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SEO for Lawyers: 7 Trends to Follow

Seo for Lawyers May 26 2024

Google introduces between 500 and 600 changes to its search engine algorithm every year. If you’re not tracking these changes, your search engine optimization (SEO) efforts could fail. Instead, you need to keep up with the latest SEO trends to boost your rankings. Here are seven SEO trends that can impact SEO for lawyers.

Learning more about these trends can help you boost your organic rankings. Higher rankings can help you reach prospective clients online.

Boost your SEO rankings by learning more about the latest optimization trends today!

1. Core Web Vitals

Your website’s design and development can influence where your site ranks on search engine result pages (SERPs). For example, Google looks for websites that offer users the best possible online experience. A negative experience will cause visitors to leave without exploring additional pages.

Each time a visitor leaves, your website bounce rate will increase. A high bounce rate will tell Google you offer a negative user experience (UX). As a result, it might decide to drop your rankings.

You’ll struggle to benefit from the rest of these SEO trends as a result.

Instead, you can provide a positive UX to encourage visitors to linger and explore additional pages. Your dwell times will increase, which can boost your rankings.

To improve the UX across your site, make sure to consider Google’s Core Web Vitals. The Core Web Vitals prioritize Google’s user-centric ranking factors. You can use the Core Web Vitals to make sure you’re providing the best possible UX to anyone who visits your site.

For example, you can improve the UX by:

  • Deleting unwanted codes
  • Minifying CSS and Javascript codes
  • Optimizing images
  • Setting fixed dimensions on images
  • Preloading custom web fonts
  • Using a content delivery service
  • Limited embedded content and iframes
  • Enabling browser caching
  • Eliminating unwanted third-party scripts
  • Using page caching

If you’re struggling to make these changes to your website, look for an SEO company that also offers web design and development services.

Otherwise, make sure your site is mobile-friendly, fast, and secure. You can run your site through Google’s PageSpeed Insights and Mobile-Friendly Test to check.

Google will use the mobile version of your website to determine your rankings. If your site isn’t mobile-friendly, your search engine optimization efforts could struggle.

2. Search Intent

If you want to improve your SEO for lawyers, take the time to gain a better understanding of how Google’s search engine algorithm works. The algorithm is gaining a better understanding of consumer online behaviors. Its machine learning abilities allow it to understand what consumers want while online.

When developing your search engine optimization strategy, consider search intent.

Search intent indicates what the user expects to find while using Google.

Understanding the user’s search intent allows Google to improve the user’s online experience. As part of your SEO strategy, you need to appeal to the user’s search intent as well. Otherwise, your web content won’t appear on SERPs.

Start by gathering audience research. Consider who your clients are based on demographics. Then, consider what they care about or how they behave by gathering psychographic research.

Focus on the pain points your clients are experiencing. For example, maybe they’re struggling to receive a payout from an insurance company. Maybe they’re unsure what to do after an accident.

Understanding their pain points can help you create personalized content. Personalization can help you connect with your clients. You can create content that appeals to their needs and interests.

Work with an SEO company to gather keyword research, too. Your keyword research can determine what content you’ll create. You can create posts based on the searches your clients complete before finding a law firm online.

3. EAT

EAT stands for expertise, authority, and trustworthiness. Establishing EAT within your blog content can show clients you’re a reliable, credible resource. Boosting your credibility can help you stand out from other law firms online.

Using EAT can help you draw more clients to your law firm. You can start adding EAT to blog posts by:

  • Adding author names and bios to posts
  • Generating high-quality backlinks from sites with high domain authorities
  • Developing a personal brand
  • Telling a brand story

Backlinks are links that send clients on other websites to your blog content. Generating backlinks from these sites can improve your organic rankings. Then, more clients will begin finding your website online.

Backlinks can also help you generate more referral traffic.

You can generate natural backlinks by creating high-quality, informative blog content.

4. Image and Video Optimization

Consumers now use image searches to find content online. Make sure to optimize your images by adding the target keyword to the file name and image alt text. The image alt text will help Google better understand your content.

Video content can also appear at the top of SERPs as a featured snippet. Featured snippets are formatted as summaries, bullet lists, and other visuals.

Add a transcript to your video to improve your rankings. Otherwise, use Schema Markup to format your content for featured snippets.

5. Predictive Search

The algorithm’s understanding of the user’s search intent also allows it to offer predictive search results. Google can provide users with results it thinks the user will want after they click on a link, then return to the SERP.

Work with an SEO company to appeal to predictive searches. Otherwise, make sure you create content that appeals to the user’s search intent.

6. Voice Search

About 50% of people now use voice assistants for general web searches. About 75% of voice search results appear for the top three of a query, too. Meanwhile, over 40% of all voice search answers come from featured snippets.

Appealing to voice searches can help you rank higher on SERPs.

Focus on longer search queries. Then, provide a short answer at the beginning of your blog post.

7. Long-Form Content

Try writing longer blog posts this year. Long-form content can encourage people to linger on your website, increasing dwell times. When writing long-form posts, make sure to focus on quality over quantity, though.

You can invest in SEO services that include content creation and optimization to get started.

Rank Up: Apply These Trends in SEO for Lawyers Today

SEO for lawyers can help you reach new clients online. Get started by applying these seven SEO trends to your optimization strategy. Appealing to these trends can boost your rankings on SERPs.

Remember, you don’t have to develop your strategy alone. Working with an SEO company can give you an advantage.

Book an SEO strategy call today to get started.

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