Why Lawyer strategic SEO Partnerships with competitors is a win win AND CAN MAKE YOU VERY SUCCESSFUL
by Attorney David Slepkow
This may seem counterintuitive. Your most ‘hated’ Attorney competitor in your market could be turned from a liability to an ally. If done correctly, Strategic symbiotic partnerships between two savvy personal injury lawyers who have a similar internet presence in the same market can benefit both lawyers tremendously to the detriment of the nonparticipating lawyer competition.
This sounds like heresy!
Why would any in Lawyer in their right mind want to help the guy they are fighting with to get the same lucrative personal injury case?
The old adage holds true, the enemy of your enemy is your friend! In this scenario, the enemy of your enemies (all the other major competitors in your market) can be your valued partner.
This strategic partnership needs a healthy dose of realism. You are still trying to beat your strategic partner. Even if you beat your partner he still wins and you win - since the more powerful and successful you are the more powerful he will become.
This partnership is not a BROTHERHOOD since there are some competitive secrets that you would not disclose to this partner.
Who is the idiot who would help their competitors business?
Helping your competition do well in a mutually beneficial alliance is not unprecedented. It is much more common in business than you would think.
For example, ESPN and the NFL are competitors. They both have competing cable news channels and websites that feature NFL news. They both have 24 hour satellite radio channels that focus on the NFL. However, The NFL and ESPN also make each other a ridiculous amount of money in a partnership in which the NFL plays its games on Monday night football on ESPN.
Burger King and Mcdonalds always open up across the street.
Lowes and Home Depot have upped the ante so far that have effectively wiped out all local mom and pop hardware stores. All major stores flock to the same mall or avenue.
Some would say ‘But it is absurd to help another direct competitor accident lawyer who will take the big case from me!’
It is counterintuitive but it makes sense. The more identical the market between the two lawyers and the more identical the practice areas, the better it is for both lawyers.
Sharing, link exchange and social signals constitute a vote for your website. Votes and social signals from other high ranking attorneys help your website improve its rankings with google. Improving your rankings will help you make a lot of money.
HOW EXACTLY CAN TWO COMPETITOR LAWYERS FROM THE SAME MARKET MAKE EACH OTHER VERY RICH?
The partners can help each other by sharing original articles, retweeting each other’s posts, reciprocating links, plus one each other’s posts, liking each other’s content etc.
The more influential the vote / endorsement the more powerful it is for your website.
For example, if you were running for Treasurer in San Francisco you would prefer to get an endorsement from the mayor of San Francisco rather than the governor of Rhode Island. You would also prefer an endorsement from the prior treasurer of that city rather than the attorney general of San Bernardino, California.
If you are one of the best Truck accident lawyers in California, you would want a top trucking accident lawyer from San Diego to be endorsing you rather than the best Semi Truck or Tractor Trailer Crash attorney from Rhode Island (RI). www.rhodeislandpersonalinjuryattorneyblog.com
Strategic partnership yet healthy and fun Competition at the same time is not a foreign concept in American capitalism. It could be argued that it is a pillar of American capitalism.
Two NFL quarterbacks help each other advance each other’s career and help the team win even though they are both competing for the top spot.
Let’s use California Attorney, Michael Ehline, as an example. Michael Ehline is one of the top personal injury lawyers in the Los Angeles market. Let’s take a look at search terms that are important to Ehline and terms that he is a recognized industry leader:
If you search google for “Los Angeles bike Accident Lawyer”- Ehline is in the number 2 position.
It would be beneficial to another Top Rated LA Accident lawyer to enter into a strategic partnership with Ehline.
For Example, Lawyer SMITH is number 4 under “Los Angeles bike accident lawyer”
A strategic marketing partnership between these two lawyers cannot hurt either attorney but can only be extremely beneficial to both against the other competition.
If Ehline partners with SMITH, both Ehline and SMITH can only move up in their position. The likely scenario is that Ehline moves to number 1 for biker accidents and SMITH moves to number 2 or 3.
In this case both lawyers have helped each other. Neither lawyer has put themselves in a worse position then they were before even though SMITH has helped Ehline get to number 1. It should not matter to Smith that Ehline is #1 since someone else was number 1 before. It is even possible that Smith Could jump Ehline for the top spot in certain relevant key word phrases.
It is common knowledge that clients often interview several lawyers before they make a decision.
IF YOU HELP SOMEONE GET TO NUMBER 1 AND HE HELPS YOU GET TO NUMBER 2 YOU STILL HAVE A GOOD CHANCE OF GETTING THE CLIENT FROM NUMBER 1 IF YOU IMPRESS THE CLIENT IN THE CONSULTATION. FUTHERMORE, YOU CAN STILL GET THE CLIENT IF YOUR WEBSITE IS MORE IMPRESSIVE.
There is enough room on the first page of google for two or three lawyers in a strategic partnership in the same market.
The only lawyer who a strategic partnership would not be helpful would be a lawyer who is number 1 on google in almost all search phrases. Few can claim this distinction.
For this strategic partnership to be successful, both partners must be on a relatively equal playing field. It would be unfair for a powerhouse such as Ehline to partner with another lazy car accident lawyer who does not have Ehline’s clout, experience and internet presence.
Interestingly, Ehline is willing to Partner with competitor Lawyers who are not on an equal footing with Ehline so long as his partner is willing to put in the sweat equity to improve his internet standing. Partnering with Ehline, who is a superstar online, would be a no brainer for his lesser competition.
Ehline’s competitor partner gets all of ehline’s help and resources improving his internet presence and the competitor who has little web clout with google will only modestly help Ehline improve in the rankings.
What Ehline is willing to provide would be analogous to a professional tennis champion helping and mentoring an up and coming 17 year old junior champion become a pro and only asking in return his help in getting some publicity in the local newspaper. When the 17 year old becomes a pro with the help of his mentor then they can team up in doubles competitions together and win multiple championships.
I can’t say I agree with Ehline’s strategy here but Ehline relishes helping other lawyers reach their full potential even though the other lawyer benefits more from the alliance.
If someone is on the second page of google they would both would be better off partnering with someone who is also on the second page or the bottom of the first page. These lawyers can grow together on equal footing in a fair mutually beneficial partnership.
Article by Rhode Island Lawyer David Slepkow 401-437-1100 www.rhodeislanddivorcelawyerarticles.com