Search Engine Optimization {SEO}

Search engine visibility is the No. 1 driver of potential clients to lawyer websites AND it provides for the highest return on your marketing investment.

The internet is the most effective way to reach large numbers of people. For better or worse, the days of people searching for a lawyer by flipping through the Yellow Pages are well behind us. Because of this, the most important tool to reach clients is through the various search engines — Google in particular. It does no good, though, to just put a web page out there and hope for the best. The old mantra of build it and they will come is a dangerous strategy. A web page is only as good as the people it reaches. This is where SEO comes in.

SEO, in general, is a system of tactics and methodologies used to make sure your web page comes up at the top of the list when someone does a Web search in your area for a law firm in which you practice. It considers what the search engines are looking for, using that information to make you rank as high as possible and get more site visits, resulting, potentially, in more clients for your firm.

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We Talk About SEO Differently. Here’s Why…

SEO has changed dramatically over the last couple of years. As the search engines have integrated changes in the way they operate, Web marketers who stay ahead of the curve have been honing new strategies to work with the search engines. In today’s world, it is all about quality.

  • Gladiator’s founder has…
    • 21 Years of Experience
    • 16 Years in Legal Marketing
  • Our writers are…
    • JD and Bar Licensed
    • International Journalists
    • Published Authors
  • We have award winning designers.

At Gladiator we pride ourselves on being easy to work with; we offer…

How Does it Work?

The internet is vast, to put it mildly, with billions of pages of information and an estimated 10,000+ gigabytes of information added every second. Search engines navigate and map pathways to make sure customers receive the most accurate results as quickly as possible. SEO looks at how search engines find and present information and applies this to your website so that it comes up quickly and as high on the page as possible. SEOers fall into three categories:

  • White Hat – – If you are paying an agency to work on your site, this is the method they should use. This method follows the general guidance given by Google, the goal being to “meet the users’ intent.”
  • Black Hat – Black hat SEOers manipulate the metrics Google uses to rank websites. Google can and will penalize websites found to be manipulating their search results.
  • Gray Hat – These strategies are marginal, coming close to being black hat.

What do Search Engines Look for?

The most common things search engines look for are relevance and popularity.Relevance is assessed in several ways, but primarily by the words on the page (wee “Content” section below) and the tags of that page. Tags use code to define the most important idea on the page. A tag ensures that when you search for “shoes” the pages that show up aren’t about “mice.” The better and more defined the content is, the more visible the page is to search engines.

Popularity is gauged using several different metrics:

  • In-Bound Links – The more high-quality websites that link to your website, the better your website will perform.
  • Visitors – How many people visit your website? The more, the better, but see the third metric, below.
  • User Experience – Google analyzes how visitors are interacting with on your website. Do they leave immediately or do they stay awhile?

Check out MOZ’s survey for a more complete analysis of ranking factors.

Content & Your SEO Strategy

Lawyer SEO ConsultantsIf it isn’t on your site, you aren’t going to rank for it. The more specific and relevant to the user’s search query, the more likely your page is to rank. For example, if a potential client does a voice-activated search for ‘got hurt from a car hitting us in an intersection,’ then your page about car accidents in general might show up. BUT, if you have a page about intersection accidents or T-bone crashes, your site might show up higher.

Search phrases that have five or more words make up 41.7% of all searches. To put this into perspective, only 7% of phrases are searched for more than 20 times per month. This means the vast majority of your clients are not typing in ‘Personal Injury Lawyer’ or ‘Criminal Defense Lawyer’ or ‘Divorce Lawyer.’ While these keywords make up a portion of the phrase, they do not make up the typical complete search query.

Your search engine optimization (SEO) strategy with Gladiator Law Marketing includes a detailed content development plan that strategically identifies and targets your most valuable audience.

Gladiator Law Marketing has made significant investments in research data that identifies the most valuable keywords for your practice with the highest return-on-investment (ROI). This helps ensure that your Web marketing dollars are applied to those SEO strategies most likely to generate new business for your law firm.

Web Page Design & SEO

Website design continues to have an increasingly influential effect on a law firm’s search engine optimization (SEO) efforts. The most recent adjustments made by Google in their Medic Update placed significant focus on the usability of your website’s design. Specifically, how well potential clients engage with your website directly impacts your search rankings.

Lawyers are often surprised to learn that Google has been tracking the behavior of their visitors for many years. Google knows how potential clients find your site, how long search visitors stay on your website, how many pages your visitors are viewing and how many inquiries/engagements search users complete on your website.

Google places a priority on delivering quality search results, and that includes promoting websites that provide visitors with a positive experience — in other words, are easy to navigate and readily provide the information sought.

If you haven’t updated the design of your law firm website in several years, it is time to consider how effective website design not only makes you seem more competitive but actually makes you more competitive. More about how our designs work to deliver new clients.

Does Search Engine Optimization (SEO) Work?

All this planning, work and design are focused solely on fine-tuning your website so that it works to its full potential and you ultimately get more business. But if the results aren’t immediate, how do you know it’s working? SEO marketing has proven itself effective, but it also takes time. Don’t expect to come into your office the morning after a new website launch and be overwhelmed with new clients or an overflowing inbox waiting for your attention. We know SEO works, and it’s not hard to check the progress. Some have tried to condense the many metrics into a single number to gauge the effectiveness of a campaign; but trying to simplify what is a complex and difficult process in this way leaves much to be desired. We need to look at several different metrics to check a campaign’s effectiveness, and these change as the campaign matures. Here are some things to look for:

  • Signed Cases – By far the most important metric to pay attention to is the number of signed cases. Your firm needs to be asking ‘Where did you hear about us?’ every time you take a new case, and you should keep track of the responses. It does take time for a campaign to produce, so you will need to track other metrics as well until the data from new cases becomes consistent.
  • Organic Users – This is the number of people visiting your website from the search engines. This number should be increasing year over year, or month over month for new campaigns.
    • New Users – Many marketers believe that a better metric is new users, as this shows only people who are visiting your website for the first time.
  • Bounce Rate – This will give you a general understanding of how users are interacting with your website. If a visitor arrives at your website and then leaves without clicking on anything else, this qualifies as a bounce. Most attorney websites will have bounce rates of 40 to 65 percent. Lower is better.
  • Number of Inquiries – This metric can be misleading if the quality of the inquiries is not good, but it can still be a metric to gauge overall effectiveness. This number should improve substantially over the first six months of a campaign.
  • Keyword Rankings – At one time this was an excellent tool, but its usefulness has diminished. Now most searches are longer, and each one produces a different set of results. There are thousands of keywords, too many to monitor. This is a good metric to add to the mix, but is of less value than others.

SEO For Lawyers – The Gladiator Way

A tool is only as good as the person using it. At Gladiator Law Marketing, we have some of the best (both people and tools). We take a fully integrative and comprehensive approach to make sure your law firm SEO elevates your visibility and drives results. We personalize your website design, tailor content to your firm and your specific needs, and perform exhaustive research on your market, utilizing the latest technology to keep you at the front of the pack.

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What We Offer

Gladiator Law Marketing has crafted a custom collection of Search Engine Optimization (SEO) packages designed to deliver SEO visibility for your law firm. Reach out and let’s talk about the best ways to make your Web presence work better for your law firm: 1(888)683-3212