The Process of Hiring GLM as Your Agency
Detailed Processes + Diligence = Top Results
We try to make a firm’s decision to hire us very similar to what it is like to work with us… easy. We are extremely organized and deliberate with all our recommendations.
Step One: The Initial Consultation
Everything starts with the first phone call with one of our strategists. The law firm will do most of the talking, as it is important to us to understand where the firm is and where the firm wants to be. We are trying to confirm that SEO is right for the law firm and then get the information we need to put together a strategy.
The topics we will be interested in hearing more about focus on your overall business objectives, trajectory and current/past marketing. Who are the ideal clients for your practice? What types of cases does the firm not want? What are the firm’s short- and long-term goals? We will want to hear about both offline and online marketing campaigns and what has, and hasn’t, worked for you. Together, we’ll talk about what Web marketing strategies might work best and put together a plan-of-attack.
Step Two: Strategy Formulation & Presentation
After the initial call, we begin to put together a strategy that is unique to the law firm. Our preference is to have a week to put this strategy together. We do not like to rush this process as we want to ensure that the proper due diligence is put into every campaign we may be starting.
The wrong strategy can be devastating and is not in either of our best interests.
While formulating our recommendations we:
- Analyze the law firm’s current website and performance.
- Conduct extensive competitive research. We can’t just match what competitors are doing — we must do more, to catch up.
- Uncover why your current website is underperforming.
- Apply our own industry knowledge to our findings and make recommendations for: Website Design, Content Development, Firm Reputation Management, Local Optimization, On-Site Optimization, Off-Site Promotion, Supplementary Efforts Like PPC, Strategy Management.
Once we have finalized our recommendations, we will have a second call for us to present our plan to the firm. Occasionally the firm has feedback for us, and we can make tweaks to the strategy based on the feedback. Our goal during this phase is to ensure a winning strategy is crafted and both parties fully understand the direction moving forward.
Step Three: On-Boarding
Yay! Once the firm has obviously made the right decision to utilize our SEO agency, we begin the on-boarding process. This begins with a phone call introducing the Project Manager (PM) your firm will be working with. They will go over the most immediate next steps and ask a few questions to better understand your communication preferences. Some of our clients like to meet monthly; others prefer less often. Some clients like to approve all content before it is posted; others never want to see it. This first phone call allows your Project Manager to ensure that they adjust our processes to serve you most effectively.
Additionally, the PM may supply the firm with questionnaires that we will use to set up the campaign and provide additional guidance to the firm. These may include design questionnaires, campaign targeting questionnaires, or photography tips/guides for the firm.
The project manager fills numerous roles including primary point-of-contact with the firm; quality control specialist working with the GLM production experts; and, management of ongoing deliverables and timelines.
Step Four: Implementation
The grunt work of setting up the campaign is over. We execute the plan that was agreed upon with the firm. This includes writing content, optimizing the website, building links, helping to manage the firm’s reputation, and generally falling into a routine with the firm. See the section below that discusses the components of an SEO campaign for more details.
Part of the implementation is reporting. Any agency should be reporting on:
- The performance of the campaign
- What work has been accomplished
- What work is in progress
- What work is coming up
- Any challenges the campaign is facing.
Step Five: Evaluation & Adjustments
Nothing is static in marketing. If your market has established competitors, you can rest assured that they will notice your website’s changes and increasing presence. Those competitors will make corrections, and SEO turns into a chess match of sorts. Google is another stakeholder and, as previously mentioned, their algorithms never sit still.
A results-focused SEO agency will continually track and report on performance and share with you what is occurring in the SEO landscape. They will also share they plan to adapt your long-term SEO strategy to adjust to short-term fluctuations.
Because Google doesn’t provide step-by-step instructions when the algorithm shifts, it can take an SEO agency 2-3 months to research, test, monitor and coordinate with others in the industry to get clarity on whether tweaks are needed, or not.
Our evaluation process starts by asking these questions:
Content Performance: How is the existing content performing? Is Google ranking different types of content? Are there gaps in the content? Do we need more pages? Should our content be longer? Should our content be denser? Does the content need updated facts and figures? Can we make the content more user-friendly? Through programming? By reordering? With advanced design elements? What are competitors doing with their content?
Onsite Search Optimization: Has Google started to rank pages with specific types of optimization? Have competitors adjusted their optimization? Has something inadvertently changed? Is new content conflicting with the overall optimization of the site? Is the programming of the website still functioning well?
Offsite Promotion: Have competitors increased their link-building? (Quantity vs. Quality) Is Google looking for specific links? Have competitors gotten the same links we have, thus reducing their value? Are some older links now harming the site? Have we lost links? Is the anchor text over- or under-optimized?
Reputation: Are competitors getting more links? Is the firm getting enough links? Has the firm received some bad press recently? Have competitors had exceptional press recently? Are there opportunities we haven’t fully taken advantage of?