To the uninitiated the letters ‘SEO’ signify something that is done in the background by people who know about online marketing and how it works. That’s pretty much true, but when one looks into SEO – Search Engine Optimization – a little more closely, it all starts to make sense. Put simply, SEO is about increasing the visibility of a business or service provider in the online world, and an online presence is not just something you should think about, but something you need.
Law firms operate in one of the most tightly fought markets of all the service providers. With specialist services and general law advice and help sought all the time, you need your law firm to be the one that people see when they run a web search. SEO helps you become more visible to the search engines – in particular the mighty Google, which towers over every other player in every way – and also to the consumer, so let’s look at why it is especially vital that law firms get SEO right.
Getting SEO Right
We’ll start by saying this: if you’re an attorney or an administrator with a law firm, we don’t expect you to perform your own SEO. We suggest straight away that you leave it to the experts. This is because Google and other search engine providers tend to move the goalposts every now and then, and an expert will know when this has happened and what to do to put your law firm back in the spotlight. One name we would suggest you check out is Red Spear Marketing, a Veteran Owned Law Firm SEO agency based in Denver, Colorado, with a strong reputation for excellent service.
They, and others in the field, will be able to help you get your SEO exactly right. How do they do this? In the very early days of the internet, when businesses first began to realise the potential of online business, it was sufficient to concentrate entirely on ‘keywords’.
In the case of a law firm, this would mean peppering the content on your websites with words such as ‘legal help’, ‘attorney in Colorado’, and any other often-searched legal terms. Nowadays, Google wants more than this: they want to see relevant, quality copy that is fresh and original, and they want to see your site has been visited often. Good SEO can help with this, hence it being essential to law firms.
The Local Effect
Did you know that more internet searches are made on hand-held devices than on any other devices? The person looking for your law firm is most likely local, leads a busy life and is searching while on the commute or on the move otherwise. So, an SEO agency will make sure that your law firm appears in any local searches – ‘Law firm near me’ is a good example, or with the town, city or region named – as well as in general ones. If you have specialist services, the SEO agency will also give these priority, so you get the work you want when it’s there.
What we’re saying is that while SEO is not a dark art as many think, it is a part of your marketing that requires expert knowledge and understanding of what is needed in the specific area of a business’s operation, in this case the law. A reputable and renowned agency, such as that mentioned above, will be happy to talk to you in more detail and look at your current website and online marketing programs with a view to bringing them up to date, giving your law firm the advantage it needs in a competitive field.