SEO and Content Marketing for Law Firms
SEO and content marketing for law firms are two critical components of successful online marketing campaigns.
- What is content marketing?
- What is SEO?
- Why is SEO and content marketing for law firms so important?
We’ll admit, digital marketing can be confusing. There are so many channels, tactics, strategies, methods, platforms, and opinions to consider. With all these options, it’s easy for your efforts to become divided and ineffective.
However, any agency worth their salt will tell you that SEO and content marketing are the foundations of an effective law firm marketing campaign.
Luckily for you, OppGen Marketing is that agency. Don’t believe us? Schedule a free consultation with us today.
What is Content Marketing?
Content marketing is the process of creating and sharing relevant, valuable, and engaging content on your website and other digital channels (social media, YouTube, features on other websites, etc.).
Content marketing includes all types of media:
- Text-based media like blogs, articles, ebooks, and emails
- Images, photos, and infographics
- Video
- And audio
Great. But why is content marketing for law firms so valuable?
Why Content Marketing for Law Firms is Essential
The goals of content marketing are simple and straightforward:
- Get your content to rank on Google.
- Gain more visibility online with your target audience: Individuals in your area searching for keywords, phrases, and questions related to your practice.
- Bring more qualified traffic, leads, and legal clients to your website and firm.
What does it take to create great content?
Quality, strategic content should provide answers to your target audiences’ questions and solutions to their problems.
Content assets should…
- Educate, inform, and engage your target audience.
- Build trust with them by showcasing your knowledge, credibility, experience, and success in your field.
- Push visitors to contact your firm for a consultation (phone call, website contact form, website chat feature).
Content marketing is a fairly simple concept but is far more complex in execution. In fact, law firm content marketing happens to be particularly competitive. It takes skilled SEO technicians, writers, marketers, and creators to put your law firm on the map.
What is SEO?
SEO (Search Engine Optimization) is the process of optimizing various assets on and off of your website to rank higher on Search Engine Results Pages (SERPs), for searches related to your practice.
This can include…
- Content Marketing: Enhancing and creating website content like text, blogs, videos, audio, photos, etc.
- Improving technical aspects of your website like speed, performance, mobile-friendliness, navigation, and user experience.
- Managing your online presence and reputation: Directories, social media, and overall web presence.
You can begin to see why SEO and content marketing are critical for the digital success of your law firm.
Relationship Between SEO and Content Marketing for Law Firms
SEO and content marketing for law firms should be synergistic. Not mutually exclusive.
SEO guides, informs, and enhances your content. SEO knowledge and tools give us the ability to research, analyze, and strategically incorporate valuable information and keywords into your content.
These are the exact keywords, questions, and phrases your target audience is using to look for your firm on Google and other search engines.
Content marketing works to boost your SEO and SERP (search engine results page) standings. Creating strategic, search-oriented content can increase your ranking on SERPs — producing more visibility, traffic, leads, and clients for your firm.
SEO without Content | Content without SEO
Using one without the other doesn’t really work.
Consider this: If you have superb website content but a slow, underperforming website — visitors won’t stay on your site. Additionally, Google will see your site has performance deficiencies and penalize you because of it.
Conversely, if you have a high-performing, user-friendly, easy-to-navigate website but inadequate website content, it may be impossible to rank.
Great content can’t compensate for bad SEO.
The best SEO strategy can’t make up for poor or subpar content.
How SEO and Content Work Together
Your SEO and law firm content marketing should be used concurrently. When they are, they can produce results greater than the sum of their parts.
Here is a quick breakdown and some highlights of the collaborative relationship between SEO and content marketing:
- Content and SEO need to work together: They give users relevant, helpful, informative, unique, attention-grabbing content on a fast, responsive, organized, and user-friendly website.
- SEO informs Strategic Content: A core component of SEO is identifying the keywords, phrases, and questions your audience is searching for.
- SEO and content marketing are essential for ranking, increasing your digital footprint, and driving more traffic, leads, and clients to your website.
Digital Marketing Strategy for Law Firms
Content marketing for law firms and an informed SEO strategy are key to your firm’s digital success. What about the other aspects of digital marketing?
As with SEO and content, every aspect of your digital marketing efforts can work synergistically to grow your firm’s business.
There’s a good chance that the majority of your firm’s new, non-referral leads come from Google and other search engines. However, that’s not the online place they’re studying your online presence.
Your ideal clients are also searching for and validating your firm in other areas of the web, like:
- YouTube
- Directories like Yelp, your Google Business Profile, Avvo, and SuperLawyers
Bottom line: The best way to get discovered by new clients online is by consistently and strategically expanding your digital presence, across platforms.
Results-driven content marketing strategies utilize a mix of different channels and types of media to get in front of your target audience, on the digital platforms they use the most.
In Closing
Our team at OppGen uses industry-leading SEO tools, marketing best practices, and personalized, high-caliber content to produce winning law firm content marketing and SEO campaigns
If your business needs an SEO and content marketing strategy to put your law firm on the map and get you more visibility with your target audience, contact our team at OppGen today for a complimentary strategy session.
