Key performance indicators are absolutely necessary to accomplish a flourishing marketing strategy. Monitoring and analyzing relevant metrics is one of the most essential components of an effective marketing strategy. KPIs are situational and depend on the particular circumstances of each business, but some are helpful in any business. Most law firms make their website a top priority but fail to realize their website’s full potential with respect to SEO for Attorneys .
What is Attorney SEO?
Search engine optimization (SEO) for legal practices or attorney websites involves working on your company’s website to improve its search engine rankings in order to attract more types of customers you want to work with.
Is SEO important for law firms?
According to one survey in 2020 for local SEO, search was the most effective marketing channel. Investing in lawyer SEO can create a pipeline of high-quality leads if you want to grow your law practice beyond referrals from the courthouse and word-of-mouth recommendations from clients.
Important KPIs in SEO for Attorneys
- Client Lifetime Value
This metric determines how much revenue customers generate over the course of their relationship with your business. When it comes to SEO, having an understanding of CLV can help point you in the direction of the activities that add the most value. Because it gives an all-encompassing view of what is going on with clients and their profitability. CLV is a powerful metric that can be used across the entirety of the marketing and sales function.
- Content Efficiency
The exercise of thought leadership is an essential component of legal marketing. On the other hand, the failure to monitor the metrics surrounding the content causes a significant loss of opportunity. You can optimize your content for search engines and accomplish firm goals if you have a working knowledge of content efficiency related to SEO for attorneys. Document the specific objectives you have established for your content as part of this metric. To take things one-step further and arrive at an accurate return on investment (ROI) measure, you should also consider the cost of producing the content.
- Average Engagement Time
Google Analytics provides access to a vast amount of data, including virtually every metric that one might wish to monitor. Google Analytics 4 provides a means of monitoring the extent to which users interact with a website. The typical amount of time that a website focuses on a user’s browser indicates the amount of time that the user was most likely looking at the website’s content.
- Accurate Search Visibility
Evaluating search visibility can give you a crystal clear picture of what is happening with SERPs and how your pages appear in them. In Google Analytics, you’ll be able to see some of this data. However, you can also use a tool such as MobileMoxie to compare Traditional Rank with Actual Rank. This counts everything in the SERPs that can bring an organic ranking down, such as PPC, Knowledge Graph, Answers, and any other Google elements in the search. This method can determine the degree to which a search position is visible to a searcher.
- Brand Visibility in Search KPIs
Another approach to brand visibility involves monitoring all of a brand’s assets, particularly those off-site. This can provide insight into the overall representation of a brand on search engine results pages. This includes the percentage of the search engine results page (SERP) dominated by brand assets. Brand assets include not only the content on the primary site but also other content, such as social media profiles and posts, YouTube videos, images, Knowledge Graph results, and anything else that could be a good representation of the brand and help drive sales and awareness.
- New and Returning User Information
Thanks to the platform’s intuitive design, separating information about new visitors from returning visitors is a breeze in Google Analytics. This offers important insights into which pages are most valuable to various subsets of your audience. Although new users are more common than returning visitors, the latter are more likely to become leads or engage with your company. If you view your traffic in this manner, it will be easier to differentiate between the various subgroups and identify the most valuable users.
Only you can determine which key performance indicators are most important for your law firm. Consider the factors most important to your company and those it would benefit most from measuring. The list can serve as a springboard for thinking creatively outside the box when determining how effective SEO for attorneys. To learn more, visit us at Simulas or call (408) 715-3635