Creating and managing a website has become significantly easier in recent years, thanks to tools created with the express purpose of making the process more streamlined for the average user. After all, a person who runs a law firm is not necessarily going to be well-versed in HTML, so lacking those tools, they may have otherwise been up a creek without a paddle. However, just because it has gotten easier to do this does not mean that a person can necessarily manage a website for their law firm all on their own. Search Engine Optimization, or SEO, is an important aspect of getting your website to prospective clients, and hiring an SEO company to manage your website is your best bet to maximizing your website’s potential. But at what point is hiring such a company going to be the best idea for you?
When should you hand the reigns to your law firm website to an SEO company?
So in order to determine when you should do this, the first thing you need to do is properly understand what SEO even means. Basically, SEO refers to the process of optimizing your results on search engines like Google and Bing in order to ensure that you are seen by more people than competing brands and businesses. This is accomplished through a series of posts made on the website that use various keywords, carefully spread throughout the article, that result in, if successful, those pages, and in turn your law firm website, appearing higher on search engine results, thereby creating more traffic and business for your company.
SEO is an important thing for any up-and-coming website to utilize, as it can be the thing that puts you ahead of the curve when it comes to your industry. As such, it is not something that you should take lightly and assume that you can do on your own. While you can indeed write up articles that have certain keywords and cross your fingers, hoping that the articles get attention through these methods, you are not going to be all that well-versed in the process, certainly not enough to be able to say what a good example of an article properly optimized for search engines even constitutes. Working with a partner, such as the team at Gladiator Law Marketing, makes a world of difference when it comes to establishing a successful SEO campaign, and is highly recommended.
Honestly, the thing is, it’s not just about the results, but also the methods. You might think that using law-relevant keywords is the way to go, and to an extent that is correct, but the real magic of being a good SEO company is knowing what non-law-related keywords are going to bring your target demographic over. You don’t want to work yourself into a corner by only gunning for law-related searchers, as you want to be able to catch the eyes of people who may benefit from your services but are not necessarily thinking of it at that moment. For instance, rather than doing an article about automobile collision, you could have an article done by an SEO company that discusses how to drive safely, rules of the road, provisions to have for winter driving (if you live in snowy areas anyway), etc. This is something that feels naturally for your website if you are someone who also deals with clients regarding traffic law violations, auto injury, and other relevant areas, and people looking for this kind of information have a certain likelihood of falling into the camp of someone who may, either now or in the future, need legal assistance from a law firm such as yours.
Of course, you have to make sure that you find the right SEO company for the job as well. You cannot just go for a company that is very general in how it does SEO-driven articles, as they lack the specialized knowledge relating to law that your website needs to maximize its potential. A law firm website specialist will better know potential target demographics, good and bad keywords to use, and more, so even if you could get a better deal from someone who offers a “jack of all trades” kind of SEO service, you are likely to get a lot more bang for your buck from someone whose specialties are a lot more specific to your industry. You should also hire based on whether this SEO specialist works better with local demographics or national ones, as the difference can be quite large, obviously. If your law firm only operates in a relatively small area, then hiring someone whose expertise lands squarely on the national level may seem a bit wasteful, and worse, they may not be able to zero in on prospective local clients as well as a local-minded SEO company can.
For some, hiring an SEO company to handle things like that may seem extraneous; for instance, what if your company is already doing well enough as is without it? If your company is already managing to top search engine results and you are making a solid chunk of money, hiring an SEO company may seem frivolous to do. Honestly, it is certainly important to determine whether the cost is worth it, but at the same time, it is not as though an SEO company is only there to get you to the top, it’s also there to make sure you stay on top. An SEO specialist, an especially good one, will not only give you content that is keyword rich while still reading naturally, but will also give you good content, not spun or regurgitated from elsewhere. Having good, well-researched content goes a long way to creating a strong reputation for your website.