The Benefit of SEO for Law Firm Websites
With large marketing budgets, we expected to see some of Washington DC’s most recognizable and largest law firm websites to also be the highest ranked online. Not only was this not the case, but it turned out that for two specific keywords, small law firms have dominated the search terms exclusively. To give you a better idea of how important keyword rank is, here is a click through rate by search page and position:
Page One – First Result: 42.3%
Remainder of Page One: 11.92%
Page Two – First Result: 8.4%
Page Three: >1%
For our search term review we focused strictly on organic search results, not paid results which fluctuate on an advertisers ad budget.
For our search term review, we focused strictly on organic search results, not paid results which fluctuate on an advertisers ad budget. The most popular keywords for attorneys are unsurprisingly “Lawyers” with 40,500 searches each month. However, potential clients don’t just search using the keyword “Lawyers”, they instead search for a particular type of attorney. So we focused on “DC Corporate Attorney” — broad enough to encompass the core business practices of many firms and a term someone at a Fortune 500 company may use to find a new legal partner in the area.
The first SEO for Law Firm that came up in using the search term “DC Corporate Attorney” was Tobin, O’Connor and Ewing, http://www.tobinoconnor.com/, According to their website this law firm has 11 attorneys.
The rest of the search results:
|Rank||Law Firm||Number of Attorneys|
|1||Tobin, O’Connor and Ewing||11|
|3||Newman Law Offices||1|
|4||Mosaic Legal Group, PLLC||4|
|5||Carr, Morris & Graeff, P.C.||8|
I made a list of the top 5 largest law firms in DC and tried to find out if any of them are listed when I searched for “DC Corporate Lawyer”.
|Ranking out of the top 100 law firms in the country*||Law Firm||Approx. Number of Attorneys|
|8||Jones Day, Jonesday.com||4,756|
|22||Wilmer Cutler Pickering Haleand Dorr, wilmerhale.com||1,773|
|28||Hogan Hatson, hoganlovells.com||4,690|
|37||Akin Gump Strauss Hauer and Feld; akingump.com; akingump.com||3,278|
|60||Holland and Knight, hklaw.com||1,797|
*AmLaw 200 Survey, 2010
Guess which one of these law firms came up on the first page of the search result? None of them. Some of the most coveted online searches are dominated by small law firms with small budgets and limited staff. How are they able to beat out multi-million dollar firms?
Tobin, O’Connor and Ewing, this 11 person law firm beat the top 5 law firms in DC, through the power of search engine optimization. Learn more about Alliance Interactive and how we can improve your online footprint here.
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