Attorney SEO should be part of every law firm’s growth strategy because it increases online visibility, attracts new clients, and shows expertise to people who are researching legal help. Over one third of those searching for legal services find them through the internet, which is why local SEO to establish your location matters for reaching this audience.
Keyword research
Keyword research is the starting point of any effective SEO strategy. Deliberately selecting and targeting relevant keywords for your law firm’s website will increase traffic while also raising conversion rates.
Google’s Keyword Planner tool is one of the best free ways for conducting attorney keyword research. The tool offers a large list of potential phrases and tracks search volume and competitiveness.
Another useful resource inside Google SERPs is the “Related searches” section at the bottom. These queries draw on millions of possible combinations and can give you ideas for targeted keyword phrases to include in your legal blog or content marketing.
Target long-tail keywords with less competition and difficulty for ranking, because these more specific terms convert better. Searchers typing longer queries usually have an immediate need they want to fulfill.
On-page optimization
SEO for lawyers is increasingly vital as more potential clients search online for legal assistance. If your site doesn’t appear on page one of search results, it is harder for them to find you.
Title tags and meta descriptions are key parts of on-page SEO. Google uses this data to understand your site and rank its pages in search engine results pages (SERPs).
Your keyword research should focus on intent-to-hire search volumes relevant to your practice area, in addition to keywords with significant monthly search volume.
Your website content should be organized by topically relevant themes and classified with H-tags, which let search engines understand what each page covers at a glance.
Your content should also include internal links that direct visitors to other blog entries and pages on your law firm website. Google likes this approach because it makes pages easier to read and rank for desired keywords.
Link building
Link building is an integral component of attorney SEO, because it can raise search engine rankings for your law firm website and drive additional traffic and conversions.
Backlinks are one of the key ingredients of Google’s algorithm, serving as a vote that indicates which pages deserve ranking for specific keywords.
To make sure the backlinks you acquire are useful, get them from credible websites covering relevant topics. Links from fitness pages do not carry the same weight as links from business pages or attorney sites.
An effective link building strategy includes having your website listed on reputable directories and social media platforms, whether subscription-based or free, as a way to build credibility as a law firm.
Link building can seem intimidating, but it produces long-term benefits for law firms. If you need guidance on which strategy will best serve your law firm, seek help from an agency.
Content creation
Attorney SEO requires creating content that potential clients want to read, from blogs and downloadable guides to longer forms like eBooks.
Keeping content updated is the foundation of SEO and client acquisition for law firms, and using keywords correctly so Google can index and rank your work is key to drawing in new clients.
Writing attorney blog content that focuses on topics rather than keyword phrases is a smart approach, because it lets you target multiple keywords at once while making search engines more likely to index the post.
Content that addresses key topics lets clients connect with and trust you, which matters because people need to believe a service provider can solve their issues.
FAQ
Why is attorney SEO important for law firms?
Attorney SEO increases online visibility and helps law firms reach the more than one third of legal services searches that happen on the internet, bringing in new clients and showing expertise.
What is the best free tool for attorney keyword research?
Google’s Keyword Planner is one of the best free tools for attorney keyword research. It offers a large list of potential phrases and tracks search volume and competitiveness. The “Related searches” section at the bottom of Google SERPs is another free source of keyword ideas.
How should law firms approach link building?
Law firms should earn backlinks from credible websites covering relevant topics, since links from unrelated pages like fitness sites carry less weight than links from business or attorney sites. Listing the firm on reputable directories and social media platforms, free or paid, is a practical way to build credibility.