ILW.COM - the immigration portal Immigration Daily

Immigration Daily: the news source for legal professionals. Free! Join 35000+ readers

Home Page

Advanced search


Immigration Daily

Archives

Processing times

Immigration forms

Discussion board

Resources

Blogs

Twitter feed

Immigrant Nation

Attorney2Attorney

CLE Workshops

Immigration books

Advertise on ILW

VIP Network

EB-5

Chinese Immig. Daily

About ILW.COM

Connect to us

Make us Homepage

Questions/Comments


SUBSCRIBE

Immigration Daily

 

Chinese Immig. Daily



The leading
immigration law
publisher - over
50000 pages of free
information!

Copyright
©1995-
ILW.COM,
American
Immigration LLC.

Immigration Daily: the news source for
legal professionals. Free! Join 35000+ readers
Enter your email address here:



< Back to current issue of Immigration Daily < Back to current issue of Immigrant's Weekly

Murthy vs The Goliaths: The Power Of Search At Work

by Gord Hotchkiss

In the good old days, online was the place where David could beat Goliath. It was the forum where success was decided not just by market cap or the size of your advertising budget, but by nimble strategies and just plain chutzpah. It was the place where the little guy could triumph and slam one in the face of the corporate behemoths. But those days are over, right?

Not quite, at least not in the legal field.

As part of a client project, I was using Hitwise to determine who the category leader was in law firms. Who was grabbing the biggest slice of the potential 100 million visitor per month pie? After sorting through record search sites like Intelius, people finders like US Search and directory sites like lawyers.com, I started looking for those huge firms that you would expect to find on top. Here are the usual suspects:

Baker & McKenzie - 3246 attorneys, 69 offices around the world

Jones Day – 1822 Attorneys, 29 offices around the world

Skadden – 1822 Attorneys, 22 offices around the world

Latham & Watkins – 1627 Attorneys, 22 offices around the world

(the information on the firms comes from the Internet Legal Research Group and the firm’s own sites)

And the winner was…. The Law Office of Sheela Murthy.

Who?

Murthy.com is the official online home for a small immigration law firm based in Owings Mill, Maryland. Just 9 attorneys, in an office that’s probably smaller than the executive washroom at Baker and McKenzie. Yet, Ms. Murthy is kicking the big guys butts around the online block. And we’re not talking a slight edge in traffic. According to Hitwise’s market share report, Murthy.com captures 10 times the market share of these 4 huge firms combined.

I must admit, I was a little skeptical at first. So I tried some quick checks on Alexa. Sure enough, the small firm from Owings Mill was decimating the big guys when it came to generating internet traffic.

Frankly, I’m at a bit of a loss to explain this. The only explanation must be that the big guys don’t really care. This is surprising, considering that well over a million people searched for some kind of lawyer on the Yahoo! network in May. And even more people searched for an attorney. That’s just on Yahoo! Google’s numbers would easily double this. That’s a minimum of 5 million potential clients up for grab every month, and the 4 largest firms in the U.S. haven’t even optimized their title tags. You guessed it. Just the name of the firm shows in every case!

As search marketers, we often assume that the whole world knows about the power of search. Sometimes, it takes a blatant example like this to make us realize that a large part of the world is still waking up to the new reality of online marketing. And as long as the giants are sleeping, there’s still the opportunity for the Sheela Murthy’s of the world to eat their lunch.

Come on, admit it. Aren’t you going to be just a little bit sorry when those days are gone?


Immigration Daily: the news source for
legal professionals. Free! Join 35000+ readers
Enter your email address here: