Ranking a law firm site starts with an attorney SEO strategy that covers keyword research, on-page optimization, citation building, Google My Business optimization, content development, and analytics configuration. Because most law firms are licensed in one state, local search rankings carry more weight than global ones, so attorney SEO campaigns should be tailored to a specific locale and practice area. Companies that specialize in lawyer SEO understand the industry’s details and can match a firm’s specific needs.
Why attorney SEO matters
If you want to rank well for key terms, you need to implement a solid attorney SEO marketing strategy. Unlike pay-per-click, attorney SEO requires a sound plan and proper use of resources. With the right strategy, your law firm becomes more competitive in the marketplace. If your firm is not doing attorney SEO well, you risk being penalized in Google’s search results as Google continues to tweak its algorithm.
Start with keyword research
Keyword research is critical for the success of your SEO strategy. It is critical to identify the right keywords for your firm’s niche. Keyword research helps you select the right keywords and search phrases so you can attract more targeted visitors and increase the likelihood of a consultation. When people find you through search engines, you want them to feel confident that your service is reliable.
Write in-depth content that answers real questions
Content is king on a law firm’s website. Try to answer frequently asked questions as comprehensively as possible. Many websites offer short answers, end with “it depends,” and tell visitors to call for more information. Make sure your answers are as in-depth as possible and more informative than your competitors’. Content for each location should also include bio excerpts of your staff, accessibility features, and a Google Maps embed, and you should include reviews of specific offices that are relevant to the clientele’s needs.
To succeed with attorney SEO, submit your firm’s information to directories consistently. Google uses this data to determine the legitimacy of your firm, so submit your firm’s information across all directories on a consistent basis.
Use video and images to support pages
Besides writing for your website, attorney SEO should also include video content. Videos and images are also great marketing tools. They can help you attract more clients and increase your rankings on search engines. They are interactive and appealing. Optimize your website for speed as well. These efforts increase page speed and improve the user’s experience.
Build links from reputable sites
Another important component of an effective SEO campaign is link-building. Link-building, also known as off-site SEO, involves making changes to external websites. For example, linking to Taylor Janis Workplace Law from Yelp is a good example of link-building. The process is relatively simple, but some authority websites require payment. By building links on reputable websites, you can improve your client’s search engine rankings. Building a credible reputation with reputable organizations and online publications is essential.
Add a blog that highlights your expertise
A high-quality blog post will draw in links and generate awareness for your firm. A blog is a great medium for highlighting your expertise and experience. Too many law firms ignore the power of a blog. Most attorneys already have knowledge in their areas of practice, but many fail to establish a blog. If you do not have the time or know-how to keep it up-to-date, a blog can help you increase your visibility.
FAQ
What is attorney SEO?
Attorney SEO is the practice of optimizing a law firm’s website so it ranks higher in search engines. It covers keyword research, on-page optimization, citation building, Google My Business optimization, content development, and analytics configuration.
Why is local SEO more important than global SEO for law firms?
Most law firms are licensed in one state, so local search rankings are more important than global rankings. Attorney SEO campaigns should be tailored to a specific locale and the types of clients and practice areas the firm serves.
Why should a law firm include a blog and video content?
Blog posts draw in links, generate awareness, and highlight a firm’s expertise and experience in its practice areas. Video and images are interactive marketing tools that attract more clients and can increase rankings on search engines when paired with fast page speeds.
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