For business plaintiffs and small businesses in particular, a keen awareness of search engine optimization practices is critical to success.
If a motion was filed that contained the term “truck injury lawyer” where the term “truck injury lawyers” should have been, for example, the editing oversight would be unfortunate, but probably benign.
But the world looks different to search engine algorithms, and on Google, a missing letter can make all the difference to a law firm seeking exposure to new clientele.
That’s the gospel of SEO guru Jeff Jacobs of MarketingSuccess.com, an SEO marketing agency with an emphasis on law firms.
Jacobs is one of the guests on a densely informative webinar presented by our friends at Assembly Software“How You Can Put SEO to Work for Your Business.”
Use the truck injury lawyer as an example of how complicated SEO strategy can be. 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?
About 80 percent of all search is organic, according to the filing, meaning it consists of unique users looking for the information or services they’ve searched for.
Effective use of SEO strategy gets your practice in front of these searchers, ideally sooner rather than later. If done correctly, the result is increased website traffic, leads, and ultimately new customers.
This type of information is not exactly intuitive, which is why Jacobs’ presentation is structured like an intensive SEO course adapted to the legal field.
For attorneys who want to learn how to charm Google’s web crawlers, a pipeline of leads and prospects awaits.
“Everybody wants new leads and new customers,” says Jacobs in a moment of tough-love marketing. “That’s what it takes to get there.”
A process in five phases
What’s needed, according to Jacobs’ conversation with Above the Law columnist Bob Ambrogi and Assembly Software’s McKay Ferrell, is a lot of research and strategy, not unlike preparing for litigation.
Jacobs lays out a five-phase process designed to analyze the competition, decode what Google is looking for, and use that information to increase your important Google rankings.
SEO is its own discipline, Jacobs cautioned, which doesn’t mean lawyers can’t learn and practice it themselves, but it should usually be outsourced to a specialist if possible.
DIYers welcome
Jacobs does such a good job of demystifying SEO and breaking down the process that the presentation will inevitably inspire some to do the SEO work themselves.
For the DIY crowd, 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, and that means design and copy created with Google’s quality standards in mind.
Translate SEO to new clients
Later in the webinar, Assembly Software’s Ferrell discusses lead conversion and customer acquisition technologies.
These can be seamlessly integrated into an SEO strategy that guides leads from first click to case closure.
Do you want to get an idea of the business your company is missing?
Check out this webinar to see the tools already at your fingertips to help your practice thrive.
Watch the webinar
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