Growth Marketing

How To Use SEO To Meet Your Marketing Goals

In the digital age, an effective marketing strategy is vital for any law firm’s success. However, many firms face a common challenge: ensuring that their marketing team and SEO managers are aligned with the firm’s broader goals. This alignment is crucial because it ensures that all efforts contribute to a unified objective, maximizing the return on investment for marketing activities.

Unfortunately, in many cases, marketing and SEO teams work towards different objectives, especially when it comes to content creation. This misalignment can lead to inefficiencies and missed opportunities.

SEO (Search Engine Optimization) is not just a technical aspect of digital marketing; it is a critical component that influences your firm’s online visibility, credibility, and client acquisition. On the other hand, marketing encompasses a broader range of activities aimed at promoting your firm’s services, building brand awareness, and generating leads. Both disciplines are essential, but they need to work in tandem to achieve the best results.

Aligning SEO with your marketing goals requires a strategic approach, thoughtful planning, and continuous collaboration between teams. When done correctly, it can enhance your firm’s online presence, attract more qualified leads, and ultimately drive business growth. By following these best practices, your law firm can achieve a harmonious balance that drives both visibility and client engagement.

6 Best Practices for Balancing SEO and Marketing Goals

Achieving results that serve both your SEO objectives and marketing goals begins early in the process. Establishing clear protocols can help you avoid ambiguity.

Here are six steps to guide you:

1. Keep SEO in Mind When Creating a Brand Guide

SEO should be a foundational element of your marketing strategy, particularly in content marketing, where it plays a critical role in determining how your content is discovered and engaged with by your audience. To ensure SEO is effectively integrated, include it in your brand or style guide as a roadmap for content creators, aligning their work with both SEO best practices and broader marketing objectives.

Specify certain branded terms and phrases that should remain unchanged to preserve brand identity and prevent audience confusion. Identify key content topics reflecting your core expertise and services, such as “personal injury claims” for a personal injury law firm, to help content creators focus on producing material that aligns with SEO goals. Provide general SEO guidelines for content creation, including on-page SEO practices, and ensure your brand guide includes instructions for optimizing visual elements like images and videos.

Address how SEO integrates with your content calendar by planning content around SEO-driven themes and aligning publication schedules with key SEO milestones. By embedding SEO into your brand guide, you establish a strong foundation that supports both your marketing and SEO efforts, ensuring consistency, improving search visibility, and driving more qualified traffic to your law firm’s website. Here’s what to include:

Keyword Lists

Preferred Keywords: Create a comprehensive list of keywords that are strategically chosen to improve your firm’s search visibility. These should be relevant to your practice areas, services, and target audience’s search behavior. By having a predefined list, your content creators can consistently use these keywords across various platforms and content types, enhancing your SEO efforts.

Excluded Keywords: Just as important as knowing what keywords to target is knowing which ones to avoid. These might be terms that attract the wrong audience or are too competitive to be practical. By identifying excluded keywords, you can prevent wasted effort and focus on terms that will yield better results.

2. Optimize Each Content Asset for Both SEO and Marketing Goals

While it’s ideal for all content to rank well in search engines, the primary goal of each piece will vary based on its intended purpose and the search intent behind it, which generally falls into informational, navigational, transactional, or commercial investigation categories. Understanding this intent helps in creating content that addresses user needs, improving ranking chances and meeting marketing goals.

Thought leadership and brand awareness content, such as detailed white papers, build authority and trust but may not always rank highly due to their niche focus; optimizing these with long-tail keywords, promoting through multiple channels, and encouraging backlinks can enhance their impact. Conversely, SEO-focused content should prioritize search intent and optimization to achieve high rankings, increased organic traffic, and enhanced engagement through keyword research, on-page SEO, structured content, and mobile optimization

Balancing SEO and marketing goals requires careful planning and execution, such as creating dual-purpose content with detailed outlines that incorporate SEO elements and brand messaging. Regularly measuring performance and adjusting strategies ensures your law firm’s content attracts search engine traffic, engages, and converts potential clients effectively.

3. Survey Your Audience to Assess if Goals are Being Met

Understanding how your audience perceives your brand and the effectiveness of your marketing strategies is crucial for aligning SEO and marketing efforts, and surveys are a powerful tool for gaining these insights. By directly asking your audience about their perceptions and behaviors, you can gather valuable data to inform your strategy and ensure your goals are being met. Surveying your audience provides a direct line of communication to clients and potential clients, helping you understand brand perception, identify relevant keywords, evaluate content effectiveness, and gather feedback.

To conduct effective surveys, design them to be short and focused, using a mix of question types and ensuring clarity. Distribute surveys through email campaigns, website pop-ups, and social media, asking key questions about brand association, keyword relevance, content evaluation, and marketing efforts. Analyze the results by identifying patterns and trends, comparing perceptions to goals, and conducting A/B tests if necessary. Implement changes based on feedback, adjusting keyword focus, refining content topics, and aligning marketing messages.

Regularly surveying your audience ensures you stay updated on their evolving needs, allowing for continuous improvement in your strategies. This systematic approach not only enhances SEO performance but also strengthens your brand’s connection with its audience, driving better results for your law firm.

4. Create a Cohesive Calendar

Creating a cohesive content calendar is essential for ensuring your law firm’s content strategy is well-organized, targeted, and aligned with both SEO and broader marketing goals, helping you plan ahead, maintain consistency, align goals, and track performance. To create an effective content calendar, start by defining your primary and secondary goals for each content piece, setting specific targets, planning content themes quarterly to align with larger campaigns, and identifying key topics through keyword research.

Schedule content by documenting objectives, setting deadlines, and assigning responsibilities while coordinating with SEO and marketing teams through regular meetings and collaborative tools. Monitor and adjust your strategy using analytics tools to track performance, analyzing results, and adapting as needed. Additionally, be flexible to changes, incorporate holidays and events, balance evergreen and timely content, and repurpose content to maximize value.

By maintaining a strategic and organized content calendar, you ensure a consistent online presence, effectively engage your audience, and achieve your firm’s overall objectives.

5. Hold Regular Meetings Between Marketing and SEO Managers

Regular communication between marketing and SEO managers is vital for aligning goals, fostering collaboration, and resolving issues promptly, ensuring a cohesive and effective content strategy. By holding structured meetings with a clear agenda, teams can stay aligned, share ideas, and address challenges efficiently. These meetings should include discussions on progress updates, content planning, performance metrics, and social listening insights.

Establishing a regular schedule and encouraging open communication can lead to improved coordination, enhanced creativity, proactive problem-solving, and better decision-making. Continuous improvement is achieved by using feedback and performance data to refine strategies iteratively.

6. Leverage Analytics to Continuously Improve

Advanced analytics tools can enhance the alignment between SEO and marketing by providing clear performance data. Regularly analyze both marketing and SEO efforts, looking at metrics like keyword rankings, organic traffic, conversion rates, and engagement levels.

This ongoing review helps you adapt strategies to ensure they remain effective. Share insights between marketing and SEO teams to foster a collaborative environment focused on continuous improvement.


Aligning the goals of your CMO and SEO manager can be a challenging task, but it is essential for the success of your law firm’s marketing strategy. By implementing these steps—keeping SEO in mind when creating a brand guide, optimizing each content asset for both SEO and marketing goals, surveying your audience, creating a cohesive content calendar, holding regular meetings between marketing and SEO managers, and leveraging analytics—you can ensure that your marketing and SEO objectives are harmoniously met.

At Advertise Naked, we specialize in helping law firms like yours achieve their marketing and SEO goals. Our team of experts is dedicated to developing strategies that drive results and elevate your firm’s online presence.

If you need assistance with your law firm SEO, don’t hesitate to reach out to us. Contact Advertise Naked today for a free consultation and take the first step towards a more effective and aligned marketing strategy.