For corporate complainers and small businesses in particular, a thorough knowledge of search engine optimization practices is critical to success.
If a claim were filed containing the term “truck accident lawyerwhere the term “truck accident Lawyersshould have been, for example, forgetting to edit would be unfortunate, but probably benign.
But the world looks different from search engine algorithms, and on Google, a missing letter can make all the difference to a law firm looking for new business.
That’s the gospel of search engine optimization guru Jeff Jacobs of MarketingSuccess.com, an SEO marketing agency specializing in law firms.
Jacobs is one of the guests of a very informative webinar presented by our friends at Assembly Software“How You Can Put SEO to Work for Your Business.”
He uses the truck accident lawyer as an example of how cumbersome SEO strategy is. According to Jacobs Keyword Research, the singular form of the search term returned more than three times as many results as the plural form.
Where are your customers
According to the presentation, approximately 80% of all searches are organic, meaning they are unique users looking for the information or services they have been looking for.
Effective use of SEO strategy puts your practice in front of those search users, ideally as soon as possible. If done correctly, the result is a spike in website traffic, leads, and ultimately, new customers.
These types of information aren’t exactly intuitive, which is why Jacobs’ presentation is structured as a crash course in SEO tailored to the legal field.
For lawyers eager to learn how to charm Google’s crawlers, a pipeline of quality leads and potential clients awaits.
“Everybody wants the new leads and the new customers,” says Jacobs in a moment of tough love marketing. “That’s what it takes to get there.”
A five-step process
What it takes, according to Jacobs’ conversation with Above the Law columnist Bob Ambrogi and Assembly Software’s McKay Ferrell, is a lot of research and strategy, much like preparing for litigation.
Jacobs outlines a five-phase process designed to analyze the competition, decode what Google is looking for, and use that information to improve Google’s all-important rankings.
SEO is its own discipline, Jacobs warned, which doesn’t mean lawyers can’t learn and handle it themselves, but it should generally be outsourced to a specialist if possible.
Jacobs does such a good job of demystifying SEO and breaking down the process that the presentation will inevitably inspire some to do the work of search optimization themselves.
For DIYers, Jacobs details how to create and maintain optimized content and deploy it as part of a holistic approach to making your business site attractive to Google.
The search giant’s goal, after all, is to deliver the highest quality results, which means design and copy created with Google’s quality standards in mind.
Translate SEO into new customers
Later in the webinar, Ferrell from Assembly Software discusses lead conversion and customer onboarding technologies.
These can be seamlessly integrated into an SEO strategy that guides potential customers from first click to case closure.
Want to get an idea of the business your business is missing?
Check out this webinar to learn about the tools that are already at your fingertips to help your practice thrive.
Watch the webinar
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