Advances in artificial intelligence, voice recognition, search engine optimization (SEO), and other technologies are changing the digital marketing landscape. Law firms looking to expand their online reach stand to benefit from keeping up with change. As South Jersey’s leading digital marketing firm focusing exclusively on serving lawyers, we do the heavy lifting for law firms by staying on top of the latest technology trends. As 2020 unfolds, we will be monitoring and incorporating the following advances into our clients’ digital marketing strategies to enhance their success.
Voice search will become more widespread. Voice search already accounts for more than 20 percent of all Google searches. According to Juniper Research, more than five billion voice assistants will be installed on smartphones worldwide by 2022. Google and other search engines are already incorporating advanced artificial intelligence into their algorithms to deliver better results for natural language questions. In 2019, Google introduced its bidirectional encoder representations for transformers (BERT), which is capable of handling complex questions and understanding context. In 2020, it will become even more important for websites to be optimized for voice search. This can be accomplished by web content writing that includes words and phrases that reflect how potential clients speak, and by including natural language questions in subheads.
Online reviews will have greater impact. More than 90 percent of consumers read online reviews before selecting a service or product, and about half of them will not hire a professional if their reviews are mediocre or bad. Online reviews are also factored into the algorithms that Google uses to rank websites. In 2020, the impact of reviews on search engine results is expected to increase. This makes it even more important for lawyers to constantly monitor online mentions of their practice. You can stay on top of this by using Google Alerts and other services.
Local SEO will predominate. Google and other search engines are placing more emphasis on showing results that are the most relevant to users. Geographic location will play a bigger role as a search engine ranking factor in 2020. If you want to get more traffic on your website, you need to ensure that your town, county, and region are included naturally in your web content. Claiming and optimizing your Google My Business listing are critical to improving local SEO. Local search rankings for your website will fluctuate more frequently than global results. To make it easier for potential local clients to find you online, it is imperative to stay on top of your local rankings and adjust your digital strategy accordingly.
Video will appear in more search results. Google search algorithms are already capable of understanding text within a video. Posting video clips about your firm on YouTube and adding links to these clips on your site can increase engagement with potential clients and boost your rankings at the same time. Video marketing can include posting educational content, filming lawyer bio clips, or capturing your firm’s participation at a charitable event.
More small firms will embrace high-tech. Smaller law firms are seeing the value of digital marketing. In 2020, smaller firms may benefit even more from gearing their website and social media strategies to emphasize local SEO. Smaller law firms can leverage the same advanced digital technologies as larger firms, but on a smaller scale.
Technology is evolving at a frantic pace. Fine-tuning your digital marketing strategy to keep up with the trends requires time and expertise. The skilled Cherry Hill SEO specialists at Premier Legal Marketing are committed to staying on top of the latest developments to extend your digital outreach and improve your bottom line. In addition to website design and SEO, and we offer services to conduct paid online advertising, social media outreach, email marketing, video production, and public relations. To learn more about how we can help you reach more potential clients online, call us at 856-320-2016 or fill out our online contact form.