The practice of search engine optimization may seem formulaic, but it’s not a strategy you can simply cut and paste. In industries where trust and expertise are paramount, an intentional approach to SEO isn’t just smart; it’s essential.
For businesses that help people navigate life’s complexities, create their personal spaces, and manage their money, strategic SEO rules. When you use your SEO practices to engage your customers, you can establish yourself as a trusted resource for the long haul.
1. Legal Services
In life, there are some scenarios a person just can’t undo, and legal matters are one of them. Whether they’re navigating a complex divorce, fighting a wrongful termination, or seeking damages in an accident, people need the right legal representation. When researching law firms, potential clients are looking for clues that convey expertise, trust, and case success rate.
To provide those clues, deploy law firm SEO strategies to convey the mastery of your legal niche. At the onset, some SEO strategies — especially content marketing — may feel like you’re giving away free advice. But as a legal expert, you know the difference between advice and education, making you uniquely qualified for content creation.
Develop a content strategy that starts a conversation between you and your audience. Focus on the areas of your business you want to grow, which can help guide your content. Share information that would be helpful for a new client.
Topics like what to bring to an initial consultation are useful tips that can draw clients in. Host your content on your company website by establishing a blog. Partner with external publications and industry websites to increase your reach and backlinks. The more your content spans the internet, the higher you’ll rank in search results.
2. Home Repair and Maintenance
Inviting a stranger into your home is a big deal. And so is asking that stranger to destroy your bathroom (to save it, of course). That’s why establishing an online presence with plenty of beautiful pictures is a no-brainer for home repair and maintenance professionals. Most of life doesn’t come with a manual, and when it comes to homeownership, it really should. Fill the gap that reality creates by establishing your company as the go-to source for reliable information about your specialty.
Consider your most frequent customer calls or jobs and draft a list of topics that you can speak to. If you’re a plumber, you can provide helpful information through SEO-optimized content, social media engagement, and local search. This triple-threat strategy can be especially helpful when visuals matter. Use your online presence across each platform to showcase before-and-after photos of both planned projects and emergency fixes.
For example, many homeowners don’t know that bacon grease and other fats shouldn’t go down their drains. Years of meatloaf drippings slowly coat aging pipes, closing them off just like arteries in the heart. Mercifully, a blocked pipe doesn’t cause a heart attack — but it can cause a costly sewage backup.
Use your Google My Business page to highlight how you’ve helped others manage similar emergencies. Get permission to share onsite photos from your prior clients in writing — ideally, including photo release language in your contract. Potential clients will find you thanks to your complete page and will stay for the social proof.
3. Financial Services
Talking about money, even if you have a lot of it, is just plain uncomfortable. If you’re a client in need of financial services support, the task of finding a trusted advisor can seem daunting. Financial services professionals have a unique opportunity to use SEO to expand their client list.
Generally, those searching for financial expertise have a specific need driving their pursuit. Whether retirement is on the horizon, new money is coming in, or family dynamics have changed, emotions play a role. Use your SEO practices to approach this major factor with sensitivity but also as a way to connect.
When emotions are running high, potential clients are searching for advisors who can make them feel secure. Use backlinks to boost your ranking within organic search results and bolster your first-page status with complementary strategies. The more frequently your financial firm shows up on reputable websites, the higher you’ll rank within search. Customers expect you to convey your expertise and claim financial prowess, but getting others to back you up shows proof.
Ask satisfied current clients to provide honest reviews on Google My Business and Facebook. Both platforms require reviewers to identify themselves and prohibit page owners from removing negative reviews, thereby adding credibility to their ratings. Leverage client engagement opportunities to make your ask, thanking clients for their loyalty and asking for their support. Make providing a great review easy by supplying them with links, instructions, and examples of other five-star reviews.
Use Search to Connect With the Customers Who Need You
Almost anything a person needs or wants to know can be found online. But the ease of search also eases the spread of misinformation. Use your SEO strategy to bring truth to the surface, debunking myths and providing clarity for potential clients.
In a world where truth can feel hard to come by, be the outlier who makes things easy to understand. Develop your SEO strategy to answer your customers’ most important questions, and you’ll open the door to lifelong customer loyalty.
