The Brutal Truth About SEO for Lawyers

The Brutal Truth About SEO for Lawyers

We’re about to deliver some harsh truth. We apologize in advance. It’s going to hurt a little, but let’s just rip off the proverbial Band-Aid and get it over with.

Are you ready?

If you’re a lawyer in the Philadelphia area, relying solely on organic traffic and SEO is not going to win your market.

Ouch.

That stung a bit, didn’t it? But at least the hard part is over. Now the healing begins.

Legal terminology represents some of the most hotly contested “territory” on all of the search engines. With cost-per-click traffic for those terms regularly among the highest-priced on Google and Bing, you need a strategy that not only maximizes your return on investment for digital marketing but also looks for other complimentary channels through which you can promote your business.

SEO for Lawyers

SEO is probably the least understood digital marketing strategy for non-marketers. Mostly because it’s a hard thing to define. SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and where you rank for those search terms. This is crucial, because the higher you rank on a Google search, the much more likely you are to be contacted by potential customers – and you definitely need to. Here’s why:

  • 71% of people looking for lawyer think it is important to have a  local attorney.
  • 85% use  online maps  to find legal service locations.
  • 74% of consumers  visit a law firm’s website  to take action.
  • 87% of people who contact an attorney go on to hire an attorney and 72% of them  only contact one attorney*

All of these search activities are connected to SEO. Given the tracked behavior of searchers looking for local law services, it’s imperative to be ranked highly considering very few searchers will contact more than one law office. People searching for local law firms pay credence to search engine rankings, whether they’re aware of it or not. And it’s your job to get your site ranked in order to attract clients.

Social Media Marketing for Lawyers 

Still, this is only part of the process. If you’re lacking a respectable presence on social media, then you’re missing out on other parts of the search process. Part of the search process for potential clients is vetting law firms by checking out their social media accounts. This puts faces to names, and more importantly, gives the searcher an insight into the law firm’s relationship with the community. Reviews, whether on Facebook, LinkedIn, or Yelp, may be the most important. 35% of attorneys say that they have obtained clients from social networks in 2015. Were you one of them? If not, keep your social media accounts up to date and connected. Engage with the community, and potential clients will feel more comfortable contacting you.

Pay Per Click Marketing for Lawyers 

PPC as a marketing strategy is very valuable; especially if you’re looking to rank on the first page of Google quickly. It can provide quick and reliable traction to your online presence, but it also requires a decent amount of your budget. The key is to find the right combination of original keywords that will fit your budget and your ROI goals. For the legal market, high-traffic keywords can be astronomically expensive. If you’re not seeing returns, then you need to spend the time and energy to find the right combination of keywords to advertise on your site. Keeping it local helps. As a searcher, seeing a local law firm advertised on the search results page is valuable – and if your website is ranked high on the page as well for double visibility, then that’s definitely a good thing.

When it comes down to SEO strategy for law firms, there is no “right answer.” There is no “end point.” There are only experience and inexperience, and knowing how to tailor your strategy to one that adheres to the rules, as well as adaptable enough to ebb and flow with the changing digital landscape. The average searcher just doesn’t focus on your paid advertising, or your social media accounts, or how high you rank on a search page. It is an inclusive, overarching process to find a respectable local law firm, and all prongs of your strategy need to be robust enough to convince a searcher to even pick up the phone for a consultation. If you think like a searcher, you will attract more searchers, and that means more clients.

We’ve helped many local law firms gain better search engine rankings and obtain more clients as a result. If you’re looking to take your digital marketing to the next level with SEO, click here to contact us or give us a call at (856) 520-8218.

* Source: http://www.natlawreview.com/article/legal-marketing-stats-lawyers-need-to-know

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