We talk with lawyers about their marketing goals everyday. While we outline Spectacle’s plan, it’s common for the client or potential client to interject with:
But…our SEO people say we shouldn’t do that.
Here are 4 lawyer SEO myths that belong somewhere back in your long ago.
You can SEO once.
“Optimization” is a noun. It’s impossible for a website to remain “SEO” now and forevermore. What helped a year ago could hurt today.
3 years ago, Google’s algorithm wasn’t hip to the value behind the words. The emergence and popularity of artificial intelligence systems like Apple’s Siri have initiated a tide shift in the way people search. Where prior results were delivered based on keyword density, Google now gives more focus to the intent behind any given search.
Chances are your web content from over a year ago is too heavily reliant on keywords versus the value the content carries. This doesn’t mean you have to spend a fortune to keep your website optimized. In fact, the best SEO methods are free.
One tactic we use is going to various web forums (like www.Quora.com), and looking up popular questions. We turn answers to these questions into blogs for our clients. Voila!
Pay-Per-Click is the answer.
There is no industry more ripped off by PPC (pay-per-click) campaigns than plaintiffs’ lawyers. In fact, of the top 10 most-expensive Adwords, #4) is “attorney,” #5) is “lawyer,” and #10 is “claim.”
Running a PPC campaign for your firm’s homepage is a colossal waste of time and money. PPC is only the answer when used to get traffic to landing pages geared toward a specific type of client or site visitor. Starting with the ad itself, you need to offer the searcher a reason to click through to your website and stick around for a while.
“Landing pages” are pages designed specifically to get searchers to interact with your website or product. This is called “converting.” These pages must first give visitors an incentive to stick around, and then to act. Popular methods are:
What Only Fools Believe
Stop trying to recreate what’s yet to be created. If your cost-per-click is averaging over $3.00, pause your ads right away and invest in some landing pages. Pay-per-click ads supply an audience, creating demand is still on you (or us).
#2) Back Links Help. / Back Links Don’t Help
Quality backlinks are made when any given query is answered by your website, thus someone (usually forum posters or bloggers) link back to it. Hence the name.
The reason some companies offer such quick turnarounds and cheap service is because they use robots, not people, to generate the links. Google is increasingly strict on domains with large numbers of spam (junk) back links.
#1) Having multiple websites is bad.
Almost all of our clients have mentioned being advised against having more than one website.
The truth is that search engines wouldn’t give a tinker’s dam if your firm had 50 websites (let alone three or four), so long as each featured its own distinct content. Search engines are looking for unique, fresh content relative to any given query.
In fact, our niche websites perform the best: NonsubscriberLawyers.com is a 1 month-old domain and 3-week old website. It’s already in the top four pages of Google results for our target keywords, and has a national rank of less than 1,700,000. For reference, that’s almost as high as ReptileKeenanBall.com.
TruckLawyer.com has no ongoing SEO, PPC, nor blogging. We’ve done limited updates to the site over the past 15 months. However, it ranks 25th for the “truck lawyer” search.