Legal SEO: How Do Lawyers Do SEO?: Nearly 70% of experiences online start with search engines like Bing and Google. Unfortunately, fewer than 1% of Google users look at the second page.
With search engine optimization (SEO), you can make sure your law firm’s website appears on the first page of a search. Then, you can generate more website traffic and legal leads!
In fact, SEO can generate over 1,000% more traffic than organic social media. The leads you generate will have a 14.6% close rate, too.
How do lawyers use search engine optimization, exactly? Here are seven tips that can help you get started. After reading this guide, you’ll know everything you need to get optimized.
Discover how to use search engine optimization for law firms today!
1. Research Your Target Audience
First, let’s go over the basics. What is SEO, exactly?
With search engine optimization, you can optimize your content for search engines. When potential clients look for a law firm, your website could appear. Then, people can click on the link to your website to read your content.
You can use your content to demonstrate your experience and expertise, bolstering your credibility. Then, people might decide to contact you for a case evaluation. You can generate leads and start booking more in-office appointments.
The first step to a successful search engine optimization strategy is to gather audience research.
Google looks for content that matches the user’s search intent. The search intent indicates what people expect to find from a search. If your content doesn’t match the search intent, it might not appear for the search.
You can appeal to the user’s intent by learning more about your target audience. First, gather psychographic and demographic research. For example, you can grow clients based on:
- Legal services (auto accidents, medical malpractice, divorce, etc.)
- Pain points
- Household income
- Buying behaviors
- Online behaviors
Then, you’ll need to gather keyword research. What phrases do your clients use to find your law firm online?
Once you have a list of keywords, you can create content based on those phrases.
Consider working with an experienced SEO company. They can gather the audience and keyword research you need. Their services can help you develop a stronger strategy.
2. Update Your Website
As part of your search engine optimization strategy, you’ll also need to update your website.
Google looks for websites that provide a positive user experience. Otherwise, people will leave your website without clicking around. Your bounce rate will rise, indicating a negative user experience.
Your search engine rankings could drop as a result.
You can update your website to offer an easy, fast experience for every visitor. For example, you can:
- Utilize page caching
- Use better website hosting
- Use a content delivery system
- Enable browser caching
- Optimize images
- Preload custom web fonts
- Delete unnecessary third-party scripts
These changes can help you appeal to Google’s Core Web Vitals.
Make sure your website is fast and mobile-optimized, too. Run it through Google’s PageSpeed Insights and Mobile-Friendly Test to double-check.
Google uses mobile-first indexing to determine rankings. If you don’t have a mobile-optimized website, your ranking could drop.
Look for SEO companies that also offer website design and development services.
3. Create High-Quality, Long-Form Content
Once you have your keyword research, you can start creating content for your blog.
Make sure each post focuses on one core concept. Use your main target keyword within the:
- Page title
- Opening and closing paragraphs
- Image file name
- Image alt text
- Meta description
- Body text
- An H1 header
Avoid stuffing your content with the same focus keyword. Use secondary keywords for variety.
Try to create long-form content that demonstrates your experience and expertise. Remove all fluff from the post. Instead, make sure you’re providing prospective clients information they can’t find anywhere else.
If you need help, consider SEO services that include content creation. Creating content on a schedule will help you appear for a range of search queries. You’ll have an easier time drawing traffic to your website as a result.
You can learn more about seo for attorneys here.
4. Update Your GMB Listing
Focus on your local search engine optimization, too.
First, update your Google My Business (GMB) listing. Your GMB listing can help prospective clients find your law firm online.
Nearly 50% of all Google searches are local. Clients can use your GMB listing to find your website and phone number.
Try creating location-based content (using location-specific keywords) for your blog, too.
Otherwise, ask your clients to post their reviews on your GMB listing. Reviews will boost your credibility and SEO rankings.
5. Track the Trends
Google changes its search engine algorithm throughout the year. Tracking the latest trends will ensure you never fall behind.
For example, voice searches and featured snippets are becoming more popular. You can appear for voice searches by answering questions. Look for long keywords that are posed as questions.
Then, answer the question at the start of the blog post. Go into more detail throughout the rest of the content.
Video content is becoming more popular, too. Creating videos can help you appear for featured snippets as well. Featured snippets are pieces of blog content that appear at the top of a search engine results page.
6. Share Your Content
Once you start creating content for your law firm blog, make sure to share it online.
First, share your posts on social media. Make sure to link the post to your blog. Then, use a call to action to encourage people to share your posts online.
You can also use email marketing to draw more people to your SEO content.
7. Start Link-Building
As part of your search engine optimization strategy, you’ll need to generate backlinks, too. Backlinks send readers from one site to your site.
Consider guest blogging this year. Then, direct readers to your blog within the content.
Generating backlinks can boost your SEO rankings.
Legal SEO: 7 Simple Tips for Law Firm Search Engine Optimization
Developing an SEO strategy for your law firm website doesn’t have to feel challenging. Instead, get started with these seven simple tips. Otherwise, consider working with an experienced SEO company.
Their experience and expertise can help boost your rankings.
Searching for more tips? You’ve come to the right place.
Explore our latest blogs today to get started.
Read Also: Why Should You Get an SEO Certification?