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Why Content Marketing For Law Firms Doesn’t Have To Be Boring

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Why Content Marketing For Law Firms Doesn’t Have To Be Boring

Content marking is essential to any business’s strategy to acquire new customers and build authority for the brand.

The hard part is that creating exciting and engaging content for fields in a more serious line of work can be challenging.

But, figuring out the best way to resonate and potentially inspire potential clients to reach out doesn’t need to be an arduous process.

Instead, you can take some simple steps to better your content marketing strategy.

It’s time for content marketers to reinvent the way they look at creating content for a ‘boring’ niche.

Rethinking Content Marketing For A ‘Boring’ Niche

Content marketing presents numerous opportunities to think outside the box and engage with a target audience.

While many aspects of digital marketing and search engine optimization (SEO) can be highly technical, web content provides a space to get creative and speak to your audience on a deeper level.

Unfortunately, this is a missed opportunity for many marketers who aim to focus on the technical gains of content marketing.

In other words, sometimes they miss the point: that content is meant to reach and resonate with your client’s audience.

The ultimate goal is to help your client make more money by creating content that brings people back to their website and entices them to contact the law firm.

The stereotype is that marketing for a “boring” niche often becomes a self-fulfilling prophecy.

Marketers expect “boring,” so they produce “boring.” This doesn’t serve your business or your clients well.

Now is the time for marketers and SEO pros to shift their perspectives on content marketing for legal firms and open their eyes to how creative content can help their clients.

Legal Content Marketing For Relational (And Technical) Gains

If you go into content marketing only thinking about the technical benefits, you only see one piece of the puzzle.

High-quality, creative, authentic, and conversion-friendly content opens the door to links and rankings and can serve your clients in many other (arguably, more important) ways.

Effective content marketing can:

  • Position your client as an authority in their niche.
  • Increase brand awareness.
  • Generate leads.
  • Drive traffic and circulation.
  • Encourage partnerships with other brands.
  • Secure speaking engagements and networking opportunities.
  • Drive free publicity.
  • Improve their social media presence.
  • Identify a new market.

Being mindful of these possibilities frames content marketing in a new, relatable way.

Moreover, it opens up opportunities that marketers may have been initially blind to in their strategy.

Moving Beyond The Usual KPIs

Content marketing isn’t solely about the algorithm. Instead, it’s about forming new relationships (professional, technical, or otherwise) with your clients.

That could mean creating content that:

  • Speaks directly to your client’s audience, increasing brand loyalty.
  • Secures them a spot at a prominent speaking event.
  • Opens up a new market for them in a typically crowded niche.

Focusing on KPIs will only get you so far. Instead, think outside the usual framework of content marketing, and you will tap into the creativity that shapes content built for relational and technical gains.

3 Ways To Get Creative With Your Legal Content Marketing

No more boring blog posts. There are many more creative ways to drive brand awareness, generate links, and land more opportunities for your legal clients.

Below are three innovative strategies for creating authentic and conversion-happy content for law firms.

1. Appeal To Each Step Of The Customer Journey

Know your audience. Rather than casting a wide net when creating content, the best route is to create pieces that relate to each step of the customer journey.

It’s crucial to research the demographics of the existing client base and followers among their online platforms and listings.

Breaking down the demographics, looking at reviews, and finding the content that was performing highly can give insight into how you address clients at each step of the customer journey.

The customer journey consists of several stages: the Discovery, Nurture, Purchase, and Retention phases. And the approach you use in your content will differ for each phase.

Ideally, you’ll be creating content that resonates with your client’s audience every step of the way.

Discovery Phase

Otherwise known as the “information gathering” phase, potential customers in this phase notice what grabs their attention and are actively looking for more information.

This can be an opportunity to create engaging, thought-provoking, or emotional content.

This content should meet the user’s intent and encourage them to take notice.

For example, if your client practices family law, you may want to create content like “3 Ways To Tell That Your Partner Is Considering A Divorce” or “To Adopt Or Not To Adopt: 3 Families Share Their Stories.”

These examples are eye-catching and niche-related but don’t overwhelm the reader with information too much information in the title.

In other words, it lets them know you understand their struggles and can speak their language.

Then, this content can be circulated in ads, social media, or online forums to get it in front of the right people.

Nurture Phase

People in the Nurture phase have already interacted with your client’s brand in some way but may not be ready to make a purchase.

Perhaps it’s not the right time, the budget isn’t there, or they need more information.

This reveals more opportunities for engagement.

This is an excellent time to conduct market research to determine what your client’s audience struggles with most and what the deciding factors are in their buying process.

Often, you’ll have to contact these people via an email list or lead generation tool. You may choose to run a remarketing ad or an email campaign.

Create content that nurtures their feelings of relatability with the brand.

Addressing the fears around cost, trustworthiness, expertise, or other concerns you uncover in your research through the content you produce can have a lasting impact.

Purchase Phase

Your leads are ready to buy, so how do you get them there? It may take a bit of coaxing.

This is where marketers generally lay on the charm – and by charm, I mean a call to action. Think about the next step the potential customer should take.

For example, include internal links they can click on to navigate to your service or contact pages. It’s also crucial that your client is available to receive questions at this time since this can be the last step before they commit.

You should also provide more in-depth, brand-neutral information. Testimonials or case studies make people feel your client’s brand is the best fit for them.

You may want to circulate content that differentiates your client from their competitors. You can do this through strategic guest posting on:

  • Well-positioned blog posts on other sites.
  • Facebook groups.
  • Forums.
  • Other places where potential clients may be interacting with the brand.

Retention Phase

So, your legal client has closed a new client – now what?

In the legal field, it may seem like once a lawyer-and-client relationship ends, it’s all over.

However, there’s always a chance that this client may need help with legal issues in the future – or could refer a friend or relative their way.

These contacts should be available via an email list or CMS for follow-up contact. That way, they can send content that maintains brand awareness and loyalty to their clients.

One option is to send an email once the engagement has ended.

This can be to thank them for their business, ask for a review, and prompt them to follow your client on social media. Then, you can run a continuous email campaign of legal tips, events, promotions, and more.

2. Create Timely, Relatable Content

We’ve all seen the trending and “click bait” articles on social media.

As annoying as they may seem, there is a lesson to be learned that can be applied to content marketing.

Users like content that is engaging, inspires an emotional response, or is controversial.

They also like to stay up-to-date on what’s going on, and by creating timely, engaging content, you can accomplish this without creating clickbait. Here’s how:

Staying On Top Of The Trends

The best way to get content in front of the right eyes is by creating timely and relatable content.

Is there a current event that’s making its rounds on social media? Offer a lawyer’s perspective of the issue.

Celebrities going through a divorce? Outline the top 10 benefits of having a prenup.

By making timely content or responding to current trends, you can be confident about creating fast circulation and shareability.

Content with a human element will ensure that it will resonate with the audience and inspire them to engage.

The right content will get them to click, think, and share. Or give your client a call.

3. Sharing Applied vs. Passive Knowledge

The way users engage with content is constantly changing.

People are increasingly looking for content that entertains them, gets them thinking, or makes them feel warm and fuzzy.

The legal niche is especially guilty of creating passive content that informs its audience about a topic. While this can be good for SEO, it’s not particularly good for conversions.

Creating content based on applied knowledge is different. It usually:

  • Inspires.
  • Teaches.
  • Understands.
  • Helps.

For instance, a blog post titled “3 Things That Happen When You Get A DUI” serves to inform.

However, a better piece of content for inspiring users to convert may be “Got A DUI? Here’s What You Need To Know.”

This content may outline what the user should do for a DUI case, such as hiring an attorney or tips for overcoming the embarrassment of a DUI.

Pieces like this can help accomplish several goals at once. This can encourage potential clients to trust the law firm and see them as empathetic while informing them of the steps they need to take.

The Power Is In Their Hands

This kind of content is excellent for honing in on a particular audience rather than simply meeting the search queries of those looking for more information about DUIs.

There is also potential to incorporate interesting tools, charts, and infographics to increase engagement. Incorporating visually appealing graphics can help break up content and better engage the reader.

What’s important here is not to overwhelm readers with too much information at once. If you find a piece has too much info, feel free to break it into a series of posts.

When you offer practical knowledge, you give readers autonomy and put the freedom of choice in their hands.

In addition, they will trust you as the expert because you provide valuable information but won’t feel pressured by a hard sell.

Final Takeaways

Law firms have much to gain from content marketing, such as attracting new clients, getting more website traffic, and building themselves as an authority for legal advice in their communities.

By thinking about the customer journey and shifting to creating content that will resonate with their target audience, content marketers can turn around the way legal firms engage with clients.

Producing high-quality, well-researched, interesting content will help firms meet their goals and create valuable pieces to promote across multiple platforms.

When marketers shift to timely topics and content that people can relate to, they will see better results that will interest people and help their SEO presence.

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Meta AI Introduces AI-Generated Photos to All Platforms

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Meta AI Adds AI-Generated Images to Social and Messaging Platforms and Expands Availability to More Languages and Countries

Meta just released multiple updates to Meta AI which brings advanced image generation and editing capabilities directly to Facebook, Instagram and WhatsApp feeds, plus availability in more countries and languages.

New Meta AI Creative Tools

Meta AI is bringing AI generated and AI Edited photography that can be generated at the moment a user is making a post or sending a message with a new tool called Imagine Me.

Imagine Me is a prompt that can be used to transform an uploaded image that can be shared. This new feature is first rolling out as a beta in the United States.

Meta explains:

“Imagine yourself creates images based on a photo of you and a prompt like ‘Imagine me surfing’ or ‘Imagine me on a beach vacation’ using our new state-of-the-art personalization model. Simply type “Imagine me” in your Meta AI chat to get started, and then you can add a prompt like “Imagine me as royalty” or “Imagine me in a surrealist painting.” From there, you can share the images with friends and family, giving you the perfect response or funny sidebar to entertain your group chat.”

New Editing Features

Meta products like Facebook, Messenger, WhatsApp and Instagram now have advanced editing capabilities that allow users to add or remove objects from images, to change them in virtually any manner, such as their example of turning a cat in an image into a dog. A new Edit With AI button is forthcoming in a month that will unlock even more AI editing power.

Adding AI generated images to Facebook, Instagram, Messenger and WhatsApp within feed, posts, stories, comments and messages is rolling out this week in English and coming later to other languages.

Screenshot of a Facebook user adding an AI generated image into their post

Meta AI In More Countries And Languages

Meta AI is now available in seven additional countries, bringing the total countries to to 22. It is also available in seven more languages.

List of Seven Additional Countries:

  1. Argentina
  2. Cameroon
  3. Chile
  4. Colombia
  5. Ecuador
  6. Mexico
  7. Peru

Meta AI is now also available in the following seven additional languages:

  1. French
  2. German
  3. Hindi
  4. Hindi-Romanized Script
  5. Italian
  6. Portuguese
  7. Spanish

Advanced Math And Coding

Meta AI is making their most advanced model, Llama 405B, available for users to take advantage of its advanced reasoning abilities that can answer complex answers and excells at math and coding.

Meta AI writes:

“You can get help on your math homework with step-by-step explanations and feedback, write code faster with debugging support and optimization suggestions, and master complex technical and scientific concepts with expert instruction.”

Read the official announcement:

Meta AI Is Now Multilingual, More Creative and Smarter

Featured Image by Shutterstock/QubixStudio

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System Builders – How AI Changes The Work Of SEO

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Kevin Indig's Growth Memo for SEJ

AI is terraforming tech. The content and SEO ecosystem is undergoing a massive structural change.

Human-written content gains value faster for LLM training than for end consumers as the pure profit licensing deals between LLM developers and publishers show.

Publishers struggle to survive from digital subscriptions but get millions that go straight to their bottom line for providing training data.

Content platforms, social networks, SaaS companies and consumer apps coat their products with AI. A few examples:

  • Spotify DJ (AI-generated playlist).
  • AI Overview (AI answers in Google Search).
  • Instagram AI personas (celebrity AI chatbots).
  • Ebay’s magical listing (turn a photo into a listing).
  • Redfin Redesign (try interior designs on real house pictures).
Image Credit: Kevin Indig

The quality of machine-generated content (MGC) challenges human-generated content (HGC). I ran an experiment with my Twitter and LinkedIn followers: I asked them to choose which of two articles was written by a human and which by a machine – and they had to explain their answer.

Only a handful of people figured out that AI wrote both pieces. I intentionally framed the question in a leading way to see if people would challenge the setting or believe that one piece was written by a human if told so.

  • Not an isolated experiment: A survey of 1,900 Americans found that 63.5% of people can’t distinguish between AI content and human content.1
  • People seek help: Google search demand for [ai checker] has reached 100,000 in May 2024 (Glimpse).
  • Dark side: scammers use MGC to make money, as 77% of AI scam victims lost money.2
Search demand for AI checkerImage Credit: Kevin Indig

The quality level of LLMs pushes SEO work towards automating workflows and learning with AI, while writers will take content from good to great instead of zero to one.

Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!

How AI Changes The Work Of SEOImage Credit: Lyna ™

System Builders

Clients, podcasters and panel hosts often ask me what skills SEOs need to build for the AI future. For a long time, my answer was to learn, stay open-minded and gain as much practical experience with AI as possible.

Now, my answer is SEOs should learn how to build AI agents and workflows that automate tasks. AI changes the way search works but also the way SEOs work.

AI + No-code Allows SEOs To Automate Workflows

A few examples:

1/ Cannibalization

  • Old world: SEOs download search console data and create pivot tables to spot keyword cannibalization.
  • New world: SEOs build an AI workflow that sends alters, identifies true keyword cannibalization, makes content suggestions to fix the problem, and monitors the improvement.

2/ Site Crawling

  • Old world: SEOs crawl websites to find inefficiencies in internal linking, status code errors, duplicate content, etc.
  • New world: SEOs build an AI agent that regularly crawls the site and automatically suggests new internal links that are shipped after human approval, fixes broken canonical tags and excludes soft 404 errors in the robots.txt.

3/ Content Creation

  • Old world: SEOs do keyword research and write content briefs. Writers create the content.
  • New world: SEOs automate keyword research with AI and create hundreds of relevant articles as a foundation for writers to build on.

All of this is already possible today with AI workflow tools like AirOps or Apify, which chain agents and LLMs together to scrape, analyze, transform data or create content.

Moving forward, we’ll spend much more time building automated systems instead of wasting time on point analyses and catalogs of recommendations. The SEO work will be defining logic, setting rules, prompting and coding.

building automated systems Building workflows with AirOps (Image Credit: Kevin Indig)

You Can Learn (Almost) Anything With AI

I never made the time to really learn Python or R, but with the help of Chat GPT and Gemini in Colab, I can write any script with natural language prompts.

When the script doesn’t work, I can paste a screenshot into Chat GPT and describe the issue to get a solution. AI helps with Regex, Google Sheets/Excel, R, Python, etc. Nothing is off-limits.

Being able to write scripts can solve problems like data analysis, a/b testing and using APIs. As an SEO, I’m no longer dependent on engineers, data scientists or writers to perform certain tasks. I can act faster and on my own account.

I’m not the only one to figure this out. People are learning to code, write and many other skills with AI. We can learn to build AI workflows by asking AI to teach us.

Search demand for coding with AI is explodingImage Credit: Kevin Indig
Search demand for write with AI is explodingImage Credit: Kevin Indig
Search demand for learn with AI is explodingImage Credit: Kevin Indig

When you can learn almost anything, the only limit is time.

The Work Of Writers Changes

Against common belief, writers won’t be crossed out of this equation but will play the critical role of editing, directing and curating.

In any automated process, humans QA the output. Think of car assembling lines. Even though AI content leaps in quality, spot checks reduce the risk of errors. Caught issues, such as wrong facts, weird phrasing or off-brand wording, will be critical feedback to fine-tune models to improve their output.

Instead of leg work like writing drafts, writers will bring AI content from good to great. In the concept of information gain, writers will spend most of their time making a piece outstanding.

The rising quality work spans from blog content to programmatic content, where writers will add curated content when searches have a desire for human experience, such as in travel.

A mini guide to Los AngelesTripadvisor’s attraction pages feature human-curated sections. (Image Credit: Kevin Indig)

Unfair Advantage

As often with new technology, a few first-mover people and companies get exponential value until the rest catch up. My worry is that a few fast-moving companies will grab massive land with AI.

And yet, this jump in progress will allow newcomers to challenge incumbents and get a fair chance to compete on the field.

AI might be a bigger game changer for SEOs than for Google. The raw power of AI might help us overcome challenges from AI Overviews and machine learning-driven algorithm updates.

But the biggest win might be that SEOs can finally make something instead of delivering recommendations. The whole value contribution of SEOs changes because my output can drive results faster.

Survey: ChatGPT and AI Content – Can people tell the difference?

Artificial Intelligence Voice Scams on the Rise with 1 in 4 Adults Impacted


Featured Image: Paulo Bobita/Search Engine Journal

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12 SEO Meetups You Should Have On Your Radar

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12 SEO Meetups You Should Have On Your Radar

Want to meet other people interested in SEO offline? Give an SEO meetup a go.

In my experience, it’s one of the best ways to meet like-minded people and provides a more relaxed, informal setting than a bustling SEO conference. Who knows—you could make new friends at a meetup or even land new SEO clients.

But with so many events worldwide, it’s impossible to mention them all. So, here are some of the most talked-about SEO meet-ups I think you should have on your radar.

Okay—so I may be a little biased, but I wanted to start by sharing our Ahrefs’ SEO Events. We’ve run five Beer and Snacks Meetups in Singapore. We’ve also hosted an SEO Workshop and Networking meetup the day before BrightonSEO, and we just launched our London Meetup.

Tickets to the London Meetup sold out in a day and a half—it was our fastest-selling ticketed event ever.

Tim Soulo, Joshua Hardwick, and Ryan Law will speak at our inaugural event, covering topics such as improving your rankings, competitor research, and content marketing. To stay informed about our next event, follow our events page.

Sidenote.

Missed our meetups but still want to catch up with the Ahrefs team and a host of world-class speakers? Get Ahrefs Evolve tickets ✨

London SEO XL MeetupLondon SEO XL Meetup

The LondonSEO Meetup hosts an evening of networking with industry peers and leading experts featuring SEO speakers like Itamar Blauer, Steph Hugman, Reina Hanada, and many more.

The bigger XL event has even hosted prolific search engine news chronicler Barry Schwartz in 2023.

Search London Meetup PhotoSearch London Meetup Photo

With over 2,800 members, Search London is a popular meetup that has been around for over a decade.

Events are organized every 8-12 weeks, and members are from a mixture of agency, client-side, and start-up businesses.

The meet-up is open to anyone in SEO, PPC, or social media—and offers marketing professionals and first-time speakers a safe, supportive space to share their industry knowledge and experiences.

Search 'n Stuff Meetup PhotoSearch 'n Stuff Meetup Photo

Search ‘n Stuff meetups are an energetic and all-embracing community tailored to empower digital marketers, startups, in-house teams, and professionals. Expect sharings centered on strategies, campaigns, and other relevant SEO topics.

Neurodivergents In SEO Meetup PhotoNeurodivergents In SEO Meetup Photo

Neurodivergents in SEO provide a safe space for neurodivergent SEOs to network and learn.

The group holds in-person meetups at BrightonSEO, both in the UK and the US, and monthly pub quizzes with great prizes.

If you’re an SEO or marketer and identify as neurodivergent, you’re more than welcome to join the community. You can do so by signing up here.

Search Norwich PhotoSearch Norwich Photo

Search Norwich launched in 2018 as a free marketing meetup event. It often features top industry speakers who share their knowledge, tips, and advice with the search marketing community. At Search Norwich there are no sales agendas, fluff, or pitches—just valuable insights.

SEOFOMO Meetup PhotoSEOFOMO Meetup Photo

The SEOFOMO meetups are run by SEO superstar Aleyda Solis, who is a well-known SEO speaker and founder of SEO consultancy Orainti. She’ll also be the headline speaker for our first Ahrefs Evolve Conference.

SEOFOMO is a laid-back, free event perfect for learning, connecting, and sharing with other SEOs.

SEO Mastermind PhotoSEO Mastermind Photo

SEO Mastermind is a supportive, free, and friendly SEO community where you can grow your skills, meet like-minded people, and get answers to all your organic marketing questions.

SEO Mastermind meets around eight times a year, mainly in the Netherlands and Belgium—but they also occasionally have meetups in other locations, for instance, at Brighton SEO and ISS Barcelona.

Organizer Jeroen Stikkelorum told me that SEO Mastermind is on a mission to build the most valuable Dutch-spoken SEO and organic marketing community in The Netherlands and Belgium. So if you’re local, give it a go.

SEO Lager Fest Meetup PhotoSEO Lager Fest Meetup Photo

SEO Lager Fest is a fun SEO meetup that (apart from drinking) enables you to network with like-minded folks in the SEO industry. They hold an SEO quiz, run case study competitions, do AMAs, and even do SEO charades.

SEOnerd Switzerland Meetup PhotoSEOnerd Switzerland Meetup Photo

SEOnerdSwitzerland is a volunteer-run association that organizes events for SEOs in Switzerland and beyond.

Dedicated to fair opportunities and diversity, they provide training and coaching for people wanting to break through as a public speaker in the SEO industry.

SEOnerdSwitzerland also offers training and coaching for speakers, aiming for a diverse and inclusive panel.

WebSchrona Meetup Photo, Salzburg, AustriaWebSchrona Meetup Photo, Salzburg, Austria

WebSchrona is a free monthly meetup for SEO and online marketing professionals in Salzburg, Austria. They meet every second Thursday at 6 p.m.

There’s no fixed agenda, so discussions are often unplanned and spontaneous and often involve a drink of some description.

Organizer Alexander Außermayr tells me that everyone is welcome to join their SEO meetups. The aim is to provide a regular, uncomplicated meetup in an open space—often a beer garden, if the weather is good.

SEO Benelux Meetup PhotoSEO Benelux Meetup Photo

SEO Benelux started in 2018 as a Facebook community for Dutch and Belgian SEO specialists. The meetup grew into the largest in the Benelux region, with more than 3,000 members.

There are four meetups each year, two in Belgium (Ghent and Antwerp) and one in the Netherlands (mostly Amsterdam). Each meetup attracts 70–90 people and features three speakers.

If you don’t live in a big city, it may be difficult to find a good meetup, but that doesn’t mean there aren’t any in your local area.

Here are my tips to help you find new meetups near you.

Tip 1 – Use Google’s advanced search operators to uncover new meetups

As new meetups pop up all the time and often without notice, it’s worth doing some digging to see what’s out there.

You can just do a regular ol’ Google search, but we’re SEOs—so let’s use some advanced search operators and spice it up a bit.

In this example, I searched for the phrase “meetup” in the title, plus my location and my favorite SEO tool, and it managed to uncover Tim’s tweet on our London Meetup.

Advanced Google Search Operators ExampleAdvanced Google Search Operators Example

This is just a very basic example, and you could use any website or location, but it shows how you can uncover information about new meetups with a little research.

Tip 2 – Trigger the Events SERP feature

By searching for events or events near me, you can trigger the Events SERP feature. In the example below, I found a few SEO-related events by prepending “SEO” to the search.

Triggering the Events SERP Feature ExampleTriggering the Events SERP Feature Example

Once you’ve triggered the feature, scroll down until you find an SEO meetup that catches your eye.

Tip 3 – Use Meetup to find an SEO meetup

If you can’t find anything on Google then it’s a good idea to run a quick check on a specialist community platform.

One of the most popular platforms is Meetup. It allows you to find events near your location on any topic.

Meetup.com screenshotMeetup.com screenshot

Over the years, I’ve attended a lot of smaller meetups through this website, and they have always been interesting and a place to make new connections.

Tip 4 – No SEO meetup in your area? Start your own!

I started my own mini-meetup in 2018 on WhatsApp with some former colleagues, imaginatively titled #seodrinks.

#SEOdrinks meetup logo#SEOdrinks meetup logo

It started from humble beginnings in a room in a small pub in London, and it’s still in a room in a small pub—somewhere in London. (If you want an invite, let me know on LinkedIn.)

We only have semi-regular meetups in London and a small group, but every meetup has to start somewhere.

If you want to start your own SEO meetup, platforms like WhatsApp and Telegram are the best free places to start, but if you want a more specialized paid option, you could try Meetup or another similar platform.

Final thoughts

You don’t always have to attend a big SEO conference to meet other amazing people in the industry. Some of the smaller meetups I’ve been to have resulted in making more contacts than the bigger conferences.

As such, SEO meet-ups are one of my favorite ways to meet people who are just as interested in SEO and marketing as much as you are.

Did I miss an SEO meetup? Add your SEO meetup here, or let me know on LinkedIn.



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