Social media is a big deal these days, and maintaining an active presence is essential to both your website’s success and your firm’s. Before giving your office a call, most people will likely look for you online, so you need to keep in mind that a lot of times your first contact with potential clients is made online.
Since social media can be so critical, let’s look at a few tips for how to use it to improve your SEO and present the best you have to offer whenever someone searches for you online.
Social media allows you to deliver relevant content to your target audience without them having to search for it. When a potential client is interested in seeing content that you’ve published on your firm’s social media accounts, they’ll just click through and visit your website.
People clicking links to your site on social media are likely already interested in your services or the information provided on your site, which means they are likely to continue browsing your website after they’re done with the landing page initially reached. This helps lower your bounce rate and increases the length of time someone spends on your website, which are ranking factors for Google.
Having a social media presence isn’t enough, though. It’s crucial that you stay active and engage with other people and pages. The more active and engaged you are, the more popular your social media pages will be.
Videos generally get the most engagement from social media audiences, so if you want to catch the attention of both Google and any potential clients, this is definitely a good way to do it. Google likes websites with video content, so when you create a video about your law firm, your practice areas, or some other information, make sure to publish it on your website and then share that page on social media. That way, you get double benefits: you get a ranking boost for having videos on your site, and your social media accounts get higher engagement.
If you upload videos directly to your social media pages, make sure to include a link to your website in the description and indicate that there are more videos and more information to be found there.
Target Other Content Creators
Social media makes it easy to get your content in front of large, diverse audiences. These audiences can include influential content creators like journalists and bloggers, and when they like your content, they may be inspired to create some content of their own that relates to your law firm.
If they do that, they will likely link back to your own website, which means you’ve just generated a high-quality backlink.
Backlinks are a critical component of SEO for any attorney. This is when other websites link back to yours, and Google sees sites with high-quality backlinks as more authoritative than other sites and ranks them higher.
Don’t Stop at One Search Engine
You’d think Google was the only search engine that matters, but that couldn’t be further from the truth. Bing, for example, is surprisingly popular in the United States with over 33% of the market share as of August 2017.
If even 10% of searchers used another search engine than Google, that would still be a huge amount of people. You don’t turn down potential clients for not using Google, and you don’t want to miss out when they use other search engines to look for attorneys.
While Google maintains that social media activity doesn’t have a direct influence on rankings for private websites, other search engines aren’t so rigid. Bing has confirmed more than once that it does in fact examine a site’s “social authority” and that the metric does have a direct influence on search results.
In conclusion, an active social media presence may only provide indirect SEO benefits in the case of Google, but when it comes to other search engines, it may very likely have a direct influence on your rankings.
Optimize Your Social Media Pages
Having an active social media presence and complete social media profiles will allow you to dominate the search engine results pages (SERPs) for terms that include your company’s name (called branded searches).
By including your website, business name, and any other relevant information on your social media profiles, you can significantly increase the odds of ranking in the top spots for branded searches. This offers searchers more chances to engage with your firm and pushes your competition farther down in the SERPs.
Nowadays, social media is a crucial part of any internet marketing campaign. It gives your firm credibility and allows potential clients to see that you are a legitimate business. An active social media presence can have many benefits, one of which can be a direct or indirect influence on your SEO. No potential advantage should ever be ignored, and this includes social media.
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