Attorney SEO – How to Grow Your Law Firm Beyond Word of Mouth and Courthouse Referrals
Search engine optimization (SEO) is essential if your law firm wants to expand beyond referrals from courts or word-of-mouth alone. With SEO, your firm can predictably attract and convert clients via free search engine traffic.
Ranking well on Google can be challenging, but with the assistance of an effective lawyer SEO agency and proper strategies in place you can rise to the first page for all of your most crucial keywords and drive more visitors to your legal firm website.
Keyword research
Keyword research is an essential element of SEO strategy. This involves identifying the words and phrases your target audience uses when searching Google to locate legal information and services.
An effective SEO keyword research strategy can assist your law firm in improving its search engine rankings and drawing more visitors to its website, as well as generate high-quality inbound leads.
When selecting keywords for your law firm, long-tail keywords are of particular significance. These longer, more specific phrases tend to be less competitive than broad ones and often bring in more qualified leads.
When selecting keywords to target for an attorney seo campaign, it’s essential to keep in mind your target audience’s needs as well as areas of practice your law firm specializes in. Doing this will enable you to select keywords which are both cost-effective and practical.
On-page optimization
On-page SEO refers to all of the actions taken on a law firm website in order to increase its search engine results rankings. This may include everything from meta descriptions and content structure updates, to images and videos – and much more.
On-page optimization’s goal is to create the optimal user experience while providing search engines with information relevant to your page’s subject matter. This means producing authoritative content relevant to its subject matter while linking out to pages within your site that expand upon what’s discussed there.
Example: Blogging about random car accidents could draw in visitors to Google, but these readers likely aren’t looking for legal services from you. Therefore, it’s essential that your legal blogging be limited exclusively to legal matters if you want to focus your website on providing high-quality information to its target audience while not confusing search engines into thinking your website is more of a news outlet than business entity.
Link building
Link building is an integral component of any law firm’s SEO strategy, helping search engines understand which pages of your site are most valued by visitors.
There are various strategies you can employ when building links; some are simpler and can quickly increase rankings, while others require considerable time, energy, and creativity (though potentially lucrative).
One of the best ways to gain links is through creating informative legal content – be it blog, podcast or video- that provides value and is helpful to readers.
Another effective strategy for garnering backlinks is writing about trending topics. You could either write up a topical guide or produce high-quality articles that experts in your field link back to.
Care should also be taken when selecting the websites to target. Aim for sites with high domain authority that publish quality, authoritative content.
Content creation
Content creation is one of the key tenets of attorney SEO, offering numerous advantages such as increasing search engine rankings, building your firm as an authority in its niche, and bringing in new clients.
Step one of content production involves conducting initial research. You can do this using tools such as Answer the Public or Semrush’s topic research feature.
Content should ideally focus on actual topics being searched by those looking for your services, which is known as writing for topics. This allows your law firm blog posts to match more keywords than simply listing keyword phrases could.
Your content marketing strategy must incorporate regular reviews of its outputs to ensure relevance and performance, and upgrading older material so as to reach more readers. Repurposing older posts may also prove fruitful in expanding readership.