The Search Cycle For Your Law Firm
The SEO Cycle by Paul Carpenter on Dave Naylor's Blog
Leveraging the power of the web for your law firm must begin with content. Without content, you don’t have a website. I always find it helpful to remember that the internet began as a platform for academic citation. If your publication was good, it got cited. Citations became known as links.
Quite simply, links are votes for a webpage. Links lead to traffic in 2 ways. First, links generate traffic through direct clicks on the link. If your link appears on a highly trafficked web page, it is likely that a certain number of those visitors will click a link through to your page. Second, links are viewed as votes for a web page by search engines. Links increase search engine visibility, which in turn increases traffic.
Not all traffic is created equally. Some traffic will be extremely un-targeted. For example, if you’re a criminal defense attorney and someone who is looking for 12 Angry Men happens on your site, that traffic is un-targeted. Un-targeted traffic is less likely to convert, or turn into some actionable event (i.e. phone call, consultation request, email, etc) on your site.
However, targeted traffic is far-more likely to convert into revenue for your law firm. Some of this revenue becomes profit, some of it is invested back into your site. Some of this investment will be for new content (whether it be professional writing time, or hired content production). And round and round we go.
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