A New Way to Get New Cases from the Internet

Many law firms are discovering a new way to attract the interest of potential clients and learning that there is more than one way to market a law firm online.

Among the most popular techniques is a website being ranked on the first page of Google and other search engines when those needing legal services search for an attorney in their region. This is very effective and at the center of our legal marketing strategy.

However, the journey to the goal can yield as great of a return as the actual achieved goal itself. There is no such thing as one absolute item that must be on a site to get it properly optimized; search engine optimization is made up of many services.

Optimizing the content of a website is at the very beginning of the list and must be done correctly for other techniques to be effective. However, onsite optimization is not the focus of this week’s piece.

Links. Websites linking to your law firm’s website are what makes or breaks your SEO strategy. In getting third party links to your site, we discover great ways to get traffic, get phone calls, and get new cases long before your website is on the first page of Google search results.

News. Cheesy gimmicks, partisan reporting, and bloggers doing more investigative journalism than major news outlets have caused many news organizations to lose viewers. While the major news organizations are losing viewers, America’s thirst for news is growing unquenchable. Many people have replaced the daily paper with multiple visits to Google News throughout the day, and that is where you need to be.

Getting news about your firm to potential clients will reach your audience directly through the only news medium that is rapidly gaining larger audiences: the Internet. If your firm is involved in a major case, sending a news release to reporters is not going to get the exposure you need. Sending that release through the internet is going to allow your firm to:

1) Control your message. News releases can go out directly to potential clients without going through an editorial process at a paper. This means, you control 100% of what is said about your firm.

2) Reach a targeted audience. A local newspaper article about a change in your state’s legislation regarding family law, civil rights, bankruptcy, immigration, corporate law, new regulations, etc., may get your law firm’s name out to the paper’s subscribers, but it won’t get targeted to the potential clients. Using keyphrase and targeted distribution outlets, a new release can accomplish a greater return and open your message up to a wider audience.

3) Get Links. When your news release goes out online, it will be picked up by a variety of websites who are related to the release. It may get published on blogs, aggregate news sources, and other websites. Most of these sources will keep your news release in its original form which means the links in your release will be syndicated along with the news article.

Search engine optimization is more than a high ranking, it’s about reaching your audience through all the mediums possible on the internet. Effective content sent out through targeted channels equals new cases.

To learn more about legal marketing, law firm marketing, and attorney websites visit SEOLawFirm.com or call 1.800.728.5306.

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