SEO for Lawyers
DELIVERING CLIENTS TO BUSINESS SINCE 2009
Strategic, robustly-tested SEO strategies.
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Our own special sauce of strategic off-page techniques
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MR. SEO has won market-leading rankings for all of his legal clients in their respective geo-locales. All of our attorney partners currently rank at the top of the search engines for their legal specialties, effectively generating a constant heavy stream of new leads. MR. SEO can successfully work in any location and win complete authority in the search engines for your practice, thus creating a whole new way to generate business online. We have repeatedly delivered remarkable SEO for lawyers in multiple areas. In addition, our exclusive attorney partner program has consistently outperformed all other forms of advertising. Each of our attorney partners has greatly enhanced their success by tapping into a new way of generating business online. All of them are now industry leaders for their specialty in their respective cities.
Not so long ago, a Yellow Pages advertisement served as effective attorney advertising. The vast majority of people used the phone book for information about local businesses, including law offices, which at least partially explains why Navin Johnson got so excited about the new phone books.
Today, about 85 percent of Americans use the Internet, and that proportion has declined steadily since 2000. Internet marketing is especially critical for professionals, like physicians, lawyers, and accountants, because other mass-media advertisements, notably television ads, are not only cost prohibitive for many professionals but also ineffective at reaching potential clients.
There are basically two avenues when it comes to Internet marketing: pay-per-click (PPC) and search engine optimization (SEO). PPC results appear in the “sponsored” or “advertising” section at the top of a Google, Yahoo, Bing, and other commercial search engines. For many law firms, the excessive cost of a PPC campaign outweighs the benefit of almost always being “above the fold,” which means the listing appears before the viewer scrolls down the page.
According to a recent survey, organic results generate almost nine times the clicks as sponsored results, because broadcasted sales messages, even if they are somewhat disguised, simply are no longer as effective as they used to be. That being said, PPC campaigns did have a slight edge in terms of the number of browsers who later became paying clients or customers, so that medium is not dead yet.
Nevertheless, it is critical to be on the first page of results, if at all possible. Most people do not linger on a search results page for more than a few seconds before they click on a link. The good news is that high-speed connections make it easier to browse listings, so if potential clients do not find what they want on the first click, they are somewhat more likely to return to the search page.
Both the science and art of SEO is continually changing. But the bottom line remains the same: If your legal website offers something that searchers cannot find somewhere else, or can find elsewhere only with great difficulty, the search engines will recognize and reward that effort, and the SEO value will rise accordingly.
SEO also brings legitimacy to your law firm. Just like Navin believed that the phone book listing made him a person, potential clients may think twice about hiring an attorney who does not appear on the first page or two of search results.
Under Google’s current algorithm or the way it evaluates Web pages, content has a high SEO value if the:
To return to the previous bankruptcy example, a page that tells a searcher a lot about Mark Sanchez but little about bankruptcy, especially if the content is mostly platitudes, will have a low SEO value.
EAT is especially important in YMYL pages, or Your Money or Your Life pages. Google scrutinizes pages that offer legal information and other data that could affect a person’s life, and only the highest-quality pages move up the list.
According to some, meta tags and other off-content sections may be more important that the content itself.
SEO is a bit like a credit score. Almost everyone knows that paying bills on time causes a FICO score to rise, but no one can really say with any accuracy that paying X amount on Y account at Z time will trigger a specific increase or decrease. In a similar vein, no one can authoritatively say that updating content every X number of days or including Y number of outbound links in that content will move the listing up or down Z number of spots. Fortunately, there is a lot we know about both FICO scores and SEO rankings.
In the old days, and by that we mean 2010, microblogs were the best way to increase SEO. This content did not have to be long and did not have to be good; rather, microblogs just had to be added several times a day and stuffed full of keywords.
A micro-blog could start with a phrase like “Dallas bankruptcy attorney Mark Sanchez is the best Dallas bankruptcy attorney in the vast panoply of Dallas bankruptcy attorneys,” and then contain a couple of paragraphs that reasonably supported this assertion.
Some of these rules still apply. For example, updating a website with fresh content, which usually means a blog or resources page, generally increases SEO. Furthermore, the use of keywords, particularly in the off-content section of a website, also increases the SEO value. “Off-content” is an umbrella term that refers to meta description, meta title, and a few other items that are discussed below.
However, for the most part, SEO is currently driven by two acronyms: EAT and YMYL. EAT, or Expertise, Authoritativeness, and Trustworthiness, refers to the content in a page.
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Matt has helped me cut down my monthly PPC cost dramatically. We now rank #1 for the most expensive PPC keywords at $35 per click. We are generating more business from new locations and building our client base to new locations. I never thought we could expand our services without opening a whole other branch location.
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