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38 x The A-List
It ’ s rewarding when your firm or company are recognizable by name . Not only is it a signal that your services are turning into referrals or that your marketing and brand-building efforts are working , but it often results in valuable organic traffic to your website . In fact , when a person in need of legal services searches online for your law firm by name and visits your website , you ’ re a step ahead of the competition in the opportunity for that person to convert into a lead - and a client .
How do you generate more of those queries ?
The key is amplifying visibility in markets important to you and among the audiences you want to target . From out-of-home advertising to TV commercials , radio ads , PR , sponsorships , community relations and online ads , each of these channels have an impact on your law firm ’ s branded organic search traffic .
Branded search traffic refers to the organic traffic to your law firm ’ s website that comes from search queries on a search engine , such as Google or Bing , and includes the name of a business , company , or brand . This traffic is significant because it means consumers recognize your firm as a brand and are actively seeking it out . These types of search queries can also signal brand recognition and trust , which are key to attracting more leads .
A branded search indicates an individual is searching for a specific firm by name , highlighting awareness of the firm possibly by referral , reputation , or effective branding efforts .
When consumers do a branded search , it can demonstrate the credibility or trust the brand has established . This suggests the
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user believes that the firm can meet their legal needs .
A branded search means that a prospect isn ’ t looking for just any firm , but has a specific firm in mind . Competitors will have some catching up to do to win over that client .
“ Law firms are valued local businesses within their communities and happen to be in an industry with a lot of competition . Branded organic search traffic is a nod to the visibility they achieve to be top of mind in their city ,” notes Jason Hennessey , founder and CEO of Hennessey Digital .
Known for his understanding of the Google algorithm and marketing strategies that drive website traffic and revenue for law firms , Hennessey offers simple advice any firm can use to achieve a competitive advantage online .
“ Much can be gained by looking at your competition to see who ’ s getting branded search traffic to their website , and then looking a layer deeper to determine why , and what one can learn about strategies to increase their local market visibility and secure their position online in order to attract more leads and cases .”
Generating more branded search queries online can significantly increase traffic to a law firm ’ s website and enhance its online presence . Follow these strategies to help achieve your online growth goals :
Optimize Website Content . Ensure your law firm ’ s website is optimized for search engines ( SEO ). This includes using relevant keywords , having a clean URL structure , and creating high-quality content that answers queries and provides information
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users are seeking . It ’ s also important to Incorporate your law firm ’ s brand name naturally into your website content , including the homepage , about us page , and service pages .
Create and Optimize Your Google Business Profile . Claim and optimize your law firm ’ s GBP listing . This can enhance local search visibility and encourage subsequent branded searches and website traffic . Provide accurate and up-to-date information , including your firm ’ s name , address , phone number , business hours , and photos .
Leverage Social Media . Actively engage on social media platforms , using your firm ’ s brand name consistently across all profiles . Share valuable content related to the legal industry , showcase expertise , or create fun , entertainment-style content that connects in unique and memorable ways with social users in the markets you want to reach .
Digital PR . Create buzz and backlinks for your law firm with an ongoing digital PR strategy . By publishing and distributing press releases with newsworthy insights or data that ’ s timely or on-trend , you ’ ll generate press pick up and backlinks that can lead to more branded search queries while giving your website a valuable SEO boost with greater visibility in search results .
Online Reviews and Testimonials . Encourage satisfied clients to leave positive reviews on platforms like Google , Yelp , or other relevant review sites . Positive reviews not only build trust but can also increase the likelihood of potential clients searching for your law firm by name .
Content Marketing . Develop a blog or resource section on your website with informative and relevant content . This can help establish your firm as an authority
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in the field and in your market . Share this content on social media , and encourage readers to visit your website for more indepth information .
Email Marketing . Build an email list and send regular newsletters to clients and prospects . Include updates , legal insights , and links back to your website . Use branded email signatures with links to your website , making it easy for recipients to visit .
Paid Search and Other Paid Advertising . Consider using paid advertising , such as Google Ads , to target branded keywords . This can help ensure your law firm ’ s website appears at the top of search results for its own name .
Offline Marketing Integration . Ensure that your law firm ’ s branding is consistent across offline channels such as business cards , brochures , PR , sponsorship , and other promotional materials . Include your website ’ s URL prominently in all offline marketing materials .
Partnerships and Collaborations . Collaborate with other businesses , organizations , or influencers in your community and in the legal industry . This can lead to awareness , mentions and links that contribute to online visibility .
Monitor and Analyze . Use tools like Google Analytics to track website traffic , paying attention to the sources of traffic and keywords used . You can also monitor online mentions and conversations related to your law firm using social listening tools .
By implementing these strategies , your law firm can create a comprehensive approach to generating more branded search queries online and generate more leads through increased traffic to your website .
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