Attorney SEO helps solo practitioners, small firms, and large law firms generate high-quality cases by ranking for the search terms prospective clients actually use. The firms that dominate Google approach SEO differently from the rest: they research what Google wants to show for each practice area and they target the keywords most likely to send the right visitors to their site.
Why your law firm website matters for SEO
The first impression your website makes on potential clients is vital. It must be easy for them to find the information they need. A well-organized site builds trust and makes the information easy to understand. The time a person spends on each page will affect the SEO of the site. If your website is cluttered with irrelevant information, visitors are more likely to leave and click on a competitor’s link instead.
What Google looks for from a law firm website
Google looks for fresh content on legal topics, so your site should publish keyword-rich content that satisfies both sides of the search funnel. For example, when people search for a medical malpractice attorney in Nebraska, a directory page can appear above local firms, which makes relevant content on your own pages especially important.
Google also looks at trustworthiness, as reflected by a firm’s footprint on the Internet, recent reviews, and security features. If a business does not have a strong reputation on the web, customers will quickly look elsewhere. E-A-T is crucial to law firm rankings and bottom line. Use SSL certificates and provide privacy policies to protect client information, and make sure your bio and website feature relevant articles about your practice.
How to measure what is working
Google Analytics can help you see what is working and what isn’t. A detailed analysis of the website will reveal what areas need improvement, and the next set of actions should be based on this analysis. Conduct keyword research and make a list of relevant keywords. For keyword research, you can use Google Keyword Planner or other similar tools to look for popular keywords. A competitor’s website can also help you make decisions about your attorney SEO strategy.
How to choose an attorney SEO provider
There are hundreds of providers of lawyer SEO, and most aren’t very good. We’ve worked with law firms and have an in-depth understanding of the Rules of Professional Conduct, so we know what will get you into trouble with the disciplinary committee. If you’re looking for an SEO provider, look no further. We offer the best attorney SEO service in the business.
Why links matter for law firm SEO
Links from other websites can boost your rankings, but links are a slow process and you may not catch up to your competitors within the same timeframe. Building links that have a high link velocity is critical to success in law firm SEO. Choose links from websites that are related to your practice area. A quality website will be linked to by relevant websites, so do your homework and choose links carefully.
Providing links from reputable sites will boost your rankings in search results, as Google views the Internet as an informational web. Getting links from authoritative sites such as lawyer forums and news sites will help Google rank your page higher in search results and will increase your firm’s ranking factor with search engines. The best SEO strategies require a significant up-front investment, so it’s worth the investment. If you’re not prepared to wait, you could end up with a poorly-positioned website.
Practice area pages and free consultations
Another effective SEO strategy for attorneys is to use practice area pages. These pages are perfect for targeting multiple locations. Have a page for each city, and have each one focus on a particular practice area. If possible, use sub-categories within practice areas to differentiate your practice. One law firm even has individual practice area pages for different locations. Another way to attract clients is by offering free consultations, which is a great way to connect with potential clients.
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