Because of the recent developments in search engine optimization or SEO, the internet is the primary go-to if people want to look for professional services.
Even as early as 2014, people are already using the internet to look for legal services.
If you run a law firm, it’s crucial that you come up with an effective marketing strategy. Also, a big chunk of that strategy should be focused on online marketing, specifically in SEO.
But not most law firms are aware of the number of benefits that SEO can bring. As a result, they’re not using their most vital resource which is the internet.
So if you want to know more about how SEO works and how it can impact the legal industry, you’ve come to the right place. Keep reading for the five steps of SEO success:
1. Choose the Right Keywords
The very foundation of SEO is keywords. That’s why it’s important to pick the right ones.
Usually, lead-enhancing keywords have more competition and have a higher cost. So, pick the right keywords carefully.
Base your keywords on the following:
- Your target users: What kind of words and phrases does your target users search for?
- The volume of your keywords: Utilizing free tools like Google’s Keyword Planner helps you know the keywords’ monthly search volume.
- The keywords’ implicated search intent: “Lawyer reviews” are more effective than phrases like “do I need a lawyer?” To generate more impact, select commercially-inclined keywords that show the user is ready to start a transaction.
- The keywords’ competition: The more people who choose a particular keyword, the harder it will be to rank for. That’s why it’s going to be harder for you to rank for a keyword like “divorce lawyer” than a “divorce attorney in Brooklyn.” If that’s the case, Google keyword planner is going to be your best bet. But paid tools like SEMRush and Moz are excellent as well.
2. Check Out Your Competitors
Once you have your keywords, find out how you’re currently performing on search engines, and how you measure against your competitors. There are over 200 factors that significantly affect search engines, but the ones that matter are:
- Whether or not your site is secure (HTTP vs. HTTPS)
- Whether or not you have a website that’s mobile friendly
- How fast your site pages load
- Whether or not your web pages have a schema markup
- The length and quality of the content on your web pages
- The existence of social signals that link back to your website
- The presence of backlinks that link back to your website
- Whether or not your images are optimized on your web pages
Make a list of all these factors and make separate columns for you as well as your competitors. Then, compare how you measure up against them.
3. Optimize Your Title Tags and Meta Descriptions
Now, we move on to how you optimize your website pages.
- See to it that every page has a Title Tag and Meta Description. Include your keywords as well.
- Ensure that every page addresses a subject in-depth. If someone has follow-up questions after reading, it simply means that your content isn’t thorough enough.
- Utilize heading tags. These tags give Google clues on the topic and structure of your page. Every page should have one H1 tag, several H2 tags, and if you need them, H3 tags.
- See to it that your key phrase (and its variation) are used throughout your landing pages. On that note, never keyword stuff. If you’re merely looking for sentences to slide in your keywords, then most probably, you’re not doing it right.
4. Create an SEO Friendly Content
The technical benefits of content marketing are great, but it’s only one piece of the puzzle.
Creating an innovative, high-quality, and conversion-friendly content opens a lot of doors to more links and higher rankings. It is the currency of ranking high on Google.
If you’re publishing low-quality content, this raises a lot of red flags. But by posting a content that’s in-depth, and relevant to your law firm website, you’re giving search engines a green signal.
The reason is that you’ll rank higher than your competitors who lack quality content. The content you publish must be authentic and detailed as possible ‒ it can’t be low-quality and vague.
As posted on Amazelaw, “The purpose of your law firm’s website is to attract prospective clients. To achieve this, you should write and publish content.”
5. Monitor Brand Mentions
Google alerts are the best way to stay on top of your brand’s mentions online.
So, every single time that your brand is mentioned, you will be notified.
You can choose to be notified either once a day or once a week. It’s up to you.
If you want to create an alert, go directly to Google Alerts. Place your brand name there, and you can opt to create multiple alerts.
Google Alerts doesn’t just help you discover who mentioned you online, but it also allows you to participate in discussions that are happening actively. Doing so enables you to avoid negative reviews.
Over to You
SEO today is probably one of the best online strategies for law firms. Not only that it allows you to reach your goals, but you’ll save up a substantial sum from it in the overall costs of marketing.
So, without a doubt, your law firm website has a lot to gain by implementing the right SEO practices.