What Should a Lawyer Look for in an SEO Agency?

Search Engine Optimization (SEO) is a crucial tool for lawyers looking to grow their online presence and attract more clients. The right SEO agency can help a law firm rank higher on Google, making it easier for potential clients to find them. But with so many SEO agencies out there, how does a lawyer choose the right one? 

There are several factors you should consider before you invest in an SEO agency to market your law firm. And in this article we will be taking you through the 10 most important ones.

 

Let’s dive in

 

1. Experience in Legal SEO

SEO may have the same process and methodology, but what makes an agency a specialist is their rich experience in a particular industry. An SEO agency who helps market E-commerce businesses may not be equipped with the required knowledge to market a law firm.

The legal niche is clearly competitive and thus, would require an agency with a considerably rich experience in the industry to deliver an exceptional job.

2. Understanding of Local SEO

Law firms, especially those that serve a specific region, need to focus on local SEO. Local SEO helps a law firm rank higher in search results when potential clients in the area search for legal services. The right SEO agency should be experts in local SEO strategies that can boost a firm’s visibility in local searches.

• Google Business Page optimization: This is crucial for any local business, including law firms. A good SEO agency should help optimize your Google My Business listing. Claim your Google Business Page with a trusted SEO agency that is experienced in optimizing local SEO.
• Local keywords: There are certain keywords your target audience are using to search for your services. A competent agency should be able to identify thee keywords and incorporate them in your GBP optimization. These keywords are important in the discovery of your law firm by your target audience.
• Citation building: Make sure they can help your law firm build citations in local directories, which strengthens local search rankings. Citation is when your business’ name, address, and phone number on a website that is not yours. 

3. Transparent Communication and Reporting

Transparency is key when working with an SEO agency. You need to know what strategies they are using and how those strategies are affecting your website’s rankings. An agency that doesn’t provide clear reports or explanations might not be the best fit for your law firm.

SEO has no overnight success. Be wary of agencies that promise to get you to the top of Google overnight. SEO is a long-term strategy, and it takes time to see real results.

 

4. White-Hat SEO Practices

Not all SEO is created equal. Some agencies use “black-hat” tactics that might get quick results but can lead to penalties from search engines. As a lawyer, it’s important to work with an agency that uses ethical, white-hat SEO techniques that comply with Google’s guidelines. Black hat SEO has several repercussions, the biggest is taking your website out Google indexation. A grave punishment by Google itself.

Therefore, ensure your SEO agency is adopting ethical and best white hat SEO practices to avoid getting penalized by Google.

 

5. Custom SEO Strategy for Your Law Firm

Every law firm is different, and a one-size-fits-all SEO strategy won’t be effective. A good SEO agency should take the time to understand your firm’s unique proposition, needs, goals, and target audience before developing a strategy. Here’s is how a custom SEO strategy helps:

• Tailored approach: A custom SEO strategy is a search engine marketing plan based on your firm’s practice areas, target market, and competition. An ideal SEO agency should know how to structure your SEO campaign according to your unique features.
• Competitor analysis: A thorough analysis of your competitors can help identify opportunities to improve your own SEO strategy. 
• Flexible strategy: SEO is constantly evolving, so the agency should be able to adjust their strategy as needed to keep up with changes in search engine algorithms and your firm’s goals.

 

6. Excellent Legal Content Creation

Content is one of the most important elements of SEO. To rank well on Google, your law firm’s website needs to have high-quality, informative content that answers potential clients’ questions. The right SEO agency should have a team of skilled content creators who understand the legal industry.

• Legal content writing: The agency should have experience writing content for law firms, such as blog posts, practice area pages, articles, newsletters, and so on. The more experience they have in these, the better, easier, and more effective your marketing.
• Content optimization: Optimization of content is a key factor in law firm search engine marketing. They should know how to optimize content for SEO by using relevant keywords, internal links, and proper formatting.T
• Ongoing content creation: SEO isn’t a one-time task. Regularly adding new, valuable content to your site is essential for maintaining high rankings. Refreshing old content too is just as important. Because after a while, old content can lose their high ranking to new competitions. 

7. Technical SEO Expertise

Technical SEO refers to the behind-the-scenes elements of your website that affect its performance in search engines. A good SEO agency should be able to handle technical SEO tasks like improving site speed, fixing broken links, and ensuring mobile-friendliness.

• Website performance: Search engines favor websites that load quickly and are easy to navigate. The agency should know how to improve your site’s speed and user experience.
• Mobile optimization: More people are using mobile devices to search for legal services. The agency should ensure your site is fully optimized for mobile users.
• Schema markup: This helps search engines understand the content on your site better and can improve your visibility in search results.

 

8. Strong Link Building Strategy

Backlinks are a major factor Google uses to rank any websites. A good SEO agency should have a clear backlink acquisition strategy to help you rank your law firm website. 

• Focus on quality over quantity: The agency should prioritize getting backlinks from high-authority websites that are relevant to the legal field.
• Avoid link farms: Some agencies may use unethical link-building tactics like link farms. This can hurt your website’s rankings and reputation.
• Guest blogging opportunities: There are several both free and paid guestblogging opportunities online. Your preferred SEO agency should be able to recognize these opportunities and maximize them. 

 

9. Proven Results with Long-Term Benefits

SEO is a long-term investment. The right agency should be able to show you proven results and explain how their strategies will benefit your law firm in the long run.

• Track record of success: Ask the agency for examples of other law firms they’ve worked with and the results they achieved.
• Long-term strategy: Make sure the agency is focused on sustainable growth rather than quick fixes that may not last.
• Ongoing optimization: SEO requires regular updates and optimizations. Choose an agency that offers ongoing services to keep your site performing well.

10. Affordable Pricing with Clear Value

SEO can be a significant investment, but that doesn’t mean you have to break the bank. Look for an SEO agency that offers competitive pricing while still providing clear value for the services they offer.

Some agencies charge flat rates. Ensure you understand their pricing model before committing to it. As long as it is affordable for you, you can consider it. Do not be too focused on affordable rates that you leave competence out; they should go hand in hand

Finally, be sure the agency is transparent about their pricing and that there are no hidden costs or surprise charges.

 

Conclusion

Choosing the right SEO agency is a critical decision for any law firm. By focusing on agencies that have experience in legal SEO, prioritize ethical practices, and offer clear communication, you can set your firm up for long-term success. Remember, SEO is an ongoing process, so be prepared to work closely with your agency to achieve the best results. Keep these tips in mind as you search for the perfect SEO agency for your law firm.

 

Are you keen on growth and want the best and competent hands to handle your marketing? Look no further, we are at your service.

 

At Legal Bridge Partners, we specialize in helping law firms like yours get the best ROI for their search engine marketing investment. Get in touch now to raise your marketing bar.