It’s sexy, it’s seductive, and it destroys a lot of firms’ marketing efforts.
I’m talking about how there are many SEO firms and attorneys who want you to believe that ranking on the “first page” of Google for “price-shopping” terms (like “number one lawyer in south bend”) is the golden key to getting more business than you can handle.
The truth is, getting on the “first page” of Google for those keywords doesn’t lead to the land of milk and honey – it usually leads to a grisly Google demise.
Why? Because potentials type phrases like that into Google when they start lining attorney websites up in browser tabs – contrasting and comparing them side-by-side.
Like apples on a fruit stand.
Once you’re in that lineup, you’re stuck battling cutthroats who’ll happily undercut you to steal your business. As we discussed yesterday, it’s a lot easier and a lot more profitable to rank for “information keywords”.
Those are phrases that potentials type into Google when they first realize they might be in legal trouble and they need information, and showing up at the top of Google with answers to their questions, before they start shopping for attorneys, positions you as a trusted advisor.
By the time they’re ready to hire an attorney, they’re far more likely to hire you, and pay you what you’re worth.
Done correctly, it’s – quite literally – a game changer. Nonetheless, the SEO siren song still lures otherwise savvy attorneys into a potential death trap.
Case in point: An ex-client of ours recently moved to a new SEO firm.
First, let me just say — it’s perfectly okay that he wants to move on. We wish him continued success. However, his story could save you a lot of time, money, and grief – so it needs to be told.
Let’s call him “John”.
John worked with us for many years, and we ranked him on the first page of Google for many dozens of “information” keywords. As a result, his firm attracted more good business than they could handle – especially within the last year or so. Everything was going so well, he referred cases to many of his friends and colleagues (while taking his pick, first, of course).
However, despite his success, he jumped ship and signed on with new marketing outfit.
But not because he was unhappy or dissatisfied. Believe me – many small law firms would love to be in his position right now.
It was all because he didn’t rank on the first page of Google for one of the main “price-shopping” keywords in his metro/practice area, and someone seduced him into thinking he was missing out.
We did our best to steer him down the straight and narrow, of course – explain why he wasn’t missing out at all. We proved that fighting to rank for this keyword would not only be prohibitively expensive for him, but it was also completely unnecessary. We showed him how it could also jeopardize the stellar rankings he already had for all the “information” keywords, and we tried to make him see why his spell of prosperity might soon end.
Why risk all that?
After all, as it stands now, things are going great for him. He has more business than he needs. He gets to look after his friends by sending them business too. He doesn’t need more Google traffic or leads at all. Alas, the siren song bewilders and hypnotizes the savviest among us.
In the end, he was willing to risk throwing it all away “…just because”.
He’s probably going to lose that flow of business in short order and run himself aground. When the novelty of being on the first page of Google for “price-shopping” keywords wears off, and he sees that it’s not bringing him the flow of high-quality potentials he once enjoyed with all his “information” keywords, he’ll regret it.
That may sound harsh, but it’s true – and I wanted to share this story with you, because I know you probably have one or two hungry SEO firms whispering sweet things in your ear.
Don’t be like “John”.
Don’t fall for the SEO siren song.
For more detailed information on several methods we use to generate more business for our clients and to protect yourself from the SEO siren song, see my Secrets of Attorney Marketing book.
If you don’t yet have a copy, click below and let me know where to send it. I’ll get it out to you right away:
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