Law Firm Web Marketing


How Local SEO & PPC Can Empower Your Law Firm Web Marketing Strategy

Web  MarketingThere is a saying, with great power comes great responsibility. Having created a website for your law firm, can you maximize its full marketing potential? Two powerful avenues in the search marketing realm are local SEO and PPC (Pay Per Click) advertising. These search marketing techniques can drive new and qualified traffic to law firm's website, and quickly too.

While many firms prefer to hire search marketing experts, many others prefer to follow the old tried and tested routes. So without further ado, let’s check out some strategies which can make SEO and PPC work in favor of your law firm web marketing.

Claiming and Optimizing the Firm's Google+ Local Page

If you represent a local law firm, you're seeking to get a web traffic from local areas. By using your firm’s Google+ Local Page, you can actually make a big difference in the outside world. All you have to do is claim and verify your Google+ Local page and keep it active. This social credibility has been known to provide higher Google rankings for local businesses.

In addition to claiming and optimizing your firm's Google+ local page, some things you can do to make your social presence more prominent include:

  • Upload videos or info-related graphics pertaining to your legal practice.
  • Get listed in the local directories and connect the links with your account.
  • Connect your social media accounts so that people know what to visit when they check your Google+ page.

Doing Website Optimization to Help with SEO and Boost Conversion Potential

These days, you have to play smart to make sure you enhance your web presence optimization efforts. In order to gain maximum exposure, you have to make your visitor’s experience memorable so that the visit turns into a positive experience for the person visiting the page. A successful conversion will not only win you loyal customers, but also help improve your ranking in the virtual world.

By using a series of web analytic tools and website testing tools, you too can actually convert visitors into potential customers, all by a series of checks and tests. Imagine yourself to be in your visitor’s situation. What would you like to read on a law firm’s website/Google Page when you are visiting the web page? You would want to read something interesting as well as relevant, something which relates to your area of specialization, right? Well, the moment you manage to get the answer to this question, you have managed to hit the nail on the head.

Bidding High Enough in PPC so Ads Show up in the Top Premium Listing

PPC advertising centers on Google AdWords, Yahoo Advertising and advertising on Facebook. However regardless of platform, your bids play a very important role with respect to the placement of your ads and CTR. In order to get the most out of your PPC bidding campaign, you should make sure that you use probable conversion rates in order to identify and choose maximum bid prices for your keywords.

If you get into the nitty gritties of PPC campaign management, then you will find that Yahoo offers a minimum bid of 10 c, Google 5 c and Bing around 1c. So now you would get a fair idea on why it’s important to pick and choose your bid carefully so as to avoid any kind of wasteful spending.

If law firm web marketing is the agenda of the day, you should make sure you do is very strategically so that there is no scope left for any kind of confusion or error. This should, at the end of the day, be a well planned strategy which when executed, leaves your firm with revenues and no losses.


Top Link Building Resources for Law Firm SEO

One of the most important factors in increasing your website ranking is link building. Just like any other businesses involved in SEO, law firms need to first understand what link building is if they are to build high quality links and improve their search engine rankings.

Simply put, link building is a process that attempts to increase the number of incoming or inbound links to a website. Major search engines like Google normally judge the popularity and authority of a website by looking at the kind of links pointing to a given website. This essentially means that if a law firm website has high quality links pointing to it, then it will more prone to be ranked high in the search results.

However, it is crucial to remember that the process of link building has evolved with time. The algorithm changes implemented by search engines like Google ensure that people cannot manipulate links using black hat or illegal methods to rank high in the SERPS.

Quality Link Building Ideas for Law Firm SEO

If you're looking for some fresh ideas to help jump start the link building component to your law firm SEO strategy, below we offer some insights as to how you can begin.

Create high quality content

Those who said quality content is king were dead spot on. One of the easiest ways of acquiring high quality links is by way of creating high quality content on your website. If you create high quality content or articles that are lengthy and in-depth, then people are likely going to share this content on social networking sites. This can earn high quality backlinks as a result. Once people spot you as an authority in a given legal practice, then they will likely link back to your site; hence giving you the link juice you need to rank higher in the SERPS.

Guest blogging

Creating high quality content then posting on another website related to your industry is one of the best ways of creating high quality back links. To ensure you garner high quality inbound links, it is pertinent to guest blog or post your articles in high authority websites in your industry. Besides garnering quality links, you will markedly improve your brand visibility, increase website traffic and improve your author rank.


Infographics are visually appealing data representation tools which marketers use to showcase facts, figures and statistics on a website. Infographics are usually very appealing and easy to comprehend thus are a darling of many people. The fact that infographics are loved by many people means that they are also easily shareable. Web marketers build links by including their website links in all the info graphics they create, ensuring that when they are shared quality backlinks are garnered.

Local chamber of commerce membership

Another potent way of building links is to list your website in your local chamber of commerce. Generally, most local chambers of commerce websites are highly ranked because they are not only visited by many locals but are also a hub of quality information regarding business in a given locality. Therefore, it is imperative to ensure that your website links are included in the local chamber of commerce website if you want to rank favorably in the search engine results.

Local and industry specific directories

Lastly, another way of garnering high quality links is to include your website URL in local and industry specific directories. Most search engines nowadays give local directories a lot of prominence when ranking sites in the search results. Some of the most popular directories are LexisNexis and Martindale.

Moving forward, the process of link building requires careful assessment and planning; considering the fact that most of the methods used before are now considered spammy if not black hat. To safely build quality links that will not attract the penalty or the wrath of Google, law firms have to employ the following strategies.


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