Law SEO: Getting Top Rankings in Legal-Related Fields
Over the last several months, Broadway Social Media has accepted several new clients in the legal field. One, Sullivan Graber is a business litigation and immigration firm with offices in New York (Manhatten) and New Jersey (Morisstown and Dover). Another, Legal Advance Funding, offers personal injury plaintiffs and others pursuing a legal case, the ability to get a non-recourse lawsuit cash advance.
We have yet to begin search engine optimization (SEO) for Sullivan Graber, but have done so for Legal Advance Funding. What follows is a case study that will help you to understand the process of using research, SEO and pay-per-click marketing in order to get more traffic (or visitors) to a website.
Keyword Research and Tracking
Legal Advance Funding needs to target specific customers for its services. Typically, customers who need lawsuit advances have personal or business cash flow problems, and the company needs to find these types of customers online. In addition, the company needs to establish a way of tracking visitors to its website and to identify key search terms that would indicate a buyer “ready” for the firm’s services.
Having a tracking system is critical for any SEO campaign. It is not enough to get a higher google ranking. You also need to know exactly what keywords searches a person does on Google to reach your company website, as well as other metrics such as the length of time they stay on your page, the pages that they visit and other metrics such as what geographic location they are visiting from. The relevant metrics are different for different businesses. But choosing the right metric and then tracking it is crucial.
Google analytics was installed on the website in order to track visits to the site and to establish a baseline performance level. Searches of multiple online databases and search engines yielded a cluster of terms that were likely to indicate a customer searching for the company’s services. Armed with this information, website copy on the lead generation page was edited in order to emphasize those key terms. In addition, a link-building campaign was established in order to help the site achieve a higher ranking on Google for the targeted terms. A link-building campaign is designed to get high-ranking websites to link to yours. Each link is like a “vote” for your website. The more votes, the higher your google rankings will be. A Google Pay-Per-click program was also initiated so that the company could get immediate traffic to its website.
Initial SEO Results
After 45 days, the website shot to the top of google for key terms. Traffic from the search engines increased 99% each month for the first 90 days. It will continue to increase as we build more links and add more content to the website.
The initial phase of the project has brought a steady stream of new traffic. However, the lead generation rate is not as high as the business needs. Next a testing phase will begin where specific elements of the website will be adjusted to help increase the percentage of website visitors who fill out the lead generation form and call the firm.
