There’s no denying the value of social media in today’s online marketing. But many law firms have overlooked its role in their search engine optimization (SEO) efforts.
By leveraging the power of social media, your law firm can boost its SEO results and gain more visibility among your target audience.
Understanding the factors that influence the results you achieve in your SEO lets you implement an effective strategy that maximizes the results for your legal practice.
Make Your Social Media Profiles Count
Social media profiles are often the first things that users see in the search engine results pages (SERP). Establishing a strong social media presence improves your search results and provides new ways for users to get to know your law firm.
More importantly, online users prefer the personal experience that social media provides when compared to a business website. Law firms can establish their brand “voice” and message in a more unique and engaging way through social media.
Social media profiles that appear at the top of the SERPs are visited first before your website. That’s why it’s important to have compelling social media profiles that are current and engage your audience.
The Value of Social Signals
Search engines like Google use social signals to indicate the ranking value of a given company or brand. The number of backlinks pointing users to your website is just one of the factors that affect your SEO results.
Because the use of backlinks has been manipulated through “black hat” SEO strategies that have included fake websites and keyword stuffing, Google and other search engines now look towards social media activity when ranking your site’s pages.
Through the combination of social media and a well-crafted SEO strategy, you can create a strong link profile that provides you with consistent results for the long term.
Social signals such as Facebook likes and Twitter shares establish credibility in the eyes of the search engines. Other factors such as reach and relevance also work to demonstrate your influence throughout various platforms.
Social Media is Becoming the New Search Engine
Social media is quickly becoming the go-to search engine for online users. Audiences are now more likely to go to their social media platforms to look up information on any given topic.
The search that occurs on Facebook, Twitter, LinkedIn, and other platforms is now a fundamental part of SEO.
This means that your law firm can easily be discovered through its social media activity when potential clients are searching for information or resources that meet their legal needs.
Many users visit your social media profiles to determine your level of credibility and expertise. Failing to have a strong presence on social media can negatively impact the impression that your brand leaves on potential clients.
Social Media is Critical to Your Content Marketing
Like your content marketing, social media achieves the relevance you need to attract your target audience. It can be used to demonstrate your expertise and position you as an authority in your industry.
Social media, SEO, and content marketing have combined to create a comprehensive approach that must be used by today’s law firms in order to achieve their objectives.
When they are implemented properly, they can generate more traffic to your website and provide you with new clients.
The most successful online marketing strategies are those that know how to properly integrate social media, SEO, and high-quality content that meets the needs of the right audience.
Let us know how your law firm has used social media to increase its visibility and grow your website traffic. If you’re still struggling to get a return on your social media investment, let us know what challenges you’re facing in the comments section below.
Understanding how social media can support your SEO efforts will help you determine the right starting place to begin generating a greater response from your current and future clients.