SEO Mistakes That Are Hurting Your Law Firm’s Visibility
Search engine optimization, more commonly known by the acronym SEO, is essential and will allow your law firm to be found by clients online. By increasing traffic through carefully planned strategies, you’ll be able to achieve a higher ranking in search engines, which can drastically increase your visibility.
Establishing a local online presence is the key to success in this era where everything happens online, but many people still underestimate how powerful this marketing strategy can be. It’s often seen as a waste of time when compared to focusing your efforts on referrals and growing your business face-to-face.
This concept was born when professionals who tried SEO didn’t reach their objectives and they didn’t see the results they were hoping for. But why does this happen? Is SEO just a fancy abbreviation that experts use to make money? Obviously not, and these assumptions can only hurt your business in the long run.
SEO Has Many Different Factors
Many marketers and business owners reach a negative conclusion because they didn’t consider all the different factors. An attorney who’s trying to establish a brand should never get in the mindset that this entire process is useless. Local SEO for law firms can be difficult, but you can make your life easier by avoiding these common mistakes.
Not Establishing Goals
As with pretty much everything else in life, a good SEO strategy needs a clear goal to succeed. Throwing a few elements together while hoping that one of them will increase your traffic can only make things worse.
Low-quality content will be seen as spam by search engines and will seriously hurt your rankings. If you want your efforts to pay off, you need to understand what you’re looking for before you even start. If you want more traffic, focus your strategy on that instead of worrying about different steps.
Ignoring Mobile Users
This one should be obvious, but many professionals still focus on how their website will look on desktop while completely ignoring mobile users. Smartphone usage is at an all-time high, and if someone is dealing with legal issues, using a mobile browser to look for an experienced legal advisor is going to be their first step.
If your website is not mobile-friendly, your rankings are going to take a serious hit. Even if clients are still able to find you, a bad user experience will force them to leave and go to your competition instead, as navigating your homepage will be very frustrating.
Unrelated Content
Even if your content is helpful and uses reliable sources, users might ignore it because they’re simply not the target of your posts. Remember to always figure out what your target audience is looking for before adding new content and writing blog posts.
If you’re a law firm that specializes in all kinds of cases including personal cases, family law, estate planning, and more, then you can try to stay on topic and show how much you know about your field of expertise. A prospect is not going to look at your content if you’re talking about sports on a personal injury focused website.
Remember That Everything Changes with Time
SEO is constantly evolving, and traditional tactics don’t work anymore. Even if you’re well-informed about this powerful marketing tool, it’s still possible you’re not achieving your desired results because your strategies don’t follow updated guidelines.
You should always focus on delivering high quality content and increasing visitor engagement, but you need to do so in a way that’s recognized by search engines. If dealing with all of this is not possible while handling a law firm or if you already tried but you’re not getting more visitors, consider contacting an SEO expert that can run an audit where he will be able to see your mistakes and correct them. You’re not going to regret it in the long run.
