If you’re trying to attract more high-quality leads, search engine optimization (SEO) is a crucial marketing strategy. When done correctly, it can help your law firm establish thought leadership, boost organic visibility and generate new clients.
SEO requires a strategic approach that matches your content with the user’s intent. With this strategy, you can establish yourself as an authority on a particular topic and give Google exactly what it needs.
Keyword research
If you want to increase the traffic to your law firm website, keyword research is a critical asset. Finding the right terms will enable you to connect with potential clients who are searching online for a law firm that meets their individual requirements.
The key to finding long-tail keywords that appeal to a user’s interests, behaviors and perspective. For instance, someone seeking information about what the new immigration law might mean for them will likely search specifically for that info rather than searching for something like “divorce lawyer.”
Keyword research tools like SEMrush and Ahrefs can be extremely beneficial in discovering search phrases pertinent to your company. No matter which tool you select, it’s essential that you do your due diligence and understand the competition level for each phrase.
On-page optimization
Attorney SEO is the practice of optimizing your law firm’s website to increase its visibility on search engine results. Doing this can drive more website traffic and convert some of that visitors into leads and clients.
When optimizing your legal website, one of the most crucial elements to focus on is content. Create high-quality, informative articles that answer potential clients’ queries.
Your website’s content should be refreshed regularly to offer your potential clients relevant information. Google rewards websites which frequently add fresh content with higher rankings.
Additionally, you should focus on updating your law firm’s social media profiles and generating reviews for your website. Doing so can help boost rankings in local searches as well as generate positive client feedback.
Off-page optimization
Off-page SEO refers to a series of tactics used to enhance your website’s rankings on search engine result pages (SERPs). When done correctly, off-page SEO can help your law firm boost organic traffic and generate more qualified leads.
Optimizing your page for search engine optimization requires including keyword research and relevant content on the page. This can be achieved through on-page optimizations as well as link building techniques.
Another way to optimize your page for SEO is by optimizing the title tag. This HTML text encapsulates the content of a page and can have an important impact on how well-ranked it appears in search engine results.
Optimizing your URLs for SEO purposes requires focusing on keywords and using long-tail phrases. This is an essential strategy in lawyer seo as it helps you rank more specifically for specific and targeted searches.
In addition to optimizing your SEO, you can leverage public relations strategies to boost off-page signals such as mentions of your brand and shares of content. These actions are referred to by search engines as “votes of confidence,” which could be beneficial for your ongoing optimization initiatives.
Link building
Link building is an integral component of attorney SEO, as it increases your law firm’s visibility and traffic. It involves attracting high-authority backlinks from other websites and blogs that reference pages on your site.
Although some link building tactics are low impact and others can drive significant traffic, the key is creating links with quality and relevance. Furthermore, you want to avoid acquiring low-quality backlinks which could negatively affect your search engine rankings.
Guest posting is a common link building strategy that involves contributing content to another site in exchange for a backlink to your law firm’s website. However, this strategy can be risky if not done carefully; if your guest post doesn’t offer readers value or is irrelevant to your industry, it could trigger either a Google penalty or algorithmic filter.