Picture a law firm stepping into the SEO’s ocean of mystery, set on climbing the steep mountain of online exposure. You may ask yourself why this climb is so baffling. Initially discover more, Google simply loves change as a magician loves to mystify guests. Google completely changes the game in order to keep everyone on their toes, even the savviest marketer.
When SEO first intersected with Jack, a small firm partner, he thought this SEO is some mechanical word, might be linked with vehicle engines. But basically, SEO is an invisible ingredient that makes websites appealling to search engines. If SEO was a recipe, keywords would be the main course with everyone knowing where garnish belongs. The finest details in content creation count equally in addition to sheer volume- quality not quantity. Doesn’t serve up any old steak for $5; give the gourmet touch. Great content attracts clients like bees to honey, talks in a language humans understand.
So who are you marketing these keyword campaigns to? Now imagine a maritime law firm specialty that happens to keep attracting bird watchers (due in part to misdirected bird law publications). Imagine throwing a net to catch fish and instead pulling in seagulls. Precision is key at first, and phrases that people are actually struggling to type on the keyboard, a sort of magnetic pull for potential customers.
So our good friend Jack soon found local SEO is what he was missing. Think of it as a lighthouse guiding local customers–or employees–into the harbor of the company. Think of your Google My Business profile as a sign you’ve staked claim to the area. Also not just window dressing are reviews. Nothing builds trust like genuine testimonials.
And then we get to the grand production—backlinks. Content won’t matter no matter how finely tuned its pitch-perfect symphony if nobody is there to listen. You need to find those big credible sites willing to give your symphony a stage. But you can’t go up and down the street knocking on every door expecting someone to let you in. It’s more about quality relationships over numbers sneaking around at night.
Stagnation won’t get any reward. In a web-connected world, it is like running in place on a treadmill at top speed. Adaptability is your friend here. One way organizations approach this hurdle is by constantly iterating, testing, and stepping outside their comfort zones. Much like a jury—variety in tactics can be critically important as differing lenses will bring out their unique flaws and strengths.
And let’s not ignore data. Arrange and shuffle those numbers like your morning Sudoku. Peer through all the buzzwords to see actual trends. Now deeply enmeshed in the world of SEO, Witness Jack approaches it with the mind of a detective, looking for that tiny little edge to get ahead of fellow law firms.