The way people select a law firm has significantly changed over the past few decades. Internet search is the main channel that is now being used.
Search is a powerful tool for lawyers. According to Internet Live Stats, more than 2 trillion Google searches are made every day. That’s more than 60,000 searches each second. No business owner should be left out of this valuable marketing opportunity. So what is SEO, and why is it important for a personal injury lawyer?
Firm Growth Is Directly Correlated to Search Engine Ranking
No matter what city you are in, personal injury law is very competitive. For a firm to grow, it has to stand out from the competition. In this digital age, the best way to do that is through search engine optimization, or SEO.
SEO increases brand awareness, and helps you gain an advantage over the competition. As with television, frequency is important. The more frequently a potential client sees your name while conducting an online search, the more likely they are to build trust and ask you to represent them. When your name comes up repeatedly in keyword searches, it becomes top-of-mind. Competitors with a lower ranking become bottom feeders.
High Return on Investment and Affordable Cost
In the past, personal injury law firms like Anderson & Anderson did a lot of television advertising. TV ads are expensive, especially when you consider that they are not directly targeted at the market you are trying to reach.
SEO costs are significantly lower and get you in front of people who are actively searching for your services at that moment. Being at the top of the search results and in front of internet users motivated to click through your site is a low-cost way to get a good return on investment for your marketing dollars.
Once on your site, user interaction begins. Personal injury lawyer website visitors are very likely to ask for legal advice, so your team is more likely to be given a chance for direct interaction, which is known to directly lead to conversions.
SEO is designed to do one thing: get you clients. Specific strategies are ideal for doing this, and include the following:
- Local SEO strategies
- Keyword usage
- Quality content
Local SEO is particularly important for brick-and-mortar businesses. Some companies can simply offer online services, but legal representation requires an in-person meeting.
Most people using a search engine to locate a personal injury lawyer are going to include their location in the search. The closer your office is to them, the more appealing it will be. With local SEO, you can include your name, telephone number, address, references to the local community, and a link to Google Maps.
Keywords provide specificity, and including relevant words and phrases in blog posts or articles will yield optimal results. Improving your rank for the search phrase “personal injury lawyer in a given city”, for example, is a simple way to do that. There are a whole host of other keywords that can be used specific to your individual practice.
Publishing thought-provoking content will establish you as an expert and get potential clients thinking about why they should book a consultation. Content can inspire your website visitors to take action on their case, and provide useful facts and links to more information that increase reader engagement.
Google publishes a search engine optimization starter guide as a good beginning reference point. Improving your search engine rankings is all about getting customer conversions, and SEO is indisputably the best way to do that.