The business world today is heavily reliant on digital marketing strategies to get their service or product across to the public. It’s the primary means in which people find out what they want. There are no more phone books. The era of the Rolodex is over. In this day and age, in order to succeed you need to have a large digital presence, especially if you’re a law firm. People seek help and legal guidance intuitively as opposed to systematically. There are various psychological principles at play, all revolving around: what is most visible, and what is within their means. The best way to maximize this concept is with Search Engine Optimization or SEO. SEO is the global leader in optimizing the presence of your company's website. It can provide a unique advantage that is tailored to your specific branch of law and its corresponding target demographic. And in this field, any advantage could spell the difference between breaking even and being propelled forward into unprecedented growth. Search engine optimization is king.
Here are four tips for law firms to improve their search ranking with SEO.
Search engine analytics are heavily reliant on how much content you put out, and how relevant it is to your given field. Putting out said content entices people to give a closer look into a service, whether it be through catchy headlines, “insider” information, practical advice, or a combination of all three. Having great content makes one more likely to link to it and share it with others, letting search engines know that you’ve got something good. SEO experts know exactly how to write a piece that has enough weight to get it going in the share circles. Enticing content writing with associated links and solid facts is what they do best. This, in combination with strategic placement and guest pieces, makes SEO strategies bulletproof in creative and effective content. The people behind lawyerseo.com know this better than anyone. They know when to update and when to get highly specific. Since there are very few companies that are essentially a service exclusively for your needs, those select few are totally up to date with news and stories relating to your firm. If you specialize in personal injury, you best believe that they’ll be on top of every Big Pharma scandal, every manufacturing contamination, and every leaked pipe. From there, they’ll craft the perfect piece with your personal stamp on it.
So you’ve got your content ready. You’ve got the right amount of words for your audience, and you’ve got the best advice in the field. How does one build their authority and effectiveness in the world wide web? It’s all about links. Links are something most of us are familiar with. They’re the clickable set of words that take you to a related website. For example: if you’re writing an article about renting a minibus, you’d most likely have a link to fun activities to do on a bus. It’s simple, but doing it effectively is not easy. One has to find quality links to add to their associated brand. And because the big search engines like Google, who generates a massive chunk of the activity on the internet, see these clicked links as “upvotes” you and up ranking higher because of it. If you accumulate a significant amount of clicks on your website, it sends Google a signal essentially telling them you’re super popular. And Google likes the popular sites. Links can either be internal or external links. Internal links are links to other pages within the same domain. It’s pretty much referencing yourself, leaving an imprint of activity going back and forth in your website. External links are links to other websites, letting the people know that you recommend it. If content generation is your bread and butter, links are your sugar and cream. They’re essential for your law firm's authority building strategy.
Technical SEO is a bit less straightforward than putting out content and giving link shout-outs. It’s a series of characteristics that your website has that makes is more attractive to the user. If you have, a well designed site, the more people go for it. Fortunately, everything we do online is done on purpose. Search engines inherently know, through experience and features, what will work and what won’t work. Some of these features are no-brainers with fanciful names. Essentially, if your website is mobile friendly (the number 1 way people consume content), fast, and easy to use, people will use it. Ever been on a site whose product, from pitch to purchase, took a few minutes? That's a good user experience. This is what you want. As a law firm, there has to be minimal hesitation between search and conversion. Like any sales pitch, the longer a person spends having to “think about it” the less likely they’re going to be customers. Make sure your SEO provider can set up an intuitive, updates, and fast website.
A catch-all term that encompasses the general weight of your law firm’s authority is called On-Site SEO. For lawyers, this means having specific topics and click targets. It’s about getting people to call or email in the least amount of clicks. It used to be centered around keywords. And to a certain extent, it still is. But content topics and titles are what’s important here. Having a focused set of articles, with an easy to use experience, makes for good on-site SEO.
Search Engine Optimization is the most efficient, foolproof way to get clicks. And clicks, if tailored well to the target market, translates directly to conversion. Many firms are set in their ways about how they market and do business. Go down to any State and you’ll see billboards and catchy tag-lines, all pushing the idea that they’re the strongest, biggest, and toughest of them all. Unfortunately, that notion has gone to the wayside. It’s absolutely necessary to get with the times. There is no: “that’s the way it’s done around here.” And the more one focuses on their website and promotion through the internet, the better their search ranking. And a good search ranking for your area, in this dog-eat-dog law business, is absolutely necessary.