Writer: MYRAH ABRAR
In this era of the digital world, keeping your online presence on point is very important. In these times, where 69% of people will head to online search engines to look for legal advice, it is crucial that you make yourself present there for potential clients.
And in a market so competitive as the legal market: it is vital to showcase your skills, expertise, and knowledge in the field to gain trust and credibility and increase visitors to your site. So how do you get all this?
SEO is the answer! The same reason why law firms invest in websites will now invest in SEO. They want their websites to rank higher in SERPs and increase organic traffic. Because the more the traffic is flowing, the more their law firm will make revenue.
And in this blog post, we will help you go through the basics to the exciting details of SEO to help you rank #1 on Google. So, hang tight because this post will help your law firm reach new heights of online visibility.
What is SEO for Law Firms?
Law firm SEO means designing and optimizing a website to boost its online presence. Lawyers work on their website’s SEO so that it can rank higher in Google search results. The higher your website appears on the search engine result page (SERP), the higher the chances people will visit your site.
And that’s how you gain more organic traffic, visitors, and (ultimately) customers. The process includes using techniques and strategies that focus on your target audience and aims to increase traffic. The main elements of SEO ranking strategy include; keyword research, quality content, optimization, and marketing tactics.
Understanding the Basics of SEO
To begin your journey, you must understand the basics of SEO first. Understand what a search engine is and its functions. The role of keywords, finding relevant keywords, and how to use them.
There is much to learn from on-page optimization and metadata to off-page optimization and link-building. Once you’re in the grasp of digital marketing, you’re ready to dive into the world of SEO.
1. Keyword Research
Keywords research plays a crucial role in making your game successful.
You have to tell your audience what you offer. For example, if you specialize in family law, you can target keywords relevant to your field.
A far better approach would be targeting the audience on your main page with keywords such as; “family attorney California.” Then this main page can lead to sub-pages on divorces, adoptions, or guardianship: so, you can focus on more relatable keywords accordingly.
Identify short-tail or long-tail keywords that potential clients will search for to find your services. Utilize keyword research tools to discover high-volume or low-competitive keywords.
Learn to integrate these keywords throughout your webpage, content, and landing pages without over-stuffing them.
2. Compelling and Relevant Content
Another way of helping people gain trust and increasing your traffic is through engaging content. You know your audience and their concerns; try to address them online.
A new law passed regarding family law? Discuss it on the Internet. How to get a child’s custody? Describe it on your webpage. By doing so, you can tell people how you’re aware of your field of specialization. It will help build credibility.
And you know what? It’s even better if you can create engaging content that is easy to read. Update your website regularly with informative content, case studies, FAQs, and legal guides.
Managing your online presence while handling your legal practice can be hectic. So, you’ve got two options to choose from;
- Content calendar. Use it to schedule your content beforehand and publish fresh and valuable content throughout the week.
- Professional Help. Many legal marketers can help you enhance your online visibility [Access the full article].
So, if you’re looking for a trustworthy firm that knows the legal jargon and can help you gain an audience, you now know who to ask.
3. Optimizing Website Structure
Always pay attention to the structure of your website, as it significantly affects your law firm’s SEO. First, it helps search engines crawl through your website, find relevant content and rank your site.
Secondly, it will help people navigate through your website with ease. The better the user experience, the higher your rank in SERP. Since 2020, Google announced user experience as a ranking factor (all the more reasons to focus on website structure).
Therefore, organize your website into categories and subcategories. The homepage could be about your law firm, leading to a service page (where you discuss your area of specialization), and another click leads to CTA.
Focus on reducing the number of clicks for a user to reach their desired page.
3. Local SEO
The legal industry is a highly competitive market that primarily serves local clients. It makes the use of local SEO more crucial than ever.
Optimize and update your Google My Business (GMB) account. Provide accurate and up-to-date information about your law firm’s name, address, contact info, and operating hours.
Lastly, don’t forget to encourage your past client to leave a review for your law firm. Respond to both positive and negative reviews. These optimization steps will help Google decide your rank in local searches.
4. Building High-Quality Backlinks
Other web pages linking (back) to your website is called a backlink, one of the most influential ranking factors in SEO. Earn good quality backlinks to help your site rank higher in search result pages.
There are many ways to gain backlinks, like; asking your local government to add your law firm to the business directory, funding a minor scholarship, or creating a legal eBook for local governments and colleges. It will help you gain .gov and. Edu backlinks.
Other ways include; guest posting on relevant legal websites and collaborating with local organizations. Focus on organic backlinks more than manipulative ones, as they can cause penalties (in some cases).
5. Mobile Optimization
Genz or Millennials, everyone has resorted to phones than PC. Thus, optimizing your website for mobile phones is non-negotiable.
While developing a legal site, go for a responsive design. It means a website that can resize its elements according to the screen’s size.
Now that most people use phones to browse the Internet, you want your website to provide a seamless experience. Not to mention that mobile-friendly websites rank higher on Google’s SERPs, increasing your visibility and spectrum of the target audience.
6. Monitoring and Analytics
Before we wrap this article, there’s one final and crucial thing that can determine the success of your website; Analytics. Regularly monitor your website’s performance — analyze metrics; organic traffic, conversion rate, bounce rate, and keyword rankings.
It will help you identify your area of improvement so you can focus on making a more informed decision. Examine the data and stay updated on the trends and algorithm changes to reform your SEO strategy accordingly.
A well-organized SEO strategy is essential for an online boost. Pay attention to ways to expand your audience and how to stay competitive in the market.
Understand the basics of SEO and start implementing those today. Understand that a good and working SEO tactic may take time and effort. It may take some tries to figure out a strategy that works for your law firm. Until then, focus on link building, keyword research, website structure, and everything else to keep your website in the eyes of your potential clients.
About the Writer:
Myrah Abrar is a computer science graduate with a passion for web development and digital marketing. She writes blog articles for Muslim Pro