{"id":23862,"date":"2022-05-20T16:19:44","date_gmt":"2022-05-20T20:19:44","guid":{"rendered":"https:\/\/gutenberg-atl.staging.breakingmedia.com\/legal-innovation-center\/?p=23862"},"modified":"2022-05-06T16:20:41","modified_gmt":"2022-05-06T20:20:41","slug":"law-firm-competitor-analysis","status":"publish","type":"post","link":"https:\/\/abovethelaw.com\/legal-innovation-center\/2022\/05\/20\/law-firm-competitor-analysis\/","title":{"rendered":"Law Firm Competitor Analysis"},"content":{"rendered":"

There are many components to a solid digital marketing strategy. While many strategies look at website features like design and functionality, content quality, linking, and keyword usage, it is also essential to be aware of your competitors’ online presence. If you want to revamp your digital marketing strategy and get ahead, it is time to conduct a law firm competitor analysis.<\/span><\/p>\n

What Are the Elements of a Law Firm Competitor Analysis?<\/strong><\/h3>\n

If you are conducting a law firm competitor analysis for the first time, you need to understand what will produce quality research. To start, Google your own law firm’s name. You will populate a list of competitor law firms. Once you have a starting point for your analysis, you can evaluate those law firms based on components, including content types, end links, search engine rankings, website design, marketing techniques, and social media presence.<\/span><\/p>\n

Links and Content\u00a0<\/strong><\/h5>\n

Start by looking at your competitors’ internal and external linking strategies. Links are one of Google’s main factors to determine how authoritative a website is. Essentially, the more websites that link to your individual web pages, the better your reputation. Consider using Moz\u2019s <\/span>Link Explorer<\/span><\/a> to compare link metrics among different websites.\u00a0<\/span><\/p>\n

Once you have a firm understanding of your competitors\u2019 linking strategies, start analyzing their content. The majority of successful law firm websites have pillar practice area pages, practice area clusters, and a regularly updated blog. But are your competitors doing anything unique? Determine if they offer additional content like infographics, e-books, white papers, or other downloadables. If they are varying their content more than you are, it may be time to consider expanding the content you provide.<\/span><\/p>\n

You will also want to look at the structure of their content. Consider their focus keywords, whether they funnel their practice area content, blog topics, and how long their content is compared to yours. If you find that they cover more topics or that their content is significantly longer, you can start developing a new content plan.<\/span><\/p>\n

Search Engine Rankings\u00a0<\/strong><\/h5>\n

After you have analyzed your competitors’ linking strategy and content, you will want to start looking at their page rankings. Return to the initial Google search of your law firm, and figure out which pages outrank you. For those pages that do have better rankings than yours, answer the following questions:<\/span><\/b><\/p>\n