SEO for Lawyers
Search Engine Optimized Lawyer Websites
Marketing has changed dramatically in the last 20 years. The Internet is easily the most powerful marketing channel available. However, it is also the most crowded with competitors and distractions. Having an optimized website is critical to good search results.
Standing out on the Internet requires high visibility – it means potential clients can find you. Improving your online visibility is an art and science. The search engines such as Google, Bing, Yahoo and MSN are constantly changing their formulas for being found in order to provide good search results. Through search engine optimization, or SEO, techniques, OVC can improve your online search rankings.
Search Engine Optimization for law firms employs both inbound and outbound SEO. There are no tricks or tactics involved in this process. Rather, it is about enhancing the value and relevancy of your site to both the search engines and those who are searching for your legal representation through an online search.
Improving the visibility of your legal website through search engine optimization requires only a few simple steps and will provide you with an excellent opportunity for generating more leads as well as increasing the return on your web investment.
Facts about SEO: It has been shown that when using an online search engine, the majority of people tend to only look at the first page or two for results. This presents the challenge of figuring out how to make your website stand out against everyone else. It’s important to understand how the lists are compiled through the search engines, allowing Firm A to have a high rank yet Firm B will all but disappear at rank #65.
The compilation comes from "spiders", which are software programs sent out to websites through the search engines. They collect information from websites and use the information in order to build a searchable index. The engines use this index when a person types in a question, looking for the most relevant, authoritative information for the search.
Frequently, the formulas used by the search engines to rank the sites change. This helps to prevent spam plus also helps the ranking become more exact.
Three Keys to Great SEO
At OVC, we use three key components to improve site SEO including:
- On Site Search Optimization
- Off Site Optimization
- Directory Links
On Site Optimization includes making the most of your website content, headers and keywords. It also means not only keeping your content up to date and refreshed but also frequently adding new content to your site to increase the value in the eyes of visitors and search engines.
Off Site Optimization includes maximizing links from other websites that direct traffic to your website and other methods such as pay per click marketing campaigns.
Directory Listings are particularly important for attorney websites because many online searches include results from directory listings such as AVVO, Lawyer.com, HG.org and NOLO. OVC offers our clients special package pricing on a variety of directories to maximize online visibility and ratings.
SEO – A Continuous Process
Search engine optimization is a common sense, straightforward process that requires upkeep in order to be successful. At OVC, we regularly check your site traffic and conversion rate. We also regularly audit your content and make adjustments as your marketing goals-- and legal issues concerning your clients—change.
The money, time and creative energy you put into your website now will pay off in the long run. Search engine optimization presents a great opportunity through the Internet to secure more leads, and, in the end, more cases, for your firm.
To see how well optimized your website is, contact us for a free website evaluation.