Understanding how Search Engine Optimization works are extremely helpful if you plan on having a meaningful presence on the internet. The algorithms that dictate how a search engine relays information to the end-user, while complex, are predictable enough that the astute web designer will be able to take advantage of them to their fullest extent. If you are a lawyer looking to make yourself known online and stay on top of your marketing, here is a step-by-step plan to help you improve your website.
Firstly, you should review the potential legal issues you might encounter when designing a website, whether by yourself or with the assistance of a lawyer web marketing service. You should always do your research concerning the requirements the bar has for how a lawyer should conduct themselves. These rules and regulations may vary from state to state, but the bottom line is that your ability to practice law may be negatively affected if you advertise yourself in a way you shouldn’t.
Next, you should do some research on what constitutes acceptable on-page SEO and plan your website accordingly. Put simply, the on-page SEO for a website is generally better the more useful that website is to the end-user. Proudly displaying keywords that are common for the particular niche you occupy is one way to start improving on-site SEO, and it is commonly recommended to place relevant keywords early on in your website. Since search engines like Google additionally pay attention to other factors like dwell time, though, it is a good idea to provide useful information as well. Some factors you might not normally consider include the link structure of specific web pages or how “linkable” content on your website is.
Once you are satisfied with how your website looks, you should try to figure out how you could improve your off-page SEO if you can. Off-page SEO is mainly improved through other websites linking to your website, but social media marketing or other content marketing could also have an impact. This part of SEO can be seen as being linked to a website’s public perception and how much discussion there is on that website, so if you have a good reputation as a local Mobile, AL personal injury attorney you are likely to build a fair amount of off-page SEO.
Once you have a solid plan figured out and a website built, you should still work to maintain your web presence as best you can. Both on-site and off-site SEO depreciate over time, and other law firms will be more likely to take your spot in the search rankings if you aren’t constantly improving. Using tools like Google Analytics or domain SEO metrics is one way to monitor your SEO marketing progress, but there is no shame in getting help in this area if you need it. Marketing budgets are important for law firms overall, and even if you are the one in charge of your SEO marketing getting a second opinion from a professional can only be helpful.
A lawyer needs a client to conduct business and building an online presence is a great way to start finding people to build a working relationship with. The internet is a common way for people to find the legal help that they need, and staying relevant online is, therefore, a major part of being a lawyer. Whether you focus on building that presence yourself or you prefer to contract such work out to someone else, you should make sure you understand how and why SEO works the way it does because it directly affects your livelihood as a career lawyer.