SEO Is Not a Quick Fix
No one goes into the legal profession to get rich quickly. If you open your own law firm, you have to spend a lot of money on it before you have enough cases to break even. Even if you take the risk averse route and get a salaried position with a well-established law firm, chances are that, between student loan payments and astronomical cost of living expenses, you will be left with just pennies in your bank account at the end of each pay period. Meanwhile, you never question whether it was worth it to get a law degree and become a lawyer. You should take a similar attitude toward search engine optimization (SEO) of your law firm’s website. SEO is about building your site’s reputation over time, as you have done with your reputation as a lawyer. Rather than obsessing over analytics and trying to anticipate the next fads, you should simply keep adding informative legal blog content to your site and establishing your online reputation as an authority on your practice area of law.
How Long Does It Take for Your SEO Efforts to Become Profitable?
Olga Zarzeczna of SEOsly says that the biggest disadvantage of SEO is that it is time consuming. Even the spiciest blog post about a legal case or court decision is not going to drive millions of new viewers to your site overnight. According to Zarzeczna, it takes about six months of implementing a successful SEO strategy before you see your site rise above the competition on organic search results. She recommends investing in pay-per-click (PPC) advertising for those first six months, so your site can start to have visibility from the beginning. Once your site is in the top spot among the organic search results, you no longer need PPC advertising, and you can safely stop paying for it.
In other words, slow but steady wins the race. Start with keyword research and by studying your competitors’ websites. Then add content to your site; remember that you get points with Google’s search engine bots by updating your site frequently, so there is no need to spend weeks composing content in a Google Doc and then to upload it onto your site in one sitting. It is better to upload it piecemeal. In addition to blog posts, you should also have many different content pages for the various laws that prospective clients might need to know about and the types of cases you represent. You also don’t need to reinvent your strategy every time a digital marketing expert uploads a new video with a title that promises to upend your strategy or disrupt the SEO industry as a whole. In this regard, less is more. It is enough to reevaluate your SEO strategy once or twice per year to see what is working and what can still improve.
SEO Does Not Have to Be a Lonely Slog
You can always entrust the long-term planning to the pros. The professional legal content writers at Law Blog Writers will provide a steady stream of custom-written content pages and blog posts for your site.