Law Firm SEO
“Do law firms really need SEO?” is a common question among many law firm owners. The answer to this question is quite simple and straightforward. Yes, if you own a legal firm, you most definitely need to employ law firm SEO strategies.
The reason for this is that the traditional ways of searching for information have changed. As an example, 90% of Americans first go to Google when they need a service. The situation isn’t different when it comes to legal services. If people need a lawyer, they’ll first look it up online. Therefore, it is crucial for your business to get in the front of those needy eyes. And this is why whoever thinks it’s possible to run a successful law firm without investing in SEO is off to a bad start.
Luckily, since you are still reading this text, you are not one of those. Stay with us to learn what the benefits of lawyer SEO are and how it can help your business grow.
What is SEO?
First things first. In order to be able to understand how search engine optimization for lawyers can help you, you need to understand what it is. Search engine optimization, or more popularly, SEO, is the optimization of your law firm’s website and content so it gets a good position among Google search results. In other words, it means getting the number one (or at least close) position in Google for the searches related to your business. To meet this goal, you need to:
- Know your keywords (topics for which you want to show up first in Google search will be your keywords). For example, if you operate in Florida and you specialize in child custody, you will want to show up first for the majority of searches that relate to “law firms for child custody in Florida” or “child custody lawyer in Florida”, etc …
- Create lots of high-quality content. Lately, content marketing is becoming a synonym for SEO, and SEO experts know it.
- Generate many high-quality backlinks (links to your content on other relevant websites)
These are 3 major factors of successful SEO, and each of these is a small science in and of itself. While it’s true there are many other details that influence SEO, this is the base that will have the major influence over how you rank on Google, or better put, in your market.
However, SEO trends change on a daily basis. Google changes and develops their search algorithm constantly, and if you are not an SEO expert, it is difficult to keep pace. Even if you are, we recommend that you don’t invest your own time in SEO. Focus on what you do best, and let the SEO experts help you increase your customer base.
What are the specific benefits of law firm SEO for my business?
Now that you understand the goals of SEO, we can move on to discussing the specific benefits for your own business.
In the past, the physical location had a major influence on the popularity of a law firm. The firms that were located near courts, in the city centers or simply in busy streets were the ones to get the most clients. Now, your physical location is irrelevant. You can be positioned in the middle of nowhere. If you rank well on Google, that’s the only thing that matters. If your Google rankings are high, you can rest assured that people will get to you.
It is true that it takes time to build up your law firm SEO position, but it is rewarding in so many ways. First, you will be giving the opportunity to your clients to find you and get to know you from the comforts of their armchairs. Next, you will save a lot. Although high-quality law firm SEO service will cost you, the cost is incomparably lower to the cost of placing your offices in a central physical location. Finally, with your central Google position, you will be promoting your services to those that truly need them.
Search engine optimization for lawyers will help you build your brand and get connected with your clients. Also, it will help you promote your competence in a unique manner and help you stand out from the competition. How? By helping you adjust your brand story to what your potential clients are searching for. By understanding their needs and interests, you will be able to present your offer to them in a more targeted manner. Building your brand via SEO will make your job easier than what it would take to build it in a traditional way.
Increasing your customer base
If you ever thought that the competition is too high and that your market is saturated, don’t worry. Law firm SEO can remove these limitations, as you won’t have to restrict your offer to the customers in your city only. With SEO, you can expand your business to the nearby cities or the entire state if you wish. You don’t have to be close to your clients to expose yourself to them. The larger the area you target, the more potential clients you will speaking to.
Finding a common language with your clients
Let’s be honest. The language used by lawyers can sometimes be stuffed with legal terminology. This terminology goes into lawyers’ written language as well. On the other hand, this terminology is often hardly understandable to an average client. Legal SEO will help bring the language of your internet presentation down to the level that your clients can easily understand. This way, your company will become more approachable for your potential clients.
A 24/7 employee
Your website is an employee that works 24/7, even on weekends. However, it won’t be of much use if it doesn’t get you lots of visits, especially the important ones. It is a well-known fact that the most relevant visitors come from Google search. The reason is that with Google search, people are served what they are asking for. With other forms of marketing, you will be guessing your target audience and thus, your effort wouldn’t have such a high ROI. With SEO, you get visits from people that have a clear need. If someone searches for the best lawyers in their area, it is safe to assume they indeed need a lawyer. Google will choose the most relevant results to show first and you better be among them!
As you can see, the benefits of SEO are numerous. SEO isn’t something that’s just nice to have. It is an obligation. As we’ve stated in the beginning, if you believe you can run a successful law firm without law firm SEO, you can be sure you are setting yourself up for failure in the long run.
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