Best Online Marketing Tactics For Law Firms From A Leading Legal Marker
As the law firm online marketing scene changes, it is vital for any law firm to know what tactics will work. .
Chris Dreyer * – Ranking your law firm’s website involves what appears to be an increasingly complex web of requirements, SEO consultants, software, and knowledge that you or may not have.
The number one ranking factor for web pages in search is links. Link building remains one of the most difficult aspects of SEO improvement. It’s also one of the easiest ways to get a site in trouble with Google.
There are a variety of techniques ranging from guest posting to directory listings, as published by LawPracticeAdvisor.
Guest post has not always been a foolproof method to bond, but it’s always a good strategy as long as lawyers are careful. If you team up with a site that is already gaining negative search engine attention, or that uses services that aren’t reputable, it’s a recipe for disaster.
Remember to choose the sites you blog on wisely. Here are some tips for finding good sites:
- Check their backlink profiles: It means looking at the sites that are linked to it. Are they famous? Do they have a lot of spam sites that link to them?
- Check domain rating: Domain evaluation is an Ahrefs proprietary metric that measures a domain’s authority between 0 and 100. The higher the score, the more authoritative (and reputable) the domain is.
- Stick to areas that are relevant to your area of practice or to the law in general.
- Don’t use sites that use questionable curation tactics, like allowing anyone to submit content without a thorough editorial process or an online payment model.
While scholarship programs are still a cost effective way to get highly trusted links, their use is growing in popularity and therefore less effective than in the past. Google could potentially devalue these links in the future. However, they are still a good method to get good links.
Scholarship programs are an indirect way to get links from generally higher quality educational websites. They require some investment (nothing outrageous but at least $ 500) and time to educate colleges as well as local communities. The first step is to create a legitimate scholarship with eligibility conditions.
Once the scholarship is created, create a page on the company’s website highlighting the details of the scholarship (including how to apply, details of what it offers, etc.). Once it is set up, lawyers should contact educational institutions and let them know that the scholarship is available for their students. Colleges love to promote funding opportunities to their students, and most will include your scholarship on their scholarship resource pages.
Although .edu domain links carry no more weight than .com, .nets, or any equivalent domains, they tend to be more authoritative due to the organizations that use them.
Link building with social media
Lawyers should actively share links to their website on social media. While a lot of them don’t get tracked (don’t pass link juice) this is still a good way to get exposure for your brand, get traffic to your site and maybe d ‘get some links to follow (skip the link juice) in the process.
Another advantage of sharing links to online pages is that they may be shared by subscribers and subscribers of subscribers. Content that spreads across the web in this way is often more likely to get natural inbound links.
Try to broadcast your most shareable content on these channels to increase the chances that others will share it with their own networks. Make sure it is highly relevant to the audience and contains very useful content. No matter what you post, try to make sure there is always a link to your website.
In addition to sharing links in posts on popular networks, lawyers can also add links to their profiles. Facebook, Twitter, Google Plus, Instagram, LinkedIn, and other popular networks all provide a space where you can insert a link to an external website. For example about.me allows you to fill out a profile with a link.
Infographics are a fun and interesting way to display data. People love them because they’re fun to share, especially if they’re done right. One tactic (which is by no means original to me) is to create an infographic (either yourself, with a designer, or on one of the many infographic generation websites) and then place some code in it. embedding at the bottom of the infographic encouraging people to embed it on their own websites.
Siege Media has an excellent built-in code generator on their website. Once you’ve created your image, just paste the URL into the text boxes provided and you can easily generate the snippet to place on your blog or website.
The idea is that people will find the information useful and want to share it (via the embed code) on their own website or blog. Since the infographic image is (or should be) hosted on your domain, every time the code is embedded it will link back to your site.
If you haven’t started a blog yet, you really need it. Having a blog by itself is not going to help your site rank higher in the search. It’s how you use the blog that is important. Adding a blog provides the following link building benefits:
- The ability to rank additional keyword phrases
- The opportunity to generate content that people will want to connect with
- The ability to link further to other pages on your site that might not get a lot of attention
- A greater opportunity for your content to be shared online
- New content added regularly for search engines to index
High domain rating directories
Directories are in the category of Handy Fruits. This means that they do not offer the greatest benefit but are easy to obtain. Most of the directories with high page rank are paid versions.
Local directories are important sources of local links. Since lawyers often target local markets, these are good connections to have as they provide signals relevant to the searcher’s location.
Local chambers of commerce often have local business directories. I would definitely recommend submitting to Moz Local and Yext as well. Yext has a partner network of around 50 of the best websites like: Yelp, YP, eLocal, etc.
Directories specific to lawyers such as Personalinjury.com are great industry specific links for your site. You will find both paid and free versions all over the Internet. Be careful when submitting your site to a directory. Do your homework and make sure the site is reputable. Does it have a high page rank? Are your colleagues or competitors listed there?
Below is a list of niche personal injury directories that are paid. The relevance of the topic is an important factor for ranking. If the co-citation keyword mentions relate to your area of practice, you may find it helpful in research.
TheInjuryGuide.com ($ 75) a PR2 site.
FindCarAccidentAttorney.com Basic Listing 149.95 / year, Standard 34.95 / month, Sponsored Listing 49.95 / month, and Featured Listing for 74.95 / month a PR1 site.
Enjuris.com (Free 180 days then $ 45 / year) a PR2 site
AccidentPersonalInjuryLawyers.com ($ 250 / year) a PR1 site.
You can find a good list of paid legal directories to get you started here.
Collaborating with colleagues, other businesses, or even clients is one of the best ways to get high quality editorial links to your site. This can come in the form of guest posts, joint marketing efforts, or even just an honorable mention on each other’s websites that you somehow collaborate with.
Quotes are simply mentions of your law firm’s name on another site. Many of these sites also allow businesses to put links to their websites in profiles. Again, the fruits at hand here and some of them may not be tracked. Either way, they still carry some weight and people will follow them to your site.
Yext is by far the most comprehensive quote site, and the service can send data to dozens of websites within days with just one click. The other services are UBL (Universal Business Listing), Moz and Bright Local.
Law firms and attorneys can sponsor organizations, events, sports teams, and foundations. These entities often have websites to which links can be placed. It’s probably not a good idea to sponsor something just for the link, but if you already do, be sure to request the link.
About Chris Dreyer – Chris Dreyer is a marketing expert at the law firm and is CEO and Founder of Rankings.io. He can be contacted by LinkedIn or via Rankings.io. This article was first published by Chris Dreyer
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