Using SEO for lawyers must be done in a more discrete manner than for other products. You don’t want the public to view an attorney or a law office in the same way that they would view a new television set or a car at the used car lot.
As a lawyer, or a law firm, you must present your best attributes, yet still use all of the current SEO techniques that are available to you. This means that you will be embarking upon a very sincere and thorough educational approach, one that is easy to read, and “sells” your reasons why someone would choose your law firm as their representative firm.
If you specialize, you will need to have that specialty explained and emphasized. You are looking for a certain type of client, and your exposure on the Internet must assure potential clients that you are a lawyer that can be trusted and that your knowledge of the law in your specialty is supreme in your field.
You must be able to point to testimonies that bear this out. You really don’t need more than three or four good ones, or you might be guilty of overkill, but ask several of your clients to write out their experiences in working with you, and ask for their permission to use those testimonies on your website.
If you are a seasoned attorney, with many years of successful experience, the job in the believability arena is much easier. If you are relatively new, you can target a younger, more relevant clientele, more near to your age in the profession.
The content of the website and all of the other feeder platforms should reflect the knowledge and integrity of your practice in all of the positive ways in which you are actually able to put forth with your current clients.
As far as the mechanical process of the SEO process for attorneys, the actual function is not much different that any SEO campaign. A flawless, keyword rich website can be created that leaves no stone untouched in showcasing every positive aspect of the law practice itself. Highlight the office staff and their specialties, and how they help the process along. You are building confidence from the start.
Optimize the site by using keywords that fit the niche in which you operate. For example, if you operate primarily in family law, utilize as many keywords within that niche, and a sub niche should be identified to narrow and focus as much as possible on the very clients you wish to approach.
Creating a YouTube video is a good idea, because it can be included on your website, as well as a stand alone YouTube video. It can be done with class and can be short, about 2 to 3 minutes max, with emphasis on quality and educational in nature. With that in mind, giving good information will always trump a “salesy” type of approach. Google owns YouTube, so there is a good possibility of gaining a good ranking with the video alone.
Once the website is built and optimized, an overall strategy needs to be utilized with all of the other active web platforms possible, as these will gain followers in their own right, and will be pointed to to your website. This will drive more traffic to the website, and thus greater numbers of people into your law office for advice.
A relatively new element of SEO is the fact that approximately 60 to 70 per cent of the people who are searching for goods and services on the Internet are conducting those searches from mobile devices. This is a huge shift from people sitting at home at their desk with their laptop or desktop before them while they search. Now, more people are on the go and they find it much more convenient to have that capability available all of the time, even when they are not at home.
So any SEO campaign must be geared towards optimizing the mobile aspect of the equation to catch all of the people who are searching on their smart phone, tablet or iPad.
Then there is the aspect of social media. It is estimated that Facebook alone has over 1 billion members, and they just happen to have one of the best ways to build demographics to a very fine point to where you can find people in your area that fit your profile of a client very easily.
There is a perceived problem with social media, and that is that people are on and off of social media very quickly, and the velocity is difficult to manage. While this can be true, it is possible to turn a potential negative into a positive, because all of this can be outsourced.
The project should be turned over to a firm that specializes in lawyer SEO, as they will be able to come up with the resources to manage all of this. By the time you get a Facebook page set up, along with Twitter, Pinterest, and Instagram as well, you have a real day-to-day job on your hands in the area of monitoring all of the activity, thus the reason for using an expert in this area.
Google Plus is another excellent venue for driving traffic, as it works in similar aspects as does Facebook. You can form and work with groups with Google plus just as you can with Facebook.
All in all, the same SEO techniques that work for anyone else will work with lawyers, only the emphasis needs to be in a more professional and educational tone. People want lawyers who are fair, charge a fair rate, and who can help them. Lawyers want clients who are honest, those for whom they can help, and who can pay their fee.
A properly organized and optimized SEO campaign will go a long way in causing this to take place. First you have to define exactly what you want, and then find the people who can make that happen for you and your firm.