If you’ve searched around for law firm SEO information online, you’ll notice that a lot of people are trying to put SEO in a box. And while this might be good marketing for the companies offering these services, looking at search marketing like this is usually destined for failure.
Boxed law firm SEO services come in all shapes and sizes.
Sometimes they’re described in packages. You’ll see bronze, silver and gold packages.
Sometimes these boxes come with guarantees.
Guarantees make people feel good. That’s why people who sell law firm seo services put them on their “boxes.”
But when it comes to guarantees related to rankings, they usually mean one thing, scam.
That’s not to say that there aren’t things that people who do seo for lawyers can guarantee. They can guarantee their communication process. They can guarantee transparency. They can guarantee that they’ll explain what they’re doing on your behalf and why they’re doing it. And they should guarantee those things.
The real question is:
Is the box filled with a canned process?
Canned content that no one cares about?
Canned link building schemes?
Canned social media strategy?
You want a nice neat and tidy box of SEO for your law firm. And there are plenty of people happy to oblige.
But whether it’s 6 months, a year or several years, eventually you’re going to want to take a good look at what’s in the box. And you’re probably not going to like what you find.
So what’s the alternative?
SEO services that are designed specifically for your law firm.
While there are some general SEO principles that apply the across the board (i.e. making your site faster, optimizing html, optimizing site structure, etc), there is a whole other side that is about marketing. And that side doesn’t fit neatly into a box.
It requires an understanding of the business side of your practice.
It requires an understanding of who the people you are trying to attract as clients.
It requires helping you create pages, content and other “stuff” that people actually want to read, watch and even listen to.
It requires getting that content in front of those people and other people who are ready, willing and able to link to, share, like and otherwise help you publicize that content online.
Can you put that in a box? Maybe. I haven’t seen it yet.