Since digital technology has become prevalent and most businesses now look for clients online, it is no surprise how search engine optimization has become integral to online marketing efforts. However, this also resulted in certain SEO myths spreading throughout the Internet. Most of the erroneous information stems from misunderstandings regarding how the method works.
To identify these myths, one must first learn what SEO actually is. It refers to boosting a website’s performance on search engines, such as Google or Bing. At least 70% of marketers today rely on it more than pay-per-click marketing for sales generation.
Since 68% of searches online begin on search engines, SEO improves a website’s chances of appearing on the first page. Websites at the top of search engine results have a click-through rate of 27.6%, which is notably higher than the rate of 15.8% for those on the second page.
However, entrepreneurs unfamiliar with marketing methods may form misconceptions. Some may expect an immediate influx of users visiting their website, while others might mistakenly perceive SEO as purely about keyword usage. Such myths may lead to misuse, leaving law firms with little progress.
As such, this article will clarify facts about SEO to help law firms understand how to plan their marketing approach properly. It will also focus on debunking SEO myths to provide clarity to those who are still unfamiliar with the strategy.
The following section will cover the most common myths about SEO. In addition, it will explain the truth about SEO and provide tips that firms can apply to their marketing efforts.
Contrary to what some might believe, SEO is far from being a “one and done” matter, especially considering how search engines work. These platforms conduct an average of 600 revisions for their algorithms annually, altering the criteria for displaying websites on results pages.
Because of this, law firms that use SEO methods must routinely change their plans to adapt to search engine updates. A method that works for a certain amount of time may no longer be effective once an update occurs. This can result in missed opportunities to generate clicks.
Moreover, all marketing best practices change, and SEO is no exception. Law firms should consider online market trends, which are dictated by users' changing needs. They must also adapt to competitors' strategies and thus avoid the risk of being outranked.
After Google reconfigured its algorithm within the past decade, many began to believe that keywords were no longer relevant for SEO initiatives. This stemmed from the notion that Google no longer provided keywords or prioritized them during searches. In addition, users saw the rise of voice search as a factor in rendering keyword use obsolete.
This is another SEO myth that has gone around in the past few years. Instead of eliminating keywords, Google simply evolved its way of interpreting them. This allowed the platform to understand nuances and patterns better in search queries to deliver results of a higher quality.
Because Google still refers to keywords when identifying these nuances, they remain highly relevant in SEO efforts. They help the platform determine what a user needs and to what degree. This way, search results are tailored to suit specific questions instead of showing a jumbled pile of answers only remotely relevant to a user’s concerns.
Backlinks are another integral aspect of SEO strategies since they allow one website to link directly to another. If a company’s website is linked to another, visitors of the latter can visit the former, translating into clicks and engagement. Basically, having more backlinks means that search engines will treat a website as relevant to user needs, improving its rank on search results.
However, backlinks should not be the sole priority of law firms in their SEO initiatives. Lawyers must also ensure that their website has user-friendly features and informative content that caters to the concerns of visitors. Even if a site has numerous backlinks, users are less likely to linger if it is not actually helpful or easy to use. This can cause a search engine to prioritize other sites instead.
Another common myth about SEO is the belief that the end goal for a business is to rank first on search results. Law firms should note that a high search ranking alone cannot guarantee consistent long-term user engagement.
For one thing, local SEO is also vital in generating clicks and attracting clients. This refers to strategies that generate engagement and traffic from users in specific metros. Since law firms are predominantly localized business entities, initiating a local SEO strategy would enable them to cater to clients nearby. This can help them rank higher among other firms in the same area.
Featured snippets are another way for law firms to improve their visibility on search results, even without high rankings. These pop up on the top of search results to quickly answer a user’s question. On average, featured snippets receive 8% of all clicks on search engines, highlighting their significance in attracting users.
Law firms can optimize their content with informative summaries and popular keywords that answer commonly searched user queries to boost their chances of being featured. They can also get inspiration from websites that have featured snippets, which can comprise paragraphs, lists, or graphs and tables.
Similar to the myth about backlinks, it is not true that law firms with SEO strategies do not need blogs. In fact, blogging works hand in hand with SEO in boosting visibility on search engines. Creating blogs that discuss popular legal topics and queries would allow law firms to present relevant information directly to users, establishing thought leadership.
To maximize blog-related opportunities, firms can take note of common topics or frequently asked questions to incorporate into their blogs. Additionally, a firm can repurpose information from blog posts for other articles and content, expanding the resources it can deliver to potential clients.
While SEO efforts tend to focus on search engines, as the term implies, platforms like Facebook, Instagram, and LinkedIn play a part in helping websites rank higher in search results. Law firms can post their content on social media to make it more visible to more online users. Any engagement gained from these efforts can translate into clicks on search engines as users search for more information from a law firm.
Moreover, having a social media presence can help a firm establish connections and trust with users. This can be done by replying to their comments or responding to their feedback. Sharing content on social media also increases the likelihood of other legal entities creating backlinks to a firm’s website.
Arguments of quantity over quality contribute to SEO myths, with some thinking that having more content results in a higher ranking. However, it can be more complex than that.
Law firms and other business entities are advised to find the balance between having fewer and more pages. Fewer pages allow them to create informative content that they can truly expound on, resulting in more precise information and in-depth explanations. Meanwhile, more pages allow firms to cover diverse topics and subtopics in-depth. This can be useful if competitors do not focus on these subjects.
Naturally, law firms are free to determine whether they should increase the quantity of their web content. This often depends on the topic they wish to discuss and whether it aligns with trending queries.
Digital marketing methods such as SEO can sound intimidating to beginners. The good thing is that even non-technical professionals can understand SEO with the right resources. In fact, most marketing methods involve it in some way. These include the use of keywords and popular topics for content, and utilizing these strategies well is just another learning.
In general, the significance of SEO in improving a business’s online visibility makes it worthwhile. If a law firm wishes to learn more, it can search for resources online and work with digital marketing teams to guide them with their initiatives.
One advantage of SEO is that both small and large businesses can leverage it. Search engines deliver results based on content, regardless of whether it comes from a budding business or an established one. As such, even new law firms can utilize SEO to fuel their growth.
Since a firm can launch SEO-related efforts through keyword use and content creation, they can carry out their own initiatives for free. This means that small firms on a low budget can still engage in online marketing through SEO.
It is normal to expect immediate results after integrating marketing techniques into one’s online endeavors. However, like with other digital marketing methods, SEO takes time before it influences growth. To be precise, a law firm must give its endeavors at least four months before it starts seeing clicks or engagement and reaping the results of its efforts.
On the other hand, this period can last longer or shorter depending on various factors, such as a law firm’s long-term goals and strategies. Moreover, an established domain may have an easier time getting results than a new one. Thus, a firm must also take its competitors and resources into account.
Regardless, this does not mean that smaller firms or those with fewer resources cannot achieve growth through SEO. It is essential to keep track of one’s online performance and note changes in current trends so proper changes can be made.
Ultimately, the most crucial question is this: Does SEO matter anymore? The answer is a resounding yes. In spite of all the misconceptions, investing in it can result in a law firm’s growth. One must reflect on the insights shared here and approach the process with realistic expectations. Learning more about SEO along the way can help one avoid misinformation when developing strategies.
Did you know that law firms and their teams can enroll in free online classes? These include the Search Engine Optimization Specialization course, launched on Coursera by the University of California, Davis. Similarly, Shopify offers free training in a 30-minute course for beginners. Meanwhile, those curious about advanced SEO can check out courses on LinkedIn and Semrush.
Planning an an SEO campaign? Law firms exploring online growth opportunities can work with SEO agencies on Expertise. They may also partner with companies specializing in content creation. Since there are firms whose teams can serve as online marketing consultants, lawyers new to SEO can look forward to an abundance of professional help. Feel free to check the linked directories for more info.
Expertise.com StaffAuthor
Step into the world of Expertise.com, your go-to hub for credible insights. We don't take accuracy lightly around here. Our squad of expert reviewers, each a maestro in their field, has given the green light to every single article you'll find. From rigorous fact-checking to meticulous evaluations of service providers, we've got it all covered. So feel free to dive in and explore. The information you'll uncover has been stamped with the seal of approval by our top-notch experts.
