To increase online visibility for your law firm, an effective attorney SEO strategy must be in place. These tactics include on-page optimization, content production and link building.
Employment law firms, for example, could include relevant statistics about workplace discrimination and harassment in their content to demonstrate relevancy and improve rankings on Google. This would send an influential signal about relevance.
On-page optimization
SEO’s on-page optimization refers to the practice of optimizing web pages so they rank higher in search engine results pages (SERPs). This process encompasses everything from keyword research and content development, to making sure all targeted pages have been optimized with regard to targeted keywords.
To do this, the most effective strategy is incorporating keywords in title tags, meta descriptions and internal links. This will allow search engines to better comprehend what the page is about and lead to higher rankings. Furthermore, it’s crucial that each piece of content remains unique and doesn’t get reused across multiple pages.
On-page optimization also involves adding text to image alt tags so Google crawlers understand what the images represent, especially when using large photos. Finally, keeping an eye on your SEO performance with tools such as Google Search Console and Analytics is recommended to monitor progress and identify any areas requiring improvements.
Content creation
Content creation is an integral component of attorney SEO (search engine optimization), or search engine optimization for law firms. This strategy involves writing engaging, informative and captivating posts to attract organic traffic from search engines like Google. When done properly, this marketing approach can increase law firm visibility while simultaneously increasing leads.
To improve SEO, include location schema in all blog posts and static pages. This microformat appears in search results and identifies your firm as local business. Another helpful SEO strategy for attorney marketing is FAQ schema which displays answers to commonly asked questions directly in search results.
Attracting new clients requires providing valuable information through your website. You can accomplish this by answering frequently asked questions, offering free legal evaluations or hosting live events. Furthermore, participation in programs like Help A Reporter Out can put your expertise in front of major news websites.
Link building
Link building is one of the cornerstones of attorney SEO, serving as evidence to Google that your law firm is an authority in its field. It involves creating an interlinked network whose quality and relevancy will ultimately decide where your pages rank in search results.
Building links requires creating content that provides real value to your audience, then reaching out to website owners asking them to link back to it. This strategy not only increases audience size, but can open doors for collaborations with other businesses as well.
When it comes to link building, you should avoid any tactics which might be considered spammy or manipulative. For instance, buying or trading links aren’t advised and could even incur a manual penalty from Google. You should also avoid linking from irrelevant websites.
Social media
Social media marketing relies on harnessing the internet’s ability to connect and share information through various platforms like Facebook, Instagram and LinkedIn. Social media sites like these allow your firm to promote itself while sharing relevant news or interacting with potential clients.
Search engine optimization (SEO) is the practice of increasing your law firm’s visibility online by optimizing content and technical aspects of your website. SEO utilizes various techniques, such as keyword research, onsite optimization, link building, citations etc to achieve this end. SEO offers an economical alternative to paid ads while potentially yielding significant return on investment (ROI).
SEO for lawyers can be complex and time-consuming, requiring an in-depth knowledge of both legal industry practices and Google’s ranking factors. Gyi Tsakalakis from AttorneySync discusses how you can get started with law firm SEO on this episode of ‘Matters’.
