Attorney SEO is the set of strategies law firms use to rank higher on Google and attract qualified leads, with content marketing at its core. Because Google updates its algorithms frequently, firms need an ongoing SEO plan that covers relevant content, mobile usability, backlinks, and measurable results over several months.
Why content marketing matters for attorney SEO
Content marketing is a central part of any attorney SEO strategy. Your content should be topically relevant, informative, and shareable. Content creation helps build a reputation as a subject matter expert, improves website traffic, contributes to social media traffic, and generates quality sales leads.
When writing content, focus on the search intent of Google users. Identify the keywords people use and write in plain, simple English with an engaging style rather than legal jargon. If potential clients need legal advice, their first step is searching through the search engine results.
Mobile-friendly website design
According to Google, 50% of website visitors now access the internet through mobile devices. Mobile browsing has some drawbacks: mobile responsive websites can be more prone to glitches than their desktop counterparts, with laggy interactivity and poor clickability. Make sure your website is optimized for modern smartphones to avoid these issues.
Backlinks and link velocity
Backlinks are a vital element in boosting website rankings. They help build authority and trust among consumers, and relevant, credible links make web users more inclined to trust the site. Backlinks from reputable sources help your website rank high on search engines.
Link velocity is essential in law firm SEO. You need enough backlinks to keep your ranking on Google, and you should aim to match the link velocity of your competitors. If you cannot keep pace, competitors can overtake your position on the first page, which is why investing in higher-quality links matters.
Optimizing for the search results that matter
A good attorney SEO strategy considers the areas of the search results that matter most to your firm and how they will impact visibility. The best attorney SEO agencies keep up with the ever-changing algorithms that impact how they rank websites, ensuring your website gets a boost in visibility and traffic. Your website should be optimized for multiple search engines, including local ones.
Your attorney bio page
Your attorney bio page is the second most visited page of your law firm website. People searching for attorneys typically have specific issues in mind, so your attorney biography should reflect those factors and tell clients about you in your own words. List your honors and accolades, including local awards, which are a good way to generate positive reviews. More reviews translate to better results.
How long does attorney SEO take to work?
SEO takes time. To reap the full benefits, your strategy should be measured over several months. Track your position in Google as a primary indicator, along with organic traffic, number of visitors, the pages you publish, and the leads generated from your website. A successful law firm SEO strategy produces a higher number of visitors over time.
The competitive reality for law firms
The goal of an attorney SEO strategy is to increase the exposure a law firm receives in search engines. The industry is competitive, with more than 1.3 million lawyers in the U.S. alone. Staying professional and relevant across all marketing efforts is how firms are seen in a favorable light by a growing number of potential clients.
FAQ
What is attorney SEO?
Attorney SEO is the set of strategies law firms use to rank higher on Google and attract qualified leads. It includes content marketing, mobile-friendly design, backlinks, and staying current with Google’s algorithm updates.
Why is content marketing important for law firm SEO?
Content marketing helps law firms rank higher in Google by publishing topically relevant, informative, and shareable content. It builds a reputation as a subject matter expert, improves website traffic, contributes to social media traffic, and generates quality sales leads.
How long does it take to see results from attorney SEO?
SEO takes time and should be measured over several months. Key indicators include your position in Google, organic traffic, number of visitors, the pages published, and the leads generated from your website.