Where does your law firm rank on search engine result pages (SERPs)? Results on page two only generate 0.63% of clicks! Without a top-of-page ranking, you may never attract new clients.
Search engine optimization (SEO) marketing will improve your organic rankings. With SEO for lawyers, you can gain online visibility and book more consultation appointments!
Not sure where to start? Read on to draft your SEO strategy today!
Gather Keyword Research
Ensure your optimized blog content reaches your ideal target audience. Gather audience research to specify who you’re trying to reach. Specify your audience based on demo- and psychographic data.
Once you define your audience, gather keyword research. Your research will inform the rest of your SEO strategy. Your blog content will appear as people search using these keywords.
Create a list of long-tail keywords. These keywords are more specific, allowing you to create relevant content for these searches. You can ensure your content reaches the right readers.
Use these keyword research tools:
- Answer the Public
- SEMRush
- Google Trends
- Google Keyword Planner
For each primary keyword you select, choose a secondary keyword. Adding secondary keywords to your content will ensure you avoid keyword stuffing. Otherwise, your content could get penalized (meaning it won’t appear on Google).
When writing your blog content, optimize it for searches by inserting the primary keyword into the:
- Title (an H1 header)
- Opening paragraph
- Closing paragraph
- Body text
- Image file name
- Image alt text
- SEO title
- SEO meta description
Create content for a range of different keywords and topics. For example, perhaps you have a personal injury practice. Cover car accidents, elderly neglect, slip and fall accidents, and medical malpractice claims.
Covering multiple topics will ensure you appear for different searches. Each time you appear, you have the chance to attract clients to your legal practice.
Update Your Website
Google prioritizes websites that are fast, mobile-optimized, secure, and user-friendly. It will review the mobile version of your website first. If your site isn’t optimized, competing legal practices will rank ahead of you on SERPs.
Work with a digital marketing agency that offers web design and development services. Updating your website can boost your organic rankings.
Choose an agency that understands Google’s Core Web Vitals. These ranking factors focus on offering website visitors a good user experience. Creating a positive experience will encourage people to linger on your website.
As visitors stay and explore, your dwell times will improve. Your bounce rate will drop. Improving these metrics could cause your organic rankings to rise.
Run your website through Google’s PageSpeed Insights and Mobile-Friendly Test. If it’s not optimized, work with an agency to improve your site. Otherwise, the rest of these SEO tips may not prove effective.
Create Website Content
Use your keyword research to start writing content for your legal practice’s website. Google prioritizes fresh, relevant content. Create a content calendar to post on a regular schedule.
End each blog post with a call to action. Direct readers to contact your legal practice for a free case evaluation. Add a link to your Contact Us page to generate leads.
Create different types of posts, including blogs, eBooks, and infographics. A diverse content marketing strategy will allow you to appeal to different readers. You can provide them with the information they need to encourage a conversion.
Always write with your ideal client in mind. Personalize your content to sympathize with the reader’s needs.
If your content doesn’t match the reader’s needs, they’ll leave. Your website’s bounce rate will start to increase. A high bounce rate will indicate you’re offering a negative user experience.
Your website’s organic rankings may start to decline. Lower rankings will make it more difficult for clients to find your legal practice during searches.
Develop a content promotion strategy. Share your content using social media and email marketing. As you generate more website traffic, your organic rankings could improve.
Higher rankings can help you generate:
- Website traffic
- Leads
- Brand credibility
- Brand awareness/recognition
- Trust
Regularly review your website analytics. If your content isn’t generating traffic, adjust your SEO strategy.
Optimize Google Business
Optimizing your Google Business listing can help you reach local clients. Your listing should display your law firm’s:
- Name
- Hours
- Phone number
- Website
- FAQs
- Photos and videos
- Client reviews
Encourage your clients to share their reviews on your profile. Generating fresh reviews can boost your organic rankings.
Future clients can read these reviews to determine if you’re a trustworthy law firm. They may feel more comfortable reaching out after reading reviews.
If your legal practice changes locations, update your profile right away. Irrelevant information can hurt your rankings. Optimize your business information on other online directories as well.
Guest Blog
Generate backlinks by guest blogging on other websites. Backlinks are links that appear on other websites. They’ll send readers to your content, allowing you to generate referral traffic.
Generating high-quality backlinks can strengthen your Domain Authority. Your organic rankings could improve.
Look for brand mentions online. Ask websites that mention your law firm to add a link to your website. You can hire an SEO marketing agency to generate more guest blogging opportunities.
Hire an SEO Agency
If you’re struggling to improve your organic rankings, ask for help. Hire a search engine optimization marketing agency. Leverage their experience and expertise to develop an effective SEO strategy.
Partnering with an experienced SEO agency can save you time and money. You can avoid making costly mistakes if you depend on their prior experience. Use this SEO success guide for lawyers to learn more.
Choose an agency that has worked with law firms in the past. They’ll have a better understanding of your industry and clients.
Generate Online Visibility With SEO
Don’t rush when developing your SEO strategy. Instead, use these SEO tips to generate more online visibility. Gaining online visibility will attract new clients to your law firm.
Remember, you don’t have to develop your SEO strategy alone. Working with an agency could ensure your success.
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