What Does It Mean to Rank Your Legal Content in Search Engines?

What Does It Mean to Rank Your Legal Content in Search Engines.jpg

Are you curious about growing your search engine ranking for your law firm? There's no doubt that you've probably done a little bit of research on your own, or might have even stumbled across this concept when an SEO company reached out to you and informed you about the opportunities available to you.

It can be very confusing and overwhelming to approach this process on your own, and not having a comprehensive understanding of what it truly means to rank in search engines can hold you back from taking the first steps to grow your company and begin to see results.


Defining the Basics Behind Search Engines and Legal Writing

In general, ranking in search engines simply refers to where your business appears in the Google search results rankings or other similar search engine rankings for particular keywords. You might wish to rank for very general geographic keywords in addition to practice area keywords.

Some common examples include wanting to rank for:

  • Denver sexual harassment attorney
  • Fort Bend, Texas DUI lawyer

These are some of the most common terms that people in that particular geographic area might be using in order to find experienced attorneys. When you approach this process, it's important to have an open mind and to understand that it can take some time to rank in search engines.

You might have received proposals from companies you didn't know through your email promising to rank you on the search page extremely quickly. These can be misleading, giving false promises that your site will rank relatively quickly while doing very little work. This big misconception could cost you significantly in terms of trying to get your website to rank appropriately and for the long term.

While short-term search engine rankings can be beneficial, it is far better to have the benefits provided by long term search engine rankings for a variety of different keywords related to your practice areas and overall niche. This can only come when you publish regular, high quality content that is properly optimized for SEO purposes.

There might be particular practice areas that you wish to focus on in the coming months and years. So targeting your content marketing campaign for your law firm to be in alignment with these individual goals is a solid approach to consider when developing a content marketing and search engine plan.

The support of an attorney is instrumental in helping many people resolve their legal issues, but if they can't find you online or if they're simply carrying out common search engine queries but are not landing on your website, you are losing out on valuable business. The short version is that far too many attorneys and law firms are leaving thousands of dollars on the table simply because they don't understand how search engine optimization works or how to tailor it to their individual results and desires.


Regular, High Quality Content Gets Results

Ranking for search engine keywords requires a writer who is posting regular content that speaks professionally to both your readers as well as the search engines. Finding someone who can fill this role might not be as hard as you think, but looking for an experienced legal copywriter is strongly recommended since there's a good chance that everyone inside your firm does not have the time, interest or abilities to carry out these tasks as needed.

Outsourcing to a legal copywriter is the best way to develop a long-term plan that helps launch you into the search engine rankings for your desired keywords and keeps you there.

The easiest way to maintain long term search engine rankings is through the use of blogging. Blogs are posted at a minimum of one time per month. However, they can be published more frequently than this, and in fact my clients who are having the best possible results are those who are publishing on a daily basis or more. While this might seem like a tremendous amount of content to generate, you can still get search engine ranking results by publishing just a couple of times per week, so long as each piece that goes live on your blog or on your website is fully SEO optimized.

You might not be entirely sure what this means, but this is why it's beneficial to outsource to an experienced legal copywriter who knows how to craft these pieces and how to best represent your company and put your best foot forward on the internet. Ranking in search engines generates buzz and traffic to your website, but when all of the copy listed on your website is also properly optimized for generating responses from prospective clients, you will also see the phone ringing more often, more prospective clients scheduling consultations and more people joining your email list. Ultimately, while it might be a slow build, it is a long-term lead generation strategy that benefits law firms in all states across the country.   

Are you looking for an experienced legal copywriter for your law firm's content marketing plan? Contact us today for more information.