Search engine optimization SEO for law firms is the process of optimizing a website to make it more visible to search engines with the goal of driving traffic to the site for specific queries. It’s a fairly technical and time-consuming process, which is why it’s usually a good idea for lawyers and law firms to outsource their SEO efforts to a professional law firm marketing agency like Gorilla Webtactics.
Here are 5 advantages of search engine optimization that can benefit any law firm.
You Own Rather than Lease Your Space on the SERPs
There are two ways to get to the top of the search engine results pages (SERPs) for keywords relevant to your practice areas; pay-per-click (PPC) advertising and SEO. PPC works just like it sounds; you run an ad, and every time it gets clicked, you pay Google. It can shoot your website to the top of the SERPs for the keywords of your choice, but it can be extremely expensive. In fact, in the most competitive practice areas, law firms often pay several hundreds of dollars per click – and there is no guarantee that a click will turn into a client! In this way, you are leasing your spot on the SERPs when you use PPC. Once you stop paying, your spot can be taken over by the next firm.
SEO, on the other hand, involves getting your site to the top of the organic results, which are the results that Google deems most relevant to a given search query. It takes time to get there, but once you’re there, you can stay there by keeping your website up-to-date and watching what your competitors are up to. In this way, SEO can provide a much higher return on your marketing investment over the long term.
You Will Create Tons of Informative, Useful Content
There are various aspects of search engine optimization, including the regular creation and publication of informative, useful content. Creating all of this content has the added benefit of giving you content to share on your social media accounts, potentially increasing your law firm’s reach exponentially. Furthermore, high-quality, professionally-written legal content can establish your firm as an authority it is areas of practice, opening the door for increased publicity and referrals from other law firms in your area.
Optimizing Your Site Will Improve UX
Another part of SEO is making your site easy to use for the potential clients that visit it. While SEO inherently means optimizing for search engines, in the process, you will also end with a site that has a strong user experience, or UX. UX involves a variety of factors, including easy navigation, fast load times, quick access to important information, easy-to-read content, and is intuitive to use. Typically, the better the UX of a website, the more visitors turn into clients.
Your Will Capture More Website Traffic
A direct benefit of search engine optimization is that as your site climbs higher and higher in the SERPs, it will almost certainly capture more traffic for the keywords for which you are optimizing. While the exact figures vary, it’s commonly understood that about 90 percent of search traffic does not go past page one of the SERPs, and the top results get about one-third of all clicks. As you can see, it’s critical to get on page one in order to be competitive, and if you can get into that coveted first organic result spot, it can be extraordinarily lucrative.
You Will Establish Credibility through Online Reviews
Online reviews are another important part of search engine optimization, as Google views them as a signal of trustworthiness and authority. As a result, part of a comprehensive SEO strategy is soliciting reviews from your satisfied clients and publishing them online. Not only will this help your site’s overall rankings in the SERPs, but it will also build additional trust with people who are looking for an attorney online. According to Inc.com, 91 percent of people regularly or occasionally read online reviews, and 84 percent trust them as much as they would a personal recommendation.
Your Search for a Law Firm SEO Agency Stops Here
At Gorilla Webtactics, we’re passionate about helping law firms grow and improve their online presence through search engine optimization. We understand the unique challenges posed by lawyer SEO and have the expertise required to get results in this highly competitive market. In addition to search engine optimization, we also offer a full suite of digital marketing services, including law firm website development, attorney pay-per-click, lawyer social media marketing, and legal content marketing. For a free 15-minute consultation with a law firm marketing expert, call us today at (612) 470-9877 or contact us online.