Most people check attorney credentials online before acting on a referral, so a law firm’s search ranking directly affects the leads that walk through the door. Specialized attorney SEO gives multi-office firms a way to show up in those searches with keywords tied to each location and practice area. The tips below focus on what a multi-office firm can do to earn and hold those rankings.
Why attorney SEO matters for multi-office firms
The goal of an attorney SEO campaign is to boost web traffic, which converts into foot traffic. If a website is not visible on Google, visitors are more likely to bounce back to the search results, which raises the bounce rate and leads to a loss of rankings. If a site is not listed on the first page, competitors take over that position. That is why attorney SEO is vitally important for multi-office law firms.
Submit directory information consistently
Submit directory information consistently and include a primary keyword and related long-tail keywords. Google uses these pages to judge a firm’s credibility. Include as many subtopics as possible, and use both the primary keyword and long-tail keywords as part of the SEO plan. For a law firm to rank high, the website should be submitted to popular directories regularly. As Google’s algorithm changes, the firm’s information should also be submitted consistently across the web.
Write high-quality, relevant content
Content on a law firm website should be high quality and relevant. Content that is in-depth and answers questions clearly is essential. Often, law firms have generic FAQ pages with “it depends” answers or information that makes them look unprofessional. A firm’s website must be better than the competition’s, so include more detail in FAQ sections and answer visitors’ questions in a comprehensive manner. Don’t forget to optimize the blog for SEO as well.
Build and manage online reviews
Online reviews are a vital component of attorney SEO. A high-quality set of reviews will increase a firm’s profile and attract traffic. Encourage previous clients to write reviews, since this boosts both profile and traffic. Visit all review directories and keep the information accurate. Once a page ranks well on Yelp, the firm has a high chance of getting referrals, and there is no way to know when a referral will come in handy.
Write a strong attorney biography
A well-written biography is another important element of lawyer SEO. The biography is the second most viewed page on a law firm website, so it should reflect the attorney’s personality and what sets them apart from competitors. Highlight accomplishments and accolades. Local awards are particularly valuable, but don’t forget to list them. The biography is the place to sell the attorney to Google. In addition to being informative, it also acts as a means of promoting the firm.
Treat SEO as a long-term investment
A successful attorney SEO marketing campaign takes time and effort. It requires daily action and an understanding of how search engines work. A properly executed attorney SEO marketing strategy is an investment that will last for many years. If the firm continues to maintain it, it will continue to reap the benefits of the SEO campaign long after the work is completed. Start investing in SEO today and keep the work going.
FAQ
Why does attorney SEO matter for multi-office law firms?
Most people verify attorney credentials online before following a referral. If a multi-office firm’s site is not on the first page of Google, visitors bounce back to the search results, bounce rates rise, rankings drop, and competitors take that position. SEO keeps each office visible in the searches that lead to new clients.
What should law firms focus on for attorney SEO?
Submit directory listings consistently with a primary keyword and related long-tail keywords, publish in-depth content that answers real questions (especially in FAQ sections), encourage client reviews on directories like Yelp, and write detailed attorney biographies that highlight accomplishments and local awards.
How long does it take for attorney SEO to pay off?
Attorney SEO requires daily action and ongoing maintenance. It is framed as an investment that lasts for many years, with the firm continuing to reap benefits long after the initial work is completed, provided the effort is kept up.
