As promised in Tuesday’s post, we’re going to discuss SEO and search today. We’re going to share some search statistics that really can’t be ignored. In fact, you risk losing a lot of business for your law firm if you ignore too many of them. They show, in black and white and incontrovertible fact, just how important your status in the search rankings is. I seldom put too much emphasis on that ranking stuff. In fact, SEO is STILL all about the bottom line, not the top spot. But it cannot be denied that rankings are important. Let’s look and see just how important those numbers can be.
Search Statistics and the Search Engines
Yahoo may have been the first search engine on the scene, but now they place a distant fourth, way behind Bing and Google. In fact, in 2014, search statistics show that Google pulled in almost 70% of all search traffic. There’s a reason why we don’t “Bing that” or “Yahoo it”. We use Google, and we use it a lot. In fact, we only use Bing for about 8% of all our searches, and Yahoo for less than that. That means that for every 1 person that uses Bing or Yahoo, 10 are using Google. (In case you are wondering, the second largest search engine is YouTube. We’ll discuss using videos in a later post, promise.) What all this means for you and your law firm’s SEO is that you cannot ignore Google and their rules of the road. Google rules search. The search statistics prove it. Please Google and you’ll win half the battle.
Search Statistics and Searchers
There are a lot of searches going on, regardless of which search engine is being used. 93% of all online experiences begin with a search. There are 12 billion searches being conducted every month in the US alone. In fact, searching and email are the top two online activities. Search statistics also show that nearly 80% of all searchers ignore or rarely look at the sponsored ads at the top and side of the results page. They go straight for the organic returns. In fact, we as a society as a whole have become so inundated with advertising and “sponsored” content that we are turning away from it in droves, with only 2% of all clicks going to paid search. We trust the search engines to give us quality content in the organic returns, and they typically always do. Oh, but we are a lazy bunch of searchers. Search statistics show that 3/4 of all searchers never scroll past the first page of results. Some 60% of all searchers never make it past the first 3 results before finding something suitable. We trust those search engines so much to deliver us quality content that we settle for it in the top results. That’s one of the main reasons why high ranking results are so important to the future of your law firm.
Search Statistics and Clients
Now, all those “lazy” searchers have one thing in common – they tend to choose who they do business with from that first page of search results, especially from the top 5. Search driven leads have nearly a 15% close rate. (Direct leads such as those from email or advertising have less than 2%, and social media leads account for 4% of all lead-to-close acquisitions.) So, want new clients? Make yourself visible in the search results. Want local clients? Invest in local search. Search statistics show that 50% of mobile searches are looking for local results. And almost 2/3 of those local searches result in a sale or new client. By the way, is improving local search on your list of things to do for 2015? Should be, don’t you think?
Search Statistics and You
You’ve just been given a whole lot of numbers and stats. What are you going to do with them? Will they change your opinion about the importance of your SEO and the SERPs this year? Will you put more effort into local search now that you know some of the reasons to do so? Or do you need help with all of this SEO stuff? We can help you here at Best Legal Practices. Contact us and we’ll see what we can do together to make 2015 your SEO year.