Did you know that some marketing agencies are still selling attorneys on tactics that can get you penalized by Google? If you’re a solo or small law firm, you’re likely looking to grow or improve your digital marketing strategy to help drive consistent business to your practice. This can make you vulnerable to the quick fixes and empty promises that unethical marketing agencies advertise to their clients.
When it comes to your digital marketing strategy, there are rarely any shortcuts to sustained success. Instead, true search engine optimization is a result of consistent efforts over time. Read on for five unethical marketing agency tactics to look out for, and how to know you’re with a trusted digital partner.
5 Unethical Marketing Agency Tactics
#1 False Advertising
A marketing agency’s approach to unethical tactics may start with their own false advertising regarding their services or abilities. If a marketing agency is promising you a first page spot on Google or guaranteeing you a certain volume of leads, this is a red flag.
Selling attorneys on a number one spot on Google is misleading because it’s not possible to guarantee. Google returns search results to its users based on the search queries they enter in relation to their current location. Because there are multiple factors in consideration of what search results a potential client may see, it’s impossible for a marketing agency to guarantee where your website will appear in search results at any given time.
If your marketing agency is promising a certain lead volume, this should also be a concern. While they may have expensive methods that work to get your phones ringing, these leads are likely to be less targeted and will have you busy wading through a lot of false leads. In addition, the increase in call volume is very likely to decrease over time without an increase in your paid advertising spend, which could continue to become more expensive over time.
#2 Keyword Stuffing
Keyword stuffing is an outdated SEO tactic that was found to be effective in the early days of Google. The idea is that if your web pages are stuffed with as many keywords and meta tags that relate to the searches of your potential clients as possible, then your website will show up in more search results. However, Google is now much more sophisticated in returning search results that are related to a user’s search query and no longer solely relies on keywords to make matches. Instead, Google will use a combination of keywords, location settings, and page quality to return search results to your potential clients.
#3 Paid “Link Building”
Similar to keyword stuffing, link building is another outdated SEO tactic. One factor of Google’s current ranking factors is the authority of your web pages. In the past, you could artificially build upon the authority of your web pages by listing your website on other websites, simulating that your website has been cited by other sites. Today, this unethical practice is not only ineffective, but it can make your website vulnerable to punishment from Google by violating its guidelines.
#4 Spamming
Spamming is another unethical marketing practice that can not only damage the reputation of your firm, but can result in legal action as well. If a marketing agency suggests the sending of unsolicited emails, texts, or social media messages to your potential clients, it’s best to decline. Your website and other digital marketing strategies should be working to help build trust and confidence with potential clients, not making them feel like they’re being actively or aggressively pursued.
#5 Review Manipulation
Review manipulation can be a very tempting tactic sold by marketing agencies and involves creating falsified reviews or incentivizing clients to write positive reviews for your firm. However, it’s unethical to partake in review manipulation and this is another practice that could result in penalties from review platforms.
4 Indications You’re With a Trusted Digital Partner
Finding a reputable and trusted digital partner can be a challenging task, but it’s essential to the sustainability of your digital marketing efforts and their effectiveness to drive business to your firm. The following are four indications you’re with a trusted digital partner:
- Their reputation speaks for itself. More often than not, a little bit of research will reveal a digital partner’s reputation to you. Before making your decision, review their website, social media presence, and online reviews to get an idea of their quality of work. It’s also helpful to ask other colleagues for their recommendations.
- They’re transparent about their services and approach to SEO. A good digital partner has nothing to hide. From their pricing, practices, and results, you should have a clear answer to any and all questions or concerns. In addition, they are enthusiastic about adhering to ethical practices and guidelines.
- They value communication and collaboration. A trusted digital partner will work with your business goals rather than prescribing you goals based on what they think is best. They will also understand your unique goals as a solo or small law firm practitioner. You should also be able to develop a customized and detailed marketing strategy with your digital partner.
- You’re getting results that are in line with your business goals. It’s evident that your digital partner achieves results for their clients through case studies, testimonials and other successful campaigns and outcomes. Plus, you’re seeing similar or better results for your own practice.
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