Last week, we published part one of our Local SEO Tips & Strategies, as guided by our Digital Strategist, Brian Barwig. Here’s part two:
Let’s get into strategy beyond directories, associations, and sponsorships. Once these foundational elements of our SEO plan are in place, we move on to more advanced tactics.
Creative Content: Advanced Step One
Our next step in Local SEO is creating valuable, creative, custom content. It’s not a secret that lawyers love using maps in their local SEO content: heat maps, accident maps, and things like that.
Our clients like these for a variety of reasons, number one being that they work. People love to get data, especially if it affects a large group of people.
One example of content we create would be an accident map of dangerous intersections or places where you know cars are crashing more frequently across a city.
Sub-Step 1: Promote That Great Content
From there, we’ll invest a lot of time promoting that content to as many people as possible. Keeping with the accident map example, we’ll look for advocacy groups and safety groups, like Mothers Against Drunk Driving.
When we are promoting the content, we try to break down the data as much as possible. We also craft our communication to come up with a compelling story to reach out to the community with.
When you are doing outreach and promotion of content, the most important thing to keep in mind is that end reader. What do they want? What will be important to that person? If you don’t understand your audience, your content won’t get promoted, shared, or read. And our clients won’t see the results in the form of leads.
Our outreach audience can vary, depending upon the story. If could be other bloggers in the city that have been writing about the same thing, or news organizations, newspapers, and even radio stations. Sometimes these aren’t your typical link building strategies, but our goal is to build the overall impression of the lawyer and helping that reputation or understanding of what they do in the community.
The obvious strategy here is to get a link on the website of those news organizations or radio stations and getting mentioned or shared on the more influential local blogs.
This link-building strategy borders on the PR side of things, where your offline marketing tracks to your online marketing.
This is the reason we only work with one client per practice area per geographic area. If we had one personal injury law firm in one zip code in Chicago and built a heat map for them, then had another client who wanted a similar tactic, we would have competing strategies for the same client.
Without digital marketing exclusivity, you’re taking business away from one of your clients and giving it to another.
Resource Pages: Advanced Step Two
Our second step in Advanced SEO strategy would be to create resource pages for the law firm.
The reason we do this is to create community and local connections for the law firm. For example, Criminal Defense attorneys may not have great public perception, considering their client base, and so this approach can create a positive public perception for that law firm.
With that in mind, we will create things like a substance abuse resource guide for people in the community. This shows that the law firm is trying to help that community and then bring awareness to the issues as well.
We’ll find local resources, practitioners, and other information that would be helpful for that lawyer’s ideal client and compile those on the page.
From there, as with the previous tactic, we conduct outreach. This outreach could go beyond news organizations and could focus more on the kinds of people we would like to feature on the resource page itself.
Reaching out with the mindset and verbiage of “we created this excellent guide for the community, we think that you do a great job in this area, and we wanted to recognize you on the website.”
Often times, those people will write back thanking us, and then we have a connection to be able to create content for their website, linking back to the resource guide.
That strategy is a win-win, because it gives the person or website free publicity and free content, but gives us the quality links we know will bring people to our law firm client’s websites.
These strategies are ongoing, and can take weeks to months to put into place. We are always learning and wracking our brains for unique strategies that will set our clients apart form the competition.
If you’ve got questions about your SEO Strategy, contact us here.
Link-building is one of our specialties, so we created a whitepaper to share our process. Download Our Whitepaper