Attorney SEO (Search Engine Optimization) is the practice of increasing a law firm’s visibility in Google Search results. Attorney SEO is an advanced skill, however it can be challenging for lawyers to master on their own.
Gone are the days of flipping through Yellow Pages or calling 411. Today, most people searching for legal services conduct an online search.
Keyword research
Keyword research is an integral component of attorney SEO, helping create content that resonates with target audiences and improving search engine optimization and visibility of websites belonging to law firms. By conducting thorough keyword searches and including them into your content creation process, keyword research will enhance search engine optimization of law firm websites as well as increase their visibility online.
Finding effective legal keywords can help your law firm drive traffic and attract new clients. To identify them, examine what people search for when searching Google when looking for legal services. Moz’s Keyword Explorer or Ahrefs’ Keyword Difficulty can help identify high-value legal terms.
When selecting keyword phrases, be sure to incorporate both generic and long-tail keywords. Long-tail keywords often have higher conversion rates due to their ability to evoke specific searcher intent – for instance, someone searching for “divorce lawyer” may already have one in mind while someone searching for “what are my options when my spouse won’t move out during divorce” may simply be browsing around for information.
On-page optimization
One of the primary factors affecting Google ranking is on-page optimization. Search engines use spiders (aka search bots) to crawl the web, following links and evaluating pages for content and relevance – using this information to return users with relevant results.
On-page SEO involves optimizing a website’s content and HTML code, including keyword research, page titles, meta tags and more. This practice can increase its visibility on search engine result pages while increasing organic traffic to a website.
Attorney SEO can be a complex process, which is why hiring an established SEO agency is vital. They will assist in creating strategies to attract and convert potential clients into leads while simultaneously ranking you higher in local search results and making your business more visible online. In addition to this they have experience optimizing content to target specific audiences at just the right moment in time.
Link building
Attorney SEO refers to using various tactics to boost the visibility of an attorney website, such as optimizing its content, building links to it from other websites, and using social media to promote it. While these strategies can improve website visibility over time, they cannot always be relied upon and maintained consistently over time.
Backlinks (inbound links) are one of the key factors in determining search engine rankings. They act as endorsements from other websites that a website is worth visiting and can increase credibility of a webpage.
Adopting your firm to local directories and community websites is an effective way to generate backlinks that will boost its search results, build trust with potential clients, generate referral traffic from other websites who may need your services, bring in new leads for your law firm and expand business growth.
Content creation
Content creation is a crucial aspect of attorney SEO, helping improve search engine rankings and boosting organic traffic to websites. Furthermore, high-quality content can increase lead generation through strategically placed contact forms or click-to-call phone numbers on websites as well as creating lead magnets such as eBooks or free guides that offer digital downloads in exchange for email addresses.
Lawyer SEO requires an in-depth knowledge of legal topics and keywords, along with an analysis of your website’s backlink profile and suggestions to enhance its performance. Artificial Intelligence tools like ChatGPT can assist in keyword research and proofreading processes.
Attorneys can promote their law firm with videos, podcasts and webinars to spread word of their services. A Q&A section can also help establish their expertise, authority, and trustworthiness (E-A-T) factor as well as attract millennial and Gen Z clients.