What is SEO in Digital Marketing? A Guide for Lawyers and Businesses
As a lawyer or business owner, you will already know how important SEO is for your digital marketing strategy. Search engine optimization allows your website to get noticed by the right people at the right time. With this in mind, let’s discuss what role SEO plays in digital marketing strategies and how it might benefit the growth of your law firm or business.
1. SEO vs. Digital Marketing
SEO and Digital Marketing are two types of marketing methods with different goals, focuses and outcomes. Search engine optimization actually falls under the umbrella of digital marketing, and it is a much more specific term that can be defined as below:
SEO
This aims to boost the traffic to your website through organic search results by optimizing various elements of your website and content. It’s a strategy that takes time to work, but it is very effective when you stick with it for the long-term. This strategy is usually focused on increasing the number of clicks to your website and broadening brand awareness.
Digital Marketing
Digital marketing is a slightly wider term that brings a variety of strategies together to promote a business via digital channels. Digital marketing can include email marketing, social media marketing, content marketing, pay per click adverts and more. The focus here is usually to boost conversions and drive sales.
Although both of these strategies are unique in their own ways, they can be used concurrently to reach your ultimate business goals and achieve the desired result.
2. Importance of SEO in Marketing
SEO is a vital part of your marketing strategy if you want to boost your visibility, drive traffic to your website, expose your company to new customers and climb up the search engine rankings.
Heighted Credibility
The higher your website appears on search engine results pages, the more credible your business will seem to your target audience. Your business can only climb up the search engine rankings by having optimized SEO and credible backlinks from other trusted sources.
Visibility
When you incorporate SEO into your digital marketing strategy it enhances the visibility of your business. A potential customer may search for a specific keyword and your website will appear in the search engine results. The higher your ranking, the more people will notice your business and click through to your website with a piqued interest. SEO can also give your business a competitive edge over other competitors in your industry as you attempt to achieve a higher ranking than them.
Focused Audience Reach
If your law firm or business has a target audience in a specific location or geographical area, SEO can help you to focus your audience so that the right content is seen by the right people. When you’re able to establish a local presence you can start to become a real competitor in your town, city or state.
3. SEO Strategy Basics
When it comes to getting the basics of your SEO strategy just right, you need to follow a series of methods to make sure you’ve got the best chances of gaining organic traffic from search engines. Your SEO strategy will help you to stay on the straight and narrow as you create content and make upgrades to your website.
There are three different SEO strategies you can focus on in order to get your target audience to discover your business:
1. On-Page SEO
This focuses on the actual content on the pages of your website and target specific, relevant keywords
2. Off-Page SEO
This strategy improved backlinks from other trusted websites to yours. The more reputable backlinks you have, the more credible your website will be to search engines.
3. Technical SEO
This specific SEO strategy hones in on the backend structure such as coding and much more. Google can read whether your website is well-set up technically too, so it’s always worth looking into this side of SEO as much as content.
4. How SEO Boosts Marketing
It’s clear to see that SEO works harmoniously with your marketing strategies to make sure they’re working as effectively as possible. When your website is optimized for SEO it will ultimately attract more visitors and it will align seamlessly with their interests. Content that is engaging and relevant to your audience will perform better, improve your brand visibility and continue to drive traffic to your site.
5. Search Engine Optimization Tips
For the best SEO results, you may want to work alongside a reputable digital marketing expert who can help you to achieve your goals. However, if you want to make some changes by yourself, here are some quick and easy search engine optimization tips for your law firm or business:
Create High Quality Content
Publish well-written, unique and engaging blog posts that are appealing to your target audience.
Make the Most of Keywords
Carry out some keyword research and weave these naturally into your blog posts, landing pages and web pages. This includes your titles, alt text and URLs as these will all be picked up in a keyword search.
Prioritize User Experience
Make sure your website is easy to navigate, simple to follow and as accessible as possible. Get rid of any links that don’t work and remove unnecessary pages that may be slowing down your website.
Links, Links, Links
Try to obtain high quality backlinks from websites with a good reputation on search engines already. You should also try to link to other relevant sources and websites that have the same target audience as you as this is always favored by search engines too.
6. Role of SEO in Digital Success
In order to achieve digital success, you need to be as competitive as possible in the online world. This means putting search engine optimization first in order to increase traffic, boost visibility and improve your overall rankings.
When your website starts to get more clicks and site visitors it will become more and more favorable to search engines, which will, in turn, help you to build your business credibility. If you’re operating a business that solely operates in the digital space, you need to capitalize on this high quality traffic and adopt as many of the SEO strategies that have already been mentioned.
7. Maximizing Digital Search Results
In order to maximize your digital search results there are a number of must-dos you should always aim to adopt when implementing SEO and digital marketing strategies. By prioritizing the following elements you can ensure that your digital search results are as good as they can be:
- Keep Your Content Up to Date
Google will always favor websites that have regular content updates, so make sure you keep adding to your content as often as possible. You can modify existing content and bring it up to date as well as making your website copy more relevant as your business grows.
- Prioritize Unique, Relevant and Engaging Content
The content you publish on your website should always be unique, relevant to your audience and engaging. Don’t use AI for content creation as search engines will pick up on this and won’t view your website as trustworthy, authentic and credible. Brush up on your content writing skills and work on creating consistent and engaging content.
- Blog Consistently
If you are able to add any rich and informative content to your website in the form of a blog, this will always yield better results for your digital marketing strategies. Blog posts could take your readers behind the scenes of your business or they could even be topical discussions about something going on in your industry right now.
- Increase Your Links
When your website is link-worthy it will be favored by search engines and viewed as very authoritative. You want your website to be a helpful source for your ideal audience, and this can be done by including high quality and credible links both in your website and from external sources.
You can maximize your digital results by honing in on these SEO strategies for your law form or business. With the guidance and expertise of May Media you can also capitalize on a wide range of digital marketing strategies to help your company grow, widen your audience reach and improve your online reputation!
