Digital Marketing is Changing the Game

For those of you who aren’t sure what digital marketing is, it’s likely that you have heard it mentioned with different names. The most common way to describe it is by using terms like SEO, online marketing, branding, and many other versions.

Regardless of what you call it, it is changing the game for small businesses all over the country. What used to be a battle of the AAA’s, which is how I refer to the ancient way of advertising in the Yellow Pages, where if your company name did not begin with an A, you had to spend thousands just to be seen among the hundreds of other businesses on the page, marketing local businesses online has become the go-to advertising method for good reason.

Search in any city for SEO Company, and you will find pages of agencies and private consultants all fighting it out for the top 3 spots. After all, if you can’t get your own website there, how are you going to rank a clients site?

Digital marketing in respect to search engine optimization is not child’s play. A lot of clean up is involved for those who think that it is, and trust me when I say that it is not the road to take.

We spoke with Melissa Ritter, founder of an online marketing agency that provides local SEO services to businesses in the area, and she stated, and I quote “if you’re not ranking, you’re not banking, and if you’re not banking, you better get ranking”. It was the most clever way to really emphasize the importance of branding your company as an authority to online traffic.

After all, there are over 1 billion websites online today, so don’t think for one minute that you are just going to jump ahead of all the rest just because you have a keyword in your domain name. It’s simply not going to happen.

The longer you wait to hire an expert, the more customers you are going to lose to your competitors who are ahead of the game.

Why Your Law Firm Needs Organic Traffic

online attorney marketingMore than 80% of online consumers start their quest for a product or service using organic traffic. This results in approximately 60 million people every single day using the internet to find information and service providers. If you’re a law firm, can you honestly afford to ignore this massive audience?
Sure your law firm has a website. But is it working out for you, bringing you new clients? How does it rank on the organic traffic? If it doesn’t appear on page one of organic search results, prospective clients may never come across it. But they will find your competition.

Many attorneys are starting to get serious about their online business and are heavily considering joining forces with a SEO firm to initiate a digital campaign. The first thing that needs to be understood is that organic traffic is not a commodity, especially if you are counting on online revenue generation. Every website must get some volume of traffic in order to drive new business. The best way to get traffic is to rank well in the search engines. Law firms need organic traffic if they want to gain online business.

For any long-term online strategy, natural, or organic traffic has a better ROI than pay-per-click, although it takes more time to see the results. More people use natural traffic results than paid search, but even a good campaign can take three to six months for any significant improvements to organic ranking. It has been done in less time, especially in a less competitive market, but isn’t common in the field of law. High rankings come from carefully researched and highly competitive keywords that are relevant to your law firm.

Ironically, many firms balk at the price of a professional digital marketing firm. This is due to a large extent that lawyers view organic traffic as a commodity, when compared to a television or radio campaign, both of which produce a physical product. Organic traffic is an immensely labor-intensive process that requires constant supervision and tweaking throughout the entire campaign.

Google, the largest search engine on the internet is constantly making adjustments to their algorithms, so ranking will change slightly almost every time they do it. Then there are major updates that happen less frequently that can dramatically change your ranking, especially if you don’t adapt. Management of your site, ongoing link building processes, daily content generation, blogging, and keyword research. This is just the surface.

Law firms with websites that are not optimized for organic traffic are like a defendant going to court without a lawyer. Organic traffic is not an option at this stage of the game, and your selection of an SEO expert should not be based on price. There are tons of agencies out there that will give you what you pay for: mediocrity. If you want to generate a healthy flow of online business from your website, it is imperative to hire a credible, ethical SEO company that can provide profitable results for your firm.
Organic traffic can make (or break) your company. But the online marketplace for legal services is crowded. Law firm websites must compete aggressively to attract attention.
The good news is that a reputable and professional agency such as can outrank your competition, and put you on page 1 in their place . It is well worth the expense, and can provide more exposure than any other form of marketing.