Law Firm SEO

20 Law Firm SEO Tips for 2020

Here’s a list of the top 20 law firm SEO tips for 2020

I’m sure you, as a lawyer, have had success up to this point with your legal practice.

And I’m also sure that you, as a lawyer, have vast experience and work hard to get your clients favorable outcomes.

However, getting new clients may seem like it’s getting harder despite your successful track record.

Word-of-mouth has long been the most effective marketing strategy for lawyers.

You simply needed to work hard and get great results for clients and even colleagues to refer people in need of your services to you. However, times are changing.

The modern generation no longer relies solely on word-of-mouth to find a lawyer.

In fact, 96 percent of people seeking legal advice start by using a search engine.

It’s interesting to note that 74 percent of prospects that begin their search online end up contacting law firms via phone

An online presence is a necessity for any law firm that hopes to be successful in the digital age.

Law firm search engine optimization (law firm SEO) is key to making you visible to prospects.

It is the process through which you can boost your website rankings on search engines, generate more traffic and ultimately get more leads.

That said, SEO isn’t a magic bullet and it won’t give you instant results.

A successful law firm SEO strategy requires continual tweaking and monitoring to ensure the best results.

The following are 40 law firm SEO tips you can apply to your SEO strategy for greater success and to attract more high quality clients to your law firm practice.

20 Best Law Firm SEO Tips

Below are the 20 best law firm tips to growing your law firm in Google search.

Tip 1:  Keyword Targeting

When people search for information using search engines, they use keywords to ‘tell the search engine’ what they are looking for.

Knowing what these keywords are is the first step to optimizing your website and driving more traffic to it.

You’ll increase your chances of driving qualified traffic that is more likely to become leads to your website by using highly specific and targeted keywords.

Start by making a list of keywords and phrases that people could use to search for your services.

These keywords should cover all your areas of service.

You can use Google’s suggestions to find out what people look for by typing the keywords you have listed and looking at the search engine’s suggestions.

Another great way to identify the most popular keywords people use is by using a keyword tool.

There are many free keyword tools you can use.

These include Keyword.IO, Google Trends and WMS Everywhere.

Tip 2:  Strategic Keyword Selection

Your keywords should be distributed in the content of your website.

Use your keywords in your home page, blog posts and service pages.

Be sure to include them in your H1s, H2s and H3s.

They should also be included in your call to action.

It is also important to optimize your Meta description and images on your website using the keywords.

Successful optimization isn’t about stuffing your website’s content with these keywords.

It’s about using your keywords wisely.

Using any keywords aimlessly or excessively within your content can result in penalization by search engines.

Tip 3:  Create Practice Area Pages

Many law firms make the mistake of only listing their practice areas on their home page and leaving it at that.

However, practice areas should have separate pages dedicated to them.

These pages should also be keyword specific.

Practice area pages offer two main benefits.

The first is that they provide visitors to your website with more information about that particular area.

For example, if you’re a family lawyer, pages providing information about child custody, child support or divorce will give visitors a better understanding of the services you offer and help them make a decision on whether or not to contact you.

Practice area pages also help to increase your visibility.

Creating individual pages with optimized title tags, headlines and URLs will impact how search engines rank your web pages for relevant searches.

For example having a web page for car accidents will help your website rank well in searches for ‘’car accident lawyers’’ because the page’s URL and content matches the keyword.

Tip 4:  Create High Quality Content 

One of the first steps internet users take when seeking legal counsel is to search for general information on the particular legal issue they need help with.

For example, someone that is thinking of getting a divorce and seeking child custody may search for keywords such as ‘how to get a divorce’ or ‘how to file for custody for your children’.

Providing potential clients with high quality content that is informative will therefore increase your visibility and increase your chances of turning your website visitors into leads.

Blogs, guest posts and social media posts are a great way to provide readers with relevant and informative content.

This content will help to establish you as an authority in a given area.

Readers are more likely to contact you when they need legal help.

Use keywords in your content to make it visible to search engines.

Your posts will also be a valuable source of quality backlinks to help improve your search rankings.

Tip 5:  Website Design & Structure 

A website with good structure and design is vital for SEO.

User experience is a significant part of keeping visitors on your site long enough to turn them into clients.

You don’t want visitors to land on your website and leave right away.

That means your website has a high bounce rate and a high bounce rate is bad for SEO.

Your website should not only be attractive in design but also be easy to navigate.

It should present information in a way that makes it easy for users to get the information they need.

Your website should have a friendly design yet reflect professionalism.

It should be a reflection of your law firm.

Tip 6:  Improve Website Performance

The 2010 Gomez Report on Why Web Performance Matters showed that 75 percent of online consumers preferred to leave websites for a competitor site than put up with loading delays.

The report also states that 88 percent of online consumers aren’t likely to return to a website after they have had a bad experience.

Your bounce rates will drop significantly if you optimize your website for speed.

You can check the speed on your website on Google’s Page Speed Insights tool.

There are several things you can do to boost the speed of your website.

These include reducing the sizes of images, saving images as JPGs if possible, updating the plug-ins on your content management system and removing any you no longer use and minimizing the HTTP requests that are required in downloading different aspects of web pages on your website such as graphics, scripts and images.

Tip 7:  Ensure Mobile Friendly Website

Mobile searches first surpassed desktop searches in 2016.

The numbers have since continued to grow as access to smartphone devices increase.

People are now using their phones for a good number of online tasks including searching for information and making purchases.

According to a recent survey, more than 61 percent of mobile users are likely to contact businesses that have a mobile site.

This is significant considering that 61 percent of Google searches are done on mobile.

If your website isn’t mobile friendly, you’re missing out on reaching a big chunk of the market.

Take the time to optimize your website for mobile.

This may mean anything from using responsive design to improving site loading speeds or creating a new mobile friendly website.

Tip 8:  Track & Analyze Data

If there is one thing you can’t afford to do when it comes to SEO is to sit back and forget about it once you have optimized your site

To be effective for the long term, SEO strategies need to be tweaked and adjusted continually.

You’ll need the right information to make the right changes.

Keep track of keyword rankings, measure your website’s performance and analyze your SEO campaign performance.

Are the keywords you chose ranking well on search engines?

Have search engine algorithms introduced changes that will have an impact on your digital marketing strategy?

While it is necessary to keep your strategy up to date, it is also important to be patient.

It can take a few weeks to months to see the results of your optimization efforts.

Tip 9:  Implement Site Structure SEO

When an internet user searches for information using a search engine, they go through the titles and read the Meta description for each search result

Users click on pages that appear to offer the information they were searching for on the title tags and Meta descriptions.

It is therefore important to optimize not just your URL but also your Title tags and Meta description.

In addition, search engines are more likely to rank web pages that contain relevant keywords in their URLs higher in the Search Result Pages (SERPs).

Users are more likely to click on search results that include relevant keywords in their title tags and in Meta descriptions.

This simple step will increase the traffic to your website significantly.

Tip 10:  Add Schema Markup

You can boost your website’s visibility in SERPs using schema markup.

This powerful tool involves putting code (semantic vocabulary) on your website that helps search engine bots to pick up more information on web pages that is relevant to users.

Your listing on search engine results pages will be a rich snippet that includes information such as images, star ratings, site links, images and much more.

Providing users with more information about what they can expect when they visit your website or who you are is a great way to attract qualified leads to your website.

Many people seeking legal services typically search on the best law firm directories to find the services they need.

People trust businesses listed on these directories. Being listed on these directories is also a great way to improve your SEO as these directories rank well on search engine results pages.

Ensure you are listed in local business directories as well as local legal directories.

Ensure the information on these directories is accurate.

Consistency in your profiles on different directories is also important.

Tip 12:  Verify GMB Listings

Putting your business on Google My Business will go a long way in improving your online presence and driving traffic to your business’ website.

It will ensure that your potential clients are provided with more detailed information about your business on Google Search pages and Google Maps.

Your listing will include comprehensive information such as your address, phone number as well as past client reviews.

Be sure to add images and make the listing attractive to inspire viewers to click on your website. Include relevant keywords to ensure you get better ranking on Google Maps and Google Search.

Tip 13:  Be Social

Social media is a great and easy way to increase your online visibility and thus improve your SEO.

You can establish yourself as an authority and drive more traffic to your site by using social media well.

The best way to do this is by posting relevant and informative content on your social media accounts.

People like to share content they think their networks will find valuable.

They will share and comment on posts that are relevant to them.

Search engines recognize that your content and website are being shared because people find value in your content.

This will add credibility to your firm as well as improve your website’s SEO.

Video is taking the digital marketing world by storm.

Platforms that support video content such as Facebook, YouTube and Instagram have experienced rapid growth in subscribers.

The time spent by consumers viewing content on these platforms has also significantly increased.

Potential law firm clients like other internet users spend a great deal of time consuming video content on social media platforms.

With more people preferring to watch videos about products or services than reading about them, potential clients will be more likely to watch and share a video about your firm or services you offer than read about them.

Create videos that are short and informative. Post them on your social media accounts and include links to your website.

These videos can be anything engaging from live action to 3D animations.

Backlinks are an important component of any successful SEO campaign.

Search engines tend to reward websites with quality backlinks with better rankings on SERPs.

Your website will be recognized as being able to bring value to online users.

Some great ways to build quality backlinks include publishing articles in law journals, collaborating with influential bloggers or journalists, having guest posts published in relevant blogs with links pointing back to your website, promoting content on social media and creating high quality videos and infographics.

Tip 16:  Get Reviews 

Client reviews work in much of the same way that word-of-mouth works.

People trust the word of clients that have already had a taste of the services or products they are interested in purchasing.

Potential clients will seek out reviews about your law firm to learn about the experiences of your former clients.

Ask your clients to post reviews on your website as well as on your social media accounts. You can send them emails or ask them in person or over the phone.

Another great way to get reviews is by sending your clients a post-engagement checklist when closing out their cases.

Include a request for a review in the form.

Avoid the temptation to get fake reviews written.

It is not only unethical but can be spotted by Google and other search engines which could result in penalties.

Tip 17:  Optimize for Local SEO

Do you have multiple locations?

If your practice is not confined to one place, be sure to take advantage of this by optimizing your content for multiple locations.

This will increase your visibility in local searches.

Optimizing for local searches will also improve your overall SEO strategy by increasing your rankings in different localities.

Tip 18:  Review Competing Firms

It’s always a good idea to check out the competition.

This practice will give you a better idea of what you can do to gain more traction with your digital marketing strategy.

Look up the top ranking legal websites in your area.

What do they have in common? What keywords are they using? Study the structure of their website.

Go through their content.

Are there things you can adapt to your own site to improve your website rankings on search engines?

There are many things you can learn from studying your competitors.

Tip 19:  Ensure Consistency 

It is important to ensure consistency in the content you post throughout the internet.

This is especially important for crucial details such as your law firm’s contact information.

Check your social media profiles, directory listings, website, blog and any other platform on which your law firm is mentioned.

Make corrections to any mistakes even if it means having to contact the account or web master of the different platforms.

Consistency is important for establishing trust with potential clients.

It is also important for better search engine rankings.

Tip 20:  Add Calls To Action

Too many law firms forget to include a call to action in their content.

A call to action tells your audience what to do next.

Do you want them to subscribe to your newsletter, call to book an appointment or click to watch a video?

A call to action will make the next expected step clear to your website visitors and therefore increase your conversion rates.

Include a relevant call to action to all your content including blog posts, website service pages, videos, infographics and any other content you create.

It should be clear and concise e.g. ‘click the link below to subscribe,’ or ‘contact us to book an appointment’.

Conclusion

Effective Law Firm SEO is something any law firm needs that hopes to be successful and world driven by search and online digital media.

Take advantage of the tips outlined above to improve your online presence, drive traffic to your website and generate new leads.

(Previous Version) Law Firm SEO Tips

The law firm SEO tips below were from a previous version of this article.  However, I’ve received great feedback from attorneys on the SEO strategies discussed below, so I wanted to maintain the integrity of the content.  The law firm SEO tips above, starting at the beginning of the article, is the latest version of this content.

Law Firm SEO Strategies

law firm seo

SEO for law firms is challenging, especially in large metro areas where thousands of people a day are searching for the best lawyers to meet their needs.  More than likely there are hundreds of competing law firms in your market, and rising above the crowd requires a purposeful, definitive strategy.  Here’s how savvy law firms succeed in search.

3 Components to Law Firm SEO

  1. domain authority
  2. location authority
  3. brand authority

Law firms that succeed at both are the ones you see at the top of the organic and local search results over and over again, and their lawyers are called the rain makers, as a result of the inbound traffic and calls coming in from new clients.

Domain Authority for Law Firm SEO

Let’s start with building domain authority for your law firm website.

Domain authority has two major components that fuel your rankings in search and inbound traffic to your website.

These two components are inbound links and site structure.

Building inbound links for law firm SEO

Since the fallout of the Panda / Penguin algorithm updates from Google, law firms have been petrified to build backlinks to their websites.  In fact, I’ve had many clients come to us for the purpose disavowing (removing) large groups of backlinks pointing to their website.  This idea of disavowing links is relevant, but only where you know for certain that you have backlinks in toxic environments.  Low value, spammy link farms are a great candidate for disavowing.

Otherwise, I’ve seen situations where people have gone overboard with disavowing backlinks.  And by doing so, they end up removing a backlink that’s providing substantial amount authority for their domain.

So what’s a backlink strategy for law firms that will actually build domain authority and contribute to growing your presence in search?  Here’s a technique we use that has been delivering powerful results for clients for nearly 10 years.

First, we turn to Google and search a keyword phrase we know to be highly competitive.  And we target that search to a large metro area in the U.S.  For example, “houston car accident attorney”.  Here’s what I see in Google when I search that phrase:

search SEO for Law Firms

You’ll notice how I overlooked Findlaw that’s sitting in the #1 organic search result.  I did this because Findlaw is a directory, not a specific law firm website.  In this exercise, I’m only interested in law firm websites that are actually achieving top rankings in Google.

We look at both the local and organic search results to identify the #1 ranking law firms, then grab their website URL and start analyzing their backlink portfolio.

The main tool we use for this analysis is Moz SiteExplorer, which will show you the backlink portfolio for any specified URL.

In the local search results above, Attorney Charles J. Agento is the #1 local / Google Maps search result, and Smith & Hassler are the #2 organic search result, outranked only by Findlaw.

Let’s see what happens when we look at Charles J. Agento’s URL in SiteExplorer:

SEO strategy for law firms

Looking at the Page Link Metrics, you see this domain has a total of 50 backlinks coming from 20 root domains.  If you look under the “Link Type” column, you’ll notice I’m only interested in only follow backlinks.  Also, under the DA column, I sorted the list by DA (Domain Authority).  Translating this, I’m saying I want to see the most authoritative backlinks pointing to this URL that are also “do follow” links.  In the screenshot, I’m showing the top 3 most authoritative do follow backlinks pointing this URL.

Next, I’m going to visit each of these backlink resources to see if they are a good fit for my clients.

As you can see, the #1 most authoritative do follow backlink is coming from Anaximander, which is a business directory with a Moz Domain Authority of 50 – which is pretty strong.  So this is definitely a backlink resource that I would consider for my clients.

** Important note:  before I end up submitting one of my clients to a directory like this, I perform the same type of analysis on the directory itself, to include researching its reputation on the web.  Even though a directory has a strong domain authority, there’s still a chance it has been pegged by Google as a toxic or spammy link environment.  Ultimately, doing your due diligence on backlink resources is how you protect your website from penalties, and maximize the ranking power of the back link.

Site Structure for Law Firm SEO

The second component to building domain authority for your law firm website comes down to site structure.  Site structure refers to how well organized the pages are within your domain name.  Here’s a quick drawing I put together to help illustrate the concept of site structure, or the overall organization of the pages within your law firm website:

law firm website SEO

If your website is made up of hundreds of pages without any organized structured in alignment, then your website will have a very low level of domain authority due to the lack of structure.

However, if you group your pages according to top level categories, and then link to additional pages of content that support that top level category, then your website will be seen as having a high level of site structure, which translates in to strong domain authority.

In order to understand site structure, think in terms of the way files are organized on your computer.  If you have a desktop that’s cluttered with random files, then your computer would be perceived as unorganized and of low quality (relating it in terms of a website).

However, if the desktop on your computer has one master folder that opens up to well defined sub folders, and then under each sub folder you have highly relevant and organized files, then your computer would be perceived as being highly organized and structured.

Bringing this analogy back to your website, when Google crawls and indexes a website, the crawlers always start at your top level / root domain (i.e. your homepage URL).  From there, it starts looking for a second tier level of folders, which can be represented by your main navigation bar or links on your homepage.  Then, the crawler starts looking for all of the pages that are under these sub-folders.

In fact, if you login to the server where your law firm website is hosted (via FTP), you will actually see that your website is made up of a folder structure that’s very similar to the way your computer organizes files.  Back to the analogy of your computer, Google would see your computer as your website, and the folders on your computer as the folder and page structure within your website.

Building a highly structured website takes a concerted effort on your part.  You cannot just launch a website and expect to have a high level authority from your structure.

One of the techniques I use to organize client websites is to simply use a spreadsheet to start organizing pages.  I start by logging all of the pages within a website in a spreadsheet, then I look at the website to understand where the second layer of structure would come from.  With law firm websites, this is typically represented by practice areas.

So if your law firm practiced personal injury, criminal defense, and social security disability law, then the second layer of structure would be made up the most relevant pages for these practice areas.

Finally, moving to the third layer of structure, we would start placing supporting pages underneath of your second lawyer, and so on…

Once we have the law firm website mapped out on our spreadsheet, we turn back to the site itself and start implementing the structures and bringing it live.

I’ve seen the powerful impact that site structure can have in driving rankings for law firm websites.  In some cases, the only thing we did to get our law firm clients into the #1 ranking in Google was to simply organize their website in a highly structured fashion.

Location Authority for Law Firm SEO

Location authority is the driving force for your law firm getting found in specific geographic markets or metro areas.

Location authority refers to two types of SEO for your law firms:

  1. Local SEO / Google Maps
  2. Organic SEO / Organic search results

For law firms, both of these types are heavily influenced by the location of the person searching.

Read more:  What is location authority?

More on location authority coming soon…. stay tuned!

Brand Authority for your Law Firm Website

The second key ingredient to successful SEO for law firms is brand authority.  Brand authority is a function of traffic and exposure to your website, and the overall distribution of your brand through channels like social media.  Brand authority equates to how many people see your website and recognize your brand.  The more brand authority you build, the more you open the door for natural growth in back links, social media traffic and distribution, and overall exposure for your law firm in multiple channels on authoritative websites.

How to build your law firm’s brand authority

One of the most effective ways to build your law firm’s brand is to start a blog.  Running a consistent, high quality blog from your law firm’s website will build brand authority in several different ways such as:

  • increased traffic to your website
  • increased crawl rates from Google
  • more content to share through social media
  • increased traffic from social media

And the increased traffic and exposure to your website always results in growing your law firm’s brand.

Blogging for law firms

When it comes to blogging for your law firm, there are a few different angles you can take.  You can write general topic articles around your practice areas, how to articles, and Q & A based content.

But one of the most effective strategies we’ve implemented for our client’s law firm blogs is to cover local news and information.

For the majority of our law firm clients, their clientele comes from the metro area where they offices.  As such, our strategy has been to grow the law firm’s brand directly in the local market where the majority of their clients are.

And covering local news and information has proven to be one of the best ways to drive maximum branded exposure for our law firm clients.

Here’s an example of law firm blogging by leveraging local news and information.

One of our clients is a prominent brain injury attorney in Wisconsin with offices in Milwaukee and Madison.  Our goal in building brand authority for their law firm was to drive maximum traffic and exposure directly from the Milwaukee and Madison markets first, and then from the greater Wisconsin market.

Since our client focuses on brain injury cases, we needed to figure out a way to drive traffic from their markets and associate their law firm’s brand with the topic of brain injury.

So we launched their law firm’s blog with the goal of publishing news and information about brain injuries and head injuries that occurred in Wisconsin as the result of someone else’s negligence.  And we also publish national level news and information on brain and head injury research.

The results?  Here’s a quick snapshot of the impact blogging has had on this law firm’s website over the past 6 months:

Total pageviews:
  • Total pageviews:  54,227 vs. 19,512 (increase of 177.92%)
Organic search traffic (Google)
  • Total organic search traffic:  increase of 7.22%
  • Total organic search in U.S.:  increase of 14.98%
  • Organic search in Wisconsin:  increase of 17.07%
  • Organic search in Milwaukee:  increase of 26.85%
  • Organic search in Madison:  increase of 38.91%
Social media traffic (referred from Facebook, Twitter, LinkedIn, G+)
  • Overall social media referrals:  increase of 1,016.14%
  • Social media from the U.S.:  increase of 1,083.33%
  • Social media from Wisconsin:  increase of 539.68%
  • Social Media from Milwaukee:  increase of 564.00%
  • Social media from Madison:  increase of 916.67%
Other key metrics:
  • Pages viewed per visitor:  2.81 (increase of 87.44%)
  • Average time on site per visitor:  1:21 (increase of 46.84%)
  • Bounce rate:  -65..25% (which means we improved by 65.25%)
Facebook Insights:  over the last 30 days, here are some additional insights into the performance of your Facebook page:
  • Total pageviews (Milwaukee page):  117 page views (increase of 56%)
  • Page likes in past 30 days:  15 (increase of 67%)
Past 7 days of Facebook page insights (Milwaukee page):
  • Post engagement:  109 (increase of 107%)
  • Reach:  5,153 (increase of 359%)

As you can see, the impact of blogging news and information on their law firm website has been substantial in driving increased traffic and exposure from search and social media.  All of this equates to increased branded exposure for their law firm, i.e. brand authority.

This particular law firm, as a result of continually posting brain and head injury news on their blog, has been featured as an authoritative resource in Alltop in their brain injury category.  The inclusion of this law firm blog in Alltop is a great example of how blogging can build brand authority.

Again, the more brand authority your law firm website carries, the more empowered it will be to rank for your most competitive keyword phrases in search.

Social media distribution for your law firm blog content

Another powerful component to building your law firm’s brand authority is social media.  Gaining increased exposure in places like Facebook, Twitter, LinkedIn, and Google Plus are critical to building your law firm’s brand, and driving traffic and exposure to law firm’s website.

But, as I’m sure you know, it’s difficult to come up with content to share across social media on a regular basis.  You probably already know it’s important to get social media exposure for your law firm, but it’s a bit cumbersome trying to come up with something to share every day.

The way we solve this problem and drive substantial results for law firms, is to share each blog post / news article across all of the law firm’s social media profiles.  Since we are already publishing news and information on their blogs, this gives us the content to also share across their social media profiles.  And as you can see in the stats I share above, traffic from social media has grown exponentially.

Here’s the impact from social media on our law firm client’s traffic:

Social media traffic (referred from Facebook, Twitter, LinkedIn, G+)
  • Overall social media referrals:  increase of 1,016.14%
  • Social media from the U.S.:  increase of 1,083.33%
  • Social media from Wisconsin:  increase of 539.68%
  • Social Media from Milwaukee:  increase of 564.00%
  • Social media from Madison:  increase of 916.67%
Facebook Insights:  over the last 30 days, here are some additional insights into the performance of your Facebook page:
  • Total pageviews (Milwaukee page):  117 page views (increase of 56%)
  • Page likes in past 30 days:  15 (increase of 67%)
Past 7 days of Facebook page insights (Milwaukee page):
  • Post engagement:  109 (increase of 107%)
  • Reach:  5,153 (increase of 359%)

For this law firm client, we are publishing 30 news articles / blog posts each month — basically one new blog post each day.

But remember I said this particular law firm client has two office locations, one in Milwaukee and one in Madison, Wisconsin.  And for each location, they have four main social media profiles:  Facebook, LinkedIn, Twitter, and Google Plus.

So if you do the math, we are publishing one new blog post per day, which is 30 per month.

Then each blog post is shared across their 8 social media profiles each day, which equates to 240 social media posts per month.

Facebook Instant Articles for Law Firm Blogs

Facebook is by far the most effective social media profile for driving increased branded exposure and traffic to websites.

But remember, the goal is to not just drive increased traffic to your law firm website, the goal is to also build your brand authority.  As such, it’s critically important to offer a great user experience with your content on social media, and most importantly in Facebook.

That’s where Facebook Instant Articles comes into play.  Instant articles provides a way for Facebook users on mobile devices to “instantly” access your content.  Before Instant Articles, whenever someone clicked on a news article in their Facebook feed, it would take upwards of 30 seconds or more for the website to load on their mobile device.  With Instant Articles, when someone taps on the news article in their feed, the article loads instantly because the content is coming directly from Facebook servers, and not from the server the website is hosted on.

Here’s a quick video that shows you the amazing user experience that Facebook Instant Articles delivers:

Bringing it all together:  Effective SEO for Law Firms

As I mentioned initially, there are two key components to your law firm competing in search:

  1. domain authority
  2. location authority
  3. brand authority

The combination of these two elements can come together to drive explosive growth in search traffic and rankings for your law firm.

The legal market can be brutally competitive, especially in large metro areas where many law firms are competing for just a few spots at the top of search results.

In order for your law firm to compete and connect with new clients through search, you’ll need to focus on building both domain authority and brand authority.

The law firms who are currently at the top of search results have, either directly or indirectly over time, achieved this potent combination.

Here’s a guide to top 40 law firm SEO tips help your law firm rank higher in search engines and drive more traffic, leads, and clients for your lawyers.

The goal of your lawyer SEO strategies is to connect your law firm with more clients and to ultimately grow your law firm business with SEO.

What is law firm SEO?

Law Firm SEO (Search Engine Optimization) is the process of enhancing your law firm’s website, web pages, and content so prospective clients can find your law firm’s website faster in search engines such as Google, Bing, and Yahoo.

Effective law firm SEO is important for every law firm to drive traffic, leads, and new clients to your law firm website.

Even when you’re a well-known law firm in your local area, in order to bring in new leads, you need to be seen online and found in search as quickly as possible.

The legal market is way too competitive for your law firm to not be found in the top organic and Google Maps search results, and the attorney SEO industry is likewise hyper competitive.

Why search?

Because this where over 70% of new leads and clients come from for any law firm, irrespective of the practice areas or metro areas.
You may be wondering what SEO stands for and what utilizing SEO can for your law firm website and legal practice in general.

SEO stands for search engine optimization.

The purpose of law firm SEO is to get your law firm ranked in the major search engines, such as, Google, Bing and Yahoo.

There are many different ways you can use SEO to your law firm’s advantage.

If you are having problems getting leads for your law firm’s website, the problem may be that people can’t find your website when they search online.

If this is the case, you can use the following 20 SEO tips for law firms to get your law firm website ranked on the search engines and to get found fast, bringing in a stead flow of new, high quality leads for lawyers.

Ready to dive in?

Top 20 Law Firm SEO Tips

Tip 1:  Add Practice Area Pages

Too many law firms just list their practice areas to the main page.

It’s best if you add them as separate pages to your website and build them out with at least 2500 words of content or more.

A couple of really good reasons to add practice area pages to your law firm website, and build them out with informative and educational based content, is each practice area represents an entirely different audience who’s search, and also because your individual landing pages will perform much better in search.

Each practice area page with your website can be optimized for your specific practice area and targeted city.

And having these separate legal landing pages for each practice area will allow you to optimize these pages with your most optimal keyword phrases.

Ultimately this will allow your law firm to attract high quality visitors who are actively searching in Google for lawyers who specialize in your specific legal practices.

Tip 2:  Start A Law Firm Blog

Create a blog within your law firm website because this can not only help you provide updated information to your clients and potential clients, but it will also drive substantial amounts of new traffic to your law firm website.

When people have questions about legal issues, they simply turn to Google and ask their questions.

And this is where your law firm blogs will start showing up and capturing that traffic.

We recommend that lawyers, or legal assistants, should be blogging at least 2 to 3 times per week.

And for each new blog you add, you can share that content across your law firm’s social media profiles which will drive even more traffic and brand awareness.

There’s no better types of content for law firm’s to be sharing across social media than Q&A based content.

And your blog is the perfect environment to drive massive growth from SEO for your law firm.

Tip 3:  Verify Your Google My Business Listing

This is typically referred to as local SEO for lawyers, and is a powerful way to get your law firm found quickly in Google Maps / Google local search results.

From our experience, the majority of phone calls to law firms comes from the Google Maps search results.

So you’ll first need to verify your law firm in Google My Business.

Once you do this, your law firm is available to start showing up in the Google Maps local search results.

Learn more about verifying your law firm’s GMB listing here: https://www.google.com/business/

Google uses the information you provide on Google My Business to showcase the following information about your law firm:

  • Phone number
  • Address
  • Business hours of operation
  • Reviews written by previous clients
  • Updates, specials, and coupons you may provide

Verifying and optimizing your law firm’s Google My Business listing is a great way to drive huge amounts of traffic and phone calls in to your law firm.

Here’s a quick list of Local SEO tips for law firm:

  1. Choose the best business categories.
  2. Write your business description, ensuring it is both long enough (200 – 300 words) and has the appropriate keywords in it making it keyword rich.
  3. Provide the correct information such as the name of your law firm, address, and phone number.
  4. Add a link to your website so potential clients can find you.
  5. Add your social media links and links to your review profiles.
  6. Add relevant and friendly photos to show you are a friendly law firm.

Tip 4:  Optimize Your Law Firm’s Website

You want to make sure your law firm website is optimized to get found fast in search engines and bring in high quality organic search engine traffic.

The first step to optimizing your law firm’s website is to determine your target keywords.

Make a list of keywords that are relevant to your law firm and use them throughout your website and your blog to rank in the search engines and bring in the traffic.

You can also use Google’s auto fill feature.

As you are typing your main keywords in the Google, you see other related keyword phrases appear automatically.

These auto suggest keywords give you ideas into various keyword phrases you can optimize for.

The suggested keyword phrases are also a great way to get new ideas for your law firm blog posts.

Another strategy is to check out the suggested keywords at the bottom of Google’s search results as this will give you additional law firm related searches for optimizing your site.

Tip 5:  Use Your Keywords Wisely

Once you have determined all of your target keywords, you will need to add them all throughout your website and blog.

You need to add them to your home page, service or practice area pages, and all blog posts.

You also need to add them to your H1, H2, and if used, your H3 tags.

Make sure to add them to any content you write on your website and add them to your call-to-action.

Just don’t overdo it or you will get a penalty from Google.

Tip 6:  Check Out Your Law Firm’s Competition

Search for your target keywords in Google to see where your competitors rank.

Check the top law firms on Google with your keywords and see what they are doing differently to help you improve your website SEO.

You will want to check for things like:

  • If your competitors in the top results of Google have a blog that they update regularly with blog posts that talk about their practice area
  • If they are using their target keywords in their headlines, in their blog posts, and in their sub-headlines
  • If their website loads fast. Check it on a mobile device too and make sure it loads correctly and fast

Once you get all this information, you will know what to do in order to rank higher than them on the search engines.

Tip 7:  Create High Quality Long Form Content

Everyone knows content is king.

However, it isn’t just about the words that you need to create but visuals as well including adding photos and sometimes videos to your website and blog.

You want to create awesome content that will leave your audience wanting more.

Not only this but, when people read things online, they need to give their eyes a break from looking at the same thing the whole time.

Give them that break by adding different types of content throughout your website and blog.

Now, when creating blog posts and articles on your website as part of the content, the longer the better.

Think 1,500 to 3,000 words at least.

Once you have your topic in mind, check your competitors’ website.

If they have 2,500 words for a piece of content, go with 3,000 to make yours better.

Although lawyers aren’t very good at writing, you can either hire a writer to do this for you or think of it as part of the job and get it done yourself.

There are three main types of written content you should be thinking about for your law firm website:

  1. Guest posts
  2. Blog posts
  3. Social media posts

Also, don’t forget to use a tool like Copyscape to check your content for originality.

You definitely don’t want your content to get your website penalized by Google because of duplicate content issues.

Tip 8:  Design and Structure Your Website Properly

You need to make sure you have proper structure, everything on your website is in order, and you provide easy navigation around your website.

This is important for your SEO because if people can’t find what they’re looking for or can’t figure out what it is you do, they will go off your website and go to your competitors instead.

If your website visitors leave as soon as they arrive that is bad for SEO.

You don’t want this to happen.

So, working a little harder on your design and structure is an important part of your plan to bring in and convert the leads you need to keep your law firm going.

Tip 9:  Increase The Speed of Your Law Firm Website

When your website visitors come to your website, they don’t want to have to wait for the page to load.

Hire a good website development team to do the technical stuff to make sure your website loads fast.

If your website visitors have to wait too long, just like with the way your website is designed and structured, they will go off your website and move on to someone else’s.

Avoid that problem for yourself by investing in your website to make sure everything loads properly and fast.

Tip 10:  Make Sure Your Law Firm Website Is Mobile Friendly

Most website traffic comes from mobile devices these days.

In fact, according to The Online Advertising Guide, 52 percent of Internet searches come from mobile devices.

People are on their phones more than they are on their desktops or laptops these days.

This is because almost everyone is busy and on-the-go and they can easily search for something on their mobile phones nowadays.

So, spending the extra time and/or money on making sure your website is mobile friendly is very important for your law firm.

Tip 11:  Make Sure Page Titles Your Meta Descriptions are Optimized

When you search for something on Google, the link, title tag, and what is called a Meta description comes up.

The title tag is the title of the page and the Meta description is 160 characters that describes what the page or website is about.

You can always leave the Meta description blank and Google will take the first 160 characters of your article or blog post to put in there.

However, it is better to optimize this with your keywords to gain better traffic and bring in the leads.

Use your main keyword in the title tag or the title of your page and make sure the keyword or keywords you need to use are included in the Meta description.

This will help Google understand what your site is about and help people find it easier.

Tip 12:  Increase Social Media Engagement For Your Law Firm

Having a website means getting people to come to it to check out your services.

A good way to do this is to also get social.

You should be sharing your website and blog on social media sites like Facebook, Twitter, Pinterest, Instagram, and LinkedIn.

You also want other people to share your content on social media for an even wider reach.

Sharing relevant posts with images and videos attached will get their attention and, if they like what they see, they will share it with their followers.

This will help get more eyes on your website.

Also remember that your business’ social footprint plays an important role in how well it ranks on search engines.

Tip 13:  Add Your Law Firm To Local Directories

Your law firm isn’t just online.

You also have a physical location or more than one physical location.

Because of this, adding your law firm website to lawyer directories such as US News Lawyer Directory, Justia, and FindLaw will help people in your area to be able to find you.

Doing this will also help your SEO therefore helping you be found online easier.

You will want to make sure to fill out your profiles on these attorney directories with correct information about your law firm.

You will want to add quality backlinks to your website too.

This means adding relevant and authoritative links to external websites that point back to your website.

This add that extra SEO juice, boosting your traffic, which means more leads for your law firm.

Tip 15:  Do Law Firm SEO Research

Yes, you are an expert in your industry.

However, researching what other experts are saying and quoting them and linking back to them like mentioned above about adding quality backlinks to your website doesn’t hurt.

In fact, it will improve your website’s SEO and your credibility just like adding the quality backlinks does.

If there is something you’re not 100 percent sure about, research it and quote that expert and add a link back to them.

Even if you are sure, it still doesn’t hurt to add extra credibility to your existing experience.

Tip 16:  Get Reviews For Your Law Firm

Contact former clients and ask them to leave a five-star review if they liked your service.

If they say they can leave a review but less than five stars, ask them for private feedback using your contact form on your website.

If they do leave a five-star review, add it and others once you get them, to your website and blog.

These are like testimonials and people like knowing other people liked what you did for them.

Tip 17:  Track & Analyze Your Website Data

Just checking your data of where your website traffic is coming from isn’t enough.

You need to track, measure, and analyze it to know exactly where and when the traffic is coming in.

The reason for this is to see what pages they are clicking on the most, to see where your online marketing is doing good enough or not good enough.

In other words, where the traffic is coming from and where it isn’t coming from, and how long and what time of the day or night they are visiting your website.

This way you can see if your efforts are working and if not, you can concentrate on where to improve them.

Tip 18:  Use Different Ways to be Found Online

Don’t do what everyone else is doing to be found online.

Check to see what your competitors are doing, such as what keywords they are using on their website and do it differently.

For example, if they are using the keyword ‘attorney’, try switching yours up by using ‘DUI lawyer’ or whatever your area of expertise is.

This can increase your chances of being found unlike if you try to compete with 1000s of other law firms trying to rank for the same keyword.

Tip 19:  Perform Legal Specific Keyword Research

Proper keyword research is the foundation of any SEO campaign.

Before starting any SEO campaign make sure you get your keyword research right.

There are many tools you can use for keyword research.

Some of the tools are free while others require you to pay first before using them. Working with an SEO company makes it easier to get keyword research done because most of them use the best tools in the market.

To rank your website well you need proper keyword research to determine which keywords you will use in your web copy, blog posts, guest posts, social media posts, etc.

If you are just starting SEO it is best to go for long-tail keywords first and slowly try to rank for more competitive keywords.

Make sure to check your website and blog for spelling and grammatical errors before hitting the publish button.

You don’t want anything to look off in your content which will make you not only look bad but give you less credibility.

You can use tools such as Grammarly and Pro-Writing Aid for this.

Conclusion:

Using these 20 law firm SEO tips will help to ensure that you are found online in the search engines and online directories.

However for the best SEO results for your law firm work with a reputable SEO firm to help you rank your website on top of the different search engines.

As you may have realized optimizing your website for search engines is not an easy task so let someone focus on SEO while you do what you do best which is representing your clients.

Get in touch with us today for more information on how to get ranked on top of Google and other search engines!

Law Firm SEO Tips (Previous Version)

The law firm SEO tips below were from a previous version of this article.  However, I’ve received great feedback from attorneys on the SEO strategies discussed below, so I wanted to maintain the integrity of the content.  The law firm SEO tips above, starting at the beginning of the article, is the latest version of this content.

Law Firm SEO Strategies

law firm seo

SEO for law firms is challenging, especially in large metro areas where thousands of people a day are searching for the best lawyers to meet their needs.  More than likely there are hundreds of competing law firms in your market, and rising above the crowd requires a purposeful, definitive strategy.  Here’s how savvy law firms succeed in search.

3 Components to Law Firm SEO

  1. domain authority
  2. location authority
  3. brand authority

Law firms that succeed at both are the ones you see at the top of the organic and local search results over and over again, and their lawyers are called the rain makers, as a result of the inbound traffic and calls coming in from new clients.

Domain Authority for Law Firm SEO

Let’s start with building domain authority for your law firm website.

Domain authority has two major components that fuel your rankings in search and inbound traffic to your website.

These two components are inbound links and site structure.

Building inbound links for law firm SEO

Since the fallout of the Panda / Penguin algorithm updates from Google, law firms have been petrified to build backlinks to their websites.  In fact, I’ve had many clients come to us for the purpose disavowing (removing) large groups of backlinks pointing to their website.  This idea of disavowing links is relevant, but only where you know for certain that you have backlinks in toxic environments.  Low value, spammy link farms are a great candidate for disavowing.

Otherwise, I’ve seen situations where people have gone overboard with disavowing backlinks.  And by doing so, they end up removing a backlink that’s providing substantial amount authority for their domain.

So what’s a backlink strategy for law firms that will actually build domain authority and contribute to growing your presence in search?  Here’s a technique we use that has been delivering powerful results for clients for nearly 10 years.

First, we turn to Google and search a keyword phrase we know to be highly competitive.  And we target that search to a large metro area in the U.S.  For example, “houston car accident attorney”.  Here’s what I see in Google when I search that phrase:

search SEO for Law Firms

You’ll notice how I overlooked Findlaw that’s sitting in the #1 organic search result.  I did this because Findlaw is a directory, not a specific law firm website.  In this exercise, I’m only interested in law firm websites that are actually achieving top rankings in Google.

We look at both the local and organic search results to identify the #1 ranking law firms, then grab their website URL and start analyzing their backlink portfolio.

The main tool we use for this analysis is Moz SiteExplorer, which will show you the backlink portfolio for any specified URL.

In the local search results above, Attorney Charles J. Agento is the #1 local / Google Maps search result, and Smith & Hassler are the #2 organic search result, outranked only by Findlaw.

Let’s see what happens when we look at Charles J. Agento’s URL in SiteExplorer:

SEO strategy for law firms

Looking at the Page Link Metrics, you see this domain has a total of 50 backlinks coming from 20 root domains.  If you look under the “Link Type” column, you’ll notice I’m only interested in only follow backlinks.  Also, under the DA column, I sorted the list by DA (Domain Authority).  Translating this, I’m saying I want to see the most authoritative backlinks pointing to this URL that are also “do follow” links.  In the screenshot, I’m showing the top 3 most authoritative do follow backlinks pointing this URL.

Next, I’m going to visit each of these backlink resources to see if they are a good fit for my clients.

As you can see, the #1 most authoritative do follow backlink is coming from Anaximander, which is a business directory with a Moz Domain Authority of 50 – which is pretty strong.  So this is definitely a backlink resource that I would consider for my clients.

** Important note:  before I end up submitting one of my clients to a directory like this, I perform the same type of analysis on the directory itself, to include researching its reputation on the web.  Even though a directory has a strong domain authority, there’s still a chance it has been pegged by Google as a toxic or spammy link environment.  Ultimately, doing your due diligence on backlink resources is how you protect your website from penalties, and maximize the ranking power of the back link.

Site Structure for Law Firm SEO

The second component to building domain authority for your law firm website comes down to site structure.  Site structure refers to how well organized the pages are within your domain name.  Here’s a quick drawing I put together to help illustrate the concept of site structure, or the overall organization of the pages within your law firm website:

law firm website SEO

If your website is made up of hundreds of pages without any organized structured in alignment, then your website will have a very low level of domain authority due to the lack of structure.

However, if you group your pages according to top level categories, and then link to additional pages of content that support that top level category, then your website will be seen as having a high level of site structure, which translates in to strong domain authority.

In order to understand site structure, think in terms of the way files are organized on your computer.  If you have a desktop that’s cluttered with random files, then your computer would be perceived as unorganized and of low quality (relating it in terms of a website).

However, if the desktop on your computer has one master folder that opens up to well defined sub folders, and then under each sub folder you have highly relevant and organized files, then your computer would be perceived as being highly organized and structured.

Bringing this analogy back to your website, when Google crawls and indexes a website, the crawlers always start at your top level / root domain (i.e. your homepage URL).  From there, it starts looking for a second tier level of folders, which can be represented by your main navigation bar or links on your homepage.  Then, the crawler starts looking for all of the pages that are under these sub-folders.

In fact, if you login to the server where your law firm website is hosted (via FTP), you will actually see that your website is made up of a folder structure that’s very similar to the way your computer organizes files.  Back to the analogy of your computer, Google would see your computer as your website, and the folders on your computer as the folder and page structure within your website.

Building a highly structured website takes a concerted effort on your part.  You cannot just launch a website and expect to have a high level authority from your structure.

One of the techniques I use to organize client websites is to simply use a spreadsheet to start organizing pages.  I start by logging all of the pages within a website in a spreadsheet, then I look at the website to understand where the second layer of structure would come from.  With law firm websites, this is typically represented by practice areas.

So if your law firm practiced personal injury, criminal defense, and social security disability law, then the second layer of structure would be made up the most relevant pages for these practice areas.

Finally, moving to the third layer of structure, we would start placing supporting pages underneath of your second lawyer, and so on…

Once we have the law firm website mapped out on our spreadsheet, we turn back to the site itself and start implementing the structures and bringing it live.

I’ve seen the powerful impact that site structure can have in driving rankings for law firm websites.  In some cases, the only thing we did to get our law firm clients into the #1 ranking in Google was to simply organize their website in a highly structured fashion.

Location Authority for Law Firm SEO

Location authority is the driving force for your law firm getting found in specific geographic markets or metro areas.

Location authority refers to two types of SEO for your law firms:

  1. Local SEO / Google Maps
  2. Organic SEO / Organic search results

For law firms, both of these types are heavily influenced by the location of the person searching.

Read more:  What is location authority?

More on location authority coming soon…. stay tuned!

Brand Authority for your Law Firm Website

The second key ingredient to successful SEO for law firms is brand authority.  Brand authority is a function of traffic and exposure to your website, and the overall distribution of your brand through channels like social media.  Brand authority equates to how many people see your website and recognize your brand.  The more brand authority you build, the more you open the door for natural growth in back links, social media traffic and distribution, and overall exposure for your law firm in multiple channels on authoritative websites.

How to build your law firm’s brand authority

One of the most effective ways to build your law firm’s brand is to start a blog.  Running a consistent, high quality blog from your law firm’s website will build brand authority in several different ways such as:

  • increased traffic to your website
  • increased crawl rates from Google
  • more content to share through social media
  • increased traffic from social media

And the increased traffic and exposure to your website always results in growing your law firm’s brand.

Blogging for law firms

When it comes to blogging for your law firm, there are a few different angles you can take.  You can write general topic articles around your practice areas, how to articles, and Q & A based content.

But one of the most effective strategies we’ve implemented for our client’s law firm blogs is to cover local news and information.

For the majority of our law firm clients, their clientele comes from the metro area where they offices.  As such, our strategy has been to grow the law firm’s brand directly in the local market where the majority of their clients are.

And covering local news and information has proven to be one of the best ways to drive maximum branded exposure for our law firm clients.

Here’s an example of law firm blogging by leveraging local news and information.

One of our clients is a prominent brain injury attorney in Wisconsin with offices in Milwaukee and Madison.  Our goal in building brand authority for their law firm was to drive maximum traffic and exposure directly from the Milwaukee and Madison markets first, and then from the greater Wisconsin market.

Since our client focuses on brain injury cases, we needed to figure out a way to drive traffic from their markets and associate their law firm’s brand with the topic of brain injury.

So we launched their law firm’s blog with the goal of publishing news and information about brain injuries and head injuries that occurred in Wisconsin as the result of someone else’s negligence.  And we also publish national level news and information on brain and head injury research.

The results?  Here’s a quick snapshot of the impact blogging has had on this law firm’s website over the past 6 months:

Total pageviews:
  • Total pageviews:  54,227 vs. 19,512 (increase of 177.92%)
Organic search traffic (Google)
  • Total organic search traffic:  increase of 7.22%
  • Total organic search in U.S.:  increase of 14.98%
  • Organic search in Wisconsin:  increase of 17.07%
  • Organic search in Milwaukee:  increase of 26.85%
  • Organic search in Madison:  increase of 38.91%
Social media traffic (referred from Facebook, Twitter, LinkedIn, G+)
  • Overall social media referrals:  increase of 1,016.14%
  • Social media from the U.S.:  increase of 1,083.33%
  • Social media from Wisconsin:  increase of 539.68%
  • Social Media from Milwaukee:  increase of 564.00%
  • Social media from Madison:  increase of 916.67%
Other key metrics:
  • Pages viewed per visitor:  2.81 (increase of 87.44%)
  • Average time on site per visitor:  1:21 (increase of 46.84%)
  • Bounce rate:  -65..25% (which means we improved by 65.25%)
Facebook Insights:  over the last 30 days, here are some additional insights into the performance of your Facebook page:
  • Total pageviews (Milwaukee page):  117 page views (increase of 56%)
  • Page likes in past 30 days:  15 (increase of 67%)
Past 7 days of Facebook page insights (Milwaukee page):
  • Post engagement:  109 (increase of 107%)
  • Reach:  5,153 (increase of 359%)

As you can see, the impact of blogging news and information on their law firm website has been substantial in driving increased traffic and exposure from search and social media.  All of this equates to increased branded exposure for their law firm, i.e. brand authority.

This particular law firm, as a result of continually posting brain and head injury news on their blog, has been featured as an authoritative resource in Alltop in their brain injury category.  The inclusion of this law firm blog in Alltop is a great example of how blogging can build brand authority.

Again, the more brand authority your law firm website carries, the more empowered it will be to rank for your most competitive keyword phrases in search.

Social media distribution for your law firm blog content

Another powerful component to building your law firm’s brand authority is social media.  Gaining increased exposure in places like Facebook, Twitter, LinkedIn, and Google Plus are critical to building your law firm’s brand, and driving traffic and exposure to law firm’s website.

But, as I’m sure you know, it’s difficult to come up with content to share across social media on a regular basis.  You probably already know it’s important to get social media exposure for your law firm, but it’s a bit cumbersome trying to come up with something to share every day.

The way we solve this problem and drive substantial results for law firms, is to share each blog post / news article across all of the law firm’s social media profiles.  Since we are already publishing news and information on their blogs, this gives us the content to also share across their social media profiles.  And as you can see in the stats I share above, traffic from social media has grown exponentially.

Here’s the impact from social media on our law firm client’s traffic:

Social media traffic (referred from Facebook, Twitter, LinkedIn, G+)
  • Overall social media referrals:  increase of 1,016.14%
  • Social media from the U.S.:  increase of 1,083.33%
  • Social media from Wisconsin:  increase of 539.68%
  • Social Media from Milwaukee:  increase of 564.00%
  • Social media from Madison:  increase of 916.67%
Facebook Insights:  over the last 30 days, here are some additional insights into the performance of your Facebook page:
  • Total pageviews (Milwaukee page):  117 page views (increase of 56%)
  • Page likes in past 30 days:  15 (increase of 67%)
Past 7 days of Facebook page insights (Milwaukee page):
  • Post engagement:  109 (increase of 107%)
  • Reach:  5,153 (increase of 359%)

For this law firm client, we are publishing 30 news articles / blog posts each month — basically one new blog post each day.

But remember I said this particular law firm client has two office locations, one in Milwaukee and one in Madison, Wisconsin.  And for each location, they have four main social media profiles:  Facebook, LinkedIn, Twitter, and Google Plus.

So if you do the math, we are publishing one new blog post per day, which is 30 per month.

Then each blog post is shared across their 8 social media profiles each day, which equates to 240 social media posts per month.

Facebook Instant Articles for Law Firm Blogs

Facebook is by far the most effective social media profile for driving increased branded exposure and traffic to websites.

But remember, the goal is to not just drive increased traffic to your law firm website, the goal is to also build your brand authority.  As such, it’s critically important to offer a great user experience with your content on social media, and most importantly in Facebook.

That’s where Facebook Instant Articles comes into play.  Instant articles provides a way for Facebook users on mobile devices to “instantly” access your content.  Before Instant Articles, whenever someone clicked on a news article in their Facebook feed, it would take upwards of 30 seconds or more for the website to load on their mobile device.  With Instant Articles, when someone taps on the news article in their feed, the article loads instantly because the content is coming directly from Facebook servers, and not from the server the website is hosted on.

Here’s a quick video that shows you the amazing user experience that Facebook Instant Articles delivers:

Bringing it all together:  Effective SEO for Law Firms

As I mentioned initially, there are two key components to your law firm competing in search:

  1. domain authority
  2. location authority
  3. brand authority

The combination of these two elements can come together to drive explosive growth in search traffic and rankings for your law firm.

The legal market can be brutally competitive, especially in large metro areas where many law firms are competing for just a few spots at the top of search results.

In order for your law firm to compete and connect with new clients through search, you’ll need to focus on building both domain authority and brand authority.

The law firms who are currently at the top of search results have, either directly or indirectly over time, achieved this potent combination.