Attorney SEO helps law firms appear at the top of Google when potential clients search for legal help locally. The right strategy brings in qualified traffic, builds brand equity, and generates calls from new clients over time.
Why SEO matters for law firms
Search engines are the first place potential clients go to find a law firm. SEO services ensure that law firms appear at the top of the list of search engine results, which means users have a positive experience and are more likely to call the firm. Search engine optimization requires careful planning and a concerted effort over time. Persistence is the key to competing in Google search and driving increased traffic to a law firm’s website.
Target long-tail keywords
An attorney SEO strategy should be tailored to the specific needs of the law firm, and a good strategy should target long-tail keywords. This increases the likelihood of converting prospects. A local SEO plan helps law firms connect with local clients by putting the practice in front of the right audience for the target keywords and location.
Build a strong backlink profile
Google penalizes websites with poor links, and a professional link building team can significantly improve a law firm’s backlink profile. The process is long and tedious, but white-hat techniques build a strong profile worth the rewards.
Use guest blogging carefully
Guest blogging involves publishing content on another website, usually another independent or industry blog. This allows the law firm to pick up backlinks from the content. Make sure to publish only on websites with a good reputation, include relevant links within the content, and avoid over-optimized anchor text.
Publish articles on a regular basis
Publishing articles regularly increases the brand equity of a law firm for every pageview. News articles posted on a law firm’s blog build brand equity, and each view acts as an exclusive advertiser on that page.
Add video to the site
Video increases branding exposure and improves click-through rates. The video content on a law firm website helps the site stand out from the competition and increases the firm’s visibility.
Promote content on third-party websites
Promoting content on third-party websites can boost attorney SEO. While social sharing websites often don’t follow links, they still count as referral traffic to the law firm’s website. The attorney’s name and the URL of his or her website will be included in the content, creating a growing portfolio of inbound links that Google will count.
Write quality content and keep going
Writing quality content with value to the reader is an effective way to boost attorney SEO, and the content should be worthy of links. SEO for law firms is a continuous process. The more successful firms rank high in local and organic search results, attract inbound traffic, and receive calls from new clients. Building domain authority is the first step toward ranking in the top Google search results, and over time this strategy can lead to exponential growth.
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