The unrelenting impact of digital advancement is dominating every industry across the globe. The explosive growth of technology changed the ways of several sectors, including law firms and the legal industry.
Modernization made way for the emergence of modern trends in the legal industry. Several distinct changes will shape the justice system of the future (read more). Such changes are:
- Modern changes influenced law firms and lawyers to be more efficient in their work.
- The electronic discovery made legal work fast and accurate. It aided litigation processes, depositions, and court trials.
- Modern legal education is now more open, equal, and inclusive. Thus, producing lawyers that are humanists rather than the mainstream traditionalist.
- Globalization removed boundaries and made justice achievable. It widened the scope of law practice and made justice available to every sector.
The positive influence of digitization did not stop there. It paved the way for the collaboration of digital technology and law firm marketing. And the forefront of a successful online business marketing is search engine optimization or SEO.
Law firm marketing should advance with the rest of the world. To do that, embracing the world of SEO and technology is the first step.
What is SEO?
Search engine optimization is an online marketing practice that improves your law firm website’s visibility and online presence. This includes topping search engine results rankings on major search engines like Google and Yahoo.
Optimizing your website and off-site online presence is a way to increase your online traffic or visitors. Thus, increasing your clients, revenue, and the overall growth of your business.
The major driver of a law firm’s growth is the trust built between them and their clientele. And building trust is hard for start-up law firms without existing connections and networks.
The combined efforts of SEO and digital technology helps you build a reputable brand online. Optimization will target potential clients with a clear brand message of who you are and what you are capable of. And this is achieved with a few keyboard strokes of the right keyword.
Law Firm Digital Marketing And SEO Strategies
Creating the right keywords is one of the most important parts of SEO. These keywords are the ones that online users enter in search engines.
First, think about your law firm’s area of expertise. Then create popular targeted keywords or phrases that will allow your website to appear in search engine results page (SERP). There are online keyword tools to help you generate the right one.
After creating keywords, incorporate them on the pages of your website. Publish contents that include these keywords. Create headlines, headings, and subheadings that include these specific keywords.
Include your keywords in the title tags, alt tags, and meta descriptions. Make sure your keywords are not overstuffed or sound fake or forced.
Website appearance matters. Think about what your potential clientele are looking for. What they want and how they want to see it. Optimization is also all about offering quality user experience.
The content of your website should be clear and informative. It should showcase your law practice and expertise to build trust with potential customers. Educate and create valuable articles on your site. Also, include quality backlinks on your content to build credibility.
Website pages and navigation should be accessible and easy to use. Images and videos are also a great way to engage a site visitor. But, optimize them so as not to affect your page’s loading time.
A website’s load speed is a crucial factor in gaining online traffic. Optimize your website to achieve a fast loading speed. If search engines like Google detect this, it will decrease your SERP ranking no matter how great your keywords are.
Make it mobile-friendly
Almost everyone is now making most of their searches on their smartphones. The convenience of phones makes it easier to search while on the go.
Make your website layout available on mobile devices. Make sure that the important parts of your desktop website are visible and accessible even on phones. Put your law firm’s contact information where it is easier to see.
Mobile-friendliness is also a factor for ranking higher in the SERPs.
A newly established SEO strategy is the SERP monopoly. Like the game, it aims to monopolize the SERP results page and keywords to your advantage. Ranking higher in the SERP is not enough. There are other ways to gain traffic and that is by monopolistic strategies.
It means that to be able to increase your online presence, you not only need to rank higher, you also have to be present on other websites that are not yours. You can rank higher by being featured on other sites or blogs that have a high rank on the SERPs.
Monopolistic SEO and other strategies are elaborated at https://lawyerseo.com
Social media and platforms
According to a survey, lawyers and law firms attested that 90 percent of their clients came to them from social media platforms. Among these platforms, Facebook brought in the majority of its clients per year.
Establishing your social media presence is important to reach the majority of the modern population. Social media platforms made it easier to engage with different kinds of audiences. It is a good way to develop a relationship, credibility, and exposure.
Capitalize on the power of social media by creating law hubs, groups, or accounts. Use these to educate the people on common legal practices. Help them by giving legal advice on their common legal questions.
Publish quality and educational content or videos that can be shared across different platforms. Raise awareness on legal issues that concern the public. Share your law firm’s brand message, inform your audience on why you do what you do.
These methods are a surefire way of building trust and credibility to the public.
Digital marketing does not end in SEO. After optimizing everything, it needs continuous updates and management. It needs constant troubleshooting, upgrades, and additions as your law firm grows.
Your law firm should adapt to the changing trends of modern technology and society.