Anyone who has ever bought a home knows, the minute you sign the papers, the remodelers and window companies start showing up offering their services.
The same is true for law firms. There’s always another SEO provider asking for your business – and for good reason. SEO — the process of optimizing your law firm’s site search engine performance — has long been a fundamental aspect of online marketing. Sure, times have changed and SEO isn’t quite the be-all and end-all tactic that it used to be. But there’s no denying that when attorneys think of internet marketing, many of them think of search first
Making an SEO vendor even more enticing is that effective SEO is an incredible task. It requires deep technical knowledge, excellent judgment and a dedication to ongoing education especially since the rules and effectiveness of various SEO methods often change, often in subtle ways.
Not only is SEO difficult, it’s also a high-risk process. Done poorly, SEO can cost a lot and return very little. Done unethically, SEO can result in steep penalties from the very search engines your firm is counting on; penalties that can make your law firm all but invisible to legal consumers online.
So it makes sense that SEO consultants and providers may be beating at your door – they know you need them. But the consequences of choosing the wrong SEO provider are dire enough that you need to properly vet anyone who wants your marketing dollar.
The right provider can help your website earn the type of traffic and visibility needed to build your practice. The wrong one might do more harm than good.
Don’t be afraid to ask some tough questions when choosing who to hire. Here are four that reveal more than you’d initially think:
Similar to promised page rank, watch out for timelines that are simply too good to be true. Real SEO involves multiple elements, including site architecture, keyword usage, linking strategies and the like. As a result, the effects of SEO often take a bit of time to appear. Choose a provider who understands this and doesn’t approach your business with short-term thinking.
This is also a good time to listen for the vendor to concede that SEO isn’t a recipe or magic formula. A consultant you can trust will be honest about this and tell you that their success is the result of high-quality content, “natural links” from other sites that value your content and a well-crafted website structure.
Now, just like no vendor can promise top page rank, no writer can explain every possible reason to choose one vendor over another. Use these four questions as a conversation starter. And as you would with any decision surrounding your firm’s business, practice due diligence when choosing who to bring onto your team.
To have this conversation with us, and see how our integrated approach to law firm marketing has distinct advantages for you, speak to us today. You may contact us at email@example.com.