Attorney SEO is the process of optimizing your law firm’s website so it ranks higher in search results for legal queries. Done well, it lowers your cost per acquisition, brings in qualified leads, and gives your firm a stronger ROI than most other marketing channels. This guide walks through the main steps to put attorney SEO into practice: building quality links, publishing in-depth content, researching the right keywords, optimizing your Google Business Profile, and adding Google Maps visibility.
Build a stronger link profile than your competitors
It takes time to rank in search engines, so you must build up your link velocity over a period of time. The aim is to match the link velocity of your competitors. While matching their link velocity will get you noticed, it might not be enough to beat them. Rather, you need to build more and better links than your competitors.
Linking to authoritative sites is one way to do this. Guest blogging is a great way to build links and generate exposure for your law firm. It requires more effort, but the benefits are clear. Guest blogging can help your law firm establish EAT factors by placing your links on authoritative local sites. Unlike other link-building strategies, guest blogging helps you create a strong backlink profile on local sites, which is important for Google. Otherwise, your website can face penalties for bad backlinks, thereby damaging its ranking.
Publish in-depth, EAT-focused content
To rank high on Google, your website should have in-depth content that answers common questions about the legal field. It should have a biography of the author of the content that explains what EAT stands for. It should also be mobile-friendly. Finally, it should be well optimized for search engines.
Your content should cover several topics, including subtopics and long-tail forms of your primary keyword. The goal is to make it as informative as possible for the potential client. Content creation is one of the most effective marketing strategies. By publishing content on a regular basis, your firm will gain visibility, drive traffic, and increase quality sales leads.
Don’t copy content from other sites
While it can be tempting to copy content from another site and link to the original source, it will actually hurt your ranking. Unlike traditional marketing, attorney SEO isn’t a one-time event, but it’s a continuous process that should be managed with caution.
Do thorough keyword research
You must also conduct thorough keyword research. The best way to determine which keywords are most relevant to your law firm’s content is to analyze what your site lacks. Using tools like Google Keyword Planner, you can look for popular keywords and study your competition’s websites. By analyzing competitor websites, you can determine your attorney SEO strategy. You can even employ a freelance SEO agency to perform these tasks for you. It’s important to have a website with relevant content that is optimized by Google.
Attorney SEO should also consider what your target market wants to see and how Google intends to respond. A search engine optimizes a page with preliminary answers to questions, so your clients can find you and contact you.
Optimize your Google Business Profile and Maps listing
Your law firm’s Google My Business listing should feature a short description of the services you offer. You can use this to sell your law firm, and it will also show up on mobile devices. It is crucial to include relevant keywords and compelling details in the listing. This can help your firm rank higher in the organic results of searches.
Another important strategy for attorney SEO is the use of Google maps. Google has made it possible for your website to appear on Google maps, and this makes a big difference when it comes to SEO.
Consider hiring a legal SEO agency
If you’re having trouble optimizing your website, consider hiring a legal SEO company. The right attorney SEO agency will help your website achieve high rankings in search engines and analyze your site to make SEO recommendations. Look for a law firm SEO expert who can review your current setup and apply the steps above.
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