Using The Search Engines For Marketing Your Law Firm
Understanding some basics about how search engine marketing works, will help you maximize your law firm search marketing efforts.
The goal of using search engines for lawyer marketing is to increase your law firm's internet visibility. Let's face it, more and more people are using search engines like online yellow books. What better way to find a lawyer than searching on the internet. The amount of information you can learn about a lawyer from a web listing far-exceeds that of a traditional lawyer directory.
The market of consumers using the internet to locate local legal services is growing rapidly. The question of whether or not an investment in the internet is "worth it" has long been answered with a resounding "absolutely". Search engine visibility is one of the most effective and efficient forms of marketing in history. It allows you to target an audience that is highly qualified, producing the best new client prospects. However, use of the web for your lawyer marketing efforts isn't as easy as putting up a website. In order to get a positive return on your law firm internet investments you have to "do it right". This means using content to demonstrate your expertise.
As previously state, people are using the internet to do just about anything. Even initial legal consultations can be performed almost completely online. More information is available about a lawyer or law firm than ever before. Once you build and maintain a strong online presence, you will begin to access the overwhelming number of people in need of legal services on the web.
Online lawyer marketing firms are a dime a dozen. The internet is filled with all types of search engine optimization companies, some good, some bad. The difference from one firm to another really comes down to strategy. For example, some SEO firms will target the least competitive key phrases just to get the law firm's site to rank quickly. Unfortunately, these key phrases have very low search volume which means that no one is using them to search for legal services. In other words, your firm ranks highly, but you don't get traffic.
There is vast variation in the efficiency and effectiveness of SEO strategies. However, all strategies will play some role in your law firm's search engine profile. Amongst the more important strategy components are keyword strategy, your website's architecture, and the content found on your website. Mixing all these components together, will produce a certain outcome for your law firm's ability to attract new clients from the internet. If any of these components is out of place, or missing, it will significantly decrease your chances of leveraging the internet successfully.
Using the web to perform lawyer marketing strategies may be the best investment for your law firm. However, if executed improperly, it may be the worst. One of the keys to getting new clients from the internet is finding a web consultant who has interests aligned with your law firm. Structuring the proper relationship is the first part of finding success with lawyer internet marketing.
ABOUT THE AUTHOR: Gyi Tsakalakis
Gyi Tsakalakis is a co-founder of AttorneySync Lawyer Marketing, and co-authors a variety of law firm seo resources.
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Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.