Attorney SEO requires a different approach than traditional marketing. A lawyer SEO plan should be personalized and tailored to meet the unique needs of the firm, geared toward attracting the best type of clients with transparent metrics such as month-over-month impression growth, increased website traffic, and consistent leads.
Attorney SEO campaigns should target the right areas of Google search results to improve visibility. The right keywords and content can significantly improve click-through rate, and page-load speed is another key ranking factor. A recent Google study found that a website that loads too slowly will have negative SEO effects, and a site that is painful to navigate will not be able to entice visitors.
Why Attorney SEO Works for Law Firms
Attorney SEO is a proven way to drive traffic to a law firm’s website. Experts in the field of search engine optimization work on a variety of strategies to increase a law firm’s page ranking on Google. The higher a website ranks, the more visitors it will attract, resulting in more new case leads.
Search engines also look for well-referenced content from reputable sources. Google has developed an abbreviation for this type of content: E-A-T (expertise, authoritativeness, trustworthiness). Content written by a credible source is more likely to rank highly in SERPs.
How Local Citations Help Lawyer SEO
Another strategy for lawyer SEO is to increase local visibility. Citations are mentions of a business on other websites, and the more citations a law firm has, the higher it will rank on local search results. Popular review and directory websites also list a firm’s information, and these citations can increase the likelihood of new clients and quality leads.
Site Structure and Practice Area Pages
The structure of a website is another crucial element. It must be easy for searchers to locate and understand, which is why a website should have separate pages for each practice area. A practice area landing page may rank higher than a page buried further down the site, and each practice area should have a sub-page that focuses on a specific area of the practice.
Building SEO Value With Quality Content
Creating quality content is the foundation for attorney SEO. Publish high-quality articles that answer the questions of your target audience rather than making content self-serving, because informative content with value for the reader performs better. A legal blog published on a popular site can increase the SEO score of the page, and a blog with useful information will attract links. When properly formatted, blogs can improve search engine results by several points.