A law firm’s website is a critical marketing tool because it is what potential clients see when searching for a lawyer online. Search engine optimization (SEO) improves a site’s rankings on search engines like Google so the firm appears on the first page of results when prospective clients search for a lawyer.
Why is SEO important for law firms?
When a law firm does not rank well for relevant keywords, the site can miss out on a significant amount of potential business. Proven SEO tactics such as content creation, link building, and keyword research improve organic rankings and help attract new clients.
How do you find the right keywords for attorney SEO?
Keyword research identifies the search terms potential clients use to find the services a firm offers. Tools such as Google Keyword Planner and AHREFs help assess search volume and competition. The best targets are keywords that have a high amount of regular search traffic; other words or phrases may not have the same level of volume, but the right tools can still surface viable options.
What does on-page optimization involve?
On-page optimization starts with title tags and heading tags (H-tags) on each page so Google can understand what the page is about at a glance, which affects rankings for a given keyword. A well-structured site also makes sure search engines can find all the content and that visitors can navigate it easily.
How does link building help a law firm?
Link building is a crucial part of any SEO strategy. Existing professional relationships can produce relevant links; for example, writing a guest post for another attorney whose practice areas are similar shares a unique perspective and earns a relevant link. Engaging with local organizations through charity events, speaking at schools, or offering scholarships can also produce valuable links tied to the local market.
The key is to set goals before pursuing link building tactics. Google has been weeding out bad link building techniques for years and can take a site down if submission-based tactics or manipulative "quid pro quo" schemes are used.
What role does content creation play?
Quality content on a law firm’s website establishes authority, expertise, and credibility as a trusted source of information and answers. Legal content can include practice area web pages, blog articles, and roundups on topics in the practice space, which position the firm as an expert and generate leads and clients.
Content should avoid legal jargon so points are accessible to the audience, especially in blogs. Working with an expert attorney marketing agency helps make sure legal content is accurate and compliant with the rules of professional conduct in the firm’s jurisdiction, and avoids shady backlinking or unoriginal content, which can knock a site down in rank and damage its reputation.
FAQ
What is attorney SEO?
Attorney SEO is the process of improving a law firm’s website rankings on search engines like Google so the site shows up on the first page of results when prospective new clients search for a lawyer.
What are the main parts of an attorney SEO strategy?
The main parts covered are keyword research, on-page optimization (title tags, H-tags, and site structure), link building through professional relationships and local community engagement, and content creation such as practice area pages, blog articles, and roundups.
What mistakes should law firms avoid with SEO?
Firms should avoid legal jargon that makes content inaccessible, shady backlinking, unoriginal content, submission-based link tactics, and manipulative "quid pro quo" schemes, since Google can take a site down for those practices and the firm’s reputation can suffer.