Most law firms we talk to are starting to get a very basic understanding of SEO strategies. However, they still aren’t sure about which ones actually work and which ones don’t.
The internet is bursting at the seams with search engine optimization information and too much of it is completely contradictory. Lawyers who try to do their own SEO are often unaware of which tasks should take precedence, which have some value, and which are a complete waste of time.
While forums, blogs and articles have large amounts of information, they typically don’t provide “best practice” or “industry standard” info. Instead, they offer a lot of editorial, vague opinions, and snake oil.
Lawyers that decide to retain SEO consultants have the advantage of not having to make their own strategy decisions, but more importantly, they don’t have to spend the time implementing the often time-consuming SEO work.
As with any professional relationship, the relationship between a law firm and its search engine consultant must be based on mutual trust. While the law firm needs to be fully aware of the tactics, progress, and results being made by their SEO consultant, they also need to trust that the SEO knows what is needed for them to succeed and isn’t doing anything that will hurt the firm’s website and/or reputation.
In order for that trust to be established, here are a few things that law firms need to consider:
1) A Change Will Do You Good
While I’m not a huge Sheryl Crow fan myself, when it comes to SEO, she definitely has one thing right, “A change will do you (and your website) good”. If you are unwilling to have changes made, then you simply can’t have your site optimized. While link building, social media, paid-search, etc, are all key components to getting found online, if you want your law firm’s site to perform for your targeted keywords, you have to be willing to make keyword and structural edits to the site itself.
Change is good. Keep in mind that the goal here is not to just improve your search engine rankings, but help you increase your business. Too many law firms (and their SEOs) lose sight of this point.
2) Rollercoaster, Of Rankings
In this world nothing can be said to be certain, except death, taxes, and your search engine rankings changing.
The internet is a dynamic, constantly evolving, place. New sites are going up, old sites are coming down. New information is added to the web every second. Couple that with the fact that search engine algorithms are in a constant state of flux and you’ve got a roller coaster of rankings.
While I’m certainly not advising that you ignore rankings completely, don’t get addicted to rank crack.
3) Beauty Is Only Skin Deep
A lot of law firm sites, especially older ones, are built by designers that don’t know much about SEO. These sites “look pretty” but don’t do so hot in search engines because of bad structure and missing components.
In extreme cases, you might have to be willing to abandon a site altogether. Other times the site may be salvageable with several structural and architectural changes.
Not making these changes can cripple your web marketing. Don’t be afraid to make the big changes needed to take advantage the benefits SEO can have for your firm.
4) The Magic Carpet Ride
Unfortunately, many unscrupulous law firm SEO specialists sell magic claiming to be able to get your firm to the top of the search engine rankings in a very short time.
As a result, many lawyers want immediate results and don’t trust search consultants in general. They want to spend very little money and they have very high expectations.
The truth is that SEO is not magic at all. There are very concrete, tried-and-true methods that will drive more clients to your website. But these methods take time and effort.
Many law firms are afraid to invest what it takes for success. These firms have entered a vicious cycle of search failure. Their sites under perform and cost more to market than they generate in new business. They of course then claim that, “web marketing doesn’t work.”
Making decisions out of fear leads to making poor decisions. These decisions are often based on a feeling at the moment instead of facts, data, and empirical evidence.
Running your law firm puts enough work on your plate alone. Make informed choices with regard to SEO but don’t act out of fear or desperation.
Photo by Haags Uitburo
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Free Guide: Hiring A Law Firm SEO ConsultantAre you looking to increase your visibility online but are feeling overwhelmed by the number of service professionals promising the world to you? Download AttorneySync’s Free Guide On Hiring A Law Firm SEO Consultant. |
Jeff Berman, is co-founder of AttorneySync."Properly marketing a law firm online is about producing relevant content that helps a prospective client understand your expertise and how you are able to help them. Finally, it’s about getting that content found by the people you are trying to help."
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