Attorney search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a law firm’s website to obtain first-page ranking positions on search engines.
When people need a lawyer or legal services, they typically use one of the following ways to find one to hire:
1. Search engines
2. Word of mouth
3. Social media
Of these, search engines are not only the most popular but also the easiest to measure return on investment (ROI).
The ability to reach a lot of people organically (i.e. without advertising) on social media has dropped significantly over the past several years—especially on platforms like Facebook.
This has caused many businesses to resort to paid advertising on them instead (which is what Facebook wanted all along).
It’s already pretty clear that for most people, search is their go-to for finding legal services. Social and word of mouth certainly play a role, but online search almost always dominates the research phase.
If we analyze the digital marketing channels Morgan and Morgan leverage to get their website traffic, we see that organic search far outperforms social media and paid advertising.
Of all the channels your law firm can invest in, search engine optimization is the only one with the ability to return compounding returns over time.
Content, for example, presents three opportunities:
1. The potential to rank for more keywords and drive more traffic
2. The ability for high-quality content to create natural link-building
opportunities, improving your ability to rank higher on Google even more
3. The ability to convert website visitors into potential clients by convincing them to trust you and contact you.
The way consumers find, research, and choose a law firm skews heavily toward search engines.