Can you believe the average lifespan of a website is approximately 100 days? Aside from a temporary website, a lot of sites are simply abandoned. The reasons are limitless but we can’t ignore a lot of people get discouraged by a lack of traffic.
Let’s face it. Not all websites are created equal. Every industry has key points they need to cover to have an effective site. A law firm will not use the same search engine optimization (SEO) techniques as a construction company.
Building a dynamic website isn’t just about images and keyword-driven content. You will need a strategic plan that zeros in on your profession, location, and expected outcomes. To be successful, start with an off page SEO checklist.
Keep reading for nine must use off page SEO techniques for law firms.
What is Off Page SEO Techniques?
Like on page SEO, off page SEO is a series of techniques used to capture the attention of search engines. Where off page SEO differs is that it is focused on improving website rankings.
The off page optimization techniques you will need are geared toward driving traffic to your website. This will raise the website in the search engine results pages (SERPs).
1. Social Media
Social media is an awesome tool to drive traffic to your law firm’s website. Each platform has its unique personality so don’t fall into the trap of creating an account on every social site available.
It is important to understand your target audience and which platforms they will most likely use. You also need to understand how each social media site works. Facebook, Instagram, Twitter, and YouTube are a few platforms you want to consider for your off page optimization.
2. Guest Posts
Do you know other attorneys or individuals in the legal field that may be willing to extend an opportunity for you to write an article on their platform? It can be an online legal journal or business website.
Guest posts are good for SEO because it exposes your brand to a new audience and drives traffic back to your website. When done right, you further establish yourself as an expert in your field of law. It also says that the site that hosted your article sees you as a trusted and knowledgeable individual.
3. Online Interactions
When it comes to off page SEO techniques your firm needs to have online interaction. The process is simple and can be handled by one person or multiple people.
If someone asks a question, answer it. If someone leaves a comment on social media or a review site, address it. Sometimes it can be liking the comment or providing an answer. Other times you may need to offer assistance.
Whatever the case, being responsive to your audience is positive and shows there are real people working behind the scene.
4. Social Bookmarking
This is a great traffic-boosting SEO off page technique that we hear little about. The day of the Yellow Pages is slowly winding down and people are using other methods of searching and saving information digitally.
Stumbleupon, Digg, and Inbound are social bookmarking platforms that allow users to pin online content in one location. The benefit to businesses is that when their content is pinned to these sites it can be accessed by anyone using keywords to find related information.
5. Link Building
Link building is key in SEO optimization whether using on page or off page techniques. Using authoritative links in your content will help with your site’s ranking.
The key to successful link building is to only link to content that is relevant to the subject you are writing about. Stick with reputable websites and avoid using too many links.
6. Be the Face of Your Brand
Many small business owners make the mistake of passing off the branding of their business to the social media and SEO specialists. It is understandable when we consider the many hats that business owners wear.
Being the face of your brand shouldn’t be seen as one more thing on a long list of things to do. It should be fun and engaging. Being recognizable in the community means people will immediately think of you when they need your services.
Plus, you no longer need costly television and radio commercials. Today, all you need is effective short video ads running on social media.
7. Promote Brand Awareness
Promoting brand awareness differs from being the face of your brand. With brand awareness, you are being intentional with your marketing. This includes having a strong logo and tagline that is affixed to all marketing material.
You also want to share your website address and social media channels on promotional material.
Your marketing team should look for engagement opportunities within the community, including supporting charities and non-profits. These are excellent ways to garner attention and get potential clients to your website.
8. Build Brand Advocacy
Brand advocacy works by growing loyalty among your employees and clients. They in turn advocate for your brand by recommending you to their family, friends, and social followers. Loyal supporters are great to have because they will interact with your online content, share it, and encourage others to do the same.
Advocates are not paid for what they do. However, it is nice to acknowledge their support and extend your appreciation in the form of gifts and rewards.
9. Engage an Influencer
Influencer marketing is becoming very popular. Some may think you need a celebrity to be successful, but this isn’t true. Influencers need the power to influence and have followers that match your target audience.
You connect with these individuals and develop a strategy that involves content creation and sharing. They shout-out your business, appear at events or even lend their likeness to marketing materials.
Be intentional about their role and control the messaging so it drives traffic to your website and people through your door.
Ready Set Engage
Off page SEO techniques are easy. You can use one or all of them to make a big impact on your SEO optimization.
If you’re ready to get started or need more info, contact us today.
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