So you want to obtain high-quality leads for your law firm but are unsure how to approach it. One tactic you can implement is law firm SEO, a process that increases your firm’s visibility online by showing up on search results. When you appear on the top of Google’s results pages, users are more likely to click on your website and turn into prospects.
Law firms compete for the top rankings because it delivers a steady stream of leads to their business. For example, if a person types “attorney near me” on Google and your law firm details show up, there’s a good chance the user will consult your services.
This article will discuss some law firm SEO tips to help you generate more leads and drive more traffic to your website. Let’s get started!
Why is law firm SEO important?
We live in a digital age where clients look to the internet to address their legal needs. By optimizing your website for search engine visibility, you can position yourself as the primary choice for users who search for legal services.
There are a couple of reasons why law firm SEO is important to your business, and these are:
1. Establish your firm’s credibility
Many think that search engine optimization (SEO) is only for website visibility. While that may be true in most cases, it brings other benefits to law firms that attorneys don’t realize. Good SEO practices like link building and local SEO enhance the credibility of your business by citing credible sources and appearing on Google’s local pack.
Writing content on the legal industry requires thorough research and planning, as clients want to feel confident about the law firm they choose. Whenever you cite a reputable source in your blog posts, you instill confidence in your clients that you’re an expert in the industry.
As they say, first impressions last, and when site visitors deem your content trustworthy, they’re more than likely to avail of your services.
2. Generate more awareness for your firm
Nowadays, having a strong online presence is a must-have for any business. Whether you’re a big-time firm or a smaller firm with fewer staff members, the internet is a powerful tool for capturing leads and acquiring new clients.
Law firm SEO brings your content to the spotlight and makes your business more discoverable to users. The legal industry is highly competitive, and law firms need all the advantages they can get to land more clients and generate profitability.
3. Boost your conversion rates
Good law firm SEO can boost conversion rates by delivering organic traffic to your site. If you maintain a good position at the top of the results pages, your target audience will become more familiar with your law firm’s presence.
Using the right keywords can help you show up on relevant searches. Since you’re targeting users who intend to avail of your services, it’s much easier to convince them to take a specific action when navigating your site.
Which law firm SEO strategies should you use?
When it comes to law firm SEO, it helps to implement proven strategies to deliver the best results. Using the right tactics can enhance the client experience, build your website’s authority, and elevate you above your competitors. Here are a couple of examples:
1. Conduct keyword research
Keyword research is about finding relevant search terms that you want to rank for in the search engines and is the foundation of any SEO campaign. When clients type in a search term on Google, you want to optimize your content for those keywords so that they appear on the results pages.
Thankfully, there are plenty of tools available online that can help simplify the keyword research process. Tools like Semrush and Hootsuite have built-in keyword research functionalities that help you determine which keywords can deliver the most traffic to your website.
Use these tools to create a keyword list and narrow down the search terms that have the most potential to impact your SEO efforts.
2. Create valuable pieces of content
Writing informative blog posts can help boost your SEO rankings as they position your website as a reliable source of information. Back then, users would stuff keywords into their content to rank high on search engines. But nowadays, Google penalizes content that uses excessive keywords on blog posts.
Instead, your focus should be on on-page SEO efforts like adding keywords to meta descriptions, title tags, headings, and alt texts on images. When writing content, think about topics that fit the needs/interests of your target audience. That way, you can write compelling blog posts that boost your website credibility and SEO ranking.
3. Make sure your website is fast and responsive
Speaking of on-page SEO, you want to ensure that your website is user-friendly and responsive. Google wants its users to find answers to their queries as quickly as possible, and the most responsive websites often secure the top spot on the results pages.
There are a couple of ways to make your website more responsive, and these are:
- Ensure your website’s response times are around 3 seconds.
- Compress your images to ensure faster website speeds.
- Enable web browser caching.
- Only use the plugins that your website needs.
- Minimize HTTP requests.
Remember that 63% of users use mobile devices to search on Google, meaning mobile-friendliness should also be one of your top priorities.
4. Sign up for Google Business Profile
While directing traffic to your website is the goal of SEO, that doesn’t mean you should neglect foot traffic coming into your law firm. Local SEO starts with signing up for a Google Business Profile (GBP) listing to ensure your law firm is visible to clients near you.
A GBP listing lets you display your firm’s location, contact information, and directions so people can locate your business. Your goal is for your listing to land on Google’s local three-pack, rightfully named as it displays the top three businesses relevant to the user’s search terms.
GBP listings also support reviews, allowing you to build a reputation and establish your firm’s credibility. The best part about a GBP listing is that it’s free of charge, meaning you should take advantage of it to improve your SEO results further.
5. Include links in your content
Internal and external links play a crucial role in helping to enhance your website’s SEO as they help Google understand your website better and rank it appropriately. Internal links make it easy for clients to navigate your site, while external links point them to credible sources.
On the other hand, backlinks are links that external websites use to cite your blog post as a credible source. Building backlinks is a lengthy process but is typically the most rewarding as it helps boost your website’s authority. The good news is some tools can help you build credible backlinks like Ubersuggest.
Search engine optimization is a complex procedure that requires strict attention to detail. But when implemented correctly, it can deliver amazing results that benefit your firm’s bottom line. Look to execute these law firm SEO strategies and see what they can do to your business.
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