SEO—never before has such a powerful marketing tool existed that’s able to target people who are specifically looking for you and your services. It’s a crucial part of our legal digital marketing strategy for good reason.
Although PPC marketing and local search optimization are both vital for law firms, today we’re going to talk specifically about the organic side of things—in other words, the main list of sites that pop up whenever you search for something on Google.
To put it simply, sites occupying the top positions of the most lucrative search terms are enjoying more visibility, more visitors, and more opportunities for LEADS than the guys at the bottom. That’s why a huge part of our game plan for law firm marketing dominance involves getting you into first place.
Organic search rankings are pretty much free advertising. Unlike PPC, your organic rankings are just how Google views the natural landscape of your niche. Sites that are deemed authoritative and useful for visitors are given top placement and get to reap the rewards for their hard work.
But these days, everyone and their brother has some kind of SEO strategy. Beating the competition is tough unless you’re well-prepared, so how do we do it?
How Google Works
Google’s entire business model is sending searchers to the best, most relevant websites. That’s it.
Because it’s impossible for Google to hire the thousands of people needed to manually review each and every site, they rely on complex algorithms to rank your website.
That algorithm boils down to two things:
So the plan is simple—create relevant content, build an authoritative domain. Then you win.
How to Win the Google Game
On paper, winning looks pretty easy. And when you work with Legal Legends, it is. Here’s how we do it.
Without thorough research, your SEO strategy will never get off the ground. Legal Legends takes a good, hard look at the competition to see what they’re doing well, determines which keywords have the highest potential, and weighs the most lucrative keywords against how difficult they’d be to snatch out from under your competitors.
From this thorough research, we’ll build your firm sound strategies that will shape our SEO tactics for months and years to come.
Keyword Selection Strategy
Picking the right keywords doesn’t always mean picking the keywords with the highest amount of search volume.
Legal Legends will help you choose the best:
- Trophy keywords: the most lucrative search phrases from which we’ll construct specific pages to target the best traffic
- Keyword clusters: groups of related search phrases that your competitors are missing out on
- Low-hanging fruit: keywords that will really move the needle for your business and are relatively easy to rank for
From there, we’ll create a sequence of attack to ensure both quick results in the short term and long-term results for the best keywords down the road as your domain gains authority and muscles past the other guys.
Besides picking the right keywords, we also have to use those keywords correctly. Our relevance strategy revolves around:
- Placing keywords in strategic locations (such as title tags, for example)
- Making sure your site is coded correctly to support our keyword strategy
- Ensuring all indexing tools are set up correctly (sitemaps, robots.txt)
- Divvying up our keywords into the best blog posts and landing pages
- Schema markup (the latest and greatest SEO tool that even some of the biggest marketing agencies are overlooking)
Links, links, links—links are the key to building your firm’s authority online. And with Legal Legends, you won’t ever have to worry about shady, disreputable links again. Our authority strategy revolves around:
- Finding directories relevant to your niche and location
- Creating content for other sites and legal blogs that link back to yours
- Figuring out where the other guys get their links, and mirroring the most winning strategies
- Getting links on relevant social media channels
- And overall, getting links to as many places as we possibly can
SEO Strategy is Nothing without Execution
We’ve basically just taught you everything there is to know about dominating the organic search results. Any firm could follow the gist of what we’ve outlined above and expect to see results…eventually.
So why does Legal Legends exist? How do we put food on the table when our SEO secrets are just sitting here for anyone with an internet connection to take and use as they see fit?
Well, that’s because executing a flawless SEO strategy is extremely time-consuming and incredibly frustrating.
Legal Legends has executed on the steps outlined above hundreds and hundreds of times over—specifically for lawyers. Not only will we do it faster, better and cheaper than you could by yourself, we’ll also do it better than any of the competition, too (both our competition and your competition).
All law firm digital marketing is a battle. We don’t just build you a powerful brand for your firm’s own sake—everything we do must be measured against your competitors. Unless you’re trying to do it better, faster and more profitably than anyone else, there’s no point in doing it at all.
Legal Legends Has a Flawless Track Record of Winning Profitable Traffic Through Organic Search
That’s a bold claim, but it’s 100% factual.
When you need help standing head and shoulders above the rest in the search results, there’s simply no better alternative than Legal Legends. We help lawyers across the country dominate for SEO—that’s all there is to it.