Are you a law firm or legal professional looking to upgrade your online marketing? Or perhaps Google isn’t driving the traffic and client flow that you need? Read on, we have some useful tips to share.
Internet marketing for Attorneys is like anything else; you must market your law brand wisely. Many sites focus on lawyers and the law niche, but the problem is not too many sites are optimized for web search. Online marketing for lawyers is straight forward provided you stick to the essential steps.
This article will provide pointers to getting (and keeping) recognition for your law firm’s website, and how to obtain rankings on the major search engines so the leads and referral start flowing.
First, let’s talk about your websites title.
The title of your site should specify what area of practice you are in as well as the geography. After all, other than existing clients and friends, how many people are actively searching for your name?
Instead of your websites title being “Name of Website” consider changing it to something that is not only descriptive to Google, but also your potential clients. An example could be “Arizona DUI Attorney | Firm Name.”
Did you see how we included the “where” and the “what” as well as your firm’s name in the title? Don’t underestimate this simple change, as it can make your practice specialty (the “what”) synonymous with your firm.
Every page should have a separate title. In fact you do not want to use the same title on every page as it may appear to Google as a duplicate page, and search engines do not like duplicates. Even if the page passes Google’s spam and penalty checks, humans may be confused if every page on your site is titled the same. Each page should stand alone by itself. In fact, think of every page as it’s own mini website.
Regarding on-page content, let’s discuss keywords.
Your content should have specific keywords on the page that describe to Google as well as humans, what the page is about. If you have a page describing your specialty as a business law attorney, then the content (text) should be descriptive in a manner that someone looking for a business lawyer would be able to find you.
So while you may enjoy revealing personal interests or unrelated things to your practice, they won’t help the page rank, and it’s only confusing to Google. Is this a personal site or a professional site? You may enjoy movies, but Google won’t be sure if you are a movie review site or a business law site? Bottom line, don’t confuse Google, and titles are one of the clearest ways to signal to Google what visitors will find when they visit your website.
The key is to keep your pages concrete by first writing down the title of the page and then the keywords that you wish to apply. If you have a page about “Business laws in Arizona” be specific with your title since it pertains to the theme for that page: Business laws in Arizona. Even better, set the URL as mydomain.com/business-laws-in-arizona. This will help you greatly rank for the phrase. However, if you set the URL to your title, you do need to slightly alter the page title. Don’t repeat the URL name in the title.
Finally, be careful not to bloat the page and use keywords more than would be natural.
You would be surprised how quickly the basics of SEO come down to writing and organizing your pages naturally as a human would read them. Keep it light and use your keywords just 4 to 5 times per page. Maybe less.
There is a concept of keyword density which is simply a percentage of the number of occurrences of the keyword you are measuring divided by the total number of words on the page. The specific guidelines for what ratio is appropriate is a separate article. But you should plan for longer phrases to be used less than short one or two-word keyword phrases.
If you need to hire a copywriter – do it – provided they are experienced in search marketing and optimization, they will know how to assemble a post and website content that is highly readable and won’t get flagged by Google as spam. All the while infusing the keywords you are wanting to rank for and keeping the on-site optimization intact.
Your site must be optimized for SEO.
By now it should be obvious that your site should be “search engine optimized” which is different than having someone perform online marketing for you.
Optimization includes cleaning up bad code, slightly modifying keywords to fit the page topic(s), and, making sure that when a search engine bot visits your site that it is easy to read. A good SEO will tell you what your site is lacking and how to fix it.
Do not get SEO and SEM confused. SEO is different than SEM (Search Engine Marketing). A search engine consulting services company will will have a stronger command (typically) of search engine optimization techniques (or SEO). Not to say search engine marketing can’t be valuable to your business. It’s just a SEM consultant will have a different set of skills which don’t generally include ranking on Google at the top. When in doubt, ask for proof of performance.
It’s hugely valuable to get involved socially.
There are various things that you can do on Google to rank, and many are highly effective. One is to get your site socially integrated with Facebook and Twitter, and make sure your page activity and tweets are in alignment with your site. Be sure to watch conversations or sign up to a service that monitors them however.
Legal focused portals and directors such as Online marketing for Lawyers can be a source of leads provided you communicate to people what it is you do. If nothing else, they create strong highly trusted backlinks which will help your site rank. Follow up with articles that detail your practice and your field of focus. Other sites include www.avvo.com and even the Chamber of Commerce in your town.
Blog article comment posting can provide a good link to your law firms site, but it can also show that you understand the area you work in. You can hire article writers for as little as $5 per article to write online marketing materials for your own law blog. One good source is Law Blog Writers: http://www.lawblogwriters.com/
If content marketing is something you wish to utilize more, check out this article: http://seorankeragency.com/stop-spamming-add-value-engage-readers/
As 80% of business searches now start in a search engine, Internet marketing for attorneys is a required component to building your firms business. The following video provides some additional information about blogging best practices for Law Firms. Enjoy!