A long time ago in a galaxy far, far away…
There used to be a time when you could spin a few articles, get a whole bunch of back links and rank at the top of Google.
It doesn’t work that way anymore.
People’s behaviors have changed and Google has changed. There are a lot more factors that go into search rankings today than ever before. Most of these are not simple tweaks and tags. If your SEO is doing this then you are basically taking a 2012 approach to a 2016 problem and you are setting yourself up for major disappointment.
At the end of the day, you want more clients. That’s the goal. The SEO approach takes a very narrow view which ignores the many complex steps it takes to turn a random person with a criminal charge into a retainer for your firm. For example:
- John gets arrested.
- John searches for information on his charge.
- John doesn’t think he needs a lawyer right away.
- John visits a number of law firm sites to get information.
- John decides to wait until he gets his charges in the mail to decide whether or not he needs a lawyer.
In each of these steps there are many motivating factors that need to be considered. At the core of it John has questions that need to be answered and he also needs to be convinced that his charges are serious enough to hire not just any attorney but that he needs to hire you.
The SEO approach focuses on your ranking. That’s only part of the puzzle. Not only do you need to make sure your site places prominently when John searches, but you need to make sure you give him the right information at the right time and land him on the right page that is setup in the right way that prompts him to take the right action. If he doesn’t make a decision at this time, he needs to reminded in the right way.
It’s a complex process that requires a holistic view. Taking a narrow approach will only leave you frustrated in the end.