51% of website traffic comes from organic search results. That’s why many businesses invest in SEO services and marketing for law firms. SEO will improve your company’s search engine rankings and will help increase visibility and leads.
If you own a law firm, you may be wondering if you need SEO services. Every law firm can benefit from SEO; however, you’ll only see results if you have the best SEO strategy.
Hiring an SEO professional who specializes in law will also produce the best results — they know who your audience is and how to target them.
If you want to learn more about the best digital marketing strategy for law firms, continue reading to discover why you need SEO.
Why Law Firms Need SEO
The main reason why you need SEO in your law firm marketing plan is simple — to achieve better search engine results.
When a potential client searches for law firm services or wants to read an article about law, your firm will appear at the top of the results. They will visit your website and may be interested in contacting your firm for a consultation.
Even if that lead doesn’t result in a sale, content marketing for law firms attracts leads. These leads may turn into a client in the future.
Publishing educational blogs and offering detailed service pages will offer solutions to clients’ problems and can explain how you can help. Your blog can also offer more advice, such as how to choose a lawyer.
When you publish interesting content, your website visitor will read multiple blogs, increasing your click-through rates. This promotes your website, raising your search engine results and attracting even more leads.
The Best SEO Strategies for Law Firm Marketing
If you’re interested in increasing leads and sales with SEO, there are winning SEO strategies when marketing a law firm. Here are the SEO techniques to use.
A large percentage of your website visitors will be local leads. Most clients will only want to hire a local lawyer since local law firms are licensed to practice law in their specific area.
Start by making sure your Google My Business page is updated. From here, optimize your service page by using local keywords. You can also publish content on local laws and other topics in your area.
Adding your business address to your contact page will also help Google recognize your city and state. You can also optimize your business for Google Maps search results.
For best results, add your name, address, and phone number (NAP) to all pages.
On-Page and Off-Page Strategies
There are two core types of SEO strategies: on-page and off-page. On-page SEO is anything done on your website to improve your SEO results. This can include:
- Keyword optimization
- Content optimization
- Technical SEO
- Using visuals such as images and video
- Page speed
- User-friendly layout and website design
Many of these tactics can be used together. For example, after you conduct keyword research, you can use the keywords in your content. Google bots can crawl your content and identify these keywords, better ranking your website.
There are also minor techniques that can improve your SEO. Optimizing your URL is one of them. Your URL should be short and contain keywords that relate to the web page. Extremely long URLs and ones that feature random characters don’t perform as well in search engine results.
Off-page SEO also impacts your search engine rankings. Off-page SEO aims to generate backlinks that link back to your website.
There are many off-page SEO techniques that achieve this, such as guest posting. Guest posting is when another blog links to your website in their content. The best way to achieve a successful guest posting campaign is to only choose authoritative publisher websites that produce high-quality content.
Here are other ways to get backlinks to your website:
- Post in forums such as Quora and Reddit
- Promote your content on social media
- Use internal linking to increase click-through rates
- Get published in local citation websites, law directories, and any website that lists local services
Another effective strategy is to research where your competitors’ links are getting published. For example, if you notice a competitor is collaborating with a website for guest posting, you can try and get that website to link back to your website.
Research and Auditing Are the Keys to SEO Success
Now that you know the best SEO techniques, you just do these tasks and you’ll have great SEO results, right? The most successful SEO campaigns regularly research new SEO trends as well as auditing their own tactics.
You’ll first want to regularly audit your content. Find the pages that receive the most traffic, shares, backlinks, etc. If you have pages that don’t receive attention, discover how can you repurpose them to improve their performance.
Your content audits can also find:
- Ineffective backlinks
- Page errors
- Outdated service pages
You should also get in the habit of regularly researching new SEO trends.
Technology is always evolving and the way users perform search engine queries is constantly changing. This can affect certain SEO tasks; for example, you’ll want to optimize your website for long-tail keywords because more users are utilizing voice search.
The way you create and publish content will also change. While written content is key, visual content is increasing in popularity. For example, blogs that include images produce 650% higher engagement than text-only posts.
Marketing for Law Firms: Why You Need SEO
Marketing for law firms is essential, but what about SEO? All law firms will benefit from an SEO strategy. SEO marketing for law firms enhances your performance on search engine results, increasing website traffic and leads.
There are many SEO strategies that can improve your visibility. Unfortunately, SEO takes a lot of work and requires specific skills. If you can’t handle your own SEO strategy, it’s best to seek help from an SEO firm that’s experienced in law firm SEO.
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