We live in a digital-driven world. Nowadays, people are likely to search online for a lawyer instead of looking through a heavy phone book. Studies show that 25% of people will call any of the first three numbers on a Google page. Around 95% of users never go beyond the first page after a web search.
Hence, even a law firm needs SEO. You need to rank on the first page of the Google search through your online marketing strategy. Your SEO strategy is the key to remaining competitive and drawing high-quality leads with minimum investment.
What Is Lawyer SEO?
Lawyer Search engine optimization (SEO) targets specific keywords related to this field. Law firm SEO involves using proven techniques such as keyword research, link building, content development, onsite optimization, etc. These techniques help you rank high on search engines like Google and Bing.
Why Do Law Firm Websites Require SEO?
Search engines are the primary method for people to find businesses for hire. An adequately designed law website can increase awareness, build trust and encourage people to take necessary action. Statistics show that 70% of law firms get their cases through their websites. But how would you bring your services in front of people?
A website alone is not enough for your firm today. To stand apart, you need an SEO strategy. Search engines like Google prioritize high-quality content that is accurate and readily available. SEO will help put your content and services in front of people precisely when looking for them.
What To Include In Your Law Firm SEO Strategy
There are numerous ranking factors in Google’s algorithm. These help Google find the most relevant content from billions of web pages. To get the best results, you need to understand and implement those in your SEO strategy. Choose the best cloud agnostic platform for deployment solutions. Some crucial factors are:
Your first task before creating content should be finding relevant keywords. You can use keyword research tools such as Google keyword planner, SEMrush, Wordtracker, KWFinder, etc., to look for keywords with high traffic.
Target keywords that are specific to your niche. For instance, you can create and optimize content for keywords like lawyers, law firms, best law firms, attorneys, etc.
You can also go for local SEO by targeting keywords relevant to your audience. You can do that by entering your city or state name in the keywords. For instance, ‘lawyers in Chicago’ or ‘the best law firms in New York’ are the keywords you can target if your firm is in either of these cities.
You should focus on creating relevant and fresh content regularly. The content should support your keyword strategy and keep your target audience in mind.
Your website should be user-friendly and easy to navigate as well. Your selected keywords must be present generously on your website. Each new page or new blog should contain keywords. Potential clients can easily find you via these keywords through the Google listing.
However, keep in mind that a lot of law-related keywords might sound like jargon to your visitors. Therefore, try providing explanations for such keywords whenever possible. Also, aim for long-tail keywords that explain complex terms in a layman’s language, thus improving your user experience.
Create A Blog
Your blog should answer the common questions for your potential clients. Websites with blogs have 70% more leads and 55% more traffic than websites with no blog. Google provides a higher ranking to the websites that frequently update their content. Each new blog post will increase the credibility of your law website.
Your content must include topics that people are curious about, such as:
- How to file a lawsuit
- Find the best lawyers
- Questions to ask before hiring a law firm
Answering such questions and providing relevant information will show your expertise and build trust among potential clients.
You can promote your blogs on various social media platforms and send the link via email. More visitors to your blog show more credibility on Google.
Google My Business Account
Google My Business is a free listing directory that can take you directly to Google Maps or Google local search results. A 5-Star reputation on Google can significantly increase the customer base of your law firm.
Review from clients and customers will help in establishing trust and improving search engine rankings for your website. Hence, you need to create an account and update your profile with the relevant keywords to appear on search results when someone in your local area looks for phrases like “law firms near me.”
An effective SEO campaign needs good quality backlinks and inbound links. These links exist on one side and can point to your website. Such inbound links need to be relevant and from a diverse set of domains. You can check the effectiveness of these links through the DA (Domain Authority) tool.
The DA dashboard will show you the ratings and the spam score of your links. Examples of DA tools are – BestLawyers.com, Nolo.com, FindLaw.com, etc. A healthy link profile has content that people generally want to share or link to.
Adopting an SEO strategy is the best thing you can do for your law firm. Not only will it increase your potential customer base, but it will also take you several steps ahead of your competition. If you don’t have the expertise, you can find a law firm SEO provider to assist you in the journey.