Introduction
As the internet continues to grow, more businesses, including law firms, have realized the importance of having a strong online presence. Houston, Texas, being one of the most populous cities in the US, has an abundance of law firms, making the competition fierce. As a marketing agency, our task was to help a law firm in Houston climb to the top of the Search Engine Results Page (SERP).
Background
The law firm was established in 2010 and had been operating without a website until 2017. The website was poorly designed with little content, making it difficult to rank on the SERP. The firm had no social media presence, which meant a potential disadvantage when compared to competitors.
First Steps
Our first step was to conduct a thorough analysis of the website to identify the weaknesses that needed to be addressed. We conducted extensive keyword research to determine the keywords that potential clients would use when searching for legal services. A competitor analysis was also carried out to recognize their strengths and weaknesses.
Keyword research
– 72% of potential clients from Houston use online searches to look for legal services.
– Top keywords included “Houston lawyer,” “legal advice in Houston,” and “law firm in Houston.”
Competitor analysis
– The top three law firms in Houston rank on the first page of SERP for different keywords.
– All three firms have active social media accounts with a considerable following.
Developing a Strategy
After the research and analysis, we developed a strategy that focused on the following:
Website redesign
– We redesigned the website to enhance user experience.
– Provided relevant and informative content that addressed potential clients’ legal inquiries.
– Adding keywords in the Meta tags, titles, and description to increase website visibility.
Social media presence
– We created, optimized, and managed social media accounts for the firm on Facebook, Twitter, and LinkedIn.
– Posted regular updates related to legal topics, firm news, and events.
– Engaged with followers to build relationships with potential clients.
Results and Key Takeaways
The strategy of redesigning the website and building a social media presence yielded positive results. Within 12 months, the website had achieved a significant improvement in the ranking for targeted keywords.
Website ranking
– The website had doubled its traffic within six months and ranked in the top three positions for targeted keywords on the SERP.
Social media following
– The firm’s social media accounts had a 5% monthly increase in followers and saw increased engagement with followers.
Key Takeaways
– A website’s user experience and content play a vital role in SEO rankings.
– A strong social media presence is key to building relationships with potential clients.
– Consistent publishing of relevant and informative content builds trust with potential clients.
Conclusion
In today’s digital world, having a strong online presence is vital for businesses to succeed. Building a strategy that focuses on SEO and social media can transform a struggling online presence into a strong one, as shown in the case of the Houston law firm. By always staying up to date with the latest trends, technologies, and tactics, it is possible to reach the top of SERP and stand out in Houston’s competitive legal market.