The legal profession is one of the more lucrative businesses today. Not only is it touted as one of the most prestigious careers of all time, what with the respect and authority that has been placed on the members of this circle, but also because of its undeniable earning potential. Many of the world’s top attorneys command not only higher incomes, but also massive retainers, especially those with famous clients under their belt. It also goes without saying that lawyers have just about every opportunity to extend help and expertise to those in need, championing causes that will benefit society.
With numerous lawyers and firms popping up left and right, staying ahead and competitive against others in the field can be quite challenging. As technological advancements are now taking center stage, it can be a huge feat for those who are still relying on traditional marketing methods, such as newspapers, radio, television, and the like, to make the switch to a more digital approach. But now is certainly a good time as any with the help of search engine optimization (SEO).
Now that most people around the globe get their information from the Internet, having a strong and reliable digital presence allows lawyers and legal professionals like you to establish a digital presence. SEO can make these happen and more simply by incorporating this and its principles into your legal marketing.
For those who are still on the fence on what search engine optimization can provide in the legal sector, look no further. Below are some benefits that can attorneys and other legal professionals can get through this type of marketing approach. Take a look.
What is Search Engine Optimization?
Search engine optimization (SEO) is the process of optimizing the content on a website or an online platform in order to show its content and the site itself on top of various search engines such as Google. This approach allows content, and by extension, companies to rank organically through the unpaid section of search engines.
SEO works by optimizing published online content so that search engines can crawl and come across keywords seamlessly used and inserted within the said content. In many ways, the end result of appearing on the front or first page of search engines stems from the combined effort of attorneys or their creative team as well gaining insight on what the consumers want to know or what they are searching for.
Legal teams, their creative and marketing departments, and even attorneys themselves, can answer these questions with the help of SEO, delivering not only much-needed answers, but also driving in more organic traffic to the website.
Importance of SEO for Attorneys
Now that you know more about SEO and how it works, you might have a better understanding of why it should remain at the heart of any company’s marketing approach and strategy. Below are some reasons why search engine optimization should be observed for law firm marketing and how it can vastly improve various aspects of the firm.
Call Importance to Social Issues
Lawyers and legal professionals are always at the forefront of social justice and humanitarian rights. With various fields to practice in, there is no denying that these experts have the capacity to call the attention of the public at large to social issues and challenges they come across. Whether it is related to the environment or humanitarian violations, workplace mistreatments, unjust labor practices, and the like, lawyers can use their platform and their voice to direct clients and consumers alike to such issues.
Although the content of the cases that they are handling definitely fall under attorney-client privilege, and are therefore confidential, these lawyers can still use their voice to write and publish outstanding legal-related content, especially those that ring true with the times.
By posting about timely and relevant social issues, potential clients and other individuals who are most likely experiencing the same situations will be urged to get legal services under your name or under your firm. Not only can postings such as these strike a chord deep within the potential client’s mind, but they can also open their eyes to the injustices happening around them.
Publish Relevant Legal Content
Posting relevant legal content allows potential clients and customers to determine what your legal firm offers and how you stand apart from other competitors in the field. Given that the content being churned out is timely and strikes the interest of consumers, this can tickle their fancy and help your published content appear on top of search engine pages.
Publishing relevant and timely content goes beyond merely posting about what is happening in the world or in a specific time and place. In order to be a credible and informative resource, lawyers and firms must result in posting well-written and well-researched pieces, most of which rely on what individuals are looking for on the Internet.
SEO can help with this aspect. By utilizing keywords that are relevant to their desired topic and content, as well as rings close to home for their target audience, lawyers and law firms alike can drive in more leads in the area of practice they are currently in.
Increase Online Presence
The legal field is a cutthroat business. Because of this, staying ahead of the curve and competitors is essential. SEO strategies can help establish and build brand awareness not only on your work as a lawyer, but also on your firm as a whole. Utilizing keywords and incorporating this into legal blogs and content is already one way to increase visibility organically.
Another way that proves search engine optimization works is by posting similar or the same content on different social media platforms. Whether it be Facebook, Instagram, Twitter, and the like, this allows those in the legal field to take advantage of networks available to them. What’s more, this gives them the opportunity to widen their readership and their target audience, all while SEO continues its arduous process of trying to increase your website or content’s ranks in various search engines.
Having an online presence in this digital world is part of the reason why many companies and businesses stay afloat. SEO helps legal firms and lawyers alike to get the exposure they need and deserve. By making yourself and your business available on different social media, you are trying to widen your reach, especially to people and companies who might not have heard of your service.
In the same way, getting exposure on different channels gives audiences the assurance that you are building a community with them, and by extension, that you can be reached on these platforms.
Establish Trust and Credibility
Brand and name recall is important for those who wish to foster trust. This is why brands tend to bombard the market with advertisements and other similar marketing strategies. While search engine optimization tends to take on a more natural and organic approach, it is by no means any less aggressive.
Instead, SEO helps law firms and attorneys establish their credibility and gain the public’s trust. This can be carried out in different methods, one of which relies on the online reviews and feedback left by previous clients. This can be a great advantage for law firms and lawyers as this allows potential clients to gauge what type of character their potential lawyer is, how cases are handled, the legal services offered, and the like, all of which are crucial in their decision-making process. Publishing these will help your name become associated with the best of the best in the field. At the same time, this establishes gives prospective clients another perspective they can lean on.
Apart from this, lawyers can also do SEO-related strategies such as link building and guest posting to drive organic traffic into their website. This leverages the domain authority of popular and reputable websites by bringing in inbound visits from their pages. The effect inbound links have on lawyer’s websites can be valuable. It is a way to improve your own authority, while benefiting from the trust visitors have in the host website.
Other Ways SEO Can Help Your Law Firm
Improve Website Design and Functionality
One of the most popular concepts in marketing is the fact that you only have a few seconds to reel in your prospective customer. You do not want to waste this on slow-loading websites and confusing designs as this will definitely make visitors leave. SEO can be a step toward improving your web design and layout.
Strategic Content Planning
Your website can contain only the basic information or you can make it a great resource for all things related to your service. It is best to pursue the latter and SEO helps fill your website with valuable and relevant content.
When it comes to SEO, one of the main proponents of this strategy is no other than utilizing effective keywords. In order to drive in more traffic and qualified leads, those in the legal sector should use keywords that have been searched and are being searched for by consumers.
The Bottom Line
Lawyers and the legal sector have always stood at the forefront of society. Given their unique position in the world, they have the capacity to effect social change. By implementing search engine optimization strategies, they can impact society on a much larger scale while helping others in need at the same time.