In our fast-moving digital world, a law firm cannot just rely on its good name in the offline “real world.” It needs to establish a solid online presence as well. The legal field is competitive, and a good SEO strategy should not be considered lightly. SEO is crucial for a firm’s online visibility. It helps draw in clients and further establishes the firm's credibility. Without a solid SEO plan, legal companies risk becoming invisible and losing clients to competitors with a better online presence.
Law firms have a choice regarding SEO: Should they create an in-house team or bring in an agency? Having an in-house SEO crew might mean more control, but it also means going through the very long process of finding the right SEO managers, content writers, and coordinators. Additionally, SEO is constantly changing—sometimes in significant ways, such as Google’s March 2024 core update, and sometimes in small ways. Staying on top of the latest trends requires ongoing vigilance.
Going the agency route means that a law firm can concentrate on the actual legal work without spending time and money trying to find the ideal in-house team. Agencies come with experienced professionals already supported by the necessary writers, coordinators, and assistants, meaning SEO optimization can start immediately.
When hiring an SEO agency, firms can expect various bespoke SEO services for lawyers to help them improve online visibility. Not every SEO strategy will be the same, but here is an overview of common approaches:
While many SEO techniques are nearly universal in terms of definition and reasoning, it’s essential to consider the specific needs of each organization. For example, law firms face the challenge of operating in a particularly fierce competitive market, meaning the strategy to enhance their online presence may require a very fine-tuned approach.
Top SEO agencies will usually have a solid history of success. This includes providing transparent reporting and showing they can customize strategies to fit each firm’s needs. A good agency will collaborate with the law firm to create an SEO plan that matches overall business goals and target audiences. Companies like Stellar SEO, known for their robust backlinking capabilities, and Loop Ex Digital, known for their creative strategies, are two great options to consider when going the agency route.
You should also choose a company that communicates well and provides regular updates. SEO is a long-term project that requires ongoing tweaks and adjustments. SEO.com and Ahrefs are well-respected in the SEO world for their expertise and dedication to achieving results.
Keep in mind that it takes time to see SEO results. While it may be tempting to choose a company that claims to offer fast changes in rankings, it may indicate that their practices will ultimately cause your website to get penalized. It’s also important to note that various factors contribute to rankings, and a company that promises to be in the top spot may be overestimating its ability to achieve such a goal.
A great SEO strategy is an investment; working with an agency may initially seem expensive. Yet, considering average attorney fees and the success rate of optimized SEO in converting leads, even the pennies spent are most likely to result in a more significant net profit. Think of it like this: the cost equivalent to three or four clients could bring you twenty more.
As the legal field becomes more competitive by the day and people spend more and more time on the internet, a well-optimized website can make or break the chances of landing a client. SEO may initially seem pricey, but the long-term gains make it worth it.
Attorneys should take the time to research various SEO companies and consider what they need before deciding. The right agency will collaborate with a firm's short-term and long-term goals while offering expertise and guidance to navigate the constantly changing SEO environment.
