An Article About SEO Without False Promises and Other B.S.
Search engine optimization (SEO) determines how well your website and content rank when searched. Because it is the powerhouse search engine, this article is focused on SEO ranking on Google. SEO is important because potential clients are highly likely to use the internet when searching for an attorney, and they are more likely to click on the first few links presented to them.
How you rank on Google is determined by what Google users in your area are searching for. As a business, Google wants to match the search with the most accurate match possible. The more people use Google, the more money Google makes. What does this mean for you? Your website needs to be keyword heavy with a large amount of easy-to-read content and free offers that give the consumer precisely what they are searching for.
All law firms want to show up on the first page of Google, but it’s not as simple as wishing it into existence. Be wary of the internet “gurus” that promise you the #1 spot on Google. Not only will you be swindled out of at least five-figures, but you’re also not likely to rank. And guess what? Even if it does happen, that”guru” usually isn’t going to put the continual effort it takes to remain on the front page of Google. Of course, I’ll disclaim that not everyone is full of it and some people are great at what they do when it comes to internet marketing and knows how to provide SEO value and increase leads for you, but in general, I’d recommend you stay away.
Don’t Worry About Being Too Specific (There’s No Such Thing)
If you write an article for your website that addresses one specific question, you are significantly more likely to rank higher in that person’s search. Think about this from a consumer perspective. Let’s say your daughter or son hits your mailbox driving out of your driveway and your side mirror broke off. If you Google search “How to replace car side mirror” which headline are you more likely to click on: “Replace A Broken Side View Mirror | The Family Handyman” or “cost to replace a side view mirror.”
You’re most likely going to click the first article. By the way, both of those article titles are real from me just searching the statement right now. One was listed on the first page, and the other was listed on the fifth. While knowing how much it costs to replace a side-view mirror is useful, it’s not the question you’re asking. You’re not at that phase in your research. If you’re searching how to replace it, you’ve either already bought all the required items and are ready for the repair or you are debating whether or not it’s worth your time to replace it yourself.
Now apply this concept to your law firm. If you’re a personal injury attorney, think about your ideal client who has just been in a severe car accident, what types of questions are on his or her mind? It’s probably not how to hire an attorney right away. They’ll be searching for questions surrounding negotiating with an insurance adjuster and how to pay all of the medical bills. Start with frequently ask questions and write articles that address each specific one.
Other Ways to Boost SEO
- Hyperlink to other articles you have written
- Purchase the top spot
- Post new articles/blog posts consistently
- Keep people on the page with engaging information
- Have a mobile-friendly website
- Make sure your website doesn’t look like it was made in 2002
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.