Unfortunately, there are plenty of companies out there today trying to take advantage of law firms by offering pricey SEO scams and encouraging the law firm to sign up immediately. Many of these SEO firms will tell you that it could take up to 6 months to see results.
While there's some general truth in what they're saying and that it can take several months of consistent strategy to begin to have everything tweaked perfectly in order to see results, if someone's telling you that you need to wait 6 months or longer before seeing any leads rolling into your business, run away. What follows are some of the most common SEO scams that you should be aware of, and how you can spot them in order to skip out on someone just trying to take advantage of you and you firm.
Someone with No Background Experience
If you're going to be forking over thousands of dollars for your law firm's SEO strategy, the person should have at least handled a law firm's SEO strategy before.
Everyone has to start somewhere, but there's no reason that a person should be telling you they are an expert in the field of law firm search engine optimization when they've never actually worked with a law firm before.
The truth is that in terms of SEO and in terms of content, the legal industry is different. It requires a careful approach- not a blanket strategy that worked for a doctor or a dentist. A legal content marketer or SEO specialist should understand the landscape well before he or she starts working with you.
Someone with No References
Now, sometimes law firms don't want to share the information that they've outsourced SEO management to an outside professional, so it can be difficult to obtain references and testimonials.
However, if you've checked the company owner's LinkedIn page and there’s no testimonials on the company's webpage either, it's perfectly appropriate to ask for a reference for someone they have worked with. A company should be able to provide at least one other individual who is satisfied with their services or at a bare minimum, a case study.
A Firm with No Accountability
These days SEO scams are running rampant with firms who promise all the results in the world but never actually follow up with accountability. A credible professional is going to give you an update on a regular basis, whether it's weekly, monthly or every quarter.
This should be based on analysis of specific data for your firm and then a determination of where this strategy goes from there based on the results that they've obtained. If someone is promising you all of these results but isn't backing it up with remaining accountable, this is a good clue that you're actually just flushing money down the drain.
A Firm That Won't Generate a Custom Strategy for You
Surely, any SEO firm is going to use their best practices knowledge and the information about your law firm to craft a strategy and tactics that are most in line with the outcomes you hope to see. This should always begin with an intake call in which they learn more about you and the services provided by your company.
If you want to target car accident victims, for example, they should not be spending SEO money or time on advertisements about slip and fall injuries. It's imperative that you be on the same page as your SEO firm when you initiate this partnership because otherwise you could end up frustrated and having wasted money.
Having worked with law firms on SEO content strategy for five years, believe me, I’ve seen it all. Many unscrupulous marketers think dollar signs when it comes to law firms, but it really matters that you vet who you’re considering as an SEO specialist or content marketer. The devil is in the details and that’s true more so in the legal industry than elsewhere.
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