What is SEO for Law Firms?
Most industries have norms and standards. Your industry has governing bodies, professional organizations, and a code of ethics. The SEO world isn’t like this. In fact, if you ask a very large marketing agency what search engine optimization is they will start talking about content. Some of the smaller agencies we know will mention raking your site in Google and go into ranking videos in YouTube. Search engine marketing professionals will argue over definitions. One thing they won’t argue about is that search marketing is critical for law firms. Most firms out there are doing the SEO basics, but many have hired SEO consultants which means that doing the basics will no longer get your website onto the front page of Google. At our firm, we don’t care about someone else’s definition. Ours is simple. It is winning. Winning is getting to the top, which is why we have the Alan Morgan Guarantee.
We understand in your law firms needs clients to find your website. As fewer and fewer people turn to phone books, organic search engine optimization is the most effective way of finding new clients. Many attorneys spend tons of money on Billboards and TV hoping one in a million will be receptive to their ad. The internet is the only place your firm can connect with people actively looking for your services. Whether the potential client has a family member who was injured in an accident, accused of DUI, getting a divorce or in search of a bankruptcy attorney, with effective web marketing, the clients find you when they need you. Billboards, TV and radio just can’t do this.
How We Define SEO success
Each internet marketing company expects a different level of success. SEO for some means getting your site from the basement of Google to the first “few pages” of the top search engines. To others, it means getting your business listed in professional directories. For us it means winning. Period. And winning to us isn’t page 2. It is page 1. It is top 5. It is top 3. It is the first result in the search engines. We tweak, we push, we pull, and we pivot until your site wins; not just in Google but in all of the top search engines.
More About Law Firm SEO
We understand that your firm’s relationship with the community isn’t a simple transactional relationship. We know many firms strive to become part of the community and branding is critical. The Alan Morgan Group is not just an SEO company. We understand how to project your brand and image into the digital world. Through our internal creative team and working with one of Columbus Ohio’s best branding agencies, we create campaigns to reinforce your positioning and your brand’s identity in both new and emerging markets.
We create everything from infographics using some of the best data research in informatics to videos, and relevant blog content to engage your audience on a variety of platforms. We leverage the power of social medial, email marketing and work with your firm to make of the most of in person events and sponsorships, all combined with SEO to reinforce or even create your desired community image and help your law firm get more business.
On Site Optimization for Law Firms
Many SEO agencies will discuss link building as the foundation of services. We like to start with on-page optimization. Many law firms have beautiful sites designed by some very talented web designers (you may be in this situation), but unfortunately those graphic designers build sites that look beautiful but will not get found. Wither it is legal SEO or service for an ecommerce company, the way your site is set up can make or break your rankings.
We use Google’s webmaster Guidelines as our playbook to getting your site optimized. We focus on functionality, mobile experience, Meta data, Site Content and Conversion. All the things Google tells people to do, that most people don’t. This not only helps your site rank, it protects your rankings once you get them.
When the Alan Morgan Group refers to a site’s functionality, we are talking about user experience. For law firms, this means proper, contextually relevant interlinking of webpages within your website. If your practice does general defense work and personal injury, having a link from a page about auto accident litigation to a page that discusses your firms’ accident defense experience with accident trial re-creation experience matters. It is contextually relevant and Google rewards this. Picture your site as a law school book turned into a PDF document. You would want relevant hyperlinks through the PDF to other parts of the book that reference that particular section. Google wants the same thing going on. Page speed also matters to Google. Sites that take forever to load do not offer a good user experience and so they do not rank. Bounce rates are high so they don’t convert. Who is going to wait on the one attorney site to load when they can open two new tabs with two competitors? It matters to internet users so it matters to Google (and Bing).
More and more Americans are searching the internet from a tablet or phone. Most of our clients are split roughly 50% via a computer and 50% mobile. We do have one client with almost 80% of its traffic coming from mobile users. Search engines reward sites that are mobile friendly and actually assign a score to your website. All of the sites we produce are mobile responsive, and we make sure all of our SEO clients are as well. Additionally, we make adjustments to the code to ensure mobile users have easier and prominent click to call buttons to make conversion even easier.
Metadata (Page Titles and Descriptions)
Metadata is a general term used in many web application industries. When we say metadata, we are referring to the titles of your website’s pages and the page descriptions. When you see a website in Google, the site’s page title ad description is the preview you can read about bout the site. Titles matter for a few reasons. One, it makes your particular page more relevant to the search engines, but it also helps users decide if they want to click on the link to your site. The right Meta will help your site rank and convert. The wrong Meta and you never get found. It’s a little thing but a big deal. The Alan Morgan Group puts its best people to work crafting titles and descriptions for your site that are good for the search engines and for people looking for your service.
We probably do not have to belabor the important of content. Many argue content is king. We don’t bother in getting in arguments about kings and queens. We leave that to the Brits. What we do know is that new and relevant content and enough content all matter in search algorithms. Whether a human or a machine is reading the page, it wants relevant and well written content. We use videos, infographics, blogs, and images to augment a website’s written content.
Wed Design, User Experience and Conversion for Attorneys
Web design, user experience and conversion are all related. A properly designed sites isn’t always the best looking site on the web. It is the site which has the right combination of the design, content, site structure, interlinking, and search engine ranking. Ranking for the right terms matters, too. Every industry has buyer vs shopper terms. Shoppers are usually looking at costs and general product information to compare multiple products. Buyer keywords attract people who are searching to call or email during that search. That is what we target with our search engine marketing and that is what converts at a much higher rate than general web traffic.
Site layout also matters for conversions. We use heat maps, scroll maps and click maps to see what your website visitors are doing on your site and tweak or over haul the site design to put the right content in the right part of the page to convert. We are constantly measuring and tweaking to help make your website as profitable as possible.