Law firms that want a steady flow of new clients need to rank well on Google, Yahoo, and Bing, and that takes deliberate SEO work. The most effective campaigns target the parts of Google’s results that matter to a firm’s practice areas and then measure what changes. SEO agencies for law firms track Google’s algorithms closely and run programs that include in-depth keyword research, on-site optimization, link building, citation building, and analytics configuration.
Why law firms need SEO now
Lawyers have traditionally relied on referrals from colleagues and clients. That channel still matters, but 96 percent of consumers start their search on a search engine, so visibility in Google, Bing, and Yahoo is now essential for attracting prospects and keeping current clients engaged. Attorney SEO is the practice of getting a law firm website to rank well for the searches that bring in business.
Build content around your practice areas
Write articles and news pieces on topics relevant to your practice areas. Relevant content increases brand equity with every pageview, gives Google more reason to crawl the site, and helps the site rank for a wider range of keywords. The content should be easy to read and navigate so visitors do not bounce to a competitor.
What a complete lawyer SEO campaign covers
- In-depth keyword research and evaluation
- On-site optimization
- Link building
- Citation building
- Analytics configuration
Google fiercely protects the relevance of its search results, so agencies that stay current on algorithm changes tend to produce steadier rankings than firms that set and forget their SEO.
FAQ
Why do law firms need SEO if they already get referrals?
96 percent of consumers start their search on a search engine, so law firms need to be visible on Google, Bing, and Yahoo to reach prospects who are not coming through word of mouth.
What does a lawyer SEO campaign usually include?
Typical campaigns include in-depth keyword research and evaluation, on-site optimization, link building, citation building, and analytics configuration.
How does publishing articles help a law firm’s SEO?
Writing articles on topics relevant to your practice areas increases brand equity per pageview, gives Google more reasons to crawl the site, and helps the site rank for a wider range of keywords.