Case Study: Law Firm

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Case study: Attorney reputation management

Bad reviews, cases gone awry, and the vicissitudes of public opinion conspired to discolor the image of our clients.

Months to Improve

Percent Client Increase

Million Additional Earnings

A perfect record and a measure of luck rewards some. Even still, our client was a well-known regional attorney representing accident victims. It was nearly impossible to see one of his billboards within 50 miles of the city he operated within.

A negative blog post plagued him. Our objective was to suppress or remove it.

A combination of new content development, search engine marketing, crowdsourced search experimentation, and review management all acted as "plan b" to the primary objective: remove the negative blog post. 

Plan A: Removing the negative blog post

The ownership of the blog was hidden. Nevertheless, we traced the ownership of the offending blog to a Northern California IP address by placing a tracking pixel in an email we sent. But there was no response. Had the owner of the blog responded we would have requested removal or change of the blog post. Since the owner of the blog refused on multiple occasions to respond we came to the conclusion they didn't want to take advantage of the opportunity we offered. Hence: plan b. 

Plan B: Suppressing the negative

The negative blog post existed in the second position on page one of a branded search for our client. When someone typed his law firms' name into search results they were greeted with the bad blog post. 

Our clients search results included Avvo.com, HG, BBB, LinkedIn, his main site and others. All but his main site were below the negative blog post. This mean the negative was "above the fold" and visible to all who searched him. Our objective was to help the positive search results overwhelm the negative.

Building law firm reputation

A combination content plan, outreach, and search engine marketing program worked to promote existing affirmative web page content. Search results began to change after 90 days. The negative blog post moved first one, then two positions. Eventually it moved to the bottom of page one, hung there for two months, then moved to page two where it was seen infrequently. 

Attorney reputation management FAQs

Why is reputation management important for attorneys?

Attorneys are subjected to bad reviews, cases gone awry, and the vicissitudes of public opinion conspired to discolor their image. A reputation management strategy can better position you or your firm to survive reputation problems, and can lead to more clients and additional earnings.

How can I remove a negative blog post?

It can be difficult to remove a negative blog post. But content suppression tactics can be equally as effective. A combination of new content development, search engine marketing, crowdsourced search experimentation, and review management.

What are the most effective reputation management tactics for attorneys?

There are many reputation management tactics, and each individual project must be evaluated to determine the most effective course of action. Common reputation management techniques include developing a content plan, outreach, search engine marketing, social media monitoring, and Wikipedia development.

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