Outsourcing your law firm’s SEO efforts is not right for all firms. There are a variety of factors that you need to consider before deciding whether to retain a professional SEO consultant or do-it-yourself. It’s also not a clear cut in-house vs. outsource decision. You might decide that there are some aspects to search engine optimization that you are capable of doing on your own, and others that just make more sense to outsource in terms of time, cost, and effectiveness.
Selecting a search engine optimization (SEO) professional has a lot of considerations and risks associated with it. While an experienced SEO consultant can improve your site and you a lot of save time, an unskilled or irresponsible SEO can damage your site and professional reputation. Nonetheless, there are several reasons to consider partnering with a professional. Here are just a few:
- Time – You’re a busy lawyer. You don’t have time to learn, understand, execute, and maintain a law firm search engine optimization campaign. In many instances, your time is more efficiently spent serving clients than it is trying to learn and execute SEO.
- Experience – It stands to reason that a first year lawyer is going to make many more mistakes than a thirty year veteran. The same is true in SEO. If you don’t have experience, you’re going to make a lot of common mistakes that a veteran would be able to avoid. This is why even if you choose to execute some of the strategies on your own, consulting with an experienced SEO can help you avoid some of the most basic errors.
- Skill – Let’s face it, experience alone isn’t always enough. There are SEOs out there who have been in the business for a long time that simply aren’t that skilled. Further, the internet and search engines are constantly evolving. There are SEOs who may have been very effective in 1999 but haven’t kept pace with the rapidly evolving SEO world. Outsourcing to a skilled SEO professional who stays up-to-date with these changes will ensure that you’re on the cutting edge.
If you do choose to outsource, you should look for folks that have specific experience working with law firms like yours. Also, you should be sure to structure your relationship with them that is both transparent, as well as, holds your SEO professional accountable for generating results.
In the end, the choice of whether or not to outsource is unique to each firm. You should consider your knowledge, time, budget, and goals in making the decision of whether or not to hire some help.