Some SEO experts say they are mavericks. They’re shaking up the system. If you don’t know SEO, you might dispute these claims, but when you see the results these individuals get, you can’t deny their validity so easily.
Mavericks change dynamics and shake up systems, and SEO experts do that too. In particular, they can help law firms that want excellent, competitive websites.
If you’re a lawyer, you might hire a law firm SEO agency. Some agencies optimize and improve only law firm websites, or they work within that niche and just one or two others.
In this article, we’ll discuss how some SEO agencies transform law firm marketing so that certain firms can dominate their niches.
What is SEO?
If you don’t know this term, SEO means search engine optimization. It includes optimizing or improving your website by adding keywords, images, videos, and other elements the Google algorithm wants.
When the algorithm’s web crawlers look over a company’s website, if they notice the features that make up white hat SEO, they will launch that site up the SERPs or search engine ranking positions.
Law firms, just like other businesses, want their sites to be number one in the SERPs. They know they’re facing tough competition.
If their site shows up number one when someone searches using a particular keyword or phrase, they will get more visitors. That, in turn, means more clients. More clients bring in more money and keep the firm number one in its area.
What SEO Agencies Do for Law Firm Marketing
Law firms can market themselves in various ways. They might produce some commercials and play them on local TV. They may also record some radio spots and play them in the city or region where they operate. They may create and feature billboards around town as well.
Most marketing experts think that’s out of date. They may put some money toward such advertising methods, but they’ll want the law firms they represent to be more website-focused. They will usually bring in an SEO agency or hire a freelancer who can improve the law firm’s website so it gets more visitors. They can also do some offsite SEO.
Let’s say a law firm hires an SEO agency or possibly a single expert who has a great industry reputation. They’ll ask this person or agency what they can do for the law firm.
The agency or individual will use an SEO tool for keyword generation. Keywords make up SEO’s most fundamental practices. This agency or SEO specialist will say they can get the law firm’s website to the search result’s peak when someone searches using ten common keyword phrases. Those might include “the best law firm near me” and similar phrases.
The agency or individual will say they can get the law firm to the top ten Google results for those terms, and they can do so within a designated timeframe. Maybe they will say they’ll do it within three months.
To a law firm’s owner, that might sound very appealing. If your site hits the top ten Google results for many keywords and phrases a potential client might use, and the site can get to that position within three months, that can bring in dozens more clients. That’s the innovation SEO experts can use for law firms and their websites.
More Site Visitors
When a law firm hires an SEO agency or expert, that agency or expert will use analytic tools. They leave nothing to chance, and these tools promote fundamental SEO practices in 2023.
They can show the law firm how their site traffic keeps increasing as the days and weeks pass. The SEO specialist or agency will keep improving the site in small but significant ways. They might add social media buttons and a place where visitors can get marketing emails. They can add H1 and H2 tags featuring critical keywords and phrases.
As time passes, the SEO agency or individual can show the lawyer how much more traffic their site gets. They can show them how they are now getting traffic through social media, through a Google My Business listing, and through the complex link system, the SEO specialist created.
More site visitors invariably produce more clients, which means more profit.
PPC Marketing
The SEO agency or freelancer might also use some of the money the law firm designated for marketing purposes and set up a PPC campaign. PPC means pay-per-click.
When an SEO agency has some financial resources, it can create ads and place them in relevant places around the web. When someone who needs a lawyer clicks on these ads, they will visit the law firm’s website.
Visitors that come to the site through pay-per-click marketing will likely convert. That means they’ll hire a law firm. These visitors that arrive through pay-per-click ads have high conversion rates because these individuals wouldn’t click if they didn’t need a lawyer.
Offsite SEO
These agencies or freelancers can also do some additional offsite SEO for the law firm. They might look at the law firm’s listing on other relevant websites and make sure the firm’s information does not need an update.
For instance, the agency might visit the Google My Business listing for the law firm and make sure the website link works. They will make sure the physical address, phone number, and all other contact information doesn’t need changes.
The SEO agency or specialist can also direct the law firm to can address any negative feedback they find online. It’s hard eradicating all negative feedback, but the agency can direct the law firm so they can respond and try to satisfy any disgruntled former clients. Reducing negative online feedback helps law firms as well.
The right SEO agency can help a law firm’s online presence and general marketing strategy in many ways. If you own or operate a law firm, make sure you hire only an experienced SEO agency or freelancer with a proven track record.
