Attorney SEO is the process of optimizing a law firm’s website so consumers searching for legal help find the firm on Google. Strong rankings on the first page of search results drive organic traffic, and consumers who arrive through organic search are more likely to book a consultation and to choose the firm over paid ads. Effective attorney SEO combines on-site and off-site work to make a site more visible, easier to use, and more authoritative in the eyes of Google.
What does attorney SEO actually involve?
Attorney SEO covers three main pillars, and On The Map Marketing recommends splitting budget across all of them: content, link building, and technical SEO. Each one plays a role in driving traffic to a law firm site, and each one needs attention at some point.
On-site basics matter first. A firm needs clean title tags, fast page speed, mobile optimization, and proper indexing so visitors have a positive experience and Google can crawl the site without problems. An attorney SEO campaign should also fix the most common issues a website runs into.
How should new law firms approach keywords?
If a firm is just starting out, keyword research is the first step. A tool like Ahrefs can surface keywords that are realistic to rank for. For new law firms, keywords with a keyword difficulty (KD) of 0 to 10 make the most sense. For example, a firm trying to rank high for the term “lawyer” can submit articles that include the phrase, then keep submitting consistently.
Why does site structure matter for law firm SEO?
Google indexes content in a systematic way, so the structure of a website should make it easy to navigate and find information. Each practice area should have its own page, and pages should be organized in a logical way. A lawyer who practices in the medical field, for instance, will want each page to cover one topic area. If a site’s structure and content are not organized this way, people will not be able to find the firm.
How do blog posts help an attorney SEO strategy?
Blog posts are a way to engage with customers and build trust. They let a firm show expertise and share helpful information, including educational tips for law firms. Getting that content on the Internet is a way to increase visibility in Google and grow a client base, which helps the firm stand out from competitors.
What role do reviews and bios play in attorney SEO?
Google reviews are especially important for firms located in an area with a large pool of potential clients. A high overall rating on Google helps a firm rank well for local searches, so a firm should aim to collect as many positive reviews as possible. Running a Google search reveals which review sites exist, and firms should aim for at least five-star reviews. Prospective clients pay attention to those ratings.
The attorney bio is the second-most-read page on a law firm website, so it is a chance to sell the firm to Google as well as to readers. A bio should reflect the attorney’s personality, list achievements and accolades, and include local awards. Adding information about expertise and optimizing the biography can bring in new clients and build a solid reputation.
What results can a law firm expect from attorney SEO?
The goal of any SEO campaign is to put a law firm’s site on the first page of search results. Whether the firm is a boutique or a large corporate firm, SEO helps it dominate its market. Investing in a comprehensive search marketing plan creates a pipeline of quality leads.
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