Why is search engine optimization (SEO) important to law firms?
Search engine optimization (SEO) is a strategy that business and organizations use to increase their visibility on the Internet and drive traffic to their websites. These days, when somebody is in need of a product or service, the first thing they do is consult the Internet. The yellow pages, are virtually a thing of the past, print ads are in decline, consumers are skipping over TV ads with DVRs, or avoiding them entirely with paid services such as Netflix, so it is imperative that businesses are able to reach clients and customers on the web.
Like with other products and services, people who are searching for an attorney will go to a search engine such as Google, Yahoo or Bing and type in a query (for instance, “Chicago personal injury lawyer”). Rarely, if ever, will they click on results that aren’t found on the first page or two. That’s why, to maximize your firm’s return from the web, the results that lead to your pages need to appear where your prospective clients will see them – high up in the results.
SEO does not focus on paid advertising, or Pay-Per-Click ads (PPCs), to achieve a high page ranking. Instead, it focuses on a search engine’s unique algorithms in order to secure a prominent spot in the “organic” search results, where most Internet users tend to choose their search results. Algorithms take into consideration various factors on which a search engine relies to rank pages and may include:
- Carefully crafted URLs, title tags and “H” tags;
- Quality of the content on a page or site;
- External link popularity;
- Internal link structure;
- Structured data and schema markup;
- Keyword relevance throughout the content;
- Strategic use of social media, such as Facebook and Twitter.
At Consultwebs.com, our online marketing campaigns incorporate a variety of approaches to maximize their effectiveness, and ultimately the return on investment for our clients.
To learn more about how Consultwebs.com can help your law firm with online marketing including search engine optimization, contact our experienced law firm Web marketing consultants today for a free consultation by calling us toll-free at (800) 872-6590 or by using our online contact form.