A Brief Guide – SEO Plan for Legal Firms
If You Don't Know the User Intent Behind the Keywords You're Optimizing for Then You're Doing It Wrong. Also, If You Are Optimizing for Keywords vs the Needs of the User Then You're Doing It Wrong.
The basic rules and theory of search engine optimization are clear - to work on the firm's visibility while to the branding values it. When talking about the different strategies used in search engine optimization, one needs to revolve around a lot of marketing aspects like - choosing the right branding colors, finding domain-oriented keywords, and crafting value content. All these factors, when collaborated, can end up in a perfect SEO strategy for your business.
SEO and its being domain-oriented.
Undoubtedly, SEO shows results but only when you work on it according to your business forte. For instance - the search engine optimization strategies crafted for a fashion store won't be the same for an IT firm. Here, the business domain matters the most.
However, it is a significant investment to make, but only when you know how to play around your domain and marketing trends. Now when talking about the SEO tactics and a law firm, one needs to take extra precautionary measures to play safe.
SEO and law firms
At once, you may see these two as completely different streams, but down the line, they somewhere meet and make a deadly combination for any law or legal service providing firm. Most legal firms find it difficult to trust any marketing agency and disclose their case handling approach for the sake of being on the top search results of Google.
This ends up giving many firms a reason to recruit an in-house marketing team for real. Before getting in the process of hiring or building a marketing team for your legal firm or for yourself as an individual, make sure to reap some basic knowledge first.
There are several steps and segments involved in the SEO strategy crafted for a legal firm. Generally, it includes -
Step 1 - Keyword research
The overall approach of keyword research varies depending on the business type. When talking about legal SEO marketing and keyword research, the marketer must pick the right pair of words and phrases. Rather than sounding promotional, one must work on being helpful and genuine.
When talking about the keyword research's ins and outs, the marketer needs to pay attention to the types of keywords to be used in the promotional content. For instance, - there are keywords like - long-tail, short-tail, primary, and secondary keywords. Plus, one must make sure to keep the content type in mind while choosing the keywords.
For example, - marketers do not recommend to use long-tail keywords in social media ad campaigns due to the character limit restrictions.
Step 2- Website optimization
Develop a robust SEO site structure correcting the entire website's layout along with the content. This generally includes infusing keywords in the content.
Step 3 - Local SEO tactics
Again, this has something to do with keyword research. It is done to grab the attention of local people for the legal firm or attorney. Here, legal firms sometimes prefer to tenfold the results by infusing offline marketing tactics with an online marketing approach.
Step 4 - Content marketing
Every marketer knows and believes that content is the marketing world's king. But that's only when you use content wisely. There are many formats and types of content pieces involved in the overall marketing campaigns. Some of the most common types include - off-page, on-page, website content, social media marketing content, branding content, UI/UX writing, ad copies, and much more.
The content makes sense for the business when infused with the right pair of keywords or business representing terms. This helps the content to rank higher on search engines like Google or Bing.
Step 5 - Social media marketing
Once you have understood the importance of content in your business marketing campaigns, then comes working around the social media platforms. Currently, social media channels have become the major source of attracting new customers, adding to the business's overall ROI and reaching out to ideal customers more easily. As a result, we see a number of social media marketing campaigns and strategies floating around the marketing world on the top. To top it all, marketers of the present age have always backed such social media advertising tactics as it shows an impeccable result effectively. The best kind of kick-start is to start by creating a social media page for your business.
Step 6 - Paid marketing
It has turned out to be a massive success in the marketing world in no time. Paid marketing (often referred to as PPC or paid advertising) is the quickest and easiest way to reach and grab the attention of your target audience. Besides catching the attention of your ideal customers, it works on expanding the customer base and ten folding the ROI.
Paid marketing can be practiced on social media channels such as Instagram and Facebook. Here, the marketer creates ads keeping the target audience in mind. Generally, these ads encompass keyword-enriched ad content, a quick video, GIF or eye-catching picture displaying the purpose of the advertisement.
The marketer creates an ad campaign by bidding for each keyword type. The more people click on the ad, the more attention your brand gets. One of the best reasons for a marketer to try paid marketing is it offers instant results.
Step 7 - Off-page marketing
It is a vital part of SEO (search engine optimization) which helps to strengthen your business website with high authority backlinks and fully optimized content adding more to the value of your website. Here, a digital marketer with thorough knowledge of backlinking can prove to be of great help.
The bottom line is,
Marketing a law firm is somewhere different from advertising a fashion store. Here, you need to be more precise with the usage of words, services, and terms. A minor negligence in the marketing ways and content can ruin the attorney or legal firm's reputation. Therefore, most legal firms are seen as extremely picky about their choices for SEO services.