You may have heard terms like SEO optimization, keyword research, content marketing, and Google rankings used frequently in today’s digital market. But what exactly is SEO, and why is it important for your law firm? SEO stands for Search Engine Optimization. Essentially, it is the formula for improving a website so it shows up within the top results on Google and other search engines.
SEO is extremely important for law firms for different reasons. At a minimum, you want your law firm’s website to appear when people search for you. If, for example, you have a common name such as John Smith, and you are a personal injury attorney in Houston, if someone types in John Smith – personal injury – Houston, you want to be the first result that comes up and not a different John Smith, or a completely different firm that has someone named John.
SEO is especially important for law firms that rely on marketing to get new clients signed up. For example, personal injury, family law, and criminal defense are areas of law that often rely on people searching for their own attorney through Google or other means. If you are a law firm that does more corporate clients and business litigation, you might not rely on the average person just searching for “business litigation lawyer near me.”
In short, if your law firm’s website is optimized, it has a better chance of being a top result on Google, leading to more interest in your firm, more clicks to your website, and, ultimately, more clients and revenue for your business.
One unique detail about SEO for the legal market is that law firms are one of the most competitive industries for SEO. Search for any keyword within the legal world. Whether you type in personal injury, criminal defense, slip and fall, car accident, or anything similar, you will find numerous pages with hundreds or even thousands of results. The law firms that are on top are going to have highly authoritative websites. It is incredibly hard for a law firm to get to the top of Google’s search results compared to other types of businesses. It requires months, if not years, of hard work.
Starting and managing a successful website is an extremely difficult task. Creating, optimizing, and adding content, finding backlinks, and the many other layers of work that go into an effective digital marketing strategy can take several hours a week or more that many lawyers simply do not have to spare. It is far easier to hire a company that can do the work for you and who knows and follows the current trends in SEO.
With that being said, there are many SEO companies out there who want your business. As a lawyer myself, I receive dozens of inquiries from SEO companies every week. Anyone can call themselves a good SEO company by having a nice-looking website. It is extremely important that you perform some due diligence before choosing a marketing company for your firm, and do not just hire anyone who walks through the door. Do your research and find an SEO company that has provable legitimate results.
SEO is vital to having a website that performs well on Google search rankings and ultimately brings your law firm not just any clients but more of the type of clients you specifically hope to attract. Get in touch with our team to learn more about actionable steps you can take to begin making the most out of SEO and your law firm’s website.
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