So… We need to talk. You may want to sit down.
As a source for internet marketing needs, this is really hard and kind of awkward to say, but… There are just some elements of your internet marketing we can’t help you with, at least until you help yourself.
We understand that you seek out marketing agencies and SEO strategists so that you can focus on running your law firm and dealing with cases. But getting the help you need is difficult – if not impossible – if you don’t provide a certain amount of participation and information, yourself.
Now that the awkward fumbling-over-words-like-we-were-in-a-middle-school-relationship part of the post is over, let’s get to how you can be proactive in boosting your SEO. In other words, this post is meant to let us do one thing:
We’re not here to give you excuses for why agencies may not give you the results you expect. We’re here to tell you that you’re an integral part of getting the results you deserve.
So without further adieu, let’s get to it and save this marriage! Errrgh, we mean, get those SEO results you want!
We’re Going To Need Your Full Cooperation
So you’ve hired an internet marketing agency to boost your SEO ranking because that agency told you, “We can get you on the front page of Google and all you have to do is sit back and relax.”
Well, most times it’s just not that easy. Most times whatever agency you’re working with is going to need a whole slew of information from you to make sure your website is optimized and ready to rank with the best of them.
Depending on what sort of services an agency is providing you, they’re going to need your login information for directories and websites you’ve worked with in the past, access to your website, and access to analytics pages from the past to get a full understanding of your site’s activity history.
In addition, agencies need you to be responsive to requests. We know you’re busy, that’s why you hired somebody to take this over in the first place, but we promise our efforts are exponentially more successful when we have clients that are cooperative to any requests we have.
Here’s a list of various practical and simple ways you can make things easier while working with an internet marketing agency, start things off on the right foot, and get the web results you desire:
Simple ways to improve communication
- Be responsive to requests for citation verifications.
- Be responsive to requests for access to Google My Business pages.
- If you’re active in your community, let us know about it.
- Sponsorships and similar partnerships are great opportunities for local links.
- Many clients have existing relationships that can be mined for links, if they tell us about them.
- Community involvement is also great material for blogs and social media.
- If you’ve previously worked with another SEO company, let us know what kind of services they’ve used and provided for you.
- Send us the login information you have for sites like Avvo, Justia, Yelp, Yext, etc.
- Avoid adjusting or tweaking on page optimization elements on your end, even for things you think are minor like page titles.
- If you do make changes or add new content to your site, let us know.
- Keep track of number of leads coming from the Internet each month.
- Make sure to keep us updated with any password changes.
- Provide full analytics access for setup of proper reporting as well as goals and events for monthly reporting purposes.
Essentially, an agency like ours needs to have a full scope on your internet operations to help you see progress and results. For the above list, we’re not asking you to do the dirty work, we’re just asking for your cooperation. Without it, the successful delivery of our services can become almost impossible.
For some areas of internet marketing, however, the burden lies less on our end and more with you, the client…
Time To Get Social
You’ve heard it once, you’ve heard it twice, you’ve heard it one million times. You need to be on social media to do well on the internet. While internet marketing agencies can certainly manage and run your accounts, there’s still a great deal of work on the client’s side when it comes to the world of social media.
Specifically, the burden of the client is to make sure that these pages are created. Your firm should have Facebook, Linkedin, and Twitter accounts at the very least. Once those pages are created, everything comes down to who you decide to have manage those pages.
Social media is one of those parts of the digital realm that many clients do choose to manage themselves, and we don’t blame you if you decide to do so. With tools like Hootsuite, social media management becomes a pretty organized and easy process.
With that being said, whether you decide to manage your own social media accounts or not, these are things you need to make sure are set up correctly so anybody can.
What to keep in mind when managing your social media
- Make sure that the NAP (name, address, phone) and website are set correctly under these social media pages.
- Make sure that your social media pages are being updated on a regular basis, whether you or somebody else is managing your accounts.
- Pictures/updates – Are there new settlements, interesting cases, pictures with clients…etc that we could share?
- Behind-the-scenes stuff like office parties, non-business related shares.
- Any videos or pictures of the attorneys at events within their community (Fun Runs, etc) or seminars should be sent for social media.
The above ideas all require your input, but they’re simple and effective steps that make a big impact for your social media. Once you’ve made those changes, it’s time to start thinking about crafting your online reputation.
Which brings us to our next point…
The Reviews Are In!
Regardless of what philosophical influence Joan Jett may have had on you while growing up, you should give a damn about your online reputation.
Online reviews are a vital part to your digital reputation, as almost 70 percent of consumers are affected by online reviews when making purchase decisions.
So what does that mean for you?
That means that you’ve got to have positive reviews on the internet that can testify to your awesomeness. Whether it’s former clients, colleagues, or anybody you’ve worked with in the past, having reviews online is vital to establishing a strong digital reputation.
We would love to help you with your reviews, but it’s much more effective when you, as an attorney that has personal connections and relationships with these people, reaches out and solicits positive reviews or testimonials.
Some things to consider when approaching online reviews
- Google reviews – Do you have at least 5 reviews? Are they positive?
- Provide pictures for Google My Business pages, especially exterior pictures.
- Yelp reviews – Do you have positive reviews?
- If you search for the firm in Google, are there bad reviews or opportunities for improvement?
- Facebook Reviews – Do you have any reviews on your Facebook page? Are there any clients who left a Google review who you can reach out to for a Facebook review?
- Obtain permission to use positive testimonials on site pages.
Once you’ve contacted the right people for the right reviews, you’re on your way to digital reputation dominance!
So while this post touches on some of the major things that you, exclusively, can do to help your digital and internet marketing efforts, always know that even small efforts on your part make an agency’s efforts exponentially more effective and productive.
But if you’re still having trouble with the big picture stuff…
Need some help? Let’s Talk!
We know, you might be thinking:
“Wait a minute, wasn’t this whole post about helping us help you?”
Correct! But we know the world of internet marketing is difficult to navigate by yourself. Of course, there are aspects you can, and should, take care of yourself, but spending too much time on your digital presence can take you away from the legal work that really matters to you.