Comprehensive SEO Guide for Lawyers: A Step-by-Step Approach

The legal industry has traditionally been slow when it comes to adopting new technology. However, you can't afford to fall behind. That's why we have created this blog highlighting the best lawyer marketing strategy out there.

What is SEO for Attorney? And Why is it Vital?

Attorney SEO includes techniques, strategies, and tactics that help fetch more prospective clients to a law firm's website by ranking on search engines' first page.

Now, why is SEO for Attorneys crucial?

In recent years, the way people find, research, and choose a law firm has changed dramatically. According to studies, 87% of smartphone owners surf on Google at least once a day. In Q1 2020, 96% of people searched on their mobiles, and 92% of people combed on their mobiles and desktop.

The above statistics confirm that if you run a law firm and want to obtain more clients, it's essential to rank well on SERPs.

Elements involved in SEO for Law Firms

Just incorporating strategic keywords is a myth; SEO involves other aspects too.

Website Optimization

Your website should have headers, content, URL, title tag, image, and meta-attributions; this would guide Google to file your site in the appropriate location for users to find it easily.

SEO focuses on your site's structure and architecture, your link profile, and your web page's content.

SEO for Law Firms: 10 SEO Steps to More Clients and Leads

Before you dive in, it's vital to understand that SEO is also like the stock market in that it can go south really quick if you don't know what you're doing.

Step 1: Select the Right Law firm SEO Keywords.

You should pick keywords based on the following parameters.

Step 2: Screen out your Competitors

Once you have got your keywords, analyze your search engine performance compared to your competitors. Below mentioned are some factors that can impact your page rankings:

Comparing your' and competitors' SEO performance on the above parameters will give you a clear idea of where you stand.

Step 3: Make Technical SEO Improvements to your website.

After SEO analysis, move on to fixing your website's technical issues.

Schema: Schema removes any kind of guessing games, allowing you to tell Google exactly what the content on your web page is about.

This improves your chances of ranking higher and lessening the chances of Google misunderstanding what your page is all about. Law firms should use schema for local businesses.

Step 4: Optimize your Existing Web Pages for Search Engines

Once you've found your keywords, and your website is cleaned up, you need to optimize your current website pages.

Step 5: Optimize your Law Firm's Local SEO properties.

Local SEO targets your local service areas and gets your law firm at the top of search results in Local SEO. It is targeting the local pack in the box of Google Map results in the SERP. The information in the local pack is fetched from the GMB account; hence, your Google My Business (GMB) account needs to be claimed and optimized for local SEO.

Google uses your GMB page's data to display the firm's address, phone number, business hours, average reviews, specials, coupons, and updates.

In addition to listing your firm's NAP information on GMB, generating local SEO citations on nationally syndicated online business directories as well as niche legal directories will increase off-site SEO factors.

"Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value" - Philip Kotler.

Step 6: Build up your Strong Website Page Game.

Once you are done taking care of the most important SEO factors, it is time to level up your law firm's SEO efforts. Analyze your website thoroughly and see if you are missing out on anything. Glance through your competitor's websites to confirm that you all got all that you need.

Include everything: FAQs, About Us, Services, News and Media, and other authority building pages.

Your FAQ page is your gold. You have spent years understanding the law, but your client is trying to get his head around it in a few hours. Make sure you answer all the questions your client might have because they have nothing but only a bunch of questions when they begin a legal process.

Step 7: SEO-friendly content and blogs are EVERYTHING!

It is all about blogs and SEO friendly content. You need a blog; it may not be a fancy one. It is OKAY, even if you don't add a new one every day. Just have a blog and update it at regular intervals.

Your blog page can help you increase ranking chances on search engines by 434%. It also builds belief in your law firm. People like to research even before they purchase a new pen. It is imperative to convince modern consumers by having content that can answer your prospective customers' questions.

In a nutshell, the better your content, the higher your rank will be, and with that, you will have more leads.

You need to have well researched detailed content to get a better ranking. Along with it, you need to have images and videos to make your blog presentable and attention-grabbing. It should also completely cover the topic and optimized SEO for law firms.

Step 8: Build Votes of Confidence with Backlinks.

Linkbacks to your website are often viewed as a vote of confidence of your readers in your content. Backlinks have an enormous weight in search engine optimization. When you have more quality backlinks to your webpage, the more convincing google considers it, and it will rank you higher in the google search results. You need to be very active in your backlink game. You need to monitor the links you have and even build more continuously.

Below is a list of some great sources of backlinks:

Step 9: Track, Measure, Analyze and Repeat

All your efforts will go in vain if you do not regularly track, measure, and analyze all the data. Monitoring and analyzing will help you figure out which strategies are working for you and which methods need to be removed/modified.

Just remember, do not make the common mistake of looking at metrics when you are supposed to look at Key Performance Indicators.

Metrics are social shares, website traffic, impressions, rankings, bounce rates, and brand mentions.

Whereas KPIs lead, booking rate from calls, revenue, cost per lead, total new clients, lead-to-sale conversion rate, and ROI.

You need to track and measure both of them and not take decisions solely based on metrics. Metrics give context to your KPIs, which drive the digital marketing strategy of your firm.

Step 10: Rinse and Repeat your SEO campaigns strategies

The last step is to look at the results of your SEO strategies for law firms, and based on those results, you need to modify your SEO strategy. You can compare your KPIs every year, and you can even do a competitive analysis.

Doing so regularly, you will be able to see your graph and decide accordingly. If you see a continuous fall or no improvement in any of the categories, say, ranking, you need to switch your strategy immediately.

For instance, if you saw a decrease in,

Rankings: Optimize your page as much as you can by finding out which rankings fell.

New clients: You need to see if you are targeting the right audience and leads. After finding the root cause, you will be able to fix it.

Website Traffic: First, find out which page has decreased traffic. Answer questions like: Have you made any changes in them in any way? Is there any broken link? Did they get slower? Is there any alert from google?

Lead: Find out if your call leads are decreasing or web leads and find the factors affecting your leads. Also, analyze your previous leads.

Conclusion!

Unfortunately, SEO isn't a one-time deal. Continuing to hone your SEO strategy over time ensures that you will keep up with the current ways search engines use to sort content activities. Continue to tweak your strategy as you learn more from your results. We have covered most of the things in this SEO guide, and if you feel a bit lost, then don't fret about it. Reach out to us to know more about our services!

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