Law firm SEO is becoming bigger and bigger these days. If you think about it, it completely makes sense.
Lawyers are required to follow strict guidelines when it comes to advertising and can’t engage in any activity that lead the public to think of them as ambulance chasers.
Gone are the days of personal injury attorneys leaving business cards at the scenes of car crashes.
Consequently, lawyers have turned to the Internet to help get more clients and grow their businesses.
To do this, they’ve enlisted the help of SEO experts to help get their law firm’s websites on the first page of Google.
These experts are getting high-quality links pointing to attorneys’ sites, are doing thorough on-Page SEO, and creating sophisticated content schedules for fresh content to be published to their blog.
If you think about it, it’s genius. No one really goes to the phone book anymore and billboards are extremely annoying. Likewise, lawyers are prohibited from cold calling potential clients and are essentially forced into passively marketing.
In a system like that, SEO becomes the most important way to legitimately market legal services to those who are most likely to want them.
One of the most critical components of law firm SEO involves ranking attorneys for local keywords like “NJ traffic ticket lawyer” or “personal injury attorney in Florida.”
If successful, these lawyers will end up in Google’s Three Pack and have tons of phone calls coming into their law offices.
Local search requires attorneys to put themselves in directories like Cornell, Law Link, Avvo, and Justia.
It also requires a solid plan to garner as many favorable reviews from past clients as possible.
In order for a lawyer to rank well in Google’s local results, he or she needs to be in 50+ local directories, get dozens of 5 star reviews on his or her Google My Business listing and 3-5 other major listings, and earn links that boost the Page Authority of those business listings.
Law firm SEO also involves social media marketing. It’s critical for lawyers to make YouTube videos, be active on Twitter, engage with people on Facebook, and to use social bookmarking sites like StumbleUpon to blast their blog posts across the web.
Lawyers who think they can follow the same old rules they used to for getting more clients are going to be in for a rude awakening in 2016 and beyond.
Referrals and word of mouth only get you so far and every other type of marketing has a terrible ROI and costs an arm and a leg.
SEO typically ranges from $1,500-$5,000 per month and yields an extremely high ROI. While it’s true that it might take a few months before it kicks in (since this is the nature of how Google operates), most attorneys who hire very reputable and knowledgeable SEO companies see terrific results usually in 3-5 months.
Unfortunately, many lawyers misunderstand SEO and choose to avoid it. They think it’s all smoke and mirrors and don’t recognize its value to their firm.
However, the ones that do see it, enjoy more business and ultimately more money than those that don’t.