There’s no doubt about it, search engine optimization has become a bad word. The very second most of us read or hear the phrase, we immediately tune out. In fact, upon seeing the title of this post, many readers will bounce, unsubs
The reasons?
The barrier of entry to become a “search engine optimization professional” is very low. Our phones constantly ring throughout the day with seo offers. Our inboxes are filled with emails (many hardly legible) from seo services. Search engine results are plagued with search engine optimization spam.
Unfortunately, more and more of us are developing our own seo horror stories. From spending thousands with no tangible results, to even worse, destroying any visibility that we once had.
Some of the worst horror stories come out of the law firm seo sector. We’ve seen some pretty ridiculous examples of law firm search marketing gone bad. From long-term contracts with zero results, to outrageous cancellation fees, lawyers are among the largest group of victims of search engine optimization scams.
So, how do you avoid getting robbed?
As you know from practicing law, knowledge and information are your best defense. Knowing some basics about how search engines work and what seo is really about, will help you identify some of the most egregious scams.
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Appropriately structuring your agreement with your law firm seo consultant will help limit your exposure. Generally speaking, we recommend evaluating the performance of your seo’s services on 3-6 month time intervals. Now don’t misunderstand me. Getting results from the web (especially if you’re starting from square one) takes time. In fact, if someone is promising you dramatic results in 24 hours, it’s probably best to end the conversation right there.
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Unfortunately, most lawyers with whom we talk barely have time to break for lunch let alone dive into the world of HTML, keyword research, conversion optimization, and link-building.
If you’re concerned about what’s going on with your law firm website, let us take a look.
image by: Hoggheff
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