see in your content. Whether you are writing a practice area page or you are entertaining the idea of publishing an e-book, this episode is full of valuable insights to make your content stand out.

As we continue to see the increase of voice search queries, Alex explains how you can make your website content relevant for voice search and why the best-written content you could be creating right now should start with you, recording yourself with a phone answering questions.

Resources mentioned in this episode:

Resources mentioned in this episode:

SEMrush

AI Powered Video Transcription Software

Manual Video Transcription Software

Grammarly

Hemingway App

Want to share your story, ask a question, or share your comments about the podcast with us?

You can connect with us by visiting our website: incamerapodcast.com

Send us your questions at ask@incamerapodcast.com

Enjoy the show? Please don’t forget to subscribe, tell your coworkers, and leave us a review!


Transcript

Liel: [00:00:00] Michael Brenner said behind every piece of bad content is an executive who asked for it. But how do we stop creating legal content for the sake of doing it and start writing with intent? I’m Liel Levy, co-founder of Nanato Media and this is In-camera podcast. Where Content Is Not King is the Kingdom.

Liel: [00:00:49] Welcome to  In-Camera Private legal marketing conversation. Grace, how are you today?

Grace: [00:00:54] Good. How are you, Liel?

Liel: [00:00:56] I’m great. Grace, it’s April. Can you believe it? 

Grace: [00:01:00] Yeah, it came quick, didn’t it?

Liel: [00:01:01] It did. And a few weeks ago, April looked a very different way than it looks now. We had so many different expectations. Right. Mass torts made perfect than many other things that were supposed to happen. And now those are probably going to get delayed until later this year in the best case scenario. But you know what, Grace, to be very honest like this last week particularly, I’ve seen so much new initiatives and so much positive notes being implemented by different people that have been affected by it. And I’m not just talking about marketing agencies or law firms. I’m just talking about community, in general. What you’re hearing. Right. Like after having been in this situation for two or three weeks. Right. We see that people are now starting to see, well, how can they adopt and how can they use this time to create, to help, to connect and to do just things in a slightly different way. And so, Grace, I really want to jump into this conversation, because I really want our next’s guest take on all of it that we’re saying now. So why don’t you go ahead and introduce him and bring him right on to our conversation.

Grace: [00:02:12] So, everybody, we have a real treat for you today, particularly with everything going on. We are delighted to welcome Alex Valencia from we do web content for a conversation on content marketing. So Alex and his team have been developing digital content strategies for small businesses, law firms and legal marketing agencies for over 10 plus years. Alex is content focused digital strategies have increased targeted organic web traffic and leads for hundreds of businesses. In addition, Alex has many, many valuable resources on his Web site that you can download and use. Alex, thank you so much for joining us. And welcome to In-camera. 

Alex: [00:02:49] Grace, Liel. Thank you. It’s a pleasure. So happy to be here. I’m excited.

Liel: [00:02:53] Welcome. Alex is really, really precious to have you here. And actually, not long ago, we had Jason, your business partner, Jason Hennessy join us. And we really want to give each one of you an opportunity to really talk about each one of your areas of expertise. So kind of like we’ve had Jason and was like, OK, now we have to bring Alex right now. It’s such an important part of the conversation to really talk about what is it that you specialize in, which is content writing for law firms, because everything that we’ve been talking about race right over the past month, where we talk about local SEO and on site SEO and off site SEO, you know, it’s all kind of like the technical and the PR for the actual content itself. Right?

Alex: [00:03:41] Right, exactly. 

Liel: [00:03:42] Because everything that we’ve been doing up until now, it’s been leading to okay. Promoting and making sure that the content is visable. But we haven’t yet really talked that much about the content, the quality, what makes it’s great and what makes it stand out.

Liel: [00:03:57] And it’s an art like it’s not it’s not something that you just go ahead and say, I’m going to put up five hundred one thousand, a thousand five hundred or two thousand words or something. And it’s just going to work because it’s not. Right. So, Alex, we really want to pick your brain on that. And just to get us started, why don’t we start by hearing from you, what are the most frequent mistakes you see law firms making about their Web site content?

Alex: [00:04:26] Ok, great. I appreciate that. If you don’t mind, I’m going to just generalize something real quick because I like what what you said, where all these things like the SEO, the technical SEO, the link building, the Web site, just a lot of the big part of SEO along with the content makes such for such a great marriage.

Alex: [00:04:46] Right. You can’t bake a cake without adding flour to it. You can’t furnish your house without any furniture. You build a house. But the content is what’s the furniture inside. That’s what makes it allows people to come in and see and feel comfortable. And I want people to think of their Web site the same way. Right.

Alex: [00:05:05] And, you know, like you said, you had Jason on recently, it’s been such a great relationship for us because he’s so amazing at what he does and building his teams and the technical SEOs is so important. You know, when we started in this business, we were working with web developers that did a great job.

Alex: [00:05:22] And back then it didn’t matter a lot about technical SEOS how you were using the keywords within the content.

Alex: [00:05:30] So, you know, back then when we first started our first Web site ranked for three thousand keywords within three weeks of us launching the site. And it’s because we prepared a content strategy ahead of time, built out the content with intent, and then poured out the content and volume. And this is a big question out there, whether it works, whether, you know, trickling the continent or dropping continent volume in quickly help something, what that situation where it was our first sight, dropping content in the hundred loads because we were developing so much content prior to launching the site to a launch site with already content on it. Not launching it and then putting content actually blew up. It had probably start off with three thousand five thousand ten thousand thirty thousand visits by month three on a Web site, all with heavy volume loading of content. And back then it was small SEO tricks. It wasn’t really a lot of, it was mostly just content based.

Liel: [00:06:33] Give us a little bit of context. How many years ago was this? What kind of website for a law firm was this? How big of a market? Where were they?

Alex: [00:06:42] So they they’ve always. They were Social Security and veterans disability firm in South Florida. And what we realized and they realized early on that it was very simple for them to go national with it because of the overwhelming amount of visitors that came to the site looking for information, the information was so good because we had a one on one with the attorney.

Alex: [00:07:11] So the questioning, talking to attorney, learning everything, interviewing them. Case studies. So we even had staff members going through the books and looking at cases. So we were able to talk about different cases that, you know, people out there might be looking at. And if they did a search for, oh man, I have back pain due to being a veteran because I used to jump out of helicopters. We had content for it.

Alex: [00:07:37] And that’s one thing to think about with when developing content strategies, everything someone might be able to search for, and back then we didn’t have search intent. You know, Google search intent when you type something in and it’s so smart, it looks where we’re so fortunate and blessed to have that now that when you’re building out a content strategy, you start typing in some words and the content strategies given to you by Google.

Alex: [00:07:59] So there’s so many opportunities for you to find what people are already searching for, to develop a content strategy. So if you’re going back to your question is what are some of the mistakes? Well, one of the mistakes is not developing a content strategy, not developing content with intent, listening to everybody out there that’s an influencer and saying you need to blog. You need to blog every day and write all this.

Alex: [00:08:23] You know what I would say don’t blog at all. I mean, if it’s the only thing you can do and you’re going to blog, well, then blog about what’s passionate to you and what you’re an expert at. And make sure you’re reaching out to other people to help promote it because no one’s going to see it. But always developing some content’s better than not developing anything. So I would say blog is a worst case scenario. The primary thing to building out your site is building out the practice area pages and then the money pages and the traffic pages is how am I going to drive people to this Web site? And it’s developing that type of content. So to reiterate, not having a content strategy is one of the biggest mistakes I see law firms make or any business. Blogging or jumping the gun on writing content without intent, just just writing for the sake of content, because someone said you should have to. It’s very difficult for it to be found that if we look at a lot of our attorney sites, very little people are going to the blog. Obviously, we’re not writing to it. But if you look at sites that we take over the blog is, no one’s really seeing the blog posts. I would rather you do frequently asked questions or shoot one hundred frequently asked question videos and have them transcribed and post them as opposed to just going and blogging. I think blogging should be the final thing you do once you’ve built good authority to the site. You’re an influencer. You wrote a book. Now start writing. Start using the pages in your book as as part of your blog.

Grace: [00:10:03] That makes perfect sense. I really appreciate that. So I think that for me, kind of leads to the next question. What do you… What is writing with intent? Because you mentioned search intent and intent in general.

Alex: [00:10:18] So there are obviously two different things, right? So writing with intent is actually creating a theme for your writing and intentionally writing for something. So for what we do, our expertise is law firms. So we have an intentional approach to writing for law firms at this point. After doing it so long and going through so many algorithm changes, we have an intense focus to create content that we know that Google, first of all, right, we need Google to see it. And then secondly, the user, how are we are pleasing the user? Right. Google’s job is to answer the query that their searcher is looking for. And our job is to make sure we’re answering that question better than anybody else is. And you can go even further. I mean, I mean, no one’s going to see that unless it is coded correctly, unless there’s right links. Right? So it’s not just writing the content, developing a great page. You need people like Jason Hennessy and his team to make sure it can become part of the knowledge graph, like what kinda of schema are we adding to that? So someone finds it and it comes up on the zero position. And then the second intent. Sorry, the Google intent is, you know, the research is is when you’re typing into a search in Google and Google is intentionally giving you other searches that you might look for based on the query that you’re typing. So it’s kind of automatically thinking for you, but it’s because there’s so many millions and millions of people searching daily that Google is recording this information to make it easier on the searcher.

Liel: [00:11:53] Yeah. Isn’t that fascinating? It’s pretty amazing. Right. So I remember last year at the Google marketing life, how the whole notion that we are entering the area of predictability where the next search query that users were going to be completing and Google is going to be no search query at all. It’s all going to be behavior based. Right. Google’s algorithms are starting to understand based on actions that you’re completing, whether based on what you’re buying, where are you going like physically going to. And so Google will understand your user pattern and it’s going to make suggestions all the time that Google feels that they are relevant to you because of the way that you behave, the way that you act, the way that you interact with brands. And so let’s suppose you’ve just bought plane tickets to go to Hawaii. Well, before you actually start searching for hotels, Google is going to start sending you offers and putting ads of Hotels right in front of  you. And that’s gonna be applied for everything. Right. You could  search for a particular kind of attorney or something. Well, potentially ads from medical services or so, depending on what kind of attorney where you search for potentially will start showing up for you. So there is a lot of opportunity here. And so I think the whole idea of intent is so important, because at the end of the day, that’s that’s how you can make yourself relevant to Google. But Alex, what I wanted to really follow up on what you were saying now and so you say that you need to create a theme for your writing style. Right, for your law firm. And can you tell us a little bit about, you know, how do you select the writing style? How do you create a theme and what are the elements that make it up?

Alex: [00:13:36] So the theme for a lawyer site is basically attracting and converting visitors. I mean, that’s the theme. That’s your end goal, right? Some attorneys want to weigh in and say what? You know, I want to speak a certain way. I have a certain language and that’s fine where they can portray themselves through their blog. But we have a formula, right? Our formula is very technical, we’re high volume. We know what works. You know, sometimes we’ll we’ll get the attorney’s feedback. But they have to understand that we’re writing these pages because we know the searchers are looking for them and we know Google likes them. And it’s all in volume, but it’s all in a primary, secondary and tertiary form of content. So it’s earlier you said, you know, this is kind of an art. Well, it’s a very sophisticated design of art. You know, there’s a formula to it. So it’s not like, you know what I’m going to go out and just do what I feel. Right. Because feelings eventually hurt you. So when you’re technical and you’re specific and you have a process, it’s very, it’s a lot harder for you to fail and easier for you to stay consistent. So when you have a plan, there’s a specific way to follow it. And when I go, the theme should be always follow what the main practice area is. So we work mostly with personal injury lawyers. So the theme of your Web site is personal injury. So Google wants to view that site as a personal injury site. I wouldn’t put any non-personal injury stuff there, but think of it as a spider web. Right. There’s so many things associated to personal injury that you can write about. But it all starts with personal injury Attorney in Houston or a personal injury attorney. Right. So we know this is a personal injury site. The next step is where are you a personal injury attorney? What market? Right.

Alex: [00:15:30] So now we’re localizing it and it’s a lot easier to build authority to it because we’re localizing this content and we’re localizing this Web site with a theme. Some attorneys are like, I want to be an aggressive personal injury attorney. I want to know that I’m the guy that’s gonna go and kick ass with against the insurance companies because I used to work with the insurance company and I know how to do that. So you get a little aggressive with your tone. Right. They’re allowing a little more liberty in how to act. Right. Others, they want to have more of a motherly nurturing approach where it’s like we’re here to help you, we’re like your family, we are your friends. So it’s different, right? There’s there’s just a couple different themes. You got to decide what it is. And when we start off with a client, we’ll do like 5 or 10 pages after we interview them and say, OK, this is you know, this is what we came up with. Feel free to make notes and tell us what you think. And, you know, after 5, 10 pages where you usually get it. But we also have to reel them back in right there, their attorneys, and they want to write for attorneys.

Alex: [00:16:31] And that’s one of the other mistakes they make. Don’t write for other attorneys unless you’re a business attorney. Going after other attorneys that you want to represent. You’re writing for the people. And usually the people that you’re going after don’t have more than a ninth grade level, school level. So you want to write to that and you want to write… Go ahead. 

Liel: [00:16:48] You got to be approachable for everyone, right?

Alex: [00:16:51] Right. And you want to write to convert. You want to give them enough information that it’s intriguing enough for them to pick up the phone and call in. Wow. I like this law firm. I know what they’re saying. This meets with everything that happen to me. I was in an accident. The insurance company called me. I got the information. I got this. You know, this. These are my injuries. Let me pick up the phone and call. And that’s another reason why and not to get off topic, but why. You see attorney cites not having a low bounce rate. Usually they have a high bounce rate because it’s a high conversion website. It’s you’re there to do minimal research and pick up the phone and call. Or fill out a contact form.

Liel: [00:17:33] I totally agree with you on that, Alex. And honestly, that’s really what as a law firm you’re looking for. Right. You want to create a Web site for people who already have a certain level of intent to get there. And and buy, you know, in it also comes to talk about, you know, what’s over the quality of client that you that you want to have as a law firm, you want to have someone who’s been coming to your Web site twelve times before actually deciding that, yes, they may be seeking for help? There’s too much hesitation there. Right. So the more you can help the user to actually convert and make up their mind and merit to the idea of, yes, I need representation and I want this to be the law firm that represents me, the more effective you’re going to be overall as a law firm. So I do think what. Basically, what I’m trying to say here is that if you’re actually getting through the conversion state fast enough is actually a good thing. Right. I think we are in a marketing era where we are hearing a lot from different industries that, you know, would be user journey. It’s long and it’s extensive. So a lot of research and people think, think, think and entertain different ideas and they want to get to know the brand. And it’s true and it’s very applicable for a lot of industries. Right. We see ourselves doing it all the time. But I think when it comes down to legal help many times. I mean, there is, of course, going to be exemptions. Not everyone decides that they want to get divorced on a day. Right. And not everyone decides that the one adopt someone on a day. They or they don’t decide that we want to build a trust on a day. But particularly when we’re talking about the injury world. Right. Or the criminal world, you know, you need the help. Right. And so you’re just going to find in whatever is the most compelling for you, whether it’s been an organic search results or it’s a paid search result. That’s it. You convert right there and then. And like wether, that’s going to happen or not. It’s a lot relying on your ability to convey your message and your user experience in a good enough way for it to lead to that path. And so… 

Grace: [00:19:43] I think I think you’re 100 percent right, Liel, and it’s exactly what Alex was saying about, you know, the intent.

Grace: [00:19:50] Right. You’re writing for the user. And and he has a formula. Right. So he’s telling them, telling the lawyers, this is how you need to write to make them understand, because they’re coming to you at a point when they’re in pain. Something happened, something’s wrong. And they want to be able to make a decision based on generally emotion. Right. I mean, tell me if I’m wrong, Alex. That’s I know when I’m hurt and if I’m in a car accident, I’m probably going to look at the first three lawyers. And because of what he wrote about a car accident or I saw a video or I just like his face, I know that sounds odd, but I like his face. And what he wrote underneath, you know, some content or something about the specific area that I happen to be in. You know, I physically live in Florida and in Miami. So if I see, you know, Miami car accident lawyer and I click on his content and I see that this gentleman has been doing it forever. And, you know, based on his tone, like Alex is saying, that he’s he’s been after these insurance companies and that’s what he does. I’ll click on it based on Alex’s content for him.

Alex: [00:20:58] And yeah, and I like what Attorneys have done with their advertising, and I think the first ones that I saw doing this back in the day, it was Stine Green. There’re showing how much money they they got for somebody. Right. So when you’re her name, you’re an accident. Not only are you emotional, but you’re pissed like you want to get back. And, you know, obviously, money seems like it’s going to be able to fix everything. You know, pay for my injuries, pay for everything.

Alex: [00:21:25] This was your fault. And I want to get some money out of it. And you know that I thought that was brilliant, that they used that in their marketing. You know, a lot of people are probably thinking, oh, man, ambulance chasers, this and that. But it’s a business. So using that type of content within the billboards, I think showing your winnings on the Web site, you know, help give you that extra edge that says, hey, yeah, we fought the insurance companies and we were able to get this.  And showing examples without saying any names. The case studies are great.

Liel: [00:21:57] Yeah, I think now it’s a strategy that’s been widely adopted by many law firms like we see app time settlements and it’s very powerful. You’re absolutely right. Now, Alex I want to go back to something that you were saying as you were explaining the whole idea of creating a theme in your writing in such you say, write to convert. And can you explain, elaborate a little bit more as to how do you write for it to convert? What’s the process of doing that? And how do you know hat you’re actually creating a piece of content where you’re actually guiding the user to something, to a call to action.

Alex: [00:22:36] So the user looks at the Web site from left to right and down. So we break up the content, their strategies, bullet points the call to actions every other paragraph with, you know, if this is you pick up the phone and call and then, you know, subheadings. So you have your H1 tags hour  H2s, but they all look like subheadings that are in bold, that are pushing the person down to the page or to the right of the page to either fill out the form or pick up the phone and call. So it’s you know, there’s a different type of writing and it’s called sales copywriting. That’s not what we do at all. That’s an amazing skill. It could be short form. It could be long form.

Alex: [00:23:17] But what we’re doing is, is a more educational, nurturing kind of conversion. You know, it’s explanatory. It’s information. So when someone is doing a search we’re informing them, educating them, but also guiding them to pick up the phone or complete a contact form, you know, if they get far enough, what a lot of my attorneys used to do when we first started and, you know, it’s kind of fallen on the wayside a little bit, but pushed them down to an e-book. So if it’s it’s more of a query, where I’m looking for information and I’m still in the funnel stages where I’m just, you know, kind of looking to get more info and I’m still doing my research, then pushing them down that way is an opportunity to, you know, either download an infographic or download something, so you get your information and you can follow up through email marketing or phone call. But it’s always the goal is to get them somewhere, right? Either give them the information they need. Pick up the phone, fill out a form or nurture them long term.

Liel: [00:24:31] I have a question for both of you, Grace, because, you know, you come from a law firm,  that does a lot of mass torts as well. And I really want to pick your brains on the e-book technique. When is it effective? When you should just you know, people aren’t, people don’t want to read an e-book, they just want someone to answer their questions on the phone fast, efficiently and get right on it. So in which cases the e-book strategy works, in which cases you can just skip like someone who’s just got arrested, his or they’re interested in reading an e-book? No. Somebody who’s who’s been injured by a pharmaceutical product or something. Will they read it? Who? Who is the right market for ebook?

Grace: [00:25:15] So Alex is actually our content person for Giacovino and Lake. But I can speak very briefly to that. I found and Alex can correct me and or add to this, I found that for B2B, you know, like as he mentioned before about writing, you know, unless you’re writing attorney to attorney where you do primarily referral services. That’s when I found that e-book has been very valuable because you can discuss co counseling and some other things like that. But just as you said, if I was just in a car accident. I’m going to call my attorney or an attorney. I don’t think I need. I’m going to go download an e-book. I may download something about divorce, maybe a insurance information. But no, I mean, personally, I don’t think as a consumer, I would go and download some e-book when I just was in a car accident or if I was just arrested in some criminal charges, which, of course, not, guys. But so, Alex I don’t know, what do you what do you.

Alex: [00:26:15] I agree. I think there’s certain practice areas that that call for it where you would get more downloads, the Social Security and veterans, one, we had a Social Security and a veterans. There’s a lot of information for someone to download there. That was a great e-book. They think they got over 30000 downloads. The e-book on our site was really downloaded by digital agencies, more so than people wanting to fix their Web site.

Alex: [00:26:38] Personal injury e-books. They would get downloaded, but it was more like how a like uninsured motorist information.

Alex: [00:26:51] So if people wanted to educate themselves you know. But what we’ve gotten so great with Web sites now that you can just kind of do a long form page, that’s kind of like an e-book. So, you know, put 4000, 5000 words on one long-form page would give you the same amount of information and still help convert family law again, like divorce stuff that would be great on anything about taxes or bankruptcy would be good e-books, you know, and now’s the time to start developing that. You know, I know, though, bankruptcy is going to be huge. If I was a bankruptcy attorney right now, I’d be developing as much content as I possibly can. You know, put Tiger King on pause and and start developing some some content.

Liel: [00:27:35] Alex, that’s really great advice there. Yes, you’re right. I think bankruptcy is one of those areas that’s potentially going to emerge strong out of these. We’re hearing that divorce as well. Family law, unfortunately. But these are kind of like where of predictions, are lying, right, when you’re listening to conversations from other attorneys who run agencies’ and stuff. Now, Alex, I do want to you know, I’m digging here deep in the e-book thing. Right, because I know there’s a lot of people right now staying at home and saying, well, I do have the time now. I want to do something. I want to book some sort of content. I’ve been hearing about e-books. So how long should an  e-book be like people don’t necessarily always even know like what an e-book is. They’ve never downloaded one, but they know they want to create one. What what’s the the the average size? Like how much content should be on an e-book? 

Liel: [00:28:27] At minimum Twenty five pages.

Liel: [00:28:29] Twenty five pages.

Alex: [00:28:30] Well we do twenty five pages all the time. You can do like a ten page one if you want. If all the information is in there, it just really depends on the topic. Downloading a hundred page pdf e-book is just overwhelming. Right. So if you are going to create an e-book right now, make it about something that you’re passionate about and make the intent not to convert, but rather to educate and inform and use it as a linking building tactic. Right. Right. Now is also a really good opportunity for you to get your link building and building content, you know, because while a lot of people are sitting back, it’s your opportunity to create and then start growing. Right. Because right now, such a slow time for everything. It’s no one’s really paying attention. So if you’re developing content, really going hard with your digital and SEO strategy, it’s going to benefit. You’re going to come out of the gates, you know, not seeing a lot of drop. So if I were to create one right now would be for the intent of the link building, maybe posted on Amazon and write about something that, you know, maybe do 10 examples, if you’re a person injury attorney. Talk about your 10 best cases. Write your 20 million dollar case here. 2 million Dollar case that look, the brain injury case that you did write some like that and download that. So people have that information because the other informative information, it’s it’s a lot easier to put up on a page and use that for for ranking.

Liel: [00:29:59] My last question on e-books. Thanks for that, Alex, is what’s the structure? What should be the structure on an e-book for instance that it’s about my ten best cases or my biggest case that I ever litigated. Whatever that is, what what should be the the the high level model, that someone who’s about to embark into writing these should follow.

Alex: [00:30:24] So I would look at it as a regular book. I would look at a title. Think of design. Think of an index breaking up the page by chapter. Every case is going to be a different chapter. And you’re going to give the technical aspect. Then you’re going to give your professional opinion on it. That’s what, that’s how I would follow it. But again, you know, design is important because you want to catch. The users eye when they’re going to be researching and looking at and you want the book cover to to be important and pop.

Liel: [00:30:55] Yep. Good. Good points. Thanks. So basically e-book, just like any other book. More more condensed. A little bit more.

Alex: [00:31:02] Yeah, a lot more condensed. I mean, if I’m downloading something. Right. And in the person, unless you’re doing it from an iPad or their their desktop or iPhone, they’re not going to want to read 100 pages. So you want to keep it. Keep it short.

Liel: [00:31:15] Great. Thanks, Alex, for that. Now, let’s go a little bit back to the Web site content, right? So many law firms. They have several partners. And if you are going to be writing and if you’re going to split the content creation amongst the different partners, how should they go about writing style in terms of tone, in terms of style? Should they make an effort to be consistent and to stick all to the same approach that they’ve set up at the beginning? Or is there room for each attorney if they’re going to want to write my quarterly articles or something? Is there room for each one to have their own writing style and personality and use that as a way also to show the different characters that are part of this law firm?

Alex: [00:32:08] Yes. So great question. So as far as style, I would make sure visually the formatting is exactly the way it is for every page on the site. Keep that consistent technical background as well when you’re optimizing and your developers working on it, make sure it’s all technically sound the same way and optimized, coded if you’re doing any schema into it.

Alex: [00:32:32] But as far as getting creative and in putting a personality into it for sure, because that differentiates you from the other partners in the law firm, it allows you to really dig into your practice area and your passion for it. But again, you know, if you were going to do it as an attorney, write the content the way you would present it to someone that’s sitting across from you.

Grace: [00:32:57] That’s right. I always tell people that I’m like, right, as if you were speaking them. I mean, isn’t that? To me it’s always been like that in school and everything they always told me. Write, as if you were speaking to someone. And don’t try to write, you know, above or or anything like that, because you’re not writing for the person. You’re not speaking to the person properly.

Liel: [00:33:16] And Alex thinks the Grace, because you’re this is kind of like we’ve been promised, right. For the past four years. That voice search is gonna common rock ourr world and things are gonna be completely different. right? So every year it gets pushed out to the next year, but eventually it will happen. Right. It will happen. And so a lot of the whole way to prepare for when voice search really overtakes traditional search is conversational writing. Alex And so how are you guys preparing for it? How do you make sure that you’re already creating content that’s still going to be relevant when we are more, completing more search queries through voice than through our keyboards. 

Alex: [00:34:00] We implement a pretty significant percentage of our content plans to frequently asked questions, which is all voice search. So when when someone’s asking a question through intent and they’re doing it through voice, we’re doing it as an FAQ.

Alex: [00:34:16] So we’ll do our research within that same panel. SEMRush actually, if you guys don’t have it. That’s a good tip for some attorneys out there that are trying to do this on their own. They recently added and split up the main page content FAQ Content on helping you build out a strategy. So if you were to put in a search query into a SEMrush, it’ll spit out different options of Google searches and and split them up for you.

Alex: [00:34:44] What are the FAQs, which is actually pretty awesome, but FAQs is a great way to satisfy voice search.

Liel: [00:34:52]  Perfect.

Alex: [00:34:53] And again, you know, doing your research, right. So when you’re when you’re doing an FAQ type that search and find out who the first people are, the top three, the top 10 people, what did they write? Who who’s got the knowledge graph on that currently and you know, don’t copy it. Obviously, you can’t plagiarize. But how can you make it better? Right. Am I going to add an image? Am I going to have a video attached to it? Am I going to have all the content, a video and get it transcribed? Right. It doesn’t matter. You can go so long. You can add so much more. But how much more value can I give to this page is what’s going to help get it ranking better. 

Liel: [00:35:34] Now Alex, you’re saying there is something that it’s very interesting which is combining media, right? So you have your text and then you just said, should I include a video there? What are what’s the best practice there like? Should we try? You know, we all know that video is a powerful way of creating and sharing content. Should we try to have as much videos as possible in our practice area pages frequently ask question pages. Is that kind of like an ideal scenario? Whenever you can stick a good piece of video there, should you do it?

Alex: [00:36:06] I would say so. I would. It helps with time on site. It helps with links because videos are great for getting links and not everybody’s a reader, right? So if I have a video and you’re gonna tell me what I could read and in 30 seconds by watching a video, then you’re helping that user out that doesn’t want to read a thousand word page or two thousand word page. So ideally, yes, when the plan is made out and you have the budget because it’s not cheap. Right. Unless you’re making your own videos, it’s it’s not cheap. You’ve still got to get it edited, right. You want it to make it look professional and match the rest of the site. So you want to make sure it’s professionally done. Not everyone can afford that. But ideally, I would definitely have both on there if I could.

Liel: [00:36:52] So we’ve been advocating here for the past few weeks. Right. Take your phone, shoot up a video, Alex, and you’re completely fine disagreeing with us. What do you think about our approach? What do you think about people just taking out the phone, doing some Q and A so they can upload on YouTube link back to their Web site about their practice area. And just, you know, talk a little bit as a they would to their clients about that particular page in which they’re creating content about.

Alex: [00:37:22] I think it’s a great idea. I agree with it. I just don’t know that it would go with the aesthetic of a Web site if it’s not a professionally done video for a practice area page, but for content development, for a YouTube channel, for your social media.

Alex: [00:37:38] Authenticity is everything. If you can be real and be human, you know, humanize the practice area from a cell phone, just like, you know, anyone with a selfie stick or you know, we’re in a social visual environment now. So whatever you can say on that time and lead them to a more informational page then I would highly agree with that. I would say pick up your phone, shoot all the videos, answer as many questions as you can, but do it with research. Don’t just, you know, do it for no reason. You you can sit at home right now during this lockdown and get your legal pad out and start writing all these ideas of FAQs and be like, okay. That’s step one. Great. You got a ton of ideas. Now take them in Google and see what the search volume is. Right now, prioritize that. Prioritize that by volume, by location, by where you’re going. And now you’re building yourself a bad ass content strategy. All from just what you know, right? No one knows more than the attorney. He’s seen everyone. He’s he’s talked to everyone. He’s he’s you know, he’s. If it’s his first time as a law firm, he’s worked out another law firm. So there’s tons of information that they have in their own head that can potentially be content that that people are searching for. But you want. You don’t want to waste your time developing it and posting and creating it and getting edited it and optimized. If it’s got 10 people or a hundred people searching for it monthly. All right. Let’s go for high volume.

Liel: [00:39:07] Yeah. Good. Great. Great take on that, Alex. Just with regards to the length of page. Right. We’re getting a little bit technical here. But, you know, it’s not uncommon now, particularly when we’re going to newspaper articles in a major publication sites at the beginning of each page of each article. Now we’re being presented with information. As how long will that read will take? Some would say this is a 20 minute read or whatever. How long should it take for a user to read a practice? An average practice area page. How long should that page be and how much time should a user should be able to go through it and again, I know where it’s going to be scenarios where things you know, it may be a longer page or not, but how many words should there be on your average pages? So it’s not too long, but also not too short.

Alex: [00:40:00] 850 to twelve hundred words.

Liel: [00:40:02] Excellent. I love the short and concise answers, right?

Alex: [00:40:05] Yeah. Yeah. That’s kind of where we stick. And there was a stigma for a while where all you got to write long form content. And I agree. Right. You can give more information with long form. You can also give a lot of information with short form content. Just make sure you’re relevant and answering the query. Right. It’s not. The reason they started talking about long-form content is because in 2011 content became saturated and the quote Content is king came out and every SEO, every single person all over the world said, I’m going to become a content writer. Mommies at home, decided I’m going to become bloggers, and they saturated the Internet with what I call self truthful content. Right. So it’s opinionated content on their own. Right. So they thought of an idea. They’re going to blog about it all now through the Internet this has become truth, but it’s really not true. There’s no fact based. So it was created back then because people were just writing three hundred fifty five hundred words saturating the Internet with crap. So Google’s like not and not even Google, Google wouldn’t even say there’s a specific word count. They just said, you know, long form and specific. They’re very strategic in what they say because they don’t want to give an answer and tell every SEO in the world, say, hey, a thousand words is the magic number. Right. So it’s it’s based on the theme that whatever it is you’re writing about and making sure you’re answering the query again, going back to Google. Their job is to answer the query the best to give the best result they possibly can on that page that you’re answering that person’s question.

Liel: [00:41:40] Excellent. Thank you so much. At the beginning of the conversation, you’ve said that you guys have a formula methodology to create content right. You can actually tell that by your own answers, knowing very well without having to overthink so much. What’s the right size of our practice area? Page and other bits and pieces of information that you’ve been sharing have revealed that indeed you guys know very, very well the structure of how things should be done. So that’s great. Thank you for giving us a glimpse into to that. Alex, I think we’re ready to move on to another very important part of the conversation that we wanted to have so I let Grace take over.

Alex: [00:42:18] Real fast before you move on, so I interrupt, Grace. I just kind of want to touch something on the long form and the size of page, the 850 to 1200. It’s an average, right? That’s like a average personal injury practice area page.

Alex: [00:42:30] But we write 5000 word mass tort pages. There’s so much information you can give on a mass tort page. Right. And for a while I was you know before we got so busy emailing and trying to teach personal injury attorneys about mass torts that, you know, build out those pages. Let us help you build those pages out because we know they’re going to rank, your site’s already ranking. I can put them on locally and they’re going to rank. And we’ll help you find a relationship with someone if you don’t want to do them. But those are good opportunity for for long form content because there’s just so much information given. So, you know, eight fifty. Just going back to clarify eight fifty to twelve hundred is a good car accident site page unless you go in nationally and you know you’re gonna get quotes from other attorneys nationally for the car accident page. Then, then you’re gonna go longform.

Liel: [00:43:16] Right. Yeah. And I think you know. Thank you so much. You’re very thorough. Very specific. We wanted to know what kind of high level average practice area page, but, obviously, we do understand that you guys will take case by case scenario and adapt according to what are those needs. So but since you actually brought up like pages that have 4000, 5000 long words in them, would you say that those one have higher chances, too, to gain relevancy because of how extended they are and how much information they carry about a particular topic? Or you think that it has more to do with about whether it’s a must read page for a very particular practice area that has the opportunity to rank because of the topic that it is more so than the amount of content that they have on the page.

Alex: [00:44:06] Yet it comes down to topic. Right. So you can only write so much about a car accident page and how we can help you.

Alex: [00:44:13] You can write a four thousand word page on Zantac and how it affects people from ailments to treatment to when the drug came out. The companies that, you know, talk it out from the generic species of it. There’s just so much you can talk about it that you want to make sure your thorough and you’re providing all the possible information you have so they don’t have to go somewhere else.

Grace: [00:44:36] It makes perfect sense. So I think this really does kind of bring it all together. And the last not the last point, but basically the penultimate point. How do we leverage these times of social distancing, the stay at home orders and all of it to create awesome content for your Web site? I was going to say blog, but you’re saying blog is the last resort. So create awesome content for your Web site right now.

Alex: [00:45:03] Yeah. So if you don’t have someone working on your site development and you need to write content, start breaking down your practice areas and localizing them, what’s your main priority market and then create every single practice area page from personal injury to car accident to uninsured motorist a motorcycle to truck just start go primary, secondary, tertiary to create all that content.

Liel: [00:45:25] Alex, before you you move to the next point. When you say localising them, can you give us a little bit more of an insight as to what our what’s the process of localizing a page? How is your localising the process of writing?

Alex: [00:45:37] Yeah. So if you’re a Houston personal injury attorney, you’re going to create a page for every city in Houston. And the theme of your Web site is Houston Personal Injury.

Alex: [00:45:49] So you’re going to follow that. You’re going to look at every single market within a, you know, 60 mile radius or whatever. Your attorneys are gonna go out and practice. And what markets you want, whether you have an office there or not, you’re going to write and localize those pages. You’re going to dive into the deep cities because Google has become so smart that when you’re doing a web search and a mobile search, they know what city you’re in. They’re they’re not going to look at. You know, it’s not going to come up that you’re doing a search on Houston. So if you look at the bottom of a web search or on the bottom of your phone, when you search while you’re driving or parked in a certain area, that city comes up Google knows. So you want to make sure you’re optimizing for that specific city. So it’s not you’re not just going after Houston car accident or Houston, you know, truck accident or truck wreck. You’re going after the smaller cities within that market.

Liel: [00:46:40] And Alex, so here is one thing, right. And I think we’ve all seen it one too many times. So the people, the person, the attorney will write a page and then go duplicate that page and just change the name of the city.

Liel: [00:46:54] It would be car accident somewhere, like hot car accident in Pasadena. Right. And then they would go ahead and replicate that same page in the same car accident in the woodlands. And it’s exactly the same content. Just the did. The pages are changing. The URLs been modified to include that page is not localising?

Alex: [00:47:15] No. So that’s plagiarising. We call that internally self plagiarising, so yourself self plagiarising the page already created to be able to create in volume, every every thought has to be unique. And it’s not simple, right? That’s why I said we have a formula. And now, you know, we’re up to about 80 writers. You have to have different thought processes. And again, I go back, it’s not easy to change it when you’re localizing so specific and getting granular with it. But there are tips you can do. You know, the courthouse, a police station, just certain things you can add to a page that differentiate it from one city the next. Population size. Right. You know, Woodlands has a population of hundred thousand people. The courthouse is located here. The road on the corner of this street in this street has been known to have 60 accidents per year. So now you’re localising, you’re actually getting granular and you’re giving information that Google likes. It’s not necessarily relevant to the user, but it’s there to differentiate that page from a different page.

Liel: [00:48:24] Excellent. Really, really good insights there. Thank you so much, Alex. I think a lot of people don’t just, they just don’t know. Right. They just don’t necessarily know. What does it mean to localize. And they also don’t know, that, plagiarising from one page to another on your Web site is a bad practice. So I appreciate you clarifying that for us.

Grace: [00:48:44] Duplicate content, not good.

Alex: [00:48:47] For sure. No bueno.

Liel: [00:48:49] Well, that’s a good way for someone to go about writing practice area. That’s what you would advise someone who does not have someone to do their content. They can actually start by doing these, do their main practice area, localize it across all the markets where they can actually reach and what would you say to the attorney that actually has been commissioning all of these time? He’s writing to content writers and now wants to, you know, has always wanted to do some sort of e-book or piece of content from themselves where some broke blog articles. What would be a good thing they could do? And should it should it be on the Web site or should it be somewhere else?

Alex: [00:49:33] I would always put it on the Web site? Think of it as your hub of inventory. And then you would put it on external resources. There’s there’s tons of link building opportunities with the e-book resources out there that you could put it on and get a link back. Amazon’s a great one. But again, don’t just go after a specific practice area. Go after what you did. You know, think of yourself as authorship.

Alex: [00:49:59] And what am I going to author? What am I going to put my name behind? You know, the self-help books are great for for, you know, how to get out of a car accident. And what do I do after a car accident as a small pocket book to have in your car and something give away. And it’s good information.

Alex: [00:50:14] But if you’re really going to devote the time, you know, pick, pick something about what you’ve done and how you’ve helped people because of it.

Liel: [00:50:23] Yeah, I guess in I think the way you frame it is very good. Like you as the head of an agency that does professional content writing for law firms.

Liel: [00:50:33] Which one would be the content that you would tell an attorney like this particular piece of content? My man, I would appreciate if you actually write it, because it’s gonna be way more valuable coming from you. Than what any of our 80 content writers could do. Right.

Alex: [00:50:51] That’s a great question. I love that one.

Liel: [00:50:52] I see your face, because you’re probably thinking we could write better anything. But I think there’s a lot of things that you guys know that, you know, the insights and the passion just comes out when attorneys get into that. So what are some of those topics that you think people should explore and give themselves an opportunity to get into it themselves?

Alex: [00:51:17] I’m going to dive out of personal injury. And I think an attorney does a great job. I think they’re great writers a lot of the time. And they’re good writing, you know, for themselves or for a different type of audience. But a family law, a divorce book would be a great book for for someone to write on. Because, you know, they’ve had so many experiences. And the angle I would take, even though I would not get business, is, you know, how to avoid it, how to mediate it. How did you know how to fix it? You know? Like, there’s just so much negative information out there. If I was a family attorney, I would write a book on how to not get divorced, how to how to have an amicable divorce, how to avoid hurting the kids during a divorce. They’ve just seen so many things. And they have the opportunity to tell some of these stories without with keeping people anonymous. You know, if we go back to personal injury, you know, my biggest headache dealing with the the big giant insurance company. What a pain in the ass they were or something and how we got around it and how they’re gonna come after you hard if you don’t have representation. You know, that’s something these attorneys are passionate about. And, you know, that gives them a good opportunity to really tell their story and get creative and be themselves.

Grace: [00:52:35] That’s fantastic. You know, you’re a 100 percent right. Like this thing, this try to think positive. Right. And yes, it may or may not get you the case, but they will come back to you. Right. Because they see you as someone that is trying to keep them from doing something that is potentially, you know, will affect their entire lives. So. Right. That’s amazing. You know, good time for a divorce book. But on a positive note, that’s great.

Alex: [00:53:01] Yeah. And you know what? Again, just brainstorming other ideas. You know what? If you’re family attorney, you know, make sure you’re having those relationships with therapists. You know, somebody comes your office and says, here’s the situation. Here’s what I’m thinking. I’m like, hey, here’s here’s some referrals to some therapists. Here’s this book I wrote on this. You know, think it over. Speak with your family. And then, you know, if this is the final decision you want to make. I’m here for you. And I’ll follow up with an e-mail marketing campaign.

Alex: [00:53:30] You know, personal injury is not not is a lot more instant. So you don’t have those opportunities. You know, people want action now. So it’s you’ve got to develop the kind of content that is giving them the answers and the information they want right away. You know, but that’s just kind of my thought.

Grace: [00:53:46] Very good thought.

Alex: [00:53:48] Thanks.

Grace: [00:53:50] I think that the little you tell me if I’m wrong, but I think this kind of brings us to very close to the end here in terms of like what we need for our listeners. Right. So Liel and I like to do is we’ll ask you to give three actionable tips that they can take away today and that they can implement. So what are three tips from you on content marketing from Alex Valencia We do Web content that our listeners can implement.

Alex: [00:54:18] So the first I was listening to a podcast the other day and Tiddy Jakes said, you have to read to lead. So make sure you’re reading. You pick up something that you’re reading and you’re passionate, especially right now. I’m sure you know, everyone’s still working, but they’re not at 100 percent. Yesterday visited an attorney because I was dropping off a gift and he’s like, dude, I’m going crazy because I’m I’m going to go to the liquor store and get some stuff and make some margaritas because, you know, typically he’s so used to being under the gun on top of absolutely everything, like being so busy. He can’t even give you five seconds to go over your reporting. And he’s nuts. And now he’s just bored. He doesn’t have a lot of time.

Alex: [00:54:58] So, you know, some things he could do. But, you know, even you’re not going to be as busy as you were. And you’re looking for solutions. Look for it. The books are out there, the information, the information’s there.

Alex: [00:55:13] Second thing I would do right now is if I’m going to do any kind of content, video content is the easiest. Everyone is on social media right now. If you’re an attorney and you have been holding back on social media, I’d say this is your opportunity to jump and be authentic. Be yourself. Roll your sleeves. Roll your your sleeves up. Put on a t shirt. Be authentic. Be yourself. Michael Morse did something the other day and it was an ad video. It looked like, you know, it just him talking to his mother and it was the most brilliant video.

Liel: [00:55:46] It’s so good. 

Alex: [00:55:46] It was it was so good. Like, I was so impressed. I’m like, damn, this was awesome, right?

Liel: [00:55:52] That wasn’t just good. That wasn’t just good Attorney advertising, good marketing, period.

Alex: [00:55:58] It was all advertising. It was great marketing. It was. And I love talking about it because, the funny part, right, the first part is, hey, you know, here’s just a guy talking to his mom, making sure she’s OK. And she’s like, oh, how’s business, this and that? And then a dude gets up and he’s halfway suit, halfway checkered pajamas. And it’s like we are all living this, like, that’s me. I just saw myself in you and this dude’s. I mean, he’s obviously the biggest marketer in Michigan, right? The guy knows marketing. And that’s what’s so crazy and awesome about our business, because a lot of our clients are either two person law firms or just one law firm. And the person is just passionate about marketing. One of them is either passion about marketing, the other one about the law or, you know, they just have both. And what’s so cool about this is you’re working with people that that have the same ideas and sometimes even better ideas.

Alex: [00:56:49] They just don’t even know that. They just need them nourished and and pulled out of them. But what he did and I don’t know who his team is or if he thought that on his own. It was brilliant. And like you said, Liel like I second that. It’s it wasn’t good legal marketing was overall all great marketing.

Grace: [00:57:05] I’ve had the opportunity to interact with Michael quite a bit. And it mostly comes from him, from his mind. He has a fantastic team. Don’t get me wrong. I mean, a brilliant team of people all around him surrounding him constantly. But most of these ideas are his and on his own. He really is a very interesting marketer, like like you said. I mean, just spot on, right?

Alex: [00:57:29] Yeah. His approach his approach was really good. I was on a webinar the other day and he was so transparent and honest to about where the law firm is. But he was also so optimistic about where it’s going to go. Right. That he keep measuring what week one was with the drop was. But they’re still handling cases. So if you’re an attorney, my third, then I probably have more than three is concentrate on the clients that you currently have. Because when you were super busy and kicking ass and , you know, you probably weren’t giving 100 percent service to everyone. Now you have time to call them. You have your attorneys call them, make sure they’re, that all their documents or they’re they’ve gone to visit the doctor if they can right at this point. Just give them that high level service that they deserve. Right now is your time to keep the clients because you’re not going to be getting all the lead you were getting. So it’s a lot easier to do. What is it? A penny saved is one than a penny earn, is easier than a penny earned. Something like that.

Alex: [00:58:25] So, you know, concentrate on keeping the current clients you have. Giving them the best value and then going after that referral. So that would be a third thing for them to do, and that’s not really about content. So first one about content, video content create as much video content as you can create a social media strategy around it. FAQs go nuts, work on FAQs for your Web site. Start creating 30 seconds to a minute and a half, frequently asked questions for your YouTube channel and for your web site.

Liel: [00:58:57] Excellent. All great takeaways. And I think, you know, whether there are content related or not, Alex it’s really about making the most out of the time right now and giving us plenty about content itself. But we also appreciate a lot all of your insights us to you know what you’ve seen more firms do concentrate on and what do your own take. Because at the end of the day, you’re a business owner as well. You’re a leading a team. You have clients. And so we want to definitely take your advice as to how are you approaching this. And so we appreciate you sharing these things with us. Alex, thank you so much for everything you’ve shared for all the time for the insights. It’s always a pleasure talking to you, whether it’s on a podcast or whether it’s a trade show or anywhere else. So thank you again so much for making yourself available to share so much with us.

Alex: [00:59:48] Likewise. Thank you so much. I was honored to be invited. Appreciate you guys. Have a great day.

Grace: [00:59:52] Hopefully we’ll be able to do a podcast soon in the office.

Alex: [00:59:55] Yeah, for sure. That’d be awesome. So stay safe. Stay healthy.

Grace: [00:59:59] You too.

Liel: [01:00:00] Same thanks. 

Alex: [01:00:00] Bye guys.

Liel: [01:00:08] Hey, Grace. So what a great conversation with Alex.

Liel: [01:00:12] It’s always fun talking to him and so much valuable information, I think, you know, not just from the content writings stand point, but in general for content for your law firm and just as a leader. Right. Things that he is hearing from his clients and recommending to others. But as always, we want to bring it to our own takeaways so that people who have been listening to these podcasts consistently can go ahead and create themselves game plan for their content writing strategy. So let’s focus on that. What do you think?

Grace: [01:00:50] Yep. Let’s do it.

Liel: [01:00:52] Ok, Grace. So why don’t you share with us your first takeaway.

Grace: [01:00:58] Ok. So starting with number one, I feel like the great content about content that Alex gave us is write to convert. Right? Include subheadings bullets. Easy to read. This is not sales copy, guys. It’s more educational. So. Right. He said you read from top, top down, left to right. So break it up accordingly. Write using header tags. This that. That’s a little more technical, but that’s ok. Just write to convert so that your eyes easily run through the page. You understand where it breaks it up. There are bullets for the ease of use of the reading. So write to convert.

Liel: [01:01:35] Yeah. I think like he put a lot of emphasis on the actual structure of the page and how things need to look like. So that’s also gonna be a very, very important element for your user experience standpoint. But from the writing thing, I mean I think he made it very clear right. Writing with a purpose, making sure that you’re letting know your readers, your users, how can they be helped and what is it that could happen next? And absolutely, that’s that’s something that you should keep in mind when creating particularly your practice area pages.

Grace: [01:02:12] Right. And with intent. Right. Write to convert and with intent, just like Liel just said.

Liel: [01:02:17] Yeah. All right. So what would be our second takeaway Grace?

Grace: [01:02:21] So you just mentioned practice area pages. So I feel like that that’s the natural number two takeaway here. Flesh out your practice area pages guys, you have the time right now. So flesh them out, localize them. And if you can’t get to every single one of them, at least do your main practice area pages. So if you do Social Security, if you do personal injury, whatever it is you do, take them and localize them. And that doesn’t mean duplicate content. OK. That’s super, super important. Do not plagiarize your own content. Do not plagiarize any other content anywhere else. Make it different enough. And he gave us a couple of tips on that. He said, you know, the population, the courthouse, the corners with accidents that are more likely to happen, things of that nature. OK. So flesh out your practice area pages. Localize them. And if you can’t get to them, all of them at least the main one or main ones.

Liel: [01:03:14] Yeah, actually very, very valuable tip there. Use points of interest and statistics about that particular region in order to be able to enrich your text. And again, it’s about what Google likes to see on a page, the kind of information that they value. So research that. And one thing that we’ve heard from Jason and we’re hearing also from Alex here is research who is already ranking. Look what is on their pages. Right. It’s not for, it’s not about copying what they’re doing, literally. But you want to try to decipher that formula that they’re using so you can actually leverage it as well. Right. As Jason, call it reverse engineering Google algorithms. So 100 percent applicable also for the content part of it. So that’s really, really cool.

Grace: [01:04:05] And just like you said, it’s not plagiarizing. It’s not doing any of that. It’s competitive insights. And actually, Facebook does that. It has a spot on the bottom of the page in the back where it tells you competitors that post similar types of posts to your posts on Facebook. So it’s the same idea. If you’re writing for your practice area pages, you’re going to type in the same types of things that you might be looking for. A car accident lawyer, Houston and the specific city. Right. So that’s why you’re writing you’re writing for Google in this case. But it’s because Google likes to see these different types of localized content that you can surf.

Liel: [01:04:41] That’s great. Grace. Yep. Great insights. What would be the third and last takeaway?

[01:04:48] So the final one. And I think it’s super important that you guys take the time to do this because you can actually post these on Google my business as well. And that’s FAQs. So as Alex said, anything you do, you should put on your Web site because it is your content hub. Right. But FAQs can be served and service other different places. Right. They can be posted on Google My business, of course again, not the exact same ones, but what people are looking for when they go to your business on Google My business. Put your FAQs there. And the first thing you do need to do is all of these things are based on a content strategy. OK, so it’s all well and good to have these ideas. Ideas are great, but don’t start writing until you do the proper research, brainstorm it and actually check that Google is looking for these responses or people are looking for these responses when they go to Google back to intent. Right. And then the most important thing is if you can take these FAQs and record them in video and get them transcribed, something that Liel and I have said over and over again include video and content and get it transcribed. I mean, that’s part of our podcast even, right? We get them transcribed and all of that, and we don’t even have necessarily video content, but we have transcriptions and text content on the pages, and that’s the same for the FAQs. Write them out, brainstorm them, record them in video and add transcription to the page.

Liel: [01:06:11] Yeah, absolutely. It’s as simple as that Grace. You can if you feel way more comfortable talking about things rather than writing them down, plan out what are your frequently asked questions. You know them you’re sitting in front of clients everyday. Or at least your team is. So you can collect very easily that information. That’s the most important part of it. Understanding what are your frequently asked questions. And you can also research Google what’s being posted already in your competitors pages. So there’s a lot of ways to strategize as to which those questions need to be.

Liel: [01:06:41] But most importantly, is your own insights. Now, just sit in front of a camera, okay, and record yourself giving answers to them and then transcribe that. That will give you the text, get that edited. So it’s good enough for it to go to Google my business for it to go to your website and then add the video to it so you can get and knock out all these three major tasks by just sitting in front of a phone or a camera recording yourself in talking natural natural speeches as we’ve said you’ve mentioned it during the conversation with Alex. Alex mentioned it as well. That’s probably gonna be the best kind of content that you can create for your Web site right now.

Liel: [01:07:25] So, Grace, thanks again for this wonderful conversation. And we’re looking forward to another great conversation next week.

Grace: [01:07:32] Thank you, Liel. Appreciate your time.

Liel: [01:07:38] If you like our show, make sure you subscribe. Tell your co-workers. Leave us a review and send us your questions at ask@incamerapodcast.com. We’ll see you next week.

Leave a Reply

Your email address will not be published. Required fields are marked *