Choosing the Right SEO / PPC Consultant

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Communication is important and a good SEO consultant is a problem solver who gets things done and understands how SEO works.

Over the past 25 years of being in the industry of law firm marketing, EMC has seen many attorneys who have tried to handle their own SEO and PPC campaigns. While EMC understands that paying someone to manage those SEO and PPC campaigns can be an added expense, your chances of failing are scientifically higher. This is the same reason why many people choose to hire a lawyer – they know the law. The same should be said with your SEO / PPC marketing consultant.

But how do I know if someone is an expert in SEO and PPC, and what questions do I ask when auditioning them? Below, are some of the top questions you should ask when choosing the right SEO consultant for your law firm’s marketing needs.

What SEO experience do you have?

Ask them how much experience they have had as an SEO expert. This will give you an idea if they have gone through a variety of different changes in SEO and have an in-depth long-term understanding of how search engine optimization works. A great SEO firm will be one that keeps up with the ever-changing world of SEO. Ask them if they are certified, and if so, which companies.

Can I see a list of your previous and also current clients?

This will allow you to gauge whether the SEO was satisfactory in their work and whether their achievements areas they claim to be. You can always double-check those clients’ rankings with a quick Google search. Check for the quality of their listing, their website, and some blog posts. Remember, it’s not the number of SEO clients the consultant has, but the work provided.

Ask how they will improve rankings?

There are over 200 different factors that Google tends to use to measure rankings – some of these are more important than others. It’s good to ask your SEO company so you’re clear on how they will improve rankings. They should provide you with a customized plan of action.

Can I just get a PPC package? Why do I need SEO?

Ideally, they should perform an audit and then fix on-site issues to ensure your site is as SEO friendly as possible, before performing off-site work. This should then include ethical link building, social media, and on-site blog work. Without having a good converting website – there is no point in a PPC campaign. We recommend a company that has a legal marketing background, not some generalized marketing company.

Are they Familiar with Local Search Marketing?

Local SEO is important for various reasons. The main being that your customers have to find you. While most people just google something like “personal injury attorney in Sacramento”, there are some others that won’t. Having your company information available in certain directories, or maybe an ad on a certain website will help direct those potential clients to your site.

Do they understand your firm and the service you provide?

Your SEO/PPC consultant needs to understand the ins and outs of your services. Knowing the difference between mass tort or personal injury cases is a must when it comes to good SEO. How can they generate leads if they don’t understand the business?

Ask about Communication Skills

Communication is important and a good SEO consultant is a problem solver who gets things done and understands how SEO works. They will be able to communicate changes that need to be achieved and need to be able to discuss these issues in a manner that everyone understands. They should also be willing to provide a monthly statistics report, so you can verify the results yourself.

Just remember, when choosing your SEO consultant, chose one that is suited to your business.


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