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What Is Attorney SEO?

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by

Delores Miller
in

Attorney SEO is the practice of optimizing a law firm’s website so it ranks higher in search engine results for the keywords prospective clients actually type. It combines keyword research, on-page content, link building, and local targeting to put a firm in front of people searching for legal help in their area.

Why Attorney SEO Matters

Most people searching for a lawyer are not search experts. As a result, attorneys without properly optimized websites can find themselves pushed aside by general practice lawyers. A site with high quality content is the best way to increase a law firm’s visibility online and boost case generation. If a potential client is searching for a specific term in Google, the law firm will be ranked at the top of the results page.

How Does Attorney SEO Work?

The core of attorney SEO is choosing the right keywords and building a site around them. If a keyword is too general, no one meaningful will search for it, so keyword research is the starting point. From there, attorneys should analyze their existing website for inefficiencies and create an internet marketing strategy that includes publishing articles, press releases, and link building.

What Role Does Expert Authority Play?

Expert authority, often shortened to EAT in SEO contexts, is a central element of attorney SEO. If you don’t have it, you can get an analysis of websites that link to your website. Content written by a recognized expert in the field is what carries the most weight, so the target keywords should be included in that content.

What Goes Into a Lawyer SEO Campaign?

An effective lawyer SEO campaign blends several moving parts:

  • Keyword-rich content on the site. Keywords should appear in page copy, blog posts, and articles relevant to the topic of each page.
  • Video. Unlike other forms of advertising, videos can be posted on a website almost instantly, and they attract more clients.
  • A relevant meta description tag. It must fit the law firm’s industry and be unique enough to entice potential clients to click.
  • Local SEO. Local campaigns increase how many people in the area see the site. Searchers who click these ads are primarily looking for a lawyer nearby, so targeting the attorney’s location drives more targeted clients.
  • A balance of text and images. Content promoting the firm and content that converts visitors are both part of the mix.

What Results Can a Law Firm Expect?

The keywords will not only increase web traffic but will also drive new clients to the firm. A quality website attracts customers and ultimately leads to new cases. If the site doesn’t rank, it isn’t getting enough traffic, so a properly executed attorney SEO campaign has a direct impact on the bottom line.

FAQ

What is attorney SEO?

Attorney SEO is the process of optimizing a law firm’s website to increase its visibility in search engine results, with the main goal of ranking for the keywords potential clients are likely to use.

What are the main components of an attorney SEO campaign?

The main components are keyword research, on-page content that includes target keywords, link building, articles and press releases, video, a relevant meta description tag, and local SEO targeting the attorney’s location.

Why is local SEO important for lawyers?

Local SEO matters because searchers who click on location-targeted results are primarily looking for a lawyer nearby, so targeting the firm’s location increases the number of targeted clients the campaign reaches.

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