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If you’re a lawyer or legal practice looking to place your foot in the online marketing space, then you’ll need to learn the different methods of doing so.
The main method is search engine optimization (SEO), which is the focus of having your website pages land on Google’s top search results.
In order to reach that point, there are several things that you must do to fall in favor of Google’s complicated algorithm. Simply research and apply all of the things you learn.
Here are several law firm SEO tips and tricks that you should consider putting into place.
Consider all of these factors as you construct your SEO strategy
1. Focus on Your Keywords
One of the biggest factors in search engine optimization (and digital marketing as a whole) is the use of keywords in your online content.
Search engines such as Google use those keywords to determine whether or not they want to direct more people or fewer people to your site. Granted, there are several other factors that it considers, but the keywords are a huge portion of it.
For you to direct the right people to your site, you need to perform research on the types of keywords that your target market is typing in.
Some people make the mistake of simply using the words they would type into Google to search for such topics as a personal injury attorney. But it’s a little more strategized than that.
Be sure to equip yourself with an online keyword tool such as SEMrush or Ahrefs, so that you can study the insights of certain keywords.
From there, it’s as easy as copying and pasting the link of a Google top search result that’s relevant to your niche and analyzing the keywords inside.
Then you can choose the words with a high amount of search traffic and as low a keyword density as possible.
2. Make Your Website Simplistic
This should be prefaced by saying that if your law firm specializes in many different areas, this part might not be easy. Nevertheless, it’s very essential.
You might not think it, but search engine algorithms consider your website layout in determining the quality of your pages.
So if you have a website that’s filled with too much legal jargon and is difficult for the user to navigate, then Google won’t direct people to it. Plain and simple.
The two main focuses of your website layout should be to 1) deliver high-quality content to your site visitors and 2) make the website as easy to navigate as possible.
Not only will it boost your rankings on Google, but it will also help with your site’s bounce rate. Customers are far more likely to go from page to page if your site is easy for them to understand.
Remember, your ideal customers aren’t educated on the law like you are. Don’t hide the information they need under tag labels that they don’t understand.
3. Use a Lead-Generation Company
A body lifter can’t reach new personal bests without a spotter. Batman can’t defeat the Joker without Robin. Everyone needs help in achieving the goals that they have.
One of the best things that you can do for your company’s SEO tactics is to equip yourself with a lead-generation company.
More importantly, you have the opportunity to work with a service that focuses on providing you with the best legal leads possible!
With their service, you’ll receive the types of leads that you can use to build your book of business. Not only will it help with your lead generation, but it will also lead to higher sales conversions and building customer loyalty with your firm.
Better yet, these services can teach you how to combine the use of web leads and live calls in order to receive more leads than you previously thought was possible.
Be sure to explore all of your options and find the best decision for your needs.
4. Keep Your Eyes on the Details
Most people know that search engine optimization requires a healthy balance of keywords, external links, internal links, and high-quality content.
However, not many realize that there are many more details that algorithms look at when “judging” your site.
Things such as the speed of your website are vitally important. Even if you were to somehow trick Google into placing your slow website on its top search results, site visitors would hop off it if it doesn’t download in 2 to 3 seconds.
You also need to make sure your site measures up in terms of security and mobile-friendliness for your clientele.
More people than ever are visiting websites on their smartphones. You need to cater your website to that statistic.
5. Create a Buyer’s Persona
There’s a common marketing tactic called building a buyer’s persona where you can create your ideal target customer.
This will help you understand the keywords that they search for, where you can find them, how they’d come across your service, etc.
For example, if you’re a personal injury attorney, then one of your Buyer’s personas might be a guy named Rick who is the father of 2 children, in his 30s or 40s and he’s been injured on the job.
Build Your Law Firm SEO Strategy Today!
Now that you’ve seen several law firm SEO tactics, it’s time to come up with a digital marketing plan for your practice.
Take your time to build the buyer’s personas of all your different areas of expertise and devise a strategy around each and every one of them.
Be sure to browse our website for more SEO-related articles, as well as many other helpful pieces of information.