Attorney SEO is the process of optimizing your law firm’s website to rank high in search engines. According to Brandmuscle’s 2020 local SEO survey, search is the most powerful marketing channel, making it important for your law firm to invest in this strategy to create a pipeline of high quality leads. The tips below cover the core steps you can take to get started with attorney SEO and improve your rankings.
What is attorney SEO and why does it matter for law firms?
Attorney SEO applies search engine optimization to a law firm’s website so it ranks higher for queries from potential clients. The same Brandmuscle 2020 local SEO survey found search to be the most powerful marketing channel, which is why building a steady lead pipeline through SEO is a worthwhile investment for most firms.
How should you set up your website and business listings?
Keep your information up-to-date and accurate. Include an official website, staff bio excerpts, and category-appropriate information. Include a Google map embed to make it easy for potential clients to find you. Also, include relevant keywords in your content.
Then, create a landing page with links to your various offices. These landing pages should provide information about your services and your firm’s location. You can also add photos of your office and staff, and include reviews for each location.
Why does mobile optimization matter for law firm websites?
Optimize your website for mobile devices. If a visitor is using a mobile device to browse a website, they’ll probably tap the wrong button before leaving the page. If a user can’t tap the right button, they’ll likely bounce back to the search results, where competitors will take their place. This means your law firm’s website must be designed for mobile devices, too. If it’s not, you’ll lose traffic to your website, and your competitors will take your position on the first page.
How do you write content that ranks above competitors?
Create a website that answers common questions, such as “What is an attorney?” Then, make your website as authoritative and trustworthy as possible. A good website should answer FAQs in depth, and provide in-depth answers to the questions that visitors are asking. Many law firms’ websites end with “it depends” responses or direct visitors to call for more information. Make sure you answer these questions better than your competitors’ to stand out.
Which keywords should an attorney website target?
Use top-of-funnel keywords on your website. These are ideal for content on your blog, or for articles related to your practice. For example, a blog article on blogging, for example, can boost your ranking for top-of-funnel keywords. If your law firm focuses on one area of law, it’s probably worth investing in several different practice pages and service pages. These pages will attract many different kinds of keywords, such as short-tail keywords and the bottom-of-the-funnel ones.
How do you research the right keywords for your practice?
When it comes to keyword research, you must consider your target market. Your target market is the group of people who are most likely to be searching for your practice’s service. You’ll need to know the language and context of your target market to find the keywords you need to optimize for. Then, you’ll be ready to launch your SEO campaign. Once you’ve done that, you can begin improving your rankings in search engines and attracting potential clients.
Should law firms add schema markup to their site?
Don’t forget to include schema markup on your website. This is an increasingly important feature for law firms. Google is using more of these features in their results pages, which makes it easier for search engines to understand a page’s content. By using schema markup, you can enrich your organic listing and create unique callouts in search results. The more schema markup your site has, the more chances it has of ranking well.
What navigation elements help attorney SEO?
Website navigation should include critical items like practice areas and contact information. Often, these items are not in the navigation bar, making it harder for users and search engines to find what they’re looking for. Also, the website’s navigation should be easy to use and understand. It should include the keywords for each page and have a dropdown menu so that users can navigate the site. By doing this, you’ll send strong relevancy signals to Google crawlers.
How do links and location affect attorney SEO?
Links to other law firm websites are a key part of attorney SEO. External links show that your firm is willing to link to quality resources and authoritative sites. These links build the credibility of your site. Finally, location plays a huge role in attorney SEO. If you’re targeting a major city, make sure you have a satellite office or by appointment-only office nearby. This will ensure that more people visit your site and find you in the search results.
FAQ
What is attorney SEO?
Attorney SEO is the process of optimizing your law firm’s website to rank high in search engines. Brandmuscle’s 2020 local SEO survey found search to be the most powerful marketing channel, so SEO is a primary way for law firms to generate a pipeline of high quality leads.
Why is mobile optimization important for law firm websites?
If mobile visitors cannot tap the right button on a law firm site, they will bounce back to the search results and competitors can take their place. A mobile-friendly design prevents that traffic loss and helps the firm hold its position on the first page.
How does location affect attorney SEO?
Location plays a huge role in attorney SEO. Targeting a major city usually requires a satellite office or by appointment-only office nearby so that more people in that market visit the site and find the firm in the search results.