SEO (search engine optimization) is the marketing practice of improving a website and content so it’s visible among the first results for relevant searches. This way, more people will be seeing, and are likely to click on your firm’s page.
When implemented correctly, law firm SEO can increase your web presence and bring in new business.
Many law firm owners assign nearly all their budget to the type of SEO that entails researching and implementing keywords. While this is still a crucial part of your SEO campaign, you’ll be missing out on all the additional benefits of implementing additional forms of SEO.
Some of the tactics are compulsory for law firms looking to maximize their SEO, while others provide more of a supportive role. The trick to boosting your law firm’s web presence is utilizing a combination of tactics with an overall marketing campaign or strategy.
Table of Contents
On-Page SEO
On-page SEO involves optimizing a page so it’s friendly to both site visitors and search engines. This means search engines will have a reason to rank your firm’s website at the top. Potential leads will be able to view your content with a seamless experience.
First, and most importantly, your copy should include popular keywords related to location and the clientele you are hoping for. These words and phrases should also be in your titles, metadata, page URLs, and descriptions.
Second, the content should offer some valuable information or answer your visitors’ questions.
Off-Page SEO
A website’s authority, trustworthiness, and relevance play a big role in how well it ranks on search engine page results (SERP). One of the elements to achieving a high ranking is off-page SEO.
This promotes your website on external pages which link back to your content. Link building is the most popular method of off-page SEO, where external authoritative websites link their content back to your site. This tells search engines your brand is trustworthy, which translates to a high ranking.
Local SEO
Local SEO optimizes your website for your local audience. With a law firm, you probably have a physical location where a majority of clients are from. If this audience is not seeing your marketing when they conduct relevant searches, then you can see how much business you might be losing to your competitors.
The first thing to do when optimizing for local SEO is claiming your Google My Business listing by accurately providing all the information required. This includes your law firm’s name, address, phone number, website URL, practice areas, and so on. Next, your website’s copy needs to include the names of the towns or cities you serve.
Technical SEO
Just like it sounds, technical SEO deals with all the behind-the-scenes technicalities that are necessary for a site to rank top on search results.
Besides having a great design, your law firm’s website should also be responsive and load seamlessly on different screens. Search engines are also friendly to websites that have a fast loading speed. Due to the technical nature, most practices hire a law firm SEO company to manage your pages formatting and the maintenance required to ensure fast load times.
Social Media SEO
Social media SEO is a subset of off-page SEO that plays an equally important role. How does social media support SEO?
While social media interactions do not affect SEO, they offer an ideal platform to share your content. And if you’re doing it right, you’ll soon notice an influx of traffic. Your law firm’s social media also appears right below your website on search results, which increases trust among potential clients.
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