In an increasingly digital world, online marketing has become integral for industries to flourish. As a lawyer, your lifeblood is your clients. The more clients who are aware of your firm, the higher the chance that they will reach out to you for their legal concerns.
The best tactic to add to your online marketing strategies is search engine optimization (SEO). In this article, we’ll give you a brief rundown of what SEO strategies are and what to look for in hiring an SEO company for your law firm’s digital marketing campaign.
If you want to beat any competitor in internet marketing, get in touch with our SEO experts at Advantage Attorney! Contact us to discuss your SEO strategy and have your firm’s website optimized.
SEO (Search Engine Optimization): An Overview
Every day, users go online to look for the information they need. Search engines like Google, Yahoo, and Bing do tons of calculations to figure out which websites to display in the search engine results. With SEO, we can get you up on the search engine rankings and place your web pages at the top of the search results.
SEO works for organic search results, meaning it utilizes non-paying factors to improve visibility. In contrast, there are paid search engine marketing tactics such as pay-per-click advertising (PPC), where you pay money for a spot at the top of the search results page.
The most crucial SEO techniques for optimizing your website include:
- Presence of keywords;
- Page speed;
- Mobile-friendliness;
- Link-building.
When potential customers search online for lawyers, they typically use specific words, called keywords, to find pages that fit their needs. By using these keywords, improving the loading speed, making it accessible to mobile users, and linking to other sites, you can improve your SEO and increase website traffic.
To find the right keywords, you have to conduct keyword research. This gives you a list of keywords to place in your web content and around your website to improve your relevancy to the search engines.
Search marketing is complicated. Leave the marketing SEO to our team of SEO specialists so you can focus on serving your clients. Call our experienced lawyer marketing agency today to avail of our marketing services and improve your search engine ranking.
How to Conduct Keyword Research
There are various keyword research tools available online. However, you may not know which of those keyword phrases can turn website visitors into actual clients.
Long-tail keywords are better for website optimization. The longer the keyword, the more specific their intent, which you can capitalize on. Using long-tail keywords usually ends up improving the conversion rate from page visitors to customers.
It is much easier to optimize your content for “personal injury lawyers in Orange County” versus someone who just inputs “lawyer.” The former have their intent which you can tailor your content strategy towards, whereas the latter can be someone who just wants to know what a lawyer is. Focus on long-tail keywords to drive valuable traffic that eventually becomes clients.
After coming up with a list of keywords, you have to integrate them into your web page. Common places to insert keywords are:
- Content such as blogs or video descriptions;
- Meta description;
- Title tags; and
- Headings.
Try to spread the keywords all over as a high keyword density can decrease your SEO. If you put in too many in a sentence, then search engines will see that as “keyword stuffing” and gaming the system, which decreases your SEO.
How to Find a Good SEO Company
With enough time and dedication, you can learn SEO and start your campaigns to increase your website traffic and improve your Google ranking. If you don’t have the resources, you can hire an Internet marketing company and avail of their search engine optimization services. Here are some tips to help you find an SEO company that fits your needs.
Ask Them about SEOs and What Techniques They Employ
SEOs are not some magic hocus-pocus that makes your website appear on the front page out of thin air. It involves a lot of knowledge of search engine algorithms, content management, and website management, which can get pretty technical.
If you find that you cannot understand what SEO is from what the marketer says or if they make it out as some mystical trick, then they may not be the right fit for your firm.
In the industry, there are techniques known as “Black Hat SEO.” These are usually shortcuts that can boost SEO immediately. However, once the search engines figure out you’re using these techniques, your website will plunge in ranking. These Black Hat SEO techniques include cloaking, keyword stuffing, and buying links.
A true SEO specialist will employ White Hat SEO techniques like the ones we’ve mentioned previously. Keyword research, link building, and content management are all ways to organically boost your website’s rank while staying within the rules of the search engines.
Take a Look at the Team and their Company Values
Before partnering up with an SEO marketing agency, their values must align with yours. Take a look at the team’s experiences through their certifications, accolades, and accomplished coursework.
Law firms cannot operate without a thorough understanding of the case through in-depth research and rigorous analysis. You may want your SEO partner to display a similar commitment with their keyword analysis. If you cannot agree with a company’s values, you may find it difficult to work with them for your SEO campaign.
Before you commit to one SEO company, investigate them first to ensure that they are the best fit to work with your law firm.
Review their Portfolio
You’ll know an excellent SEO company when you see the results they’ve driven for their clients. Ask to see their portfolio and ask for quantitative proof of their results.
The best SEO company will have an extensive history of success with other law firms. Check how they can boost leads, conversions, and organic traffic. Compare results between SEO companies to see which one gives the best results.
Take a look at testimonials, too. The experiences of other law firms will give you an insight into how the SEO agency fits into your marketing goals.
Final Thoughts
Getting on the first page of the search results helps get you more clients. The resources you spend on improving your SEO eventually translates into customers. In other words, the ROI makes it more profitable to invest in SEO now.
At Advantage Attorney Marketing, we help law firms grow their firms. We help solo attorneys and small law firms grow their businesses. With over 20 years of experience in the U.S. legal industry, we’ve developed our marketing management system for small law firms that will build your reputation, and reach your target audience.
Don’t hesitate. Give our SEO specialists a call to establish your online presence today!
