What to look for in a law firm SEO service

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Attorney advertising has changed drastically over the past few decades. Yellow page ads, billboards, and referrals used to be enough to bring in new clients. But the rise of the internet has made having a web presence table stakes, and that web presence needs proper optimization so that your future clients can easily find you.

Hiring a law firm SEO service can help ensure you can be found online. While having a great website design and excellent content is a good start, it can only get you so far. You need an SEO expert who can make sure that the technical aspects of your firm’s site put you in the best position to be found by search engines and legal consumers.

What is good SEO?

Search engine optimization (SEO) is a range of tactics designed to ensure that your website gets traffic from search engines like Google and Bing. These tactics are continually changing and evolving to adapt to the way that search engines work and legal consumers search online. SEO also ensures that you are bringing in quality traffic from the search engines. In other words, you want to make sure that the people who find your website actually need your legal services.

SEO is a relatively new field, with industry jargon that can seem complicated to those who don’t work in the industry. This can make it difficult to know if you are hiring the right SEO professionals for your website.

How do you find the right SEO provider?

Luckily, there are some simple things to look for when hiring an SEO service for your law firm. They are strikingly similar to how you sell your own services to clients. Start by asking yourself the following questions:

  • Do they have experience with SEO? SEO may be a new field, especially compared to the legal profession. However, you still do not want to work with someone who is using your website to learn how to do their job. It is not uncommon or unreasonable to ask for the company to have more than 10 or 15 years of experience working with law firms on their websites. This type of experience can ensure that they fully understand how to adapt to new trends and avoid potential pitfalls as they optimize your site.
  • Do they have experience with the legal market? Legal consumers are not the same as retail consumers. They have different needs, and when they look for a lawyer, they want to know that the attorney they hire understands those needs. The SEO professionals you work with should understand this unique area, including how you do your work and what legal consumers are looking for when they search for you.
  • Can they explain complex SEO tactics to you clearly? Anyone can use SEO jargon like link building and bounce rates. But it is important that the professionals you hire can help you understand what the jargon means for your site and how certain tactics will help you meet your goals. You don’t need to know all the lingo and technical aspects of SEO, but the SEO professional you hire should be able to help you understand how SEO works as part of your marketing strategy.
  • Can they back up their claims with data? Search engines like Google are always refining and improving their algorithms. SEO professionals need to test tactics to see what changes they need to make to ensure their clients are competitive online. This testing and experience should have data behind it that can be shared with you, whether that data is from broader studies or from their work on your own site.

When evaluating the company you want to hire for SEO, think about the above questions and compare them against competitors in your area and nationally. Just as you would hire an expert to work on your car or replace your flooring, you want someone with the experience and knowledge needed to do the job right and ensure you get a return on your investment.

When you work with FindLaw, you can rely on our team of SEO professionals. We have worked with thousands of law firms across the United States on their digital marketing and search optimization. Our team will provide you with trusted insights into your site’s performance and proven SEO solutions to make sure clients find you first online.

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