Attorney SEO (search engine optimization) is a powerful marketing strategy that can help law firms increase their visibility online. By improving the content on their website, SEO can increase targeted traffic, lead generation, and top search engine rankings. It involves a variety of different strategies that include keyword research, on-site optimization, technical SEO, link building, and authority building. The process also requires constant monitoring and measurement. If used correctly, SEO can help law firms compete in a highly competitive legal marketplace.
When conducting an attorney SEO campaign, attorneys should focus on maximizing visibility on Google’s local panel, which displays on the right-hand side of Google search results. While this may not seem like a huge concern at first, a high-quality local listing can increase the likelihood of converting prospective clients. Additionally, an effective local SEO plan can connect law firms with local clients. Regardless of the type of practice area, a search engine optimization plan can help law firms reach new clients in the local area.
The best law firms have a website that ranks well in local and organic search results. Those that have done so have increased their inbound traffic and increased their number of phone calls from potential clients. The first step in this process is building domain authority, which is measured by the number of links pointing to your website and site structure.
Among the most important components of SEO for a law firm website is content. Google prefers websites that have relevant, topical, and unique content. Additionally, a website with the right content can load quickly. Moreover, attorneys should make sure that their website contains content that speaks to their target audience. This will not only increase their visibility online, but it will increase their conversion rate.
In addition to the right content marketing, attorneys should engage in on-site SEO to make their websites search engine-friendly and authoritative. As a result, Google will notice the quality of their content and boost their rankings. This will attract more potential clients and create a cycle of business. Attorney SEO takes time and patience. In addition, it should be monitored for months to ensure it is successful. You should also consider the benefits and drawbacks of attorney SEO and measure the results.
Attorneys should also optimize their biographies. Biographies are the second-most-viewed pages on a law firm website, and people want to know more about the attorney behind the practice. As a result, the bio should be informative and reflect the personality of the attorney. The bio should also highlight any accolades the attorney has won, especially local ones.
As an attorney, winning awards builds credibility, creates social proof, and provides SEO value. Moreover, winning awards helps establish a law firm’s reputation. In addition, attorneys who win awards can nominate other attorneys who are worthy of recognition. This can lead to reciprocal links. Using off-page SEO techniques can also lead to a cyclical effect: As a law firm increases its rankings on Google, more potential clients will find the firm. Moreover, Google’s RankBrain algorithm pushes attorneys higher, increasing their SEO rankings and traffic.
Link building is still alive and well, especially for law firms that need to reach out to a broad audience and build up a strong user base. Last year, Google’s Search Quality Senior Strategist said that links and content are the top ranking factors in the company’s algorithm. These factors are crucial for increasing visibility and engagement in the legal industry.