In the current world of online marketing, having a website alone is not enough to ensure your law firm gets found by potential clients online. You can buy or even build your own visibility for your law firm through a variety of tactics, from social media marketing to SEO and PPC advertising. However, through web presence optimization (WPO), you will help your law firm get discovered by clients all around the web.
Common social media optimization (SEO) strategies will help your law firm website get discovered by clients on search engines like Yahoo, Bing and Google. WPO takes this concept further. Web presence optimization refers to the practice of making your entire law firm brand (not just the website) visible anywhere clients are active online, beyond just on search engines.
Your law firm can then get visible on review sites, blogs, local listings, press releases and in social sites such as YouTube, twitter and facebook. Therefore, by embracing WPO over SEO, you will be able to maximize your law firm's ranking on all touch points that internet users can use to interact with your brand.
WPO combines aspects like public relations, social networking, content development, digital advertising, SEO and marketing communication efforts in making a law firm as ubiquitous as possible. The following are the primary components of web presence optimization that will help you achieve sustainable results via WPO.
Content marketing refers to the practice of producing and sharing some great content on the web. The chief objective of this is to inbound lots of traffic to your law firm website, while building credibility in your brands.
Irrespective of whether your company is generating infographics, videos or articles, the content you publish is very important for a great web presence. Keep your content fresh and dynamic. Conduct an extensive campaign.
The idea behind this WPO strategy is to reach out to authoratitive and relevant websites for guest blogging. The aim of publishing your content on other sites is to help generate link popularity back to your site.
When done correctly, reaching out for guest blogging platforms will open the door to many new opportunities. In addition to generating link popularity, guest blogging can also increase your law firm’s social media presence and can open new marketing opportunities.
When it comes to web presence optimization best practices, social media will have a great impact on the firm’s WPO strategy. Social signals like tweets, shares, google + and likes are beginning to play an important role in the ranking algorith. It is therefore important that you integrate social sharing and other major marketing strategy to fully exploit your following.
The social media component of your WPO plan will be aligned directly to its content marketing strategy. This is because most of the content you produce and publish will be shared and promoted through social media. This will serve in engaging your target audience and increasing traffic to your site.
Clients will never know about the existence of your law firm and website if you do not go the extra mile of crafting a web presence optimization strategy. Gone are the days when we used to rely on common SEO strategies in marketing our online law firms. WPO is the new strategy that everyone is talking about.
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