Using the internet to conduct a lawyer marketing campaign should begin with search engine optimization. In terms of efficiency, law firm seo produces some of the highest return on investment. However, getting return on your seo lawyer marketing investments, requires some basic knowledge about which techniques are effective and which are not.
When it comes to lawyer internet marketing through SEO, the goal is to increase your firm’s placement in search engines for your core, relevant keywords. As you implement more law firm SEO strategies, your site will climb the “search engine ladder” and become more visible to those who are searching for it. More visibility means more traffic. When this traffic is targeted, it will turn into new potential client opportunities for your firm.
Law firm search engine optimization speaks to your website’s ability to “rank” in the organic search results section of a search engine. Organic results are not to be confused with paid results or “sponsored” listings. It is worth noting that many consumers recognize the difference between the organic results and the paid listings. In fact, over seventy percent of total search traffic click on natural listings over paid listings.
Obviously, the biggest distinction between natural listings and paid listings, is that your pay for clicks on paid listings while you pay nothing for clicks on organic listings. In terms of return on investment, ranking in the natural results opens the possibility for much higher returns on investment as your cost for traffic acquisition remains fixed. In paid search, your acquisition will grow depending on your conversion rate (a topic for a different article).
Successful lawyer marketing campaigns need to be built on a strong law firm SEO foundation. From this foundation, you can build out other lawyer internet marketing campaigns including social media marketing and press releases. However, each of these additional efforts will be more effective if they are based on a solid law firm search engine optimization foundation.
Hiring a company to do your law firm’s search engine optimization can be complicated. It is important to recognize that there are unique regulations associated with marketing a law firm. When considering hiring a law firm SEO consultant, it is vital to discuss these issues up front. Many consultants will have lawyers or former lawyers on-staff to review the online marketing for compliance.
Leveraging the power of the web in your law firm marketing must begin with content. Without content, you don’t have a website. I always find it helpful to remember that the web began as a platform for academic citation. If your publication was good, it got cited. Learn more about lawyer web marketing on our blog.
Tags: Internet marketing, law firm marketing, law firm seo, lawyer internet marketing, lawyer marketing, lawyer search engine optimization, marketing, Search Engine Optimization
