Jul 20, 2020 · 
6 min read · 
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Organic search engine optimization (SEO) has the power to generate more clicks and build greater trust among web users when used with quality, relevant content. What makes organic SEO a popular option among many businesses like law firms is that the results are often longer-lasting and more stable. Attorneys interested in enhancing their online presence and increasing their website traffic should consider using organic SEO to assist with these goals.
The strategies involved in organic SEO can be broken down into smaller sub-strategies, such as link-building and keyword research. By utilizing a variety of these digital marketing strategies, businesses can rank in the unpaid search engine results pages without having to pay for traditional online advertising. Organic SEO has proven to be a low-cost and highly-effective option for growing a business and creating a larger following of people interested in the services being offered.
Benefits Of Organic SEO For Attorneys
Today, those who seek answers rely on search engines to find the information they need, such as attorneys who can provide them with legal advice and representation. Organic SEO enables attorneys the ability to get their information to the top of the search engines for relevant searches, which significantly increases their chance of capturing the searchers’ attention. There are numerous SEO strategies that can be useful for attorneys and other business professionals, such as keyword research, content creation, local citation building and strategic internal linking.
Here is a look at some other key benefits of organic SEO for attorneys.
Build Trust With Searchers Through Informative Content
Content creation remains an essential component of SEO. When attorneys create various forms of content, they are able to utilize and target valuable keywords to enhance their SEO efforts. In addition to being optimized, the content created should be original, informative and relevant to the industry. It should also answer a question or provide value in some other way. Content creation is an effective way to showcase a business’s expertise in the industry while also providing something of value that readers can take away and share with others.
Figures 1.1, 1.2 & 1.3 show blog titles for a few of our law firm clients which answer valuable questions searches seek answers for relating to our clients respective practices. Not only does this content help our clients rank, but also builds trust with searchers seeking legal counsel and representation.
Ranking For Valuable Keywords
Keyword ranking refers to a website’s ranking with the search engine for a particular keyword related to the content. How a website ranks can have a direct impact on the site’s traffic, lead generation and conversions. While there are many third-party tools available that claim to deliver the best keywords based on the business, these tools are not personalized, and often return the same basic keywords to everyone in that particular industry.
By working with an experienced law firm marketing agency, attorneys can ensure their content contains personalized keywords based on the particular law firm and services. The keyword list will be derived from actual keywords that real people use to find an attorney in the local area.
Figure 2.1 shows the monthly search data for keywords “Fairfax Criminal Defense Attorney”, “Fairfax Divorce Attorney” & “Fairfax Immigration Attorney” which are searched 80, 70 & 30 times a month, respectively.
Standing Out Among The Competition
Most businesses want to outrank their competitors in search engine searches, but few understand what it takes to make it happen. To stand out amongst the competition, businesses must utilize innovative tools and strategies, like organic SEO. Not only can businesses create their own organic SEO strategies, but they can also uncover the SEO strategies of their competitors. This can provide valuable insight that helps businesses gain a competitive edge. Making it to the top spot on the search engine results page is also an excellent way to stand out among the competition.
More Cost-Effective Than PPC Ads
When it comes to advertising a business online, there are two main options available – SEO and Pay-Per-Click (PPC). The biggest difference between the two is that the PPC model costs more money. This internet marketing model involves hosting ads on a website and getting paid a fee by advertisers for each click and ad receives. SEO is free as the traffic comes from an organic source. While both PPC and SEO can get results, SEO is a more cost-effective option. Developing visibility, performing keyword research and creating optimized content can take time, but there is no direct charge for impressions or clicks.
Figure 3.1 shows the monthly search volume and cost per click amount for the keyword “Personal Injury Attorney”. With PPC Ads, everytime a searcher clicks on an ad for personal injury attorney, the attorney running the ad would have to pay $100 per click. Not only is this a very costly way to appear in front of searchers, but it does not guarantee the searcher will turn into a qualified lead. In addition to the high cost, the data shows that 76% of searchers end up clicking on an organic search result, as opposed to clicking on an ad relevant to the personal injury attorney search inquiry.
Speak To An Experienced Law Firm Marketing Agency
Attorneys interested in enhancing their online presence through organic SEO have the opportunity to leverage a wide range of opportunities. Organic SEO can offer a high return-on-investment (ROI), especially when businesses work to create targeted traffic and brand awareness. Once properly implemented, organic SEO can also lead to positive long-term results and an extended position at the top of the search engine results page. Of course, developing an organic SEO strategy can be complicated. To learn more about organic SEO for attorneys or to speak with an experienced law firm marketing agency, contact the digital marketing experts at 321 Web Marketing.
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