Marketing Real Talk, with Erik J. Olson

This episode of the Managing Partners podcast is a solo episode hosted by Erik J. Olson and Kevin Daisey, the other host and co-founder of Array Digital. The episode focuses on SEO for lawyers, discussing the importance and value of SEO and providing basic information on the topic. Erik explains that SEO is a fundamental and foundational digital marketing tactic that every law firm should take advantage of. He goes on to explain the basics of SEO, including how search engine algorithms work, how to optimize content for visibility, and how to measure the success of an SEO campaign. Erik also suggests that law firms should focus on long-term strategies as well as short-term tactics such as pay-per-click advertising. By taking advantage of SEO, law firms can increase their visibility and reach more potential clients. When someone is looking for a lawyer or law firm, they often turn to Google to find the best solution for their needs. On Google, the very first thing that people see are ads, which require payment in order to keep appearing in search results. Following the ads are the organic listings, which are the possible solutions to the person's problem. The organic listings take up almost the entire top of the page on both desktop and mobile devices. People may also ask friends and family for referrals, which is another way to find a law firm or lawyer. Search engine optimization (SEO) is a way to increase website traffic and visibility through organic search results, meaning the results that appear on a search engine page without being paid for. 97% of people click on the organic results instead of the ads at the top of the page. This means the organic results are incredibly more powerful and valuable than the ads, as they are free clicks that don't cost anything to get into those positions. SEO is a great way to get more website traffic and visibility without having to pay for ads, as organic results are trusted more by users. In order to get rankings on Google, a lot of effort and specialized expertise is required. Hiring an SEO agency like Array Digital is the best option for most business owners, as it is a full-time job to keep up with the changes in Google's algorithm. Most people do not have the time or desire to learn the industry inside and out, and being on the first page of Google is essential for visibility. Array Digital has multiple full-time SEOs that are experts in the field and can help businesses get the rankings they need.