When most people hear the word SEO which stands for search engine optimization, they immediately think of tech companies. This is a really wrong assumption. When it comes to advertising, digital marketing in general and SEO, in particular, are the future. As far as disruptions go, this here is one of the major ones.
In this article, we will be looking at the subject of search engine optimization with a particular focus on how it can help a legal firm grow its business.
Let’s start at the very top. What is SEO?
Search Engine Optimization (SEO) is a set of practices that are put in place to make a website very attractive to search engines for given keywords. To understand this better, we need to turn the searchlight on search engines. This article here explains the whole idea of search engines and how they work but let’s quickly run through it.
You know how impressed you are when you search for practically anything on Google and you get results especially on subjects you thought people did not know about? Well, while you may have been praising the search engine, you should know that they do not own those content that they bring up in response to your query.
Consider the search results as recommendations from the search engines. They simply curate content from almost every website available, sorting them into categories and niches. The main way that these websites are sorted is with keywords.
When you search for something on a search engine, you do so using a keyword. A keyword can be something like “law firms in New York City”. Based on the keyword, search engine bots will quickly sort through all the sites that have been indexed by them to find out which of them feature these set of words or any variation of it.
If there are a lot of websites that have this keyword, the search engine will then use certain parameters to determine which will come first and which will come second and so on. What SEO therefore does is tweak certain things in a website’s setup and content to make the website more likely to be chosen for a top-ranking position for a keyword of a set of keywords.
How can it benefit a Law Firm?
Based on all that we have looked at above, how can SEO benefit a law firm?
There are a number of things that a law firm can achieve using SEO. Some of these include brand recognition, authority status and increased traffic to their office.
A law firm can choose to become known as a powerhouse when it comes to certain areas of the law. There are ways that this can be achieved using various tools like content marketing, guest posting and other techniques to create a perception of expertise with visitors and search engines.
Additionally, they can increase the number of people who walk through their doors for consultations or legal representation by focusing on “near me” searches also known as local SEO.
To really understand all that you can achieve with the help of proper search engine optimization, you will need to engage the services of an SEO expert. With an understanding of your firm’s overall goal and objectives, they can come up with a marketing plan that will make achieving all your goals a lot easier.
This is one of the major advantages of SEO experts handling this aspect of your marketing efforts.
Choosing an SEO Expert
Since we have now determined that the best way to achieve the best search engine optimization results is by engaging the services of an expert, how do we go about doing this?
This is a bit more difficult today than was the case some years ago. This is because we have so many self-acclaimed experts. Some folks become experts after taking a one-hour online course. You, therefore, need a way of separating the chaff from the real deal.
Here are a few suggestions that we can share with you.
Ask for Recommendations
First, if you know anyone who has had dealings with any SEO experts, it may be best to have them refer you to such individuals or company. Of course, this will only be ideal if they had a good experience with the company.
Find out about Past Clients
When considering a company, try to find out who they’ve worked within the past and the results they achieved for them.
Check out Their Website
This is probably one of the very first things you should do. Anyone who claims to be able to make my website rank better should of necessity have done something like that for their own website. What you make of their website will give you an idea of what they can do for yours.
Ask about their Plans and Strategies
Finally, when you have the time to have a sit down with any company, try to find out their plans and how they are going to go about achieving your goals. If they really know their stuff, they should be able to at least give you a loose framework.
Following the tips shared above, you should be able to find an SEO expert that will help your law firm grow its client base or achieve whatever other goals you may have.