In most law practices, there is much competition for website performance, and it is often tempting to hire an SEO expert to improve your website search performance. Unfortunately, not all “SEO Experts” are created the same, have the expected domain experience, or follow the same processes. Therefore, it's crucial that you ask some key questions so that you can really understand if you are hiring an SEO Expert or a pretender.
- Can you provide detailed examples of past successful SEO engagements?: This question helps you gauge both the consultant's experience and methodology. Ideally, some of the examples are for law firms but in general, this should give you a good understanding of their process and past success. Make sure that any reference SERP (Search Engine Results Page) performance is strictly due to SEO and not SEM (i.e., “paid ad words”).
- What is your approach to on-page and off-page SEO?: Understanding the consultant's approach to both on-page and off-page SEO is essential. On-page SEO involves optimizing your website's content and structure, while off-page SEO focuses on building external factors like backlinks. A well-rounded strategy considers both aspects for optimal results. If you have an external website provider such as FindLaw or Justia, make sure that you are able to implement both on-page and off-page SEO strategies with your site. Also, clearly understand who is responsible for any content creation or changes that are part of the on-page SEO strategies. Will they write or change content or are you required to? If they are, again, make sure that you’ve seen examples of content that they have previously written for law firms.
- How do you conduct keyword research? Keyword research is a fundamental aspect of SEO. Ask about their process for identifying relevant keywords for your specific type of law. A good consultant should be able to explain how they choose keywords based on relevance, search volume, and competition. In many circumstances for law firms, a good keyword strategy revolves around long-tail search. Long tail search for law firms means focusing on many niche terms (such as truck accident lawyer) rather than primary search terms (personal injury lawyer). Long tail search for law firms often is critical to overall website performance.
- What tools and metrics do you use to track and measure success and how do you update me?: SEO is an ongoing and continuous process, and tracking progress is crucial for you to understand the ROI (return on investment). Discuss the tools and metrics the consultant uses to monitor and measure the success of your SEO campaign. This could include tools like Google Analytics, keyword ranking reports, and other analytics platforms. Make sure that you are aligned on what success means. In some cases, however, law firms do have unrealistic expectations. In most metropolitan areas, getting a 1st page Google listing for a primary area of law is a long, tedious, and often expensive process. Your phone usually does not start ringing overnight.
- How do you stay updated on SEO best practices and algorithm changes?: SEO is a dynamic field with search engine algorithms frequently evolving. A good consultant should stay informed about industry trends and algorithm updates. Ask about their commitment to ongoing learning, attending conferences, participating in forums, and staying up-to-date with changes in search engine algorithms. Is this consultant committed to SEO or is this just a side hustle for him or her?
These questions will help you establish a clear understanding of your SEO consultant's experience, strategies, and commitment while also getting an understanding of his legal marketing experience and what the shared responsibilities are in making any website content updates needed.
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