Before we get into today’s article, I think it’s important that we start with a quote directly from Google.
Image may be NSFW.
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OK, so the text in the screenshot’s a bit small. This is what it says…
- No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.
A Bit Of Back Story
As a partner and the chief marketing strategist in an online marketing firm, I speak to quite a few different people, from customers to service providers, and more! As our firm grows, more and more attorneys in particular are becoming interested in what we have to offer. However, after speaking with quite a few potential clients, some who turned out to be actual clients and still are to this day, I learned that there are quite a few predatory SEO agencies that feed off of the perceived financial ability of attorneys as well as the perceived lack of knowledge with regard to the world of internet marketing that attorneys have.
One of the most common scams that seem to be plaguing attorneys these days is the idea that anyone can guarantee the #1 position in Google search, or on any search engine for that matter. Don’t get me wrong, it is possible to do the right things to associated with inbound marketing; which in turn increases your site’s authority and allows it to rank better in search. However, that’s not what these con-artists are promising. Nope, instead they’re getting in touch with attorneys and promising the #1 position on a silver spoon. That just doesn’t happen!
So Is There A Place For SEO At All?
The fact that no one can guarantee a rankings in Google just blows the credibility of SEO for attorneys all out of the water doesn’t it? Well, not really. Let me explain…
SEO is an onsite process. Instead of buying links, spinning articles, and trying to fool the search engines. You can do a few things on your website that essentially make it more important in the eyes of search engines. Things like adding title, description, and keyword meta tags can do a great deal for your presence in search. However, SEO shouldn’t be the main focus of a good inbound marketing campaign for attorneys. Sure, it’s great to rank better, but rankings don’t always equal more clients…especially if you’re ranking because of a shoddy link building agency that can only rank you for obscure keywords that no one uses!
So What Does A Good Inbound Marketing Campaign For Attorneys Consist Of
To be honest with you, most campaigns are unique depending on what’s expected to happen with the website. However, here are three things that are important to do in just about any online marketing campaign for attorneys…
Website Overhaul
In most cases, when we take on new attorney clients, they either don’t have a website, or their website is incredibly outdated. For an online marketing campaign to be effective, it’s important that the website you drive traffic to is a quality one. While updating websites for attorneys, we keep make sure onsite SEO factors are up to par, load times are great, and the design is impeccable.
Add A Blog
The internet was created so that people can connect with others from around the globe, and get answers to just about any question at the click of a mouse. Adding a blog to your website gives you a place to answer the questions about law that people are looking for. Obviously, you don’t want to give legal advice, and disclaimers may be necessary. However, providing general answers to the most common questions associated with your industry is a great way to build your online authority.
Start Connecting
Finally, one of the biggest factors in the growth of your website is the connections you make with your community, your target audience, and other industry leaders in your area. We go about connecting with these audiences in several different ways. Depending on your goals for your law office, you may want to take part in blog commenting (Not spam commenting; comments with a reason! We’ll get into that in another post.), social networking, forum posting, maintaining local listings and more!
The Result
As the result of having a great website and being active all around the web, you’ll start noticing that your traffic is starting to increase. Not only are you getting traffic, but you’re starting to get calls from consumers that need an attorney! Also, because you’ve done things the right way, you’ll start noticing rankings increases for competitive terms revolving around your industry. Ultimately, you’ll start seeing the fruits of a positive, organic, inbound marketing campaign!
Do You Need Help Marketing Your Legal Practice?
If you’re looking for an inbound marketing agency that focuses on effective, yet ethical strategies, contact us today! We’d love to help!
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