Attorney SEO is a critical component of any law firm’s online marketing strategy. It can increase traffic to the website and help the firm achieve top search engine rankings for keywords. It can also increase the number of phone calls and leads received from website visitors. Attorney SEO involves keyword research, on-site and technical optimization, link building, and establishing authority, with measurement and monitoring built into the process.
What Does Attorney SEO Include?
Attorney SEO relies on content and keyword research to outrank competitors. Original, keyword-rich content is essential in ranking high on search engines. The content can be blog posts, landing pages, directory articles, or podcasts. High-quality, informative content with relevant keywords increases a firm’s authority and trustworthiness and gives visitors a reason to contact the firm.
Keyword Research as the Foundation
Keyword research involves identifying the most popular keywords searched on the internet and informing everything online. When keywords are not positioned correctly, Google may penalize the website. Google offers free training courses for using its keyword tools.
Content and Sub-Headers for Readability
Lawyers can use sub-headers to make content easy to read and to slot in keywords naturally. Bullet points and numbered lists make content more digestible, and video content on the website improves online visibility.
How Long Does Attorney SEO Take?
SEO for law firms takes time. It may take several months before results appear, so patience and ongoing monitoring are crucial. Even when results are not immediate, attorney SEO helps a law firm improve over time.
Backlinks and Link Building
A link-building expert can obtain high-quality, reputable links to the website. The higher the quality and quantity of links, the higher the website’s ranking will be.
Lawyers should pay close attention to how back-links are created. Many back-links come from promoting content on third-party sites. The content may be written in the attorney’s name or may reference the firm’s website, and the creator should be listed as the author so the firm knows who is responsible.
Guest Blogging
Guest blogging is when an attorney publishes content on another website, typically an industry or independent site. Through back-links, the content can be repurposed on the attorney’s site. Use this strategy cautiously: publish only on reputable websites, incorporate links naturally into the content, use appropriate connections, and diversify content.
Profiles, Reviews, and Local Signals
An attorney’s bio is the second most-visited page on a law firm’s website, so a profile page should reflect the lawyer’s personality. Lawyers should also list honors and accolades, which carry extra weight when they are local.
Positive client reviews on Google-accessible review sites surface prominently in search results, and a firm should aim for a 5-star rating on each of these sites to attract prospective clients.
Matching Search Intent with the Right Content
Search engines rank different types of pages, including directory pages and FAQs, and aim to give users the most relevant information on a topic. By using this structure, Google gives greater priority to content written by credible sources. A DUI law firm, for example, can focus on this style of content to boost visibility, readability, and CTR, lifting website traffic and ROI.
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