The terms SEO, meta tags, and backlinks should have come across your radar to you if you are responsible for your law firms marketing. Don’t panic if they are not familiar to you; there is still time to learn them. To develop an internet marketing campaign for your firm, the five terms below are the best place to start. Understanding what they are and what they can do for you will ensure your success.
Search engine optimization consists of techniques and strategies to increase the number of visitors to your website. The idea is to make sure the writing and design of your site are easy to find by internet browsers. More people use search engines today than any of the printed directories when they are trying to locate goods and services, and this goes for legal services too.
Browsers will enter what they are looking for into the search engine and programs known as “crawlers” or “robots” will gather information from available websites. The information collected places each site’s pages into an index and the search engine uses this index to find and produce the results that best fit the query. Therefore SEO is important to your firm’s website regarding visibility.
The SEP process feeds information to the “crawlers” that are needed for that index and does so in a way that is friendly to the search engine’s algorithm. The right content, links, coding, and design are a necessary part of this. Given that search engine algorithms are constantly changing, SEO processes have to be given constant attention and updating. You want to be sure that your firm’s website is included in the top results for keywords associated with your particular area of practice and geographical area.
Another term commonly used by law firm marketing pages is “search engine results page” or SERP. This is the list that is generated and appears on the screen when a person types a query into a search engine. The goal is for your firm to be at the top of this generated list when it comes to searches done based on your areas of expertise. The sites listed towards the top of the list will get the most traffic and potentially more customers.
If your website does not appear at the top or the very least on the first SERP, then you need to consider if your firm is getting a quality return on your current internet marketing investment. The attention span of most search engines is unbelievably short, which is why it is critical to stay at the top of the SERP. Most browsers will not go past the first page, so if you are not on that list, you will get missed.
The keywords are the words that a user types into a search engine to find a particular service or product. For example, if someone is looking for a personal injury attorney in Detroit will most likely type in “Detroit personal injury lawyer.” SEO involves optimizing the right keywords, and while you can use pay-per-click advertising, it is better to use keywords for organic search engines. This way you do not have to pay fees for your keywords.
For law firms, the best keywords to use are those associated with the practice areas they specialize in as well as the geographical locations they wish to reach. Seasoned Car accident attorney, Rodney Okano has been doing SEO for years and says that using words like “attorney” may be too broad so you need to be very detailed such as “Detroit personal injury attorney” or even more specific like “Detroit at fault accident attorney.” The more specific you are, the more likely your site will pull to the top of the results list.
More specific keywords also narrow the competition level because the only results displayed will have the same keywords as you. Additionally, you only attract users that are focused on what you have to meet their needs, making it likely that you will get more clients. These “long tail” searches benefit your firm because users have a specific interest and your keywords will tell them that you have can meet their needs.
If your firm wants to bring in people that have been injured while riding their bike down the street and you are located in Los Angeles, you would want to optimize the keywords “Los Angeles bicycle injury lawyer.” There are experienced law firm web marketing companies that can help you to select the best keywords to meet your advertising and marketing goals. They can also provide the content that will boost your sites search results rankings and exposure all while keeping visitors interested with compelling and persuasive
These are as important as keywords when it comes to search engines. Sometimes referred to as “incoming links” or “inbound links,” backlinks are links from other websites. The more of these that you have, the more popular your site is. Popularity is what gets you to the top of the search engine results lists. An effective SEO will make use of a variety of ways to create backlinks such as placing your site in directories or using blogs, satellite pages, press releases and social media pages.
In addition to backlinks, your website can benefit from “outbound links” like well written, researched resource pages which contain links to other sites of interest. For example, if you have been working on cases involving patients with mesothelioma, your “resources” page can provide links to mesothelioma support sites and informational sites about the disease.
5. META TAGS
These are hidden pieces of information about your pages and are not typically seen by visitors to your site. Search engine “crawlers” use them to get information that goes directly into their indexes. Just like keywords and backlinks, meta tags are a critical part of SEO strategy, especially the keyword tags and description tags. Keyword tags describe your page, so they need to contain your chosen SEO keywords. You want to include keywords for the type of practice and services you offer as well as geographic location. Description tags only show up in search engine results. Typically these are fewer than 50 words or 150 characters, will contain the keywords and need to read like advertising copy.