Advancing Your Legal Practice Through SEO
Hours and hours of work are put in by professionals everywhere. Aside from seeing to your clients’ needs, you also try to be updated with current legal issues and even bring home some work with you. That’s why it makes perfect sense to squeeze all you can out of all those efforts you put into it. If you could work 20 hours rather than 40 to win a case or close a deal (assuming you got paid the same), you’d obviously prefer to work 20 hours.
Search engines have proven to be quite a goldmine of new clients for law firms in recent years, making SEO for law firms a top favorite marketing strategy among legal practitioners. If you or your firm is making use of law firm SEO, then you should also be ensuring that you’re getting as much as you can from as little time and money as you can spend. 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. Doing so will provide the obvious benefit that they’ll likely do better work, since they know that you’re the type of client who constantly checks in. Since you are hands on, you are most likely to spot which parts of the SEO marketing works and which doesn’t so you can immediately point out to them which needs some tweaking or enhancement. Increased traffic does not automatically mean wider client base, since many of those people aren’t the types of potential clients you are actually targeting.
Blog about your primary interests. 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. Aside from being a good self-learning tool, they are also effective in giving the impression to potential clients about the breadth and width of your knowledge and expertise, as well as your experience. You will be risking putting your potential clients in a state of confusion regarding your practice and your expertise if you only concentrate on posting mildly interesting material which, unfortunately, is what you’d end up with if you concentrate on the keywords instead of the subjects.
Target your Law Firm SEO VERY SPECIFICALLY. You’ll hear this tip from a lot of good SEO consultants and writers, and there is a good reason. It is always better to get the rapt interest of 100 people than the passing interest of 100,000, which is why being specific is given much import. This is doubly true when it comes to search engine optimization, since searches themselves are very specific. It’s much better to appeal to people searching for a child custody lawyer than it is to rank highly for family lawyer, since anyone with a child custody issue really wants to know that you’re going to be able to solve that specific problem.
The best advice a lawyer could ever get regarding the use of SEO is to treat it like any other marketing tool. This tool should be treated as something that will be instrumental in calling more attention to yourself in the target market of potential clients that you’ve set your eyes on. Don’t try to illegitimately game the search engines or post things that actual potential clients wouldn’t find both interesting and compelling. Abusing it or using it wrongly could work against you in the end.
Marketing is a game and task that many lawyers and law firms view as a necessary evil, but SEO can make it both easier and somewhat more interesting if you follow the above tips and find ways to integrate your interests and experiences with everything that you publish and post online. Be wise and use your resources well; if you do, you can simply watch your business – and your profits – rise.
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