Legal SEO is a must for law professionals looking to make their mark in the digital world. Whether reaching out to new clients, re-engaging with previous clients, or announcing new service offerings, there is no better way to get the word out to people than online.
But to ensure that you’re hitting all the marks, measuring your results is essential to continue in the right direction. And it takes time and effort to gain a complete understanding.
In this post, we’ll discuss the various ways to measure the results of an SEO strategy and how to use these insights to improve outcomes.
Number Of Website Visitors
As legal professionals, it is crucial to know how effective your SEO efforts are in maximizing your website’s visibility.
One way to gauge the success of your SEO efforts is by tracking site visitors. By monitoring the number of visitors to your website, you gain insight into how effective your SEO efforts are in bringing new people to your site.
In addition, this data helps you identify what tactics are working, what is not, and where to focus your efforts in the future. With this knowledge, you can adjust your SEO strategies to ensure that your website receives high-quality visitors.
Keep this in mind. You could have thousands of website visitors, but if none, or very few, of those visitors take a conversion action, it will not add to your bottom line. Ultimately, conversion metrics count and measure favorable actions taken on a website.
In the legal industry, a conversion event could include:
- Filling out a contact form.
- Downloading a digital asset.
- Requesting information.
- Booking a consultation.
Google Analytics is a robust tool that helps maximize legal SEO results. It provides valuable insights into user behavior on a website, such as what pages they visit, how long they stay on the page, and from which sources they are coming. This data helps optimize content, website design, and user experience.
Additionally, Google Analytics tracks website performance and measures the return on investment for the firm. Therefore, it is invaluable for analyzing the effectiveness of different keywords and determining which ones are most effective.
With the proper use of Google Analytics, legal SEO professionals can maximize their results and provide the best possible service to their clients.
Monitor Search Engine Rankings
When you consider that only a few internet searchers venture past the first page of search results, monitoring your search engine rankings to ensure that your content is visible to potential customers is essential.
Depending on your practice area and reach, you should monitor your search engine rankings for local and national keywords.
Industry-standard tools, including Google Search Console, provide valuable insights into your organic search rankings and visibility, keyword usage, and other valuable data that help optimize digital marketing strategies.
By monitoring your search engine rankings, you ensure that your content is in the top positions, sending organic traffic to your website and increasing your visibility to potential customers.
Click Through Rates
Click-through rate (CTR) is a metric that quantifies the success of an online advertising campaign or other digital marketing activity. It is the ratio of the number of clicks an ad or link receives to the number of impressions or the times displayed to a searcher, expressed as a percentage.
An example. If 100 people saw the ad or link and 17 clicked on it, the CTR would be 17%. If two people out of 100 clicked on it, the CTR would be 2%.
Ideally, you want to aim for a high click-through rate, as it indicates that the ad is resonating with the target audience and they are taking the desired action.
Shortening The Sales Cycle
Another reason to measure legal SEO results is to condense the sales cycle and improve the customer journey. When paying for legal marketing services, attorneys should consider tracking metrics for effective lead generation, meaningful website visits, and profitable conversions.
Tracking these metrics helps identify areas of improvement to guide informed decisions and develop strategies for optimizing campaigns. Additionally, monitoring leads from the generation point to where they convert is insightful into which tactics are most effective.
Additionally, tracking the customer journey from the start until the lead becomes a paying client can unveil areas where improvements in the sales process could be beneficial. Some of these areas include streamlining paperwork, sharing documents, or providing more detailed information about the legal services provided to clients.
Leverage Blended Marketing Costs
Blended marketing costs include the cost of acquiring, creating, and publishing content and advertising or promotion across multiple platforms. Pooling all of the costs associated with each marketing channel in one budget helps avoid ad hoc marketing costs and overestimating budget requirements. In addition, this budgeting technique helps to strengthen organic website rankings using on-page and off-page optimization.
When combined with an effective paid ad campaign, blended marketing costs can maximize ROI and reach a suitable customer base faster. Additionally, leveraging composite marketing costs helps to establish customer segments and determine the most effective channels and approaches for reaching them.
Optimizing Web Pages For More Favorable SEO Results
Other steps that law firms might consider taking to improve their digital presence include the following:
Improve Page Speed – Page speed is a significant factor in search results. Utilize tools like Google PageSpeed Insights to identify areas of improvement.
Optimize Meta Tags – Meta tags are the HTML elements that provide search engines with information about a page. Ensure each page has meaningful and relevant meta tags.
Submit A Sitemap – Sitemaps provide search engines with a straightforward path to understanding the structure of your website. When new pages get added, the sitemap updates.
Legal SEO is a powerful marketing tool that helps drive more leads and clients to law firms. However, you must measure your results to ensure you get the most out of your efforts. If you need help calculating your legal SEO results, you can rely on the digital marketing experts at Blue Noda to get the best return on your investment.