Law firms use search engine optimization (SEO) as an effective tool to make their websites appear at the top of search engine results pages (SERPs), giving them a higher possibility of being clicked. If these websites are visited, the opportunity is opened for website owners to convert the visitors intoto clients who need their legal services. Since SEO is an essential factor in legal marketing, legal firms must know how the strategy is used effectively. Below is detailed information about how law firm SEO is performed.
On-page SEO
On-page SEO or optimization is an essential strategy for legal marketing. It refers to the steps taken on the website to make it appear at the top of search engine rankings. The goal of this strategy is to find the perfect balance between offering the right details to search engines and maintaining what is viewed by the potential clients on the page. Aside from making sure that the information on your page relates to what the searcher is looking for, on-page optimization also entails attorney SEO writing, link building, keywords, images, header tags, title tags, and meta descriptions.
Keyword Research
Keyword research refers to the act of looking for the proper terms and queries that internet users search for manually on the search engine. For the legal industry, the right terms and queries should be related to the field. This will make potential clients find the websites easily and visit to see if their needs can be properly attended to.
Content Marketing
Content is a key factor when it comes to marketing. Website owners need to ensure that their content aligns with the search intent and the keyword. Your content must be informative and valuable, leading potential clients to seek your legal services or consume them to deal with their legal problems. Some common page types for lawyer websites include blogs, FAQ pages, resource pages, and practice area pages. In addition, these pages can be in different formats, including videos, infographics, images, and long-form content.
Local SEO
Local SEO strategy is used to improve the law firm’s visibility. It helps the firm to be visible in directories and local search results. Local SEO is performed by creating location-specific content, optimizing Google My Business profile, and acquiring local backlinks.
Google My Business
A business profile tool is a strategy that organizations and businesses use to handle their online presence efficiently on a search engine. For law firms, the tool can help them modify their information and authenticate their services, ensuring potential clients find it easy to find you. A well-optimized Google My Business listing can offer your firm the opportunity to be on the search engine results. This implies that it can help increase your firm’s visibility.
Troubleshooting
It is crucial that your SEO strategy features a good website’s health score. This means that constant monitoring and fixing of errors on the website should be prioritized. Some common errors include broken links, 5XX errors, 4XX errors, 301 redirection issues, non-canonical tags, and orphan pages. The available troubleshooting tools for these errors include Google Search Console, Screaming Frog, SEMrush, and Ahrefs.
