Best SEO Practices for Lawyers and Their Businesses

Law firms - like other companies - need to stay on top of the game as far as digital marketing is concerned.

14:38 20 May 2019

With SEO, law firms have s platform to increase their search visibility. However, if you don’t implement the right SEO strategy, you may not attract traffic and nail more customers. The solution lies in creating a well-optimized webpage. Below, this article is going to delve into SEO best practices that can catapult your law firm from zero to something.

Keyword Focus

Use keyword phrases—especially if you are focusing on one area. The keywords should relate to your area of specialty. For instance, if you are dealing with personal injuries, use keywords that especially reflect your area of specialization on the home page. Then walk other related keywords into the subheadings. On the other hand, if your firm deals with a variety of areas, use your firm’s name, location, or brand to increase your online visibility.

With keywords, you have a platform for implementing your SEO strategy. However, don’t overdo SEO. Weave them into your webpage in a way that makes them sound natural.

Title Tag, Meta Description

Like keywords, title tags, as well as Meta descriptions, can be effective in optimizing your page and increasing your law firm’s online visibility. With Meta tags, you make your pages easily searchable.

Include your laws firm’s name into the Meta tags. Stick to 4-5 words per phrase. Walk your firm’s services into the Meta descriptions. However, if your firm deals with all law-related cases, consider including the brand name into their Meta description.

In addition to title tags, you should include clear and concise Meta descriptions. They should accurately describe your company’s main offerings. With clear Meta descriptions, you are able to let your viewers know the services you offer and increase your online visibility. Use Meta descriptions to influence people’s decision making. Let them know why you are best suited when it comes to offering legal services.

Pro tip: Meta descriptions should be kept under 156 characters.

Video Content

Video content is a new trend in the digital marketing sphere. Like On-page SEO, video content can propel your law firm’s website into great profit heights. As a powerful multimedia element, video content can help your website rank high and boost your leads. With video content, your viewers are engaged—which makes them stay longer on your site. With this strategy, you are able to communicate with your potential customers. Customers will know what you offer, how you have been offering it, why they should hire your firm, and the services they expect from you. Plus, you can include long-tail keywords in your video content.

Clear Navigation

Navigation plays an important role when it comes to customer experience. If your law firm’s website has poor navigation, viewers are unlikely to remain on it for longer periods. This means that your website won’t rank high on Google. Include quality links in your website. Let them guide your clients to the practice area, testimonials, as well as frequently asked questions.

Calls to Action

Include a vivid call to action at the end of your content. With a call to action, your viewers are able to contact you. Therefore, create a well-designed CTA –it’s an integral part of SEO and an effective way to design your homepage.

Create an easily viewable as well as accessible CTA button/ form. Place it on your law firm’s homepage. Let your CTA trigger viewers contact you. With an effective CTA, you are sure of getting more leads that can become paying clients. Even more, the more your CTA receives responses, the higher your chances of being ranked high by Google.

Reputable Awards

Create a homepage that explicitly reflects the reputation of your law firm—it can positively complement your SEO efforts. Thus, apply for awards like Super Lawyer, Rising Talent, and Rising Star from a reputable association. It can improve your company’s search ranking. With such awards, you are sure of getting quality backlinks—a vital step towards getting ranked high by Google.

Content Optimization, Submission

Create page titles. With Keyword page titles, you are able to establish your page theme, direction, and authenticity. It’s like giving your keywords direction. It’s also important to take note of your sitemap—on both Google and Bing. Develop sitemaps—it makes it easy for popular search engines (such as Google, Yahoo, and Bing) to index your site. Be sure to create two versions—i.e. HTM as well as XML. Start with HTML. Remember, it’s easy to submit XML sitemaps via Google or Bing webmaster-based tools. It’s also important when creating great content, to make insightful supporting content.

Continuous Testing As Well As Measuring

Test and measure your digital marketing performance. Use online tools to analyze your search engine rankings as well as web traffic to ascertain whether your marketing strategy is yielding the necessary fruits. Asses the performance of an individual keyword. Test those results. Then keep track of the results. For continuous improvement of search engine ranking, you need to do regular maintenance. Keep adding and modifying your keywords. Add fresh content on a regular basis. Review your links. Ask your web hosting company to help you review your links. Alternatively, you can hire a reputable SEO company to do it for you. An SEO agency has the necessary resources, time, experience, and expertise to handle all your SEO law needs.

Key Takeaway

SEO is a broad area—often incorporating strategies that can help law firms beat the competition by getting ranked high on Google. Therefore, law firms should leverage the power of SEO and up their business game. Build an effective SEO strategy and watch your business achieve tremendous results. With the above SEO practices, you are sure of getting ranked high and generating more revenues. From keyword research to link building—these practices are proven and tested. However, if you don’t know how to go about it, hire a reputable lawyer SEO company to make things happen for you. Remember, the competition out there is real and stiff. You can only rise above if you apply unique digital marketing strategies, such as SEO.