3 Reasons Top Personal Injury Firms Are Giving Up on SEO
Personal injury SEO can be a great lead generation tactic, if done properly. Here are three reasons why top personal injury law firms tend to give up on SEO.
1 – It’s competency.
It’s very difficult to find a strong SEO agency that can be a complement to your firm’s marketing efforts. The vertical for personal injury marketing is saturated and demands a deep expertise. A quick way to evaluate if an agency is the right fit whether or not they do a diagnosis in the beginning. Productized agencies and those who “do what’s always been done” are going to have trouble in this space. Personal injury SEO demands iteration and continuous improvement.
2 – It’s the budget.
In some regards, SEO is pay-to-play. it pains me to say that, but at its core, SEO comes down to production, in content quantity and quality, in backlink acquisition, and in other tactics that make up a core SEO strategy. Typically, law firms ranking in the top 3 have high levels of prominence due to many years of organic production (through brand recognition, media, etc). Doing a competitive analysis is a critical part of establishing realistic expectations of what is possible. If you’re a solo practitioner entering the market in a major metro, a $5k/month budget won’t cut it, as it demands a high level of production. I’m sure the SEO community will give me some pushback on this, but for the most part, it’s a joke and they should go back to the little leagues (e.g., trademark law, elder law).
3 – It’s the case selection criteria (soft tissue vs. major injury).
Often, as a personal injury law firm grows, they tend to tighten their case selection criteria (meaning they only takes cases with major injuries). This is a great strategy if you have a strong referral or lead generation mechanism already in place. However, without it, it’s even more difficult to gain traction in SEO. The reason is that when you tighten up the criteria, you have less opportunity for consumer reviews…and Google reviews play an integral role for ranking in the Google map pack. In fact, Google has stated that review rating and score are a major factor in this regard. Compare this to the firm that takes soft tissue cases and has a broader client base; they will have a much stronger opportunity to obtain reviews, thus helping them rank better in the local map pack.