Many law firms invest lots of time and effort into their social media strategy posting updates, sharing content, and engaging with followers, often with the express purpose of gaining leads and new clients. In fact, 70% of law firms incorporated social media in their marketing strategy in 2019, and presumably that number has only grown since then.
But if you’re gearing your social media strategy exclusively towards gaining new clients, you might be leaving money on the table. This is because we find that many firms struggle to understand the connection between their social media strategy and their site’s SEO.
This disconnect often arises because social media and SEO are treated as separate strategies when, in reality, they work best in tandem. While social media doesn’t directly influence Google’s rankings (at least, according to Google), it plays a crucial role in increasing your online visibility, driving traffic to your website, and reinforcing your firm’s brand authority—all of which contribute to better SEO.
If your firm is active on social media but struggling with SEO, it’s time to rethink your approach. By aligning your digital strategies, you can turn online engagement into site growth—and even more clients.
Everything Is Connected—And Tracked
The internet is no longer a collection of isolated platforms, it’s actually an interconnected ecosystem where everything influences everything else. In the past, Google has claimed that “social signals” (likes, shares, comments) don’t directly affect search rankings, but in reality it’s not quite so clear cut. Cognitive SEO, for example, has found that high social signals can boost an article or page’s SEO by a whopping 22%! This means that social media success can affect your SEO in a variety of ways, both indirect and direct:
- Increased Visibility and Traffic: When social posts generate engagement, they extend your content’s reach, increasing the likelihood that people will click through to your site. More traffic, especially from relevant audiences, signals to search engines that your content is valuable.
- Content Amplification: Search engines prioritize fresh, relevant content. Social media helps distribute your blog posts, videos, and case studies, increasing their lifespan and discoverability.
- Brand Authority and Mentions: The more your firm is cited, linked to, and discussed across the web, the more Google recognizes it as a trusted authority in your field.
To understand how social media is influencing your firm’s SEO, you’ll need to track key performance indicators that reflect engagement, visibility, and traffic. One of the most direct ways to measure this impact is through Google Analytics, which allows you to monitor referral traffic—how many visitors are coming to your website from social media platforms. If your social media strategy is effective, you should see a steady stream of visitors clicking through from posts and spending time on your site.
Beyond traffic, pay attention to how engaged these visitors are. If users from social media are staying on your site, reading multiple pages, and taking action—like filling out a contact form—it’s a sign that your content is relevant and valuable. On the other hand, if social-driven visitors are bouncing quickly, it may indicate that the content being promoted on social media doesn’t align with user expectations or that your landing pages need optimization.
With the complex relationship between social media and SEO in mind, here are a few strategies to keep in mind as you try to parallelize your digital strategies for maximum benefit.
Strategy #1: Answer Your Clients’ Questions
One of the most effective ways to boost both your social media presence and SEO is by answering the questions your potential clients are asking. People turn to Google and social media to find quick, reliable answers to their legal concerns. By posting in a way that directly addresses these questions, you’re not only improving engagement on social media but also increasing the chances that your website will appear in search results for those queries.
Identify common client questions and answer them in multiple formats: short-form social media posts, blog articles, video content, and live Q&A sessions. When people find your answers helpful, they’re more likely to visit your website, share your content, and even reach out for legal assistance. In turn, your site’s SEO and search rankings will soar.
Strategy #2: Provide the Information They’re Looking For
Your potential clients are also looking for reliable, digestible information that helps them make good decisions. This includes understanding the claims process, knowing what steps to take after an accident, learning how settlements work, and so on. Providing clear, easy-to-access information builds trust with your audience and increases your visibility online.
Share blog posts, infographics, or quick explainer videos that break down complex legal concepts in a way that’s engaging and easy to understand. Consider formats that perform well on different platforms, such as short videos for TikTok and Instagram Reels, carousel posts for LinkedIn, and informative threads for X.
Strategy #3: Brand Matters to SEO
Your brand is more than just a logo! But you have to be consistent with your branding online and offline because search engines, like potential clients, want to see a cohesive, trustworthy brand presence.
If your firm’s name, messaging, and visual identity are inconsistent across social media, your website, and other online directories, it can confuse both search engines and potential clients. So think of your social media strategy as an arm of your branding strategy, too.
Use the same firm name, logo, and contact details across all platforms. Keep your messaging clear and consistent—if your website positions your firm as aggressive litigators, your social media content should reflect that same brand voice.
Strategy #4: Authenticity Is the Ultimate Key to Social Media
Today’s social media users will scroll right past inauthentic content. If your law firm’s social content feels too corporate, stiff, or overly polished, it’s likely to get lost in the endless deluge of competing posts.
People want real, relatable, and human content, so be yourself! That doesn’t mean you need to turn your attorneys into TikTok stars or start live-streaming every case update. But stepping outside your comfort zone and sharing behind-the-scenes moments, answering FAQs in a conversational tone, or letting attorneys showcase their personalities can go a long way towards building trust.
cj Can Help You Refine Your Social Media Strategies
Your firm’s social media is directly linked to your SEO, and your SEO is linked to your firm’s success. From answering client questions to reinforcing your brand and embracing authenticity, the way your firm presents itself online influences how both search engines and potential clients perceive you.
At cj Advertising, we know how to craft social media strategies that support branding, engagement, and, by proxy, SEO success. If you’re looking for ways to optimize your firm’s online presence and turn social interactions into real business growth, reach out to the experts at cj Advertising today.
