Getting your law firm’s website to rank high in search engines is one of the most reliable ways to grow your online presence. Many lawyers still don’t know which tactics move the needle, so this guide covers the basics: building EAT signals, keeping content fresh, writing the right keywords, and earning quality links.
Why does EAT matter for law firm websites?
EAT stands for Expertise, Authoritativeness, and Trustworthiness. Google uses it to gauge the authority of a website, and it plays a meaningful role in search rankings.
Expertise matters because Google wants to serve searchers the best content, not pages that exist solely to make a sale. You can show expertise through articles for outside publications, attendance at industry events, press releases, and a well-written bio. A bio that doesn’t read as credible will hurt your authority ratings.
Trustworthiness is partly judged through reviews. A large number of positive reviews signals a reputable site and improves your chances of earning a high ranking.
How does the Google freshness update affect law firm SEO?
Fresh content attracts more clicks and engagement, and it helps your site perform better under Google’s freshness algorithm. Keeping a site up to date is easier than many site managers think.
To keep your search traffic up, check performance data in Google Analytics, and use Webmaster Tools or SEMrush to identify your organic traffic source.
A time-stamp in your content management system tells Google when a blog post was published. You can also surface a time-stamp in the search snippet and review Google Trends to see which search queries are performing best.
Improving your freshness score often means deleting underperforming content and replacing it with new content.
What should attorney SEO keywords look like?
Your attorney SEO keywords determine the quality of traffic your site receives. The more relevant your keywords are to what your audience actually searches for, the more likely you’ll attract new clients.
There’s no single ideal lawyer SEO keyword. Effective approaches include writing content that speaks to your target audience directly, building individual pages for each practice area, and creating testimonial pages.
Use Google’s keyword research tool to find terms people search when looking for a lawyer. For a bankruptcy law firm, you might find that searchers use phrases like “bankruptcy attorney New York” or “bankruptcy attorney Los Angeles.”
The most effective keywords include long-tail keywords of three or more words. They are more targeted than short keywords and tend to generate significant traffic.
How do you build the right links for law firm SEO?
The right links are central to search engine optimization. A good link is a referral link placed on a third-party website. Many referring links to your law firm’s website signal trust and lift your rankings.
You can earn more links through social networking, by creating a blog, and by producing content about your area of expertise. Natural links often come from conversations with attorneys and other professionals in your niche.
To gauge the competition, look closely at what kinds of content competitors publish, then cover similar topics on your own blog.
What about the body copy and ongoing SEO work?
Working with a quality SEO agency is one way to drive marketing results, but no single approach fits every firm. A mix of in-house and third-party services often works best.
Plan a monthly SEO budget that covers a quality content strategy and ongoing link building. Schedule regular SEO reviews so the site stays fresh and relevant as Google’s algorithm changes. Success requires staying engaged with the work.
FAQ
What is EAT and why does it matter for law firm SEO?
EAT stands for Expertise, Authoritativeness, and Trustworthiness. Google uses it to evaluate a website’s authority, and it plays a role in search rankings. Law firms can show EAT by publishing articles, attending industry events, writing credible bios, and earning positive reviews.
How can law firms keep their content fresh for Google?
Use a time-stamp in your content management system and in the search snippet, monitor Google Trends, check performance in Google Analytics, and use Webmaster Tools or SEMrush to identify organic traffic sources. Replace underperforming content with updated material.
What keywords should lawyers target?
Long-tail keywords of three or more words work best because they are more targeted and tend to generate significant traffic. Use Google’s keyword research tool to find terms your audience searches for, such as “bankruptcy attorney New York” or “bankruptcy attorney Los Angeles,” and build individual pages around each practice area.