Search engine rankings are essential for any business that wants to increase engagement and generate new leads. Unfortunately, law firms continue to ignore SEO, which can be costly in terms of poor web traffic, new information, and increased revenue.
However, some law firms that hire third-party Law Firm SEO services may not be very clear with the process themselves. This lack of understanding often hinders them from helping out the appointed firms to get them the best results and rankings.
Here we shall explore the basics of building a law firm’s online presence and help all law firms and SEO agencies understand the process of optimizing the digital presence of their business or clients in this profession.
SEO is the process of optimizing online content to improve visibility in search engine listings. From creating content to improving the technology base of your website, there are many ways to do this.
The overall goal of SEO is to create a great user experience that meets the potential customer’s needs and leaves a positive impression. In short, SEO for lawyers is SEO for lead generation.
Building a successful lead generation engine requires creating a user retention strategy at different user journey stages.
You must ensure that your website provides customers with the right content and a clear conversion path for them to become leads.
Steps For Successful Law Firm SEO
Given below are the steps to a successful SEO strategy for a law firm—
1. Keyword Research
Research your customers and create a list of keywords your prospects are using. Then, use Google Trends to see if a particular keyword is trending up or down or in demand over time. In addition, some keyword data can be obtained from Buy>Search Console>Search Queries.
The results generated by that key phrase are visually interesting and help prime the content creation pump. Therefore, you’d want to search for keywords with high search volume (100+) and low difficulty keywords.
2. Competitor Analysis
The lawyer is hyper. In time, it is the only channel that generates an increase in the composition. By analyzing the competition, you can see and protect the competitors and use useful opportunities.
In fact, if we reverse engineer what works for them, we can duplicate it and achieve the same success. SEO is about getting people to click on your site when looking for something.
Direct competitors are companies that offer the same services as you but to the same customers. Indirect competitors are competitors that replace your services.
3. Website Compliance
Legal reasoning involves applying the law to the facts to determine the rights and obligations of the people involved in a situation. Failure to comply with the Americans with Disabilities Act (ADA) can result in discrimination, financial liability, and reputational damage.
There are no specific guidelines to be followed by law, but the website is expected to be accessible to everyone.
A company’s website must comply with the ADA if it complies with Title I or Title III, including locations with 15 or more full-time employees for 20 weeks or more per year.
Although there are no specific guidelines for website accessibility, many organizations use the Web Content Accessibility Guidelines (WCAG) 2.0. According to the American Bar Association (ABA) Accessibility Report, there were more than 8,000 website accessibility lawsuits between 2017 and 2020.
By following these guidelines, the Company’s website can be accessed by people with cognitive, language or learning disabilities and by sighted or hearing people.
4. Off-Page SEO
Off-page SEO strategies can help law firms rank higher in the search results where SERPs are based on strength, signal, and relevance. This includes activities like—
- Linking your site to established links from local businesses.
- Generating reviews and ratings on Google My Business and other review platforms.
- Creating a social media presence for your law firm.
- Posting client testimonials.
With many links to local organizations and businesses on community pages and a robust process for populating local listings with reviews, law firms can achieve great results by focusing on local and external links.
5. Local SEO
Local SEO is making a legal firm’s website more prominent in search engine results for terms with a local focus, such as “criminal lawyer Miami.”
The pinnacle of local search engine optimization is Google My Business (GMB). You may assess the appropriateness of your search keywords, listings, and the reputation of the legal services provider. A comprehensive local SEO plan takes into account each of the ranking elements mentioned above.
The two most important conversion factors for local businesses are—
- High Google rankings.
- Positive reviews.
98% of consumers read reviews and trust them almost as “personal recommendations.” But don’t incentivize your customers in exchange for a positive review. This violates Google’s rules, which you can see here.
6. Content Creation
Law firms have a great opportunity to showcase their skills and encourage potential clients to use their services through well-written content. Content must be fresh, authoritative and relevant to your company’s target audience.
Choosing the right topic, clear details and engaging writing can make all the difference. Client personas are the types of people who make the best clients for your law firm.
You also need to know your company’s target audience to target your topic research to meet those needs—understanding who you’re writing for increases your chances of creating something relevant and valuable to your audience.
Google Analytics and social media can help you identify web traffic and follower demographics, which can help you get closer to your target audience persona.
7. Link Building
Link rate is the percentage of backlinks to your site over some time. A logarithmic scale from 0 to 100 measures the strength of a website’s backlink profile. This is different from Domain Authority.
Search engine ranking scores are based on dozens of factors using other SEO software. Creating a profile in a free directory is one of the easiest ways to get backlinks to your site.
This process involves finding relevant prospects who can direct you to your site, finding email or other contact information, and contacting them.
In addition, you can view citation performance by adding a UTM parameter to your URL and adding your campaign source to it.
Do you have a unique vision for how to grow your law firm?
Or is it a strong opinion based on data on a hot legal topic?
High-quality legal blogs and websites can interest your guest posts that can help lawyers. Therefore, submit articles by email or form. Of course, you can always use a content creation service to write your script if you’re short on time.
FTI Law, established in 2020, represents the first hybrid technology law firm. Although it has offices in Manhattan, the company’s clients are primarily located outside the United States.
The company takes a zero-security approach, requiring a security app and two-factor authentication for every interaction. FITI invested in infrastructure enabling better video conferencing, including better microphones, lighting and internet connectivity. In addition, lawyers can obtain digital signatures for documents previously sent by international couriers.