When it comes to SEO, how do you stack up against your legal competition? Clearly, SEO for lawyers is a fiercely competitive sector. Perhaps you want to do more, but don’t know where to start? Plus, you’re busy – running a law firm’s no easy task. Don’t worry; sometimes small changes can make the world of difference in the digital sphere. So here are 5 tasks to get you started and help attract more clients, all through the power of SEO for lawyers. Work your way through the below and you can expect to see a healthy bump in your ranking positions.
Make Sure Your Site Is Being Indexed
First, make sure your website isn’t blocking Google’s crawling and indexing bots. If it is, it doesn’t matter how well you follow the rest of this guide; you’ll get nowhere.
Once that’s sorted, you’ll also need to make sure your meta-descriptions are complete. The last thing a prospective client wants to see is…
“A description for this result is not available because of this site’s robots.txt.”
Not very reassuring.
If you’re unsure how your site currently appears to visitors, you can check this through google. Just search ‘site:’ immediately followed by your domain address.
Your efforts will be rewarded with a list of all your indexed pages and the meta-descriptions for each. If everything is displaying correctly, you’re good to continue.
Select Popular Keywords
If you need help researching keywords, the following keyword research tips should put you on the right path. Here are our 3 favorite methods:
- Google Adwords PPC Suggested Keywords
- Existing Page Topics / On-Site Search
- Competitor research and analysis
But even with the best keyword research in the game, if you’re not able to use them effectively, your efforts will go to waste. To get this spot on, try using keyword mapping.
For example, to help boost SEO for lawyers, we can divide user searches into three broad categories:
Money (looking to purchase your legal services)
Discovery (looking for information about legal services)
Attention (looking for specific information about their circumstance)
For each keyword on your list, consider how it relates to visitor intent. Armed with this information, you’ll be much better positioned to decide the most effective content to populate your keywords into. As an example, keywords that suggest an intent to buy should center on your legal services page.
Just make sure to only focus on one main keyword, per page. On that page, you’ll need to use the keyword in the following places for the full SEO benefit:
- Page URL
- Page Title
- 1 image title
- 1 image alt tag
- Multiple times throughout the content
Build Valuable Content
Now you know precisely what your keywords are and how to use them, it’s time to switch your focus to crafting killer content.
For the legal sector, the ability to produce expert content is particularly important. After all, you need a way to truly differentiate yourself from similar services in the local area.
Imagine you’re searching for legal aid yourself. You do a simple Google search, and 5-6 company pages from the local area stare back at you.
What drives you to choose a specific page?
Every legal website claims to be the most trusted in the area. This makes it tricky for visitors to determine real value. What you need to do is prove your expertise, and a blog is a great way to do that.
For your law firm, informational blogging is an excellent way to establish yourself as an authority and increase your social shares. Of course, keywords are crucial here too, but alone, they won’t be enough. Aim to create content that people genuinely care for and simply can’t find elsewhere.
Stuck for ideas? Think in-depth guides to common legal situations, case studies from anonymized clients and visual infographics for your services. No need to stop at your own website, either.
You could also consider answering questions on Quora, the famous question and answer site. Write high quality, detailed answers (adding your website link at the end, of course), and expect to see a healthy increase in traffic.
Build A Positive Online Reputation
Reviews are an excellent way to boost your ranking for local searches and build brand trust amongst website visitors. Even if a prospective client has heard glowing verbal reviews from friends and family, there’s a good chance that they’ll hop online to check out your digital presence.
If the first thing they see is more 5-star reviews, you can expect a call shortly. However, if a negative review is staring back, they’ll be quick to re-evaluate their choice and may seek out your competitors.
Here are our top tips for boosting your reviews online:
- Explicitly ask clients for a review
- Provide instructions on how to leave a review
- Offer an incentive (e.g., future discount on your services)
- Respond to every review left (not just negative ones)
Reputation management is a big deal, and negative reviews can hurt. In fact, a negative review could cost you a million dollars. The best way to avoid them is by making sure your service is A1, every time.
Start Building Quality Backlinks
Backlinks are highly effective in driving traffic to your site and showing search engines that your content is valued and deserves to be ranked highly.
Just remember that getting one solid backlink is much better than getting 10s of poor quality links. In fact, a backlink from a website with high authority status and with a ton of traffic is the holy grail of SEO for lawyers.
Be proactive. Here’s a quick tip to identify backlink opportunities easily. Head over to Google and search field relevant terms such as:
But before hitting search, follow these terms with phrases such as:
- Guest blog
- Guest post
- Submit your article
- Accepting submissions
This will pull up any websites in your sector that are open to contributions and give you a list of places you can use to get started with your backlink building.
Contact Us Today
If you have questions about digital marketing for law firms, I have the answers. Give Advantage Attorney Marketing a call today at (714) 497-1962. We love to give FREE advice! We never give you the full court press sales job. Our primary focus is to build trust and lasting relationships.