Attorney SEO should be part of every law firm’s growth strategy. SEO provides an effective means of increasing online visibility, attracting new clients, and demonstrating expertise to prospective ones.
Over one third of those searching for legal services find them through the internet; investing in local SEO to establish your location can help reach this audience.
Keyword research
Keyword research is essential to any effective SEO strategy. Deliberately selecting and targeting relevant keywords for your law firm’s website will increase traffic while simultaneously increasing conversion rate.
Google’s Keyword Planner tool is one of the best and free ways for conducting attorney keyword research. The tool offers a vast list of potential phrases while tracking search volume and competitiveness.
Another invaluable resource provided by Google SERPs is the “Related searches” section at the bottom. These queries draw on millions of possible combinations to provide ideas for targeted keyword phrases that you could include in your legal blog or content marketing efforts.
Target long-tail keywords with less competition and difficulty for ranking, as these often more specific terms convert better because searchers have immediate needs they wish to fulfill through searches.
On-page optimization
SEO for lawyers is increasingly vital as more potential clients search online for legal assistance, making your website harder for them to locate if it doesn’t appear in search results on page one of search results.
Title tags and meta descriptions are crucial components of on-page SEO. Google uses this data to better understand your site, which allows it to rank its pages in search engine results pages (SERPs).
Your keyword research should focus on targeting intent-to-hire search volumes relevant to your practice area, in addition to keywords with significant monthly search volume.
Your content on your website should be organized by topical relevant themes and classified using H-tags, which enable search engines to quickly understand what’s on each page at a glance.
Your content should also feature internal links that direct visitors to other blog entries and pages on your law firm website. Google appreciates this powerful strategy as it makes reading pages and ranking them for desired keywords easier for search engines like Bing.
Link building
Link building is an integral component of attorney SEO, as it can boost 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 to indicate which pages deserve ranking for specific keywords in search results.
To ensure the backlinks you acquire are useful, make sure they come from credible websites covering relevant topics. Links from fitness pages do not have the same weight as links from business pages or attorney sites.
An effective link building strategy involves having your website listed on reputable directories and social media platforms – whether these be subscription-based or free – as a great way of building credibility as a law firm.
Link building may seem intimidating, but it can produce long-term benefits for law firms. If you need guidance or professional advice about 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 – everything from blogs and downloadable guides to longer forms of writing such as eBooks.
Maintaining updated content is the cornerstone of SEO and client acquisition for law firms, and using keywords correctly so Google can index and rank your work is key to increasing search engine rankings and drawing in new clients.
Writing attorney blog content that emphasizes topics rather than keyword phrases is an ideal strategy, as this allows you to target multiple keywords simultaneously while making search engines more likely to recognize and index such posts.
Content that addresses key topics allows your clients to connect with and trust you – essential as people need the assurance that a service provider can help solve their issues.