Search engine optimization (SEO) should be an integral component of every law firm’s online marketing strategy. SEO allows your firm to attract more clients through both digital and traditional channels.
An effective SEO strategy to increase your law firm’s rankings on Google is multifaceted; from creating content that positions you as an authority to technical SEO tasks such as optimizing website structure and code to ensure maximum search visibility.
1. Create a mobile-friendly website
Establishing a mobile-friendly website for your law firm is an integral component of attorney SEO. As more users access the Internet via smartphones and other mobile devices, optimizing it for mobile searches will enable your firm to capture more leads and convert them into clients.
Make sure that your mobile site works seamlessly across devices by running tests with the Google mobile-friendly test tool.
One way to enhance user experience on mobile devices is to delete extraneous content such as photos, text and forms from your main page.
Lastly, if your visitors need to fill in number fields on mobile forms, offering them the option of using a keypad may save time and ensure that their information is completed quickly and accurately.
2. Optimize your content
Content quality is vital when it comes to lawyer SEO; engaging and informative articles will draw visitors in.
Make sure that your content is optimized for mobile devices – Google reports that 63% of organic traffic comes from smartphones!
One way to optimize content for mobile devices is by writing concise sentences that can easily be navigated on smartphones, and will ensure visitors find what they need quickly.
Integrate keywords into title tags and meta descriptions of pages you create to increase their page rank for search terms people might use when looking for legal services in their locality.
3. Leverage social media
Social media can be an extremely powerful way to market your law firm. It enables you to connect with potential clients, build relationships and boost engagement.
Establishing your social media presence doesn’t need to be complicated; but take the time to explore what will work for your firm and target audience.
Video content creation can be an excellent way of conveying your brand’s personality and values to its target audience, while increasing engagement rates and conversion rates.
One thing that stood out during our conversations with successful lawyers was the importance of humanizing your firm and its people. This means balancing legalese with personal stories to demystify it for potential clients while making your firm relatable to them.
4. Build backlinks
Backlinks are an integral element of SEO that can help your law firm rank well on search engines, while simultaneously increasing website referral traffic and brand recognition.
Attorneys looking to gain backlinks should create and promote content that resonates with their target audience – such as infographics, case studies, whitepapers or blog posts that provide useful insights or helpful knowledge.
An effective strategy for securing backlinks is engaging in outreach campaigns and networking with influencers within the legal industry. Doing this will increase your odds of securing backlinks while simultaneously positioning your firm as an authority within its niche.
As tempting as it may be to look for short cuts when it comes to attorney seo, implementing real content-based SEO requires patience and persistence. Your strategy should adapt accordingly as your practice needs change as digital marketing evolves.
