Attorney SEO (search engine optimization) is a marketing strategy used to increase a law firm’s visibility online and increase calls from prospective clients. Our 90-day law firm SEO marketing plan begins by gathering your traffic and rankings data before setting goals and conducting an SEO audit audit.
Keyword research
Search engine optimization (SEO) for lawyers is the process of increasing an organization’s online visibility and attracting prospective clients, through optimizing the website to meet SEO best practices such as keyword research, content creation and off-page optimization.
An effective SEO strategy for law firms must include conducting an in-depth website audit with an extensive list of target keywords and on and off page factors such as content analysis and backlink profiles review.
Law firms should focus on optimizing content for long-tail keywords in addition to head keywords, as this will allow them to reach a more targeted audience and rank higher in SERPs. For instance, instead of searching for “criminal lawyer in my state”, someone might search “what are grounds for divorce in my state”. Using long-tail keywords increases chances of ranking for this query. Furthermore, law firms must ensure accurate citations across platforms – this can be challenging but is essential for SEO success in attorney SEO services.
On-page optimization
On-page optimization differs from off-page SEO by targeting internal actions such as link building. Instead, on-page optimization involves making changes to both a website’s content and structure in order to increase search engine rankings. This includes making sure relevant keywords are utilized throughout its pages’ title tags, meta descriptions and content as well as ensuring it’s organized logically with optimized URLs.
On-page optimization requires making sure each page contains an adequate balance of text and images, and uses HTML tags correctly. In addition, it involves crafting an effective content strategy with keyword research and writing high-quality pieces that match user intent.
Another aspect of on-page optimization involves making sure each page links to its supporting pages. This allows Google to accurately evaluate a page’s relevance for particular topics while giving visitors what they need; additionally, linking pages together also prevents duplicate content being displayed multiple times and damages your ranking potential.
Link building
Backlinks are an essential element of an attorney SEO strategy, serving as votes of confidence from Google in ranking websites in search results. High-quality backlinks should come from reliable sources that relate directly to your law firm’s practice area.
One of the easiest and most efficient ways to gain links for law firms is through content creation that attracts readers with its magnetism and utility to your target audience. This type of “link-worthy” writing must provide value and be informative – for instance, writing about an award your firm won won’t garner much interest, while writing an in-depth blog post detailing how to maximize a car accident claim might.
Reddit communities can be an excellent place to establish backlinks if you can offer anything of value, while lawyer directories such as Justia or Help a Reporter Out (HARO) could be great opportunities for exposure in articles about legal topics.
Content creation
Effective SEO strategies for law firms include local SEO, keyword research and the creation of quality content. These techniques help small law firms maximize search visibility and attract targeted leads while meeting Google’s ever-evolving algorithm requirements.
Keyword research for attorneys involves discovering relevant, search-friendly keywords with low competition levels. Attorneys should target keywords with specific queries in mind rather than general ones such as “lawyer.” This will allow them to attract more targeted leads.
Lawyers should focus not only on finding relevant keywords, but also on creating quality content that provides useful and informative answers to potential clients – for instance writing blogs to address any concerns that arise and answering any related queries or writing blogs which cover relevant subjects such as answering legal issues in an informative manner. Such content will help potential clients decide if legal services are required as well as increase the chance that Google will feature them in its answer boxes (which appear at the top of results pages and rank higher than organic search listings).