Search engine optimization should be an integral component of every law firm’s digital marketing strategy, helping attract new potential clients while helping existing ones find you more quickly.
Content, user experience and technical optimization are the three cornerstones of attorney SEO. Content is paramount – without it, no search engines will rank well for it!
Keyword research
Keyword research can be an invaluable asset to any firm, helping it attain higher search engine rankings and create content tailored specifically to the needs of your target audience. For instance, if your firm specializes in personal injury law, using SEMRush’s keyword research tool to identify keywords with high monthly search volumes that also appeal to your target market will prove particularly helpful.
User intent should also be taken into account, with some searches conducted with purchase intent in mind while others might simply want more knowledge or to compare services (awareness). Keyword research tools that specialize in user intent analysis can assist in identifying these keywords for research.
Google Keyword Planner is one of the most powerful free tools available, providing keyword suggestions based on broad segments of the Internet. There are also paid tools such as Ahrefs and SEMRush that offer more extensive data regarding competition and organic traffic – but for beginner websites it may be more prudent to stick with free solutions until your budget allows for more sophisticated software.
On-page optimization
A law firm website should be designed with ease of use and visual appeal in mind; this is key for attorney SEO as clients will compare several firms before making their selection. Furthermore, seamless user experiences should be prioritised over intrusive pop-ups or overlays that disrupt users’ user journey.
Title tags are an essential component of on-page optimization because they determine how search engines display results and serve as one of the primary ranking factors for user searches.
Meta description tags are another on-page element designed to assist search engines in understanding the content of a page. While not considered an official ranking factor, they can have a powerful influence on click-through rates. Meta descriptions should include relevant keywords to lure potential searchers in and add context and demonstrate relevance – something a well-written meta description can do! A strong meta description can boost law firm rankings.
Link building
SEO for lawyers is a complex process involving keyword research, on-page optimization, citation building and link building tactics – however it can be challenging to identify an ideal mix while managing an active law firm practice.
Keep in mind that SEO is a long-term investment and could take months or years before reaching the top of search engine results pages (SERPs).
Attorney link building can be an effective marketing strategy to attract new clients depending on the competitive nature of your practice area and service location, but care must be taken in selecting appropriate techniques that avoid black-hat practices.
As an example, it is wise to avoid paid links and content farms as these strategies are considered “black hat” SEO tactics that may result in penalties from Google. A better alternative would be creating high-quality articles that resonate with your target audience – timeless articles are more likely to draw links than outdated topics.
Content creation
Content creation for attorney SEO involves developing valuable, keyword-focused material for display on a firm’s website that displays text, photos, videos and other media forms that demonstrate expertise while driving website traffic and building credibility and trust with prospective clients.
Good content should be comprehensive yet simple to read, answering the searcher’s question while meeting search intent. Logically organized with relevant subheaders containing keyword inclusion and formatted for scannability using bullet points and numbered lists can all contribute towards creating quality writing.
Attorney SEO is an incredibly competitive field, so it is crucial that content that is optimized for keywords stands out on search engines and attracts potential clients. Furthermore, focus on including all five practices discussed above within your content creation efforts.