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With the rise of digitalisation, the internet has become the place where law firms attract potential clients. Therefore, it is crucial to increase SEM and SEO

1. Case of fact

The UK law firm Wilson & Farrell, based in London, has more than 100 lawyers and specialises in international commercial law. In addition, the firm has offices in Manchester, Paris and New York.  

One of Wilson & Farrell's priority needs is to improve its digital presence in the Asian market and its best option is to carry out a campaign to improve the firm's SEM and SEO for potential clients in this region. 

The executives met with the Chief Executive Officer of Raising your Brand (specialised in providing digital marketing services), a British startup that improves the SEM and SEO of companies in the Asian market (especially in Hong Kong, Singapore and Japan). 

Raising your Brand has offices in London and Liverpool and has worked for other law firms in the past.

2. Tools, programmes and human capital

Raising your Brand have worked with specialised programmes in quality SEO and SEM measurement. Currently, the entire staff of this company works with SemRush, a digital programme with innovative technological tools. 

To carry out this campaign to increase the organic SEO of the law firm, Raising your Brand will count on the experience of Paul Joe, Ernest Luman and Bill Green, all of them from the Communicational Marketing department. 

They all have a wealth of knowledge in boosting SEM and SEO for firms, and this is not the first time they have worked with a law firm.

In order to carry out a successful SEM strategy for the law firm, Raising your Brand professionals use the following tools:

- Google AdWords Keyword planner

A very useful and precise tool to make firms stand out among potential clients, by previously determining the keywords that are searched for on the Internet. 

- Webmaster Tools

This tool allows you to detect which Google searches have activated a URL on a web page. It allows you to know the specific number of searches by which users have reached a certain web page.

- Google Trends

This tool detects trends in the Google search engine. Which keywords are trending. 

- Semminer

This tool allows you to carry out an in-depth analysis of your competitors, as well as to find out their SEM strategy.

- SemRush

This tool compares the data obtained from competitors with the data from the interested party's own website in relation to advertising expenditure, organic positioning, among other data.

- WordStream

This tool is used to detect the keywords that best suit the advertisements. At the same time, it is able to determine the negative keywords in order to be used for paid campaigns.

Source: Freepik

3. Development of measures and services

The professionals of the digital marketing company carry out the relevant actions taking into account the basic concepts to achieve an adequate web positioning of Wilson & Farrell: 

- Linkbuilding Seo Off-page

Get quality inbound links.

Inbound links are the definitive factor in off-page SEO. The premise is very simple: links from other websites act as votes of confidence in the quality of your site that Google takes into account when establishing its reputation.

To increase the presence of Wilson & Farrell's website in Asian countries, the marketing company lists websites of interest to Asian lawyers (legal magazines, local general media, business magazines, bar associations, other law firms), so that the services offered by Wilson & Farrell can be referenced and read directly by Asian consumers.

- Seo On-Page

On-page SEO, as its name suggests, refers to those factors within a web page that Google takes into account for ranking: Web Semantics - Optimisation of titles and descriptions - Headings and image optimisation.

- Improved User Experience

Web page loading speed.

A page that takes too long to load results in high bounce rates. In addition to the lost traffic and frustration this generates for users, it can also make a page's SEO ranking worse.

- Paid Media

Google ADS paid search engine optimisation campaigns using the keywords that users use to display our products and services.

In one of the meetings held between the two companies, Paul (from Wilson & Farrell) made it clear that they wanted to promote their legal services in the area of international commercial law, so the digital marketing company's professionals worked on the presence of words such as "International Commercial Law" "International Transactions" "Commercial Law" "Contract Law", so that they would relate to Wilson & Farrell's website).

- Community Manager

The person who manages the social networks, the profile that establishes the social media marketing plan with the objective of creating content on the Social Networks and getting users to interact.

The digital marketing company observes the presence of the law firm Wilson & Farrell on social networks, as well as the origin of its followers. In order to increase the number of Asian followers on the different social networks, they carry out a study and comparison of competing law firms that are implemented in Asian countries, in order to take the first steps to attract Asian followers.

During the process of strengthening the SEM and SEO of the Wilson & Farrell website, the Raising your Brand professionals have faced the problem that many of the law firms based in Hong Kong have commercial collaborations with other law firms in the UK, which is a competitive factor that makes it difficult to increase the online presence of the Wilson & Farrell firm. 

4. Conclusion and feedback

After six months of service, the Raising your Brand professionals meet with Wilson & Farrell's management to present the actual positioning of the law firm on digital servers in Hong Kong, Singapore and Japan, as well as the number of views generated by advertisements promoting Wilson & Farrell's services in these countries. 

They present a detailed study of Wilson & Farrell's impact on the Asian market and the interest of potential clients in the services promoted. They also present a study of Wilson & Farrell's current competition in these countries.

This meeting serves to demonstrate the benefit of Wilson & Farrell having contracted the services of a startup specialising in digital marketing such as Raising your Brand, as from now on they can begin their expansion work towards the Asian market, considering hiring local lawyers and knowing that they have a notable digital presence.