When it comes to outsourcing law firm SEO services, there are several way s to separate the good from the bad. It’s important that the business or person managing your on-site and off-site SEO uses white hat techniques and does not get you penalized by Google. There are red flags that will tell you a particular service is not the way to go. There are also things to look for that signify a company that is trustworthy and using the proper techniques. Here are some of the signs of both.
Signs of a bad SEO company
Guaranteed Results – Be wary of any SEO provider or specialist guaranteeing a certain Search Engine ranking for a particular keyword or specific position in Google. There is no way anyone can guarantee anything when it comes to SEO. Some claim to have a relationship with Google and can get you to the top with a certain amount of time. This type of claim is highly suspicious. Stay away from any company that guarantees results.
Link Building Packages – There are many link building services out there. Many SEO providers will practice only bulk link building techniques when it comes to SEO. Unfortunately, there is much more to Search Engine Optimization than creating a large quantity of links. SEO is a combination of many things, not just link building. And when it comes to links, it’s as much about the quality as the quantity. Always ask what a provider’s strategy is. If their main tactic is link building solely through blog commenting, social bookmarking or forums, beware. While those are a part of SEO, having the majority of your links only from these types of sites can do more harm than good. It’s not the best strategy.
Content Marketing – While article writing and distribution is one of the best off-site SEO techniques since Google’s latest algorithm update, it can also be the fastest way to be penalized if not done correctly. Ask the company how they generate and distribute articles. Many use software to both write and mass distribute low quality content across the internet. These poorly written, and sometimes duplicated, articles land in numerous directories. Some of these directory sites are penalized themselves by Google, therefore potentially passing the ball all the way down to you.
Another problem is auto generated article content. Software cannot replace quality human article writing. Therefore, these types of articles read unnatural. If an actual human comes across such an article and reads it, it could damage his impression of your law firm. Stay away from this type of content marketing.
Signs of a good SEO provider
Setup – When an SEO specialist or company requests that you have Google Analytics and Webmaster Tools setup, this is a sign they are actually providing SEO services. It’s important that these tools are used to learn along the way what is working and what is not, and make adjustments. Any provider that is concerned with monitoring these trends is off to a good start.
Content – Reviewing your website should be something that is done before SEO can begin. Ask how your site looks and if they think there is room for improvement. We can all agree that there always is, but see if they will suggest you need more content. If an SEO expert suggests you could use more content on your law firm website, it’s a good sign they are looking for the right on-page elements and most likely will be practicing white hat techniques. Avoid anyone offering SEO without suggesting any additional content.
Optimization – Proper SEO techniques require on-site optimization. Even if you have plenty of content and it’s not suggested you add more, optimizing your existing website pages is a must. It all starts with keyword research, but then what is learned must be applied to your site. Anyone offering law firm SEO without requesting to optimize your website, is not offering you a complete service.
Obviously it’s important to educate yourself before seeking the right SEO firm. Remember that if it seems too good to be true, it most likely is. While there is a wide range in cost for SEO services, not all offer what you pay for. Don’t hesitate to ask these questions to help choose the best provider.