Are you having problems driving users to your website? You built it. It looks great, but no one is showing up. You're left wondering why your law firm's website isn't showing on the first page of search results. It's possible to have expectations of what SEO law firm marketing can do for your legal practice. SEO is not only about ranking on Google. There are other vital goals of SEO for lawyers such as generating traffic, increasing revenue, and nurture existing leads.
Search engine optimization is a digital marketing tool used to boost a site's position on Google rankings. Effective SEO can lead to revenue growth, more leads, and more traffic. Most legal practitioners expect to see fast results upon investing in SEO even once. However, the reality may be different. The SEO process will take time to achieve the results, but there's no better way to start marketing your law firm.
The most predominant goal of SEO for lawyers is to achieve top ranking on search engines. If you have minimal SEO experience, you may believe that having a high search engine results page (SERP) is simple. You may think that all you have to do is tweak your websites and watch your position rank among the top three spots. After all, you've got a good design and you have some descriptions of your services. What else could you need?
The reality, however, is that high rankings are not obtained within a short time, especially with minimal effort. There is a need to conduct extensive keyword research for a website to rank for specific phrases. For an effective campaign, keyword research must be combined with internal linking, backlinking, and page speed optimization to achieve the best rankings. A pleasing design for your law firm's website is a good place to start, but optimizing that design for speed and relevant content is very important for increasing your ranking in search results. Another factor often overlooked is having quality content with applicable topics and keywords. You need to have content that people want to read and share.
The common expectation is that once your site begins to rank on search engines, your site will get surplus traffic. Another common expectation is that your brand alone will bring traffic to your site. Sometimes, that's true; however, effective branding and SEO combined can be a great way to drive qualified users to your law firm's website.
Your site will indeed receive high traffic but only if you optimize your meta descriptions and titles for attracting clicks. Having a high-quality title shows searchers that your link is relevant to their search. Your meta descriptions should outline the value that the searcher will get when they click on your link. On the subject of links, a good backlink building strategy will increase your authority and drive a consistent amount of organic traffic back to your website. This is an important part of content marketing. You can spend a ton of money boosting posts on social media or advertising, but what's the point of driving useless traffic to your site if none of them are searching for your services?
If you are looking to increase your sales, then lead nurturing is an excellent practice. You may believe your time is better spent on obtaining new leads rather than nurturing existing ones. Lead nurturing is crucial when you want to increase conversions.
Lead nurturing can be done through phone calls, SMS text messages, email, and retargeted ads. It's easy to see lead nurturing as time-consuming. Lead nurturing is simple and quick if done correctly. There are lead nurturing programs that can be used to automate the process. Hubspot has an excellent article on effective lead nurturing tactics. Google Analytics is an excellent option for tracking users through your sales funnel.
SEO On Your Own
You can easily find resources for creating SEO content for your law firm's website on your own. There are loads of resources available to help you create content, analyze keywords, and help with building links. Some tools are better than others and some are costly. Don't make the mistake of assuming that because a tool is expensive it must be superior. Here's a list of tools that you may find helpful for handling the SEO for your law firm's website. While I use the tools listed below, it should be noted that I am not being paid to promote them. It should also be noted that these tools alone will not make you successful.
A quick Google search for top SEO tools will show that SEMRush is a leading tool in the industry. The tool makes it easy to audit your own law firm's website as well as check up on your competitors. This is a suite of premium tools that makes quick work of keyword research. This research is useful in creating content for the SEO and marketing efforts of your law firm's website. If ranking on Google is a priority for your law firm, SEMRush will provide you with the tools you need for going down the right path. SEMRush is a premium tool with a premium price, so make sure you have a good idea of what you're doing before you rush into this one.
Ubersuggest is another SEO tool that you can use to help with your SEO and content marketing efforts. Like SEMRush, this is a suite of tools that you can use to help boost your website higher in the search results. It's another full-featured suite that helps with keyword research, competitor analysis, and on-page SEO. Ubersuggest has a much lower price tag than SEMRush without a sacrifice in tool quality.
SpyFu is an amazing tool for essentially spying on your competition. For free, right now, you can enter the domain name of any one of your competitors and see what keywords they're targeting, how many they're ranked for, and a list of their content that has performed the best. Not only that, you can see which keywords they're targeting for their pay-per-click ad campaigns. What to know where they're getting links for their website? Not only can you see a list, but you can find contact information and try to get your site linked there, too. Seems like a useful tool and it is. Just remember that your competition is likely already doing this to you. SpyFu has several other useful features and it really is a great tool well worth its price.
Hire A Marketing Agency
The tools listed above barely scratch the surface of what's available for boosting your SEO and content marketing efforts. There are literally hundreds of tools, some are more general or specific than others. All of them have their uses. Much like a toolbox in a garage. Can you work on your own car? Sure. Should you? That depends on your comfort level. Having all the expensive tools in the world won't help you if you don't know the difference between an alternator and a transfer case. The same can be said for SEO, content marketing, design, development, or any number of digital marketing processes.
SEO is a worthy investment for your legal practice, but it requires considerable time and effort investment. Search engine optimization is always changing and that's why you should consider hiring a law firm SEO agency to handle it.