Muzeview Research LLC, a competitive intelligence services provider working with professional services firms, has released its February 2009 Muzeview Law Firm Web Presence Index™, ranking the AmLaw 100 law firms against one another according to the strength of their presence on the World Wide Web.
The Index, which is updated monthly, once again shows a number one ranking for Jones Day, the Cleveland, OH-based firm that ranks number 4 on the AmLaw 2008 list. Drilling down into the individual metrics, outstanding search engine positioning (SEP) puts Jones Day at the top – taking the firm’s SEP score at a baseline 100, the nearest competitor comes in under 50. This shows Jones Day makes a concerted effort to stay ahead with search engine optimization (SEO).
However, site stickiness – the number of pages an individual visitor to the Web site examines, and how long they stay at the site overall – is a powerful factor in Web presence and it can change significantly from month to month. For example, Baker & McKenzie, based in Chicago, dropped from fifth ranking in January, to number 12 in this month’s index, mostly because of a fall in site stickiness. By contrast, Mayer Brown, based in Chicago, rose from number 12 to number six in the Muzeview Web Presence Index™; and White & Case, based in New York, rose from 21 to position number eight, largely because of an increase in Web site stickiness.
“This is a great example of how law firms need to keep giving their target audience fresh reasons to visit and linger on the Web site,” said Paul Gladen, president and founder of Muzeview Research LLC. “Simply putting the equivalent of a glossy brochure or a partner directory up on the Web isn’t going to cut it these days. Web visitors want timely, useful information they can trust, constantly updated.”
While the Muzeview Index measures size and stickiness of the firms’ own Web sites, rankings are also adjusted according to the firms’ visibility in industry blogs and on topic-related Web searches. A new metric added in February’s Web Presence Index measurements was Yahoo Inlinks, which measures the number of pages linking to a particular page or pages within a website domain.
The February 2009 summary results for the top 100 firms were:
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About the Muzeview Web Presence Index™
The Muzeview Web Presence Index™, which is updated monthly, helps firms competitively evaluate the return on investment they are generating from their web activities and associated marketing and recruitment activities. The Index evaluates not just a firm’s Web site but the links, references and discussions about the firm that occur across the web in business and social media, references sites and search results.
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