3 Things Some Attorneys Don’t Know About Law Firm SEO
Law firm SEO isn’t complicated once you understand the basics. By learning a few SEO basics, law firms can focus on online marketing strategies that help them meet their business goals and avoid wasting time or money on ineffective or risky SEO tactics.
Here are three things that some attorneys don’t know about law firm SEO.
1. Law firm SEO isn’t complicated
Some law firm SEO providers and law firm marketers tell attorneys that SEO is complicated. When attorneys believe SEO is complicated or that they don’t have time to learn about it, it can cause them to spend money on unnecessary services that don’t help them develop a successful web presence, or waste time on tactics that are outdated and/or risky.
Law firm SEO isn’t complicated once you understand the basics — and much of it comes down to producing high-quality educational content. When attorneys understand the following online marketing basics, they can be better-equipped to choose efficient and effective online marketing strategies:
- How potential clients search for information online
- How search engines find, evaluate and rank website content
- The importance of creating high-quality law firm website content
When attorneys understand these online marketing basics, they are less likely to waste their time on ineffective strategies or risky marketing tactics that may harm their online presence. And they’re less likely to waste their money on unnecessary marketing services. Instead, they can focus their efforts on producing content that improves their online visibility and helps them connect with potential clients.
2. Social media should be a supplementary part of your law firm’s web presence
Having a presence on Facebook, Twitter and LinkedIn can reinforce your law firm’s brand and messaging. These platforms are likely to appear in search engine results when potential clients and referral sources search for information about your law firm. Your law firm’s presence on these platforms can help convey a consistent positive image to potential clients and referral sources and drive traffic back to your law firm’s website.
Social media can be useful for promoting your law firm website and blog, as well as for engaging in discussions related to your law firm’s practice area(s).
However, social media shouldn’t be a major part of your law firm’s online marketing efforts. Social media should supplement your law firm’s content marketing activities. It shouldn’t distract you from creating high-quality content for your law firm website and blog.
Using the right tools can make it easier and more efficient to manage your law firm’s social media presence. For example, the LawLytics system has built-in social media integration that allows you to automatically announce new blog content on Twitter, Facebook and LinkedIn.
To learn more about balancing social media with your law firm’s other online marketing activities, see “How Social Media Fits Into Your Law Firm’s Web Presence.”
3. If it sounds too good to be true, it probably is
Marketing companies may make enticing claims that they can get your law firm to the “top of Google” practically overnight.
No marketing company can guarantee rankings, and no marketing company can guarantee that they can get your firm to the “top of Google,” because it doesn’t exist.
Google’s search results vary depending on factors such as the search terms used, the user’s location, the device they are using and the time of day. New content is being published all the time, and Google users often make completely unique searches. For any one search, there can be a “top” result, but there’s no single “top.”
Effective law firm SEO revolves around producing high quality content, and that doesn’t happen overnight. It takes time to develop high-quality content. It also takes time to build up authority and trust with search engines.
Marketing companies may claim that they can offer law firms quick SEO success. Or, attorneys may believe there are ways to “trick” Google into artificially inflating a website’s ranking in search results.
Today, Google’s algorithms are too advanced for these kinds of tactics to have a significant, long term effect on a website’s rankings. Tactics designed to trick Google into quickly increasing a website’s ranking violate Google’s Webmaster Guidelines and are unlikely to improve your law firm’s visibility in Google search results.
The best and safest way to build a solid foundation for your law firm’s online marketing is through publishing quality content that addresses the needs of your potential clients. The creation of quality content on a regular basis helps to build online visibility and trust with search engines, and it also helps to create a bond of trust with your potential clients.