Attorney SEO For Law Firms
July 8, 2022
Most successful law firms rank on the first page of search results because their websites are optimized for inbound traffic and generate calls from potential clients. Attorney SEO is the process that gets them there, and it centers on building domain authority through inbound links and site structure.
What Is Searcher Intent and Why Does It Matter?
Any attorney SEO strategy starts with understanding searcher intent. By learning how prospective clients are searching for your services, you can build a strategy that captures their attention and guides them to call you. That means collecting and confirming data on searcher intent, then using keywords effectively to rank highly in search engines.
Core Strategies for Attorney SEO
A working attorney SEO strategy should include the following approaches:
- Guest blogging. Attorneys publish content on another website, usually an industry blog or independent website, and resource their own content through backlinks. This can be effective, though it is no longer as popular as it used to be, and Google does not want to see lawyers overusing it. Choose sites that are trustworthy and not spammy, integrate links naturally into your content rather than using over-optimized anchor text, and diversify your content from one site to another.
- Google My Business forums. These are also good resources for tracking your website’s organic traffic. If you have a page dedicated to medical malpractice, track organic traffic that leads to that page. A Medical Malpractice directory page, for example, should be optimized for medical malpractice searches. If you’re not sure how to use Google Analytics, sign up for Google’s free training course to get a full overview of your website’s traffic.
How Should Attorney Bio Pages Be Optimized?
Attorney SEO also involves the optimization of individual attorney bio pages. The page should answer unique questions for the targeted audience. The content should be organized logically so that it is easy to navigate and relevant to the target audience. Keep in mind that SEO for law firms takes time, so be patient and persistent. In the long run, your law firm website will grow into a reputable online presence.
The biography should be distilled into a byline format for use on other pages of the site. If your biography is similar to an interview, treat it as if you were applying for a job. Be interesting and enticing, not dry and professional, and let your personality shine through so your audience sees the real you.
Why Video and Branding Matter
Search engines like Google understand the value of branded websites, so it helps to create content that reflects those values. Using video on law firm websites can enhance branding exposure, increase click through rates, and increase traffic to your website. The more engaging the video, the more likely a potential client will want to call your firm.
Common Mistakes to Avoid
Unlike pay-per-click marketing, attorney SEO requires a solid strategy and effective utilization of resources. A good SEO strategy avoids two common mistakes and allows your law firm to compete with other law firms in the market. Taking advantage of these strategies keeps your law firm’s website on top of the results.
Don’t Skip the HTTPS Certificate
The next step is to implement an HTTPS certificate on the website’s host server. While this may seem like an unnecessary step, it will increase your search engine rankings. Getting a certificate on the website host server will ensure that the website can be trusted by search engines. HTTPS certificates are the easiest to implement on your website’s host server and ensure that your website can be viewed by the maximum number of people online.
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