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By Ethan Van De Hey, Marketing Director at MacGillis Wiemer, LLC
As the Marketing Director for MacGillis Wiemer, LLC, a law firm that specializes in personal injury cases, I’ve always known that building genuine relationships with our clients is at the heart of what we do. Our approach is different because we truly care about our clients and strive to support them through every step of the process. It’s not just about winning cases; it’s about making a meaningful connection with the people we serve.
Recently, I had the opportunity to learn more about search engine optimization (SEO) from renowned digital marketing expert Dennis Yu. His insights have been invaluable in helping us refine our approach to SEO and ensure that we stand out in the crowded personal injury law space. Here’s what I learned and how it will continue to strengthen our brand and mission.
The Importance of Consistent Content Creation
One of the biggest takeaways from my time with Dennis Yu was the importance of regularly updating our online presence. Google rewards sites that consistently create and share new content, which means that regularly uploading content about what our law firm is doing is crucial. This content can include blog posts, social media updates, videos, press releases, and more.
For MacGillis Wiemer, this means sharing our latest successes, showcasing the ways we are involved in our community, and posting updates on the steps we’re taking to better serve our clients. By doing so, we demonstrate to Google that our website is active, relevant, and an authoritative resource for personal injury law.
Google E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness
Another key lesson I learned is about Google’s E-E-A-T framework, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Understanding this concept is vital for any business aiming to succeed online, but it’s particularly important in the legal industry, where clients are often seeking help during a difficult time in their lives. Here’s how each aspect of E-E-A-T can be applied to personal injury law firms:
- Experience
Google wants to see content that reflects real-life experiences. For a law firm, this means sharing stories of past cases, client testimonials, or experiences that show our hands-on involvement in the field. At MacGillis Wiemer, we can highlight specific case results, insights from our attorneys, or even behind-the-scenes glimpses into the steps we take to prepare for a case. When potential clients can see our experience on display, it helps build confidence in our capabilities. - Expertise
Expertise is demonstrated by providing accurate, well-researched, and insightful content. This could involve writing detailed blog posts about different types of personal injury cases, explaining Wisconsin personal injury laws, or providing guides on what to do if someone is injured in an accident. It’s about showing that we know our field inside and out and can be trusted to provide sound legal advice. - Authoritativeness
Building authority online is about becoming a recognized leader in personal injury law. This means getting our attorneys featured in reputable legal publications, contributing to local news stories, or even partnering with community organizations. At MacGillis Wiemer, we’ve already begun this process by sponsoring events like the Jay Balchunas Memorial Golf Tournament and actively participating in community service initiatives. - Trustworthiness
Trust is the foundation of any successful attorney-client relationship. For SEO purposes, it also plays a critical role. We need to show that our website is safe, secure, and transparent about the services we offer. This involves having clear contact information, displaying attorney credentials, and sharing genuine client testimonials that reflect our dedication to helping people through challenging times.
How This Knowledge Will Shape Our SEO Strategy
Now that I understand the power of consistent content creation and the importance of the E-E-A-T principles, I’m excited to implement these strategies for MacGillis Wiemer. Our SEO approach will focus on:
- Regularly Publishing Case Studies and Success Stories: By sharing the details of cases we’ve successfully resolved, we can provide potential clients with a glimpse into our experience and expertise. These stories can highlight our unique approach to personal injury law and the positive outcomes we’ve achieved for our clients.
- Creating Informative Legal Guides and Resources: We’ll produce content that educates the public about personal injury law in Wisconsin, including common legal processes and what to expect when filing a claim. This will not only establish our expertise but also improve our website’s authority in the eyes of Google.
- Engaging with Our Community Online and Offline: We will continue to be active participants in community events and initiatives, and we’ll share those activities online to reinforce our dedication to the community. This will help us build trustworthiness with both Google and potential clients.
Why SEO Matters for Personal Injury Law Firms
For personal injury law firms, SEO is about more than just ranking higher in search results—it’s about ensuring that the people who need our services can find us quickly and easily. When someone is searching for legal help after an accident, they often don’t have time to scroll through pages of search results. By appearing at the top, we’re not only gaining visibility; we’re also positioning ourselves as the go-to legal experts in our field.
The insights I’ve gained from Dennis Yu have underscored the value of being proactive with SEO. It’s not enough to have a website that looks good; it needs to be a living, breathing representation of our firm’s values and the work we do every day.
Moving Forward with a Purpose
At MacGillis Wiemer, we’re committed to not only achieving results for our clients but also building meaningful relationships with them. The SEO strategies I’ve learned will help us continue to stand out in the competitive field of personal injury law by showcasing our experience, expertise, authoritativeness, and trustworthiness.
As we move forward, we’ll continue to prioritize creating high-quality content, engaging with our community, and demonstrating the values that make us different from other firms. SEO is just one piece of the puzzle, but it’s a powerful tool that will help us fulfill our mission of making a difference in the lives of our clients.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.