If your office isn’t getting social, you’re not getting all you can out of your law firm SEO efforts. Here’s why you need to get involved and how to do it.
Marketing your services online can seem like a minefield. Do you need to master law firm SEO?
And do you pay for ads, or stick to content marketing? Does social media play a part?
With law firms spending just 2.5% of their budget on marketing, you want to choose the right strategy.
Thankfully, there’s a solution readily available and it will boost your law firm SEO. Read on to find out how social media marketing can help!
Have you signed up for social media accounts?
Social media has always been an excellent way to network – and not just with potential clients. Attorneys can also connect with one another and swap ideas or advice.
Firms can also use social media to show their human side. Be relentlessly helpful and, more importantly, present for potential clients.
Put yourself in the shoes of your client. Say you search for a particular term and two different law firms show up.
One of them tweets every few hours and updates their blog every week. The other set up a Twitter account in 2010 and their last blog post appeared in 2013.
Who do you decide to engage with?
Remember, people need to see your brand at least 7 times before they’re likely to connect. Social media gives you that easy stream of regular contact.
And social media and content marketing can also help to position you as an authority. If you’re an expert in your area, you’re more likely to land the clients.
The more authority you have, the more attention your content will receive. And Google will reward you with better search rankings.
Just try to avoid these SEO mistakes in your content.
So what does social media have to do with law firm SEO?
Not so long ago, SEO focused on a range of factors. Using keywords in your content or generating backlinks to your site helped boost your ranking.
All things being equal, two firms using the same keywords would in theory rank in a similar way. Yet one firm might be far superior to the other.
How was an innocent Google user to tell them apart? Aside from the meta description, that is.
Thankfully SEO has evolved from those early beginnings. And law firm SEO is no different.
Activity on your social media accounts does influence your SEO results. So page shares and comments on your posts all help to improve your position on Google.
Put simply, the superior firm is more likely to generate more social media engagement. So they appear higher in the search results.
And social media sharing is highly encouraged as part of any marketing strategy. When your clients share your content, it also puts it in front of their network.
You’re no longer marketing solely to your own audience. Rather, your content ends up in front of a wider audience that you “borrow” from your own network.
Just remember the 80/20 rule of social media marketing. 80% of your content should be shared for your client’s benefit.
So that’s useful articles, answering questions, or retweeting links.
The other 20% can be content about you. So that’s testimonials, blog content, or sales-oriented messages.
And this is where the SEO comes in. That blog content will feature the keywords you’ve identified that your target audience might search for.
An easy way to improve your law firm SEO is to post good quality content on a blog. Google in particular rewards websites that post regular updates.
Static websites that rarely change will not help you anymore.
But how do I know what people are searching for?
Do you have Google Analytics installed on your website? You can use it to check what keywords visitors used to find you.
Or you can find out what your most popular pages are. If lots of people are reading those posts, it implies there’s a lot of interest in those topics.
Creating more content for your blog on those topics is a simple way to get started with law firm SEO.
And the more useful the content, the more likely visitors are to share it on social media.
It all comes back to that connection between social media and SEO. You can also repurpose content from your blog and post it on LinkedIn.
You’ll get your content in front of more eyes in the business and professional world. But that’s great for establishing yourself as an authority.
Don’t forget, many users now use social media itself as a search engine. Some 62% of adults now get their news from social media.
It stands to reason that they’ll search social media for other content as well.
Won’t using social media be risky for a law firm?
You may worry about issues around privacy or confidentiality. So ensure that you share information that’s valuable – but doesn’t identify individuals.
Perhaps you can post content about legal issues in your area. Or you could be more creative and tweet about obscure laws that famous movie characters break.
You may worry how you’ll deal with a bad review on social media. Your most important task is to respond – and quickly.
Facebook actually rewards Pages that reply to messages within an hour. Sending a fast response also shows other visitors to your Page that you care about problems.
No matter how angry or rude a visitor is in their post, never retort in the same way. Leave a public comment confirming your desire to help put things right. Then send a private message to take the issue off social media.
Respond quickly on Twitter too. Though be mindful about using hashtags. Make sure you know what they’re for before you use them.
DiGiorno Pizza fell foul of Twitter’s hashtagging when they saw the #WhyIStayed tag trending. The tag allowed women to open up about their experiences of domestic violence.
Instead, DiGiorno Pizza tweeted about why they’d stayed for pizza. They managed to defuse the backlash but don’t end up in that position at all.
Social media marketing will help you
Yes, there is a negative side to social media marketing. And the mistakes make using social media to improve your law firm SEO sound dangerous.
It doesn’t have to be.
Social media marketing can actually be a great way to connect with potential clients on a more human level. And you can also re-connect with former clients.
It also helps to boost your SEO, getting your work in front of the people who need it most.
If you’d like to see how your SEO currently holds up, book an SEO audit with us.