Many lawyers pursuing SEO, either with a company or independently, are challenged with finding quality link building opportunities. Naturally, the ambition to build links is to grow rankings fast and actualize an SEO strategy as soon as possible.
However, in today's SEO landscape, fast rankings struggle to last for the long-term. A more sound approach to generating link popularity (and one that can be achieved in-house) is producing valuable, educational content that earns links naturally. Sure, this requires time, but when done correctly and successfully, not only can a lawyer grow his or her rankings, but their legal practice can build its web presence in more ways than one.
This content-driven approach to earning links is daunting, but what seems intimidating and difficult is often what yields the best outcomes. Below are some lawyer SEO strategies to help you earn links naturally by producing educational content.
The best content for SEO is educational content that answers a common question or provides a solution. Find out what your target clients are wondering about before they seek legal services.
For DUI lawyer, maybe it's how to handle DUI charges to minimize cost or legal implications. For a business lawyer, perhaps you can shed light on how to go about getting a trademark or copyright.
In essence, pinpoint client-focused solutions that relate to your core practice area, and respond to them in your content.
As for the content you choose to voice your solution, think beyond the typical article or blog post. Sure deep articles are indeed valuable for SEO, but so are videos and info graphics. Get creative and explore multiple mediums. You can even cover the same topic on all three and tie them all together (e.g. a deep article that contains the video and a link to its corresponding info graphic.
Effective content marketing requires an audience - something many lawyers lack on their Facebook and Google+ pages. Spend a few hundred dollars in Facebook advertising to grow you local audience. The targeting capabilities are ridiculously effective. You can even use your fresh, relevant content as means to advertise and build your social following for greater SEO potential.
Once you have a several hundred social media followers, you can then start to share your educational content more aggressively. Not only can this lead to earning social signals (likes, +1's, shares, tweets, etc.) which help attribute SEO value, but favored content earns links, helping to grow your rankings naturally.
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