Lawyer SEO Marketing in 3 min 34 sec

A Letter to attorneys who want predictable growth for their law firm from Google SEO, Instagram & Facebook audience targeting. 

Dear Attorney, 

Subject: Lawyer Marketing has changed. Your paradigm needs to change in 2020. 

Gone are the days of vanilla attorney advertising. (*) If your law firm internet presence doesn’t pass many of things which are critical to increasing web presence, your law website and digital footprint is going to be left behind. 

In 2020 and beyond, you need a website that converts leads into quality cases. Reaching the right customer is very important for growth and return in the dollar spent.

Audience Targeting

Your target audience today spends most of its time searching on the phone. Your prospects perform a Google search or discuss their injury on social networking sites such as Facebook, Twitter, and even Instagram. The majority of younger people stay on Instagram and so they want to text rather than talk. If your 2019 results were shabby, hiring a small lawyer consultant who can think beyond SEO requires an agile SEO consultant. 

Your digital marketing is a mix of: 

• Google Ads strategy
• Facebook intent-based content advertising
• Instagram audience targetting
• YouTube and IGTV 

Case Study for Personal Injury Lawyer 

For Example, if you’re a lawyer who practices personal injury law, then you have to learn what intent-based keyword or terms are perfect for getting a client who searches after an auto collision. Old vanity keywords will not translate in the volume you need to survive. Instead of targeting a few vanity keywords ex: Philadelphia Accident lawyer, try to get 100 variations of pain terms that people search when hit by a car.  

If you are already doing the above and still not seeing the traffic and conversion, you are not doing it right. 

Here is a checklist to check your SEO’s work

Perform an internet search for all probable terms you should position for in the local space and see how you stack up. 

As an example: In case you are a Dallas Injury attorney, do these searches for your law firm ranks:

• Injury attorney
• Car Collision lawyer
• best injury lawyer

If you do not see your lawyer over the first page of Google, your search engine optimization strategy should be examined. 

** — Make sure that you check the positions out of your home address and not in your office. In other words, if your office is in Dallas, you’ll probably see saved benefits.

Audit of Your Law Firm SEO Marketing – Where is the beef?

• Assess your backlinks — Just how many new backlinks has your SEO marketing company procured and what’s the grade of the links.
•  Consider the age of new links and audit in case an SEO company has been doing any new link building strategy since these were substituted with the old provider. 
•  Are you new links coming from relevant and authority websites. I have seen many SEO companies getting low-quality links that are not going to benefit your page rank and web traffic. 
•  Most organizations keep riding the advantages of previous search engine optimization agency’s work and maintain collecting a paycheck.
•  Just how much new content is published monthly? 
•  Audit Google analytics if the latest content is turning into traffic.
•  If your advertising and marketing team does any social media marketing posts, is that creating traffic for your website in Google analytics. 
• Have you been targeting your advertisements for the ideal customer? If you answered”YES,” can you see the demographics in google analytics and see if that computes what you were thinking.
• What is the bounce pace of your website: If your attorney web site has over 30 percent bounce speed, you’re earning money on the desk, and your web site is still bleeding.

Put all those together, lawyer advertising strategies have changed and will continue to evolve as we consume content at a fast pace. However, What’s Your law company doing to embrace these new changes in Google and social media algorithms. 

• Voice search lookup
• Brand in SEO 
• Artificial intelligence 
• Schema compliance 

If you are a lawyer looking to cultivate your brand online beyond the search engine optimization of your law business web site, you will need to enter the blue ocean of marketing. (**)

Put money into content promotion to improve search engine optimization. 

Expand your internet footprint outside your website with paid advertising, 

• Google ADS 
• Social Networking – Facebook Audience Targeting
• Local Search Engine Optimization – Google My Business – Local Map 

About the author: 

Qamar Zaman — A national expert in attorney marketing teaches lawyers across the nation best processes to grow their legal brand beyond search engine optimization. 

 Zaman is the CEO of all KISS PR a Dallas based website growth company that focuses on SEO for lawyers who want to get quality cases from their website. Qamar has been cited in prime news publications, including Forbes, Huffington Post and many tier 1 news websites. He helps attorneys manufacture their influence online. 

Sources cited: 

(*) vanilla attorney marketing. (Plain vanilla, dull, mundane offers won’t do it.) From Dan No B.S. Direct Marketing by Dan Kennedy. 

(**) Blue ocean of marketing. Blue Ocean Strategy is a marketing theory and the title of a book published in 2004 that was written by W. Chan Kim and Renée Mauborgne, professors at INSEAD