Improving the SEO of your law firm’s website comes down to a handful of proven tactics: targeting the right keywords, optimizing on-site content, building authoritative backlinks, and using schema markup. Done well, attorney SEO delivers a steady stream of search traffic that converts into new clients and cases.
SEO also outperforms paid channels for law firms in competitive markets because it compounds over time, while pay-per-click stops the moment you stop paying. The sections below cover the methods that move the needle.
Why attorney SEO works for lead generation
Attorney SEO is the most effective way to boost your online visibility and generate more leads and clients. It covers keyword research, on-site optimization, technical SEO, link building, and authority-building, and it requires regular monitoring and measurement. The primary goal of marketing is to generate more leads for your law firm, so every piece of content should include a clear call to action.
Unlike pay-per-click marketing, lawyer SEO requires sound strategy and effective utilization of resources. Despite its complexity, SEO for law firms can help law firms thrive in highly competitive markets. When done properly, attorney SEO can increase the volume of web traffic, improve the quality of leads, and increase the conversion rate of visitors.
What should an SEO agency do for your law firm?
A good agency will pick the right keywords and focus on blog topics with the correct keyword intent. They will also handle conversion optimization so the traffic you earn turns into signed cases. Because Google’s algorithms change constantly, an SEO agency that stays current with those changes will get the best results.
How a high-quality blog boosts lawyer SEO
A high-quality blog that offers valuable content is a crucial part of lawyer SEO. Blogs allow you to share your expertise with customers and show Google that you know your subject. If you write interesting, informative articles, readers will find them easy to follow. Optimize each post for search engines, and keep up with Google’s changing algorithms for maximum results.
Use schema markup so search engines understand your content
Attorneys can use schema markup to make their content more search engine-friendly. Schema markup is HTML code applied to content to help search engines understand what it is about. The legal industry has its own set of schema that lets search engines know that the content is related to law firms and attorneys. You can also use schema markup for site links and video thumbnails to increase the likelihood of click-through rates. The more relevant your content is, the higher your conversion rate will be.
Run an SEO campaign that targets real conversions
An effective SEO campaign will increase the number of visitors to your law firm’s website. If you rank high in Google, you’ll be able to attract more visitors and generate more new case leads. An effective campaign includes in-depth keyword research, onsite optimization, content development, and analytics configuration. It’s one of the fastest ways to generate new business.
SEO for attorneys has two goals: increased web traffic and more foot traffic. With increased web traffic, you can expect a 25 percent increase in conversions. The better the traffic is, the better for your business. If the traffic is targeted, you can expect a higher conversion rate, which is why your attorney SEO should include conversion optimization.
Build backlinks the right way
Another way to improve the SEO of your law firm’s website is to use back-links. These are links that come from third-party sites. The content can be written by an attorney, or it can simply reference the law firm’s website. The important thing is to make sure you know how your links are being generated. Find out who is authoring the content and how the links are credited. If you have good content, you’ll have more chances of getting higher rankings in search engines.
Add video to capture on-the-go searchers
Another way to improve your attorney SEO is to use videos. Using video is a powerful way to engage potential clients. It’s one of the best ways to increase your visibility on search engines. People often watch videos on public transport, where they are more likely to pay attention to video and audio. Make sure your video is accessible on a variety of platforms so it ranks on popular keywords and is easier for viewers to read and digest.
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