Goal: High-value customers
Alerding Castor
Alerding Castor is a relatively small law firm with a narrow practice area but a broad vision. While most law firms focus on local geography, Alerding Castor is focused on specific issues, and client location is unimportant.
To succeed with this unusual yet highly profitable strategy, the firm needs to have a broad reach over literally thousands of keywords. Additionally, since clients are not used to consuming legal services long distance, the firm needs to not only show up in the prospects' searches, but also be able to demonstrate credibility and establish the right to take the next step in determining if there is a fit.
"In our view, business blogging was the only answer," says partner Dave Castor. "We knew that properly titled blogs are ideal for SEO, and we also knew that online, most of our competition would come from either directories or sites that may appear spammy to visitors. We also don't need high volumes; we are looking for high-quality relationships."
Alerding Castor has to walk the line between drawing a lot of qualified traffic while at the same time telling its story in such a way that it completely differentiates the firm from the online competition.
Having established a network of 50 blogs, the firm generates around 900 visits a month through search traffic and has successfully acquired several new clients from around the country. "Just this morning we commenced with a new client, a SaaS company in a Southern state who found us through a Google search on 'SaaS law,'" Castor says. "One of our blogs with that title came up as No. 2 on the search."
