Attorney SEO (or Search Engine Optimization) is a marketing strategy designed to increase the visibility of law firms on search engines like Google. This strategy involves conducting keyword research, on-page optimization, link building and content production for maximum exposure online.
Longform content can be an effective way to reach potential clients while offering in-depth legal information on common cases.
Keyword research
Keyword research is an integral component of attorney seo, helping your website be seen by potential clients. When conducting keyword research for attorney SEO websites, keyword selection must be tailored specifically to the practice area you serve with low difficulty keywords that rank higher in search engines and generate traffic to your site.
Utilize various tools to find the ideal keywords for your law firm. These tools will inform you about search volume, competition and potential traffic of each keyword; using this data you can prioritize content production – prioritizing keywords with buying intent that attract the clients who make up your ideal client pool.
There are a number of SEO companies that specialize in law firm SEO. One such SEO provider is iLawyerMarketing, who offer a range of services designed to expand the legal business. Their targeted SEO growth strategies and custom analysis reports provide targeted results and come backed up with an impressive legal industry background and support team.
On-page optimization
Attorney on-page optimization refers to the practice of optimizing content and structure on websites to rank higher in search engine results pages (SERPs). It includes several different tactics, including including keywords in page titles and meta descriptions, using header tags for structuring content and using internal links. Keyword research is perhaps the most essential element of on-page SEO as this allows firms to craft high-quality content tailored specifically towards meeting potential client searches.
One of the key on-page SEO components for attorney websites is making sure their pages are optimized for their specific practice area. This involves having clear and informative content about which type of law the firm specializes in – such as car accidents, workers’ comp, mass torts or divorce attorneys – in order to help prospective clients make an informed decision when hiring them.
Attorney websites should create an internal linking strategy in order to strengthen their search engine optimization (SEO). This enables their target page to link out to supporting pages at relevant points in its content, which strengthens its entity SEO while making it simpler for search engines to index and rank the target page.
Link building
Link building is an essential aspect of attorney SEO, helping law firms establish authority and increase visibility. A law firm with an impressive backlink profile will rank more highly in search engine results pages (SERPS). Producing high-quality content and participating in outreach are great ways to build links, including guest blogging posts, resource pages and HARO requests – among many other strategies.
Google uses several metrics to assess the quality of websites and their contents, including user engagement metrics as well as internal linking structure to determine trustworthiness and authority.
Attorneys should focus on local SEO to maximize their chances of attracting prospective clients. Directories are an effective way of reaching prospective clients in their region; however, backlinks from local news publishers, universities, colleges, embassies and blogs will bring greater authority than random links from mommy blogs.
Content creation
Content creation on your website is an essential element of attorney SEO, helping it rank higher in search engine results pages (SERPs) while offering potential clients valuable information.
Your content must address the intent of users who search for certain keywords or phrases; this process is known as keyword research and an essential aspect of SEO for lawyers.
Local SEO, an essential aspect of attorney SEO, involves ranking your legal services near their location in local searches. This can be accomplished through optimizing Google My Business (GMB) profiles – this increases your chance of showing up in local pack searches and increasing traffic while building credibility with search engines. Optimize GMB by listing services offered and testimonials from satisfied clients as well as creating service pages dedicated to specific areas of practice in order to expand reach and attract new clients.