Why Should Law Firms Invest in SEO?
Organic search is now the number one research source for anyone looking for a lawyer.
When consumers enter a search query for a personal injury law firm or local lawyer on Google, they are looking for someone that showcases their expertise and authority. Your website is the perfect place to demonstrate that.
Your firm’s success hinges not just on your legal experience, but on bringing in new cases. Without SEO, you’re missing out on a significant stream of new business.
Finding Success With a Lawyer SEO Agency
Since Google’s founding in 1998, appearing on the first page for your chosen keywords has always been important; however, throwing a few vague keywords into your website’s content is no longer enough to become number one.
Law firms can’t succeed by just haphazardly publishing a blog every so often. Our SEO experts produce tailored strategies to cover all the bases of search engine optimization. We are constantly adapting our SEO strategies to enable law firms to cope with the advancements made by Google.
A targeted SEO strategy is not only the key to success; it is the bare minimum for every attorney in the digital era.
Content Marketing for Law Firms
The written content on your website is the single biggest factor in where you rank on Google. The more confident Google is in the quality of your content, the higher you will rank.
If an individual remains on your website and interacts with it, Google will see your law firm as relevant to that search result. If they quickly return to Google search results, your law firm is seen as less relevant.
Relevant, high-quality content is what attracts and keeps people interested. For smaller law firms, great content is what allows you to compete with big multinational law firms.
Traffic-generating content includes:
- How-to guides
- Localized practice area pages
- Ebooks
- Legal checklists
- Tips for handling cases
- Interviews with prominent legal figures
- Guides to local events
We identify areas for improvement in your content footprint, as well as helping you create new search intent aligned content that builds topical authority and ranks competitively in SERPs.
Keyword Research for Law Firm Websites
A landing page is the first place your prospective client lands on your website. To win new business, your landing pages must make visitors want to find out more. You only have a few seconds to make a great first impression.
Yes, content is important, but content only succeeds when it fulfills the needs and expectations of the person reading it. For that, you need to choose the right keywords.
Keywords are about intent and successful SEO campaigns incorporate keywords that match user intent.
What makes a good target keyword for your law firm?
- Popularity: It is pointless to target a keyword that nobody is searching for. You need to target keywords that are actually worth ranking for.
- Relevance: Target keywords must relate to what you do. There is no value in targeting “divorce lawyers” if you specialize in auto accidents.
- Competition: Competition is a key factor in whether targeting a certain keyword is viable. It could take months and years to reach the first page of Google for the most competitive keywords.
- Conversion Value: Your keywords must have a high conversion value to be worth targeting. We track down keywords that are likely to lead to new business.
- Targeted: The legal industry tends to serve a specific market. Picking highly targeted keywords enables firms to get the most bang for their buck.
It’s All About Balance
You want to target popular keywords, but you don’t want to be competing with law firms generating billions of dollars per year. After all, every dollar invested in SEO has to be returned in the form of new business to make the venture worthwhile.
We dial in on keyword groups that build on your existing momentum, align with your overall marketing goals, and drive high-conversion traffic to your most important pages. By tracking metrics like conversion value and choosing the keywords that are likely to yield the highest ROI, we secure value for money in every SEO campaign.
Link Building for Law Firms
Read any reputable article online, and you will spot links throughout that content going to other websites. These are what we call backlinks, and the sites on the receiving end are investing in their SEO.
Link building is an essential component of any SEO strategy, and the same goes for the legal industry. Most law firms continue to use outdated link-building strategies that are hurting their businesses.
Why Are Backlinks So Important?
To Google, backlinks are a vote of confidence. If a website with a high domain authority rating links to your law firm, it shows that you are a reliable resource of insightful information. It also proves to Google that your organization is legitimate and reputable.
Great backlinks increase the trust Google puts in your brand. We tailor your link-building plan to your campaign goals, effectively bridging competitive gaps in unique referring domains, strengthening your website’s topical authority, and accelerating traffic gains to your most important pages.
Technical SEO for Law Firm Websites
Technical errors may be inadvertently holding your law firm back from reaching its full potential in organic search. We look beyond what a potential lead sees and ensures Google also sees what they want to see.
If your website has technical problems, Google may have trouble inspecting your website. It may be unable to index your brand, which means your website will fail to appear where it should.
Common examples of technical SEO errors include:
- Slow loading speeds
- Mobile optimization issues
- Duplicate content
- Crawl errors
- Missing HTTPS
- Broken links
Thankfully, most technical SEO problems are relatively simple to resolve. With an attorney SEO company, you can spend more time practicing law and less time worrying about metadata.
Improve Your SEO for a Better Client Experience
User experience also plays a huge role in whether your SEO campaign succeeds. No amount of SEO will take your law firm to the number one spot if your website’s usability fails to make the grade.
Things that attribute to a poor user experience include:
- Unresponsive pages
- Poor mobile experience
- Bad design
- Uncomfortable browsing
- Missing features
The simplest way to think about it is: if you saw that website for the first time, would it make you want to reach out to the business?
Law Firm SEO Services With Integrity
The penalties of not playing by the rules are severe, with entire law firms being de-indexed from Google Search.
We understand the cost of shady SEO tactics, and so we check, double-check, and triple-check to ensure our strategies remain in compliance with the latest Google standards.
Use Local SEO to Attract Customers
Chances are, you focus on practicing law within your city, county, or state. For this reason, you want leads from those communities you serve.
Local SEO focuses on targeting users by geographical location. That means ranking number one for “car accident lawyer in Minneapolis, Minnesota” or “car accident lawyer near me” rather than “car accident lawyer.”
Investing in local SEO has the advantage of less competition; it means you can spend less to get the results you want.
Today, local SEO remains one of the strongest client acquisition strategies in the legal industry. But it requires a tailored approach to guarantee success. Get your personalized local SEO plan — contact us for a free SEO consultation.
