We spend a lot of time thinking about how to build links and citations that will really move the needle for our clients, both in terms of keyword rankings and on-and-offline reputation.
This past Labor Day we helped Sutliff & Stout, a personal injury & accident law firm in Austin, Texas, create and execute a campaign to attract local media attention.
Watch the video on Fox7Austin.com
The Campaign
We wanted to come up with a campaign that would not only gain the attention of local media outlets, but also display the firm’s is commitment to making the Austin community safer. What we came up with was the No DWI Free Cab Ride Program.
The program offered free cab rides on high-risk drinking nights in the Austin area, so people had a safe way home instead of driving drunk. That’s the kind of story local TV stations actually want to cover. It’s tied to a real holiday, and a personal injury firm sponsoring it isn’t doing it just for marketing. Our clients spend their days helping people whose lives were turned upside down by drunk drivers. Keeping more drunk drivers off the road on a holiday weekend is the work, not a campaign idea.
The Results
- TV news story on Fox 7 Austin
- Corresponding website article , with a link to the client’s site and citation, on Fox7Austin.com
- Mention in a KXAN.com (Austin NBC affiliate) website article with a link to the client’s site.
- Mention (with a citation) in this article on AustinChronicle.com
The campaign brought in two different SEO signals that work together. The links pass authority straight to the client’s website, which helps rankings. The citations are name-address-phone mentions on trusted local sites, which strengthens local search and the Google Business Profile. The reason this kind of coverage works is that we didn’t pay for it and we didn’t push out a press release. Real journalists at real local outlets chose to cover the story, and that’s the kind of signal Google trusts most.
Ready for Better Marketing? Let’s Talk
What if I told you that our law firm SEO company could get your 2 minute piece on the local news, while improving your search engine rankings and your online reputation? If that kind of marketing interests you, let’s talk.
And no, you don’t have to be a large firm to earn this kind of coverage. The story is the currency here, not your case volume. In our experience, a small or mid-size firm with a genuinely newsworthy angle can out-pitch a larger competitor that’s just sending press releases.
