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DIMPLE DANG | Legal Marketing
Why Every Law Firm Needs an SEO Content Marketing Strategy
Every law rm should incorporate a content marketing strategy. Not only should it be a content
marketing strategy but also one that includes SEO (search engine optimi- zation).
One of the biggest advantages of having an SEO content marketing strategy is that it will help your law rm rank for high return-on-invest- ment keywords. Organic tra c is great because you have the ability to get tra c to your website 24 hours a day, whereas with PPC (Pay-Per- Click) when your investment is spent for the day, your ads also go down for the day. If SEO is done strategically with a plan for long-term growth and sustainability, it can prove to be quite rewarding.
De ne your practice area.
Furthermore, you can research your competitors to see who they are tar- geting. You can also conduct surveys from time to time to gather pertinent data about what your audience wants and what is important to them.
Research keywords that are important to the top-
or even repurpose it to create an info- graphic or video.
SEVEN STEPS TO DEVELOP SEO CONTENT MARKETING STRATEGY
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7:Gather email addresses.
If you have successfully got- ten people to opt in to your email list, then it is very important to share valuable content with your list on an ongoing basis. Some ideas in- clude announcing new laws, sharing current news in their local neighbor- hoods, welcoming new rm partners, sharing photos of an event that your rm was involved with, answering some of the most common questions that come up in your practice, and even sharing local business events
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Creating content alone is not enough; content must be created strategically with SEO in mind. It is important to follow SEO guidelines such as adding ALT tags behind im- ages, using the main keyword two to three times in the content, setting up
Post content on your own platform.
e rst step is to deter- mine what specialized knowledge and services you can o er to your target audience. Pick a primary practice area, and if you have either multiple practice areas or sub-practice areas, make a list of all of those. is will help guide your keyword research and SEO content creation. Use Google and Quora to research what your po- tential clients are searching for. Fur- ther, to determine what type of legal questions that they are asking about the most frequently. Once you have this data, it will help you develop a content marketing strategy based on what your audience wants to get edu-
You can do this by taking an inventory of your current clients.
H1, H2 tags, etc.
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Once you get visitors to your blog article or website, it is im- portant to have a way to convert them into clients. Some things you can in- corporate on your website are forms, call-to-action banners, buttons and distinct landing pages for each sub- practice area and multiple practice areas. Furthermore, you can add an opt-in for them to join your email list in exchange for receiving a PDF about a legal topic that they want more in- formation on—or even just to receive the latest newsletter from you on legal
topics.
ics that your audience cares about the most.
Initially, you can start by doing a broad keyword search term that is rel- evant to your practice area. A er that, you can narrow down the search term by nding variations of the keywords, and questions that your clients may type into Google to get answers to their inquiries. You can use a keyword tool such as keywordtool.io to come up with additional keyword sugges- tions.
Optimize your content strategically with SEO.
6:Convert organic tra c into quali ed leads.
cated on.
Publishing content to your own platform is imperative in this day and age. One example of why this is so important is to examine what hap- pened when the Hu ngton Post shut down its unpaid contributor blogger program. When the program was shut down, it also removed all blog posts that bloggers had invested so much time in creating and posting. It is OK to post on other platforms, however, the rule of thumb should be to rst post on your own platform, such as your rm website. A er that has been done, you can then share the content on Facebook, Twitter and LinkedIn
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happening in the community.
Take the time to come up with an e ective content marketing strategy as part of your overall marketing plan.
You will nd that is a strategy that delivers more and more tra c as you produce more and more content.
2:Determine who your au- dience is.
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Dimple Dang is the president of Digital Media Diva LLC, which specializes in law rm marketing. Her consulting ser- vices to law rms include website design, blogging, SEO, PPC, social media and Facebook ads setup. Dimple is also an implementation coach and helps take of ine law rms online to increase revenue. She coaches on how to scale legal practices with webinars, membership sites and podcasts. She is a professional speaker and has presented at City Club LA, ProVisors and other groups. She also serves on several committees at City Club LA. For more informa- tion or a free consultation, please contact Dimple by email at [email protected].
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