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An Attorney’s Guide to Building a Strong Law Firm SEO Campaign

Law Firm Seo July 16 2024

Leads from search engine optimization (SEO) are eight times more likely to convert into customers than those through traditional ads. If you’re wasting time and money on ineffective advertising strategies, your law firm won’t grow. Instead, consider using law firm SEO to expand your brand visibility and reach.

Not sure how to start using SEO for law firms? Use these tips to get started. With these law firm SEO marketing tactics, you can boost your rankings with ease.

Attract new clients to your law firm with these tips today!

Gather Keyword Research

Before using the rest of these SEO, take the time to gather research. Determine what keywords you want to rank for on search engines like Google. The keyword list you develop will inform your content marketing strategy.

Otherwise, you could make the mistake of creating content and inserting a target keyword after it’s written. If the keyword sounds awkward within the content, readers will leave your website. Your bounce rate might increase, which can hurt your SEO rankings.

Determine who your clients are by gathering psychographic and demographic data. If necessary, segment your larger audience into smaller personas. For example, you might separate clients based on the legal services they need.

Then, use tools like SEMRush, Google Trends, Keyword Planner, and Answer the Public to build your keyword list. Look for phrases that contain four or more. Long-tail keywords will help you determine the search engine user’s intent.

Their search intent will ensure you create content that aligns with their needs.

Audit and Update Your Website

Your website can either support or hurt your SEO efforts.

First, make sure your website is mobile-friendly by running it through Google’s Mobile-Friendly Test. Google will crawl the mobile version of your website first to determine your rankings.

Run your site through Google’s PageSpeed Insights to ensure nothing is causing your pages to lag. Make sure your site is user-friendly by following Google’s Core Web Vitals, too. Making these improvements to your site will ensure a positive user experience.

Visitors might feel more inclined to explore your pages, benefiting your dwell times, bounce rate, and organic rankings.

Make sure visitors have more than one way to contact your law firm from your website as well.

Create Helpful Content

Use your keyword research to create helpful, informative blog content. Diversify your content marketing strategy with different formats, including:

  • Polls
  • Quizzes
  • eBooks
  • Infographics
  • Webinars
  • Articles
  • Videos

Then, optimize the post by including your target keyword strategically. The target keyword should appear in the page title, URL, opening, and closing. Add it to a header and the body text as well.

You can also include the keyword in the image file name and alt text to appear for image searches. Make sure you’re using unique, branded images to stand out and generate more traffic.

When creating blog content for your law firm, focus on quality over quantity. Provide readers with helpful, actionable content. Add your EAT (expertise, authority, trustworthiness) to the post to boost your brand’s credibility.

Establishing yourself as a thought leader within the industry can help you attract new clients to your firm. It can also boost your organic rankings as more people begin to rely on your content.

Make sure to end each post with a call to action to generate leads.

Generate Backlinks

Backlinks are one of Google’s top ranking factors. These links send readers to your content from other websites. Generating more backlinks will help you generate more referral traffic.

The more backlinks one of your blog posts generates, the more organic traffic it will attract via Google. However, over 66% of pages online never generate backlinks.

Consider creating high-quality blog content for another website. Make sure that website has a high Domain Authority (DA). Their high DA can boost your website’s DA, improving your organic rankings over time.

Add a link to your content within the post. This content marketing strategy, known as guest blogging, can help you generate more backlinks.

Otherwise, consider partnering with an SEO agency this year. Look for an agency that offers backlink-building and guest blogging services. With their help, you can generate more backlinks to boost your DA.

At the same time, you’ll generate more traffic, which will help your rankings rise higher.

Update Your Google Business Profile

To leverage local SEO for law firms, claim and optimize your Google Business listing. Your listing will provide potential clients with information about your firm. For example, they can find your:

  • Law firm name
  • Business category/subcategory
  • Phone number
  • Address/directions
  • Website
  • Business hours
  • FAQs
  • Photos/videos
  • Update
  • Client testimonials

Ask your clients to post their reviews on your listing. Positive reviews can strengthen your credibility. Future clients might feel more inclined to contact you after reading reviews.

Your Google Business listing can help you generate more website traffic. Listings stand out on search engine result pages, helping you generate brand awareness, too.

Promote Your Posts

Once you begin creating content for your law firm’s website, share it!

Add a lead magnet to your website to attract email subscribers. Then, send a weekly newsletter featuring your latest blog posts. Tease your content to generate more clicks and website traffic.

Reformat your blog content for social media as well. As people respond to your posts, comment back! Keep people engaged and aware of your law firm’s successes.

Analyze the Data

Use Google Analytics to review the data from your SEO efforts.

For example, which blog posts attracted the most unique visitors? Make a note of the blog format and topics you covered. Then, use this data to improve your SEO for law firms over time.

Hire an Agency

You don’t have to develop your SEO strategy alone. To use the best SEO for law firms, contact an agency. Work with an SEO agency that’s helped law firms in the past.

You can leverage their experience and expertise to optimize your SEO strategy. They’ll ensure you never fall behind the latest SEO marketing trends, either.

Improve Your Law Firm SEO Strategy Today

A strong law firm SEO strategy can help you reach new clients without blowing through your marketing budget. Use these easy tips to get started. Then, analyze the data from your SEO campaign to reach even more clients in the future.

Remember, you don’t have to develop your law firm SEO marketing strategy alone. We’re happy to help.

Contact our team today to get started.

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