There are few better ways to improve business for modern law firms than investing in SEO. SEO, or search engine optimization, is a digital marketing tool that helps to ensure that your company’s website appears toward the top of search engine results pages.
The way we search for things in some geographic regions is different from how we make general search engine inquiries. So, if you are a small firm, location-based SEO gives you an advantage, specifically in your area. This increases business and helps you reach your full potential.
First, however, you must master the art of search engine optimization.
Though this may sound intimidating, it’s possible for almost any business owner. With a little bit of support, you can capitalize on local business traffic and organic searches.
What Is SEO?
SEO is a system of tactics that helps your page to appear toward the top of a search engine results page. Ideally, when someone Googles something associated with your business and industry, you want to be toward the top of the results list. Users rarely scroll past the third or fourth result on a page before clicking on a link or trying a different search. If you’re not one of the top options for them to choose from, they will not visit your website. This makes SEO essential to overall organic traffic.
This is especially true for small, locally based businesses. Without paying for fancy ads and outreach tactics, small businesses especially need to rely on SEO to get new guests in the door.
Top SEO Tactics
As mentioned, several tactics go into the overall concept of SEO. Ideally, you should implement a combination of these to create a successful campaign for your law firm.
Keywords are the bread and butter of SEO. Researching and implementing keywords that users commonly search for shows the search engine that you have relevant information. The search engine won’t be able to interpret whether you have the right kind of information, but matching keywords show it that the information might be relevant.
The trick to keyword usage is research. You can’t simply guess what customers are searching for; you have to know for sure. This will help make your efforts effective and impactful.
When links to your website are embedded on different websites across the internet, search engines will recognize you as an expert. In addition, the engines understand that when someone references you, it’s because you’re a reliable source of information. Therefore, getting your information and links onto other websites can substantially affect your ranking in a positive manner.
As mentioned, when users search for local businesses and law firms, they do so in a way that is different from other types of searches. For example, it’s more common for individuals to search for local businesses from a smartphone or tablet, and they often do searches that include phrases such as “near me” or “in my area.”
When small businesses understand this and utilize these critical keyword differences within their SEO, they can better capitalize on their desired demographics. Whereas large businesses may show up for more generic keywords, location and geographic-based SEO practices benefit small companies that might otherwise be buried in the search results.
Scope Out the Competition
One of the best SEO tactics is assessing what your competition is doing. By taking stock of competitors’ websites, you can pinpoint what they’re doing that you are missing, as well as what you can do to rank better than they do.
When you look at your competition as part of your SEO efforts, you’ll also begin to see what you are doing well. Highlighting your strengths is always a good idea in the world of optimization.
Why Is SEO Essential?
It’s easy to feel like this kind of effort is unnecessary for your firm, but this couldn’t be further from the truth. Marketing is almost entirely online these days, and you need to bolster your online presence if you wish to remain competitive in your industry. Without good SEO, you won’t receive the website traffic you need. Users are likely to search for things like “criminal attorney near me” or “family lawyer in Houston.” If your page isn’t at the top of the results for these searches, you are missing out on a significant amount of potential clients.
The fact of the matter is that SEO is currently the top tool for law firm marketing. Without implementing SEO tactics, you can easily fall behind. Once you’re appearing on the fourth or fifth page of results, it’s hard to claw your site back to the top. It’s all about using and maintaining usage of this tactic to remain relevant online.
Ask for Help
Optimization and digital marketing can feel incredibly confusing and overwhelming. Though the above tactics give you actionable steps to take, it’s still easy to feel as though you aren’t sure what you’re doing. Because these tactics require a significant time investment, many people waste their time implementing SEO and doing it incorrectly. If you can’t do it well, the method won’t impact you.
Because of this, it can be helpful to hire an expert to help you. Law firms are busy places, and many don’t have the extra time or workforce to tackle SEO alone. Fortunately, digital marketing specialists like our team at RizeUp Media can help you.
Contact Digital Marketing Specialists for Lawyers
RizeUp Media is one of the foremost digital marketing companies for law firms. We have significant experience in digital marketing, much of which has been for law firms specifically. We understand how these two areas connect and have built a business at the intersection of digital marketing and attorney services. Our team has specified expert training in digital marketing for law firms, which puts us in a position to help your firm thrive.
For more information on how we can help your firm specifically, the kind of services we offer, or how we can improve your SEO, please contact us online today.
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