Maximizing Your Law Firm SEO Efforts
Professionals tend to put in a lot of hours at work. You work for your clients, you work to keep on top of current legal issues, and you probably work when you get home. That’s why it is a no-brainer to make the most out of the results of all that hard work. Given the choice between being paid the same fee for a job you can do for 40 hours and a deal you can close in 20 hours, of course you would choose the latter.
Search engines have proven to be quite a goldmine of new clients for law firms in recent years, making law firm SEO a top favorite marketing strategy among legal practitioners. In the use of law firm SEO as a marketing strategy, the key is to derive as much benefit as you can from as little amount of money and time you can afford to dispense. Let me show you how:
Close coordination with your SEO Consultant. You should make sure you work closely with whoever you hire to do the SEO marketing for your firm. The knowledge that you are a hands-on client who want to be apprised every step of the way will push them to do their best work. This close involvement would also enable you to spot irregularities or weaknesses that need to be addressed straight away. Just because they manage to increase your traffic doesn’t instantly mean they’re doing a very good job because many of those potential clients may be the wrong types, or they might not become actual clients.
Blog on your main interests or thrusts. If you keep up a blog for attorney marketing purposes (not necessary but certainly not harmful), then make sure to always blog about the latest things you’ve read or learned with respect to your practice. Doing so will reinforce what you’ve learned (I personally always like to find ways to remember things better), and it will also show potential clients what your specialties are and how well you keep up with them. If you try to blog too much just for the purpose of targeting good keywords, then you’ll generally write only mildly interesting articles and will also typically jump from one topic to another, confusing potential clients about what it is that you focus on.
Single out your law firm SEO. There is a good reason why many SEO consultants and writers throw out this tip often. Being specific is great advice in any form of marketing, since it’s better to intensely appeal to 100 people than it is to mildly appeal to 100,000. This principle is even more applicable to SEO considering searches conducted are very exact. People who are specifically looking for lawyers to advise them on matters regarding child custody would be more inclined to choose those who present themselves as child custody lawyers instead of the broader ‘family lawyers’ tag.
The best advice a lawyer could ever get regarding the use of SEO is to treat it like any other marketing tool. Look at it as a specific tool that will increase your exposure and visibility to your target potential clients who will give you the time of day to try and convince them why you’re the best firm for them. Use the search engines properly and productively and post worthwhile and useful content. It will always come back to bite you.
Marketing, specifically the use of SEO, may be a necessary evil for lawyers and law firms, but if done right, it could actually turn into something that would work to your advantage and something you’d look forward to doing more of. Be wise and use your resources well; if you do, you can simply watch your business – and your profits – rise.