SEO for Attorneys

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Modern society is more litigious than it's ever been—which means that attorneys have their hands full. When a firm has a heavy caseload, it may have little time to focus on marketing. This is particularly true of small law firms, where tight deadlines and shoestring budgets are common.

According to recent research, up to 40% of lawyers have no online presence. Additionally, of those with websites, over one-third haven't updated them in several years. This demonstrates that, for most law firms, digital marketing isn't a high priority.

Hiring a digital marketing and SEO agency is a great option for firms that are focused on growth. We've helped many lawyers and companies achieve their objectives by offering customized solutions and one-on-one service. Our SEO services are an excellent starting point on any firm's online marketing journey.

Search Engine Optimization for Law Firms: What Is It?

While attorneys have a deep understanding of the legal field, their knowledge of marketing isn't as clear. Firms may know what they need—but they might not know how to obtain it. Clients in the legal field typically get in touch with us because:

  • Their websites aren't discoverable online
  • Site traffic has suddenly diminished
  • They're getting fewer leads and calls from potential clients
  • They're establishing an online presence and want to build it quickly

We proudly serve hundreds of clients in the legal field, and our SEO solutions are guaranteed to keep up with Google's constantly changing algorithms. When lawyers want to be found online, they come to us.

How SEO Helps Attorneys

SEO services help law firms in numerous ways. Not only do they work to bring in more traffic that is easily converted into high-quality leads, but it also increases a firm's search ranking. Search engine optimization for law firms and attorneys offers benefits like:

  • Improving site click-through and outranking local competitors
  • Using local listings and content to drive phone traffic
  • Gathering client testimonials to build a better online reputation
  • Positioning a firm as an authority in its niche

Search engine optimization is highly targeted, so it drives traffic and boosts conversion rates. When attorneys want to generate online leads, SEO is one of the easiest and most effective ways to do it.

Which Mistakes Are Affecting Your Firm's SEO?

Search engine optimization is a complex process without a universal rule set, which makes it challenging for newer and smaller firms. In some instances, small mistakes lead to bigger issues such as de-indexing and decreased search rankings. Below, we'll list a few errors to avoid when building a marketing strategy for a law firm.

  • Keyword stuffing. It's one of the biggest SEO mistakes an advertiser can make. In the past, marketers had one goal: to boost search engine rankings by including as many keywords as possible. However, Google and other major search engines have caught on. When pages are stuffed with keywords, they appear to be of lower quality—so they appear lower in search engine results. Avoid keyword stuffing by choosing relevant terms and limiting their use.
  • Forgetting about secondary keywords. When a law firm's page is optimized for a certain keyword, it must compete with hundreds or even thousands of other, similar pages. That's why so many attorneys use secondary terms to differentiate their offerings. By diversifying your keywords, you'll set the firm apart from all the others in the area.
  • Duplicate and low-quality content. Google and the other search engines are great at finding spammy content. When duplicate content is found, only the first version is indexed, and the others are rendered all but useless. There's a lot to discuss in the legal field, but it's important not to endlessly rehash the same topics. To rank high in search engine results, content must be relevant, readable, and above all, unique.
  • Ignoring backlinks. Once you've built a great site and a content marketing plan, the next logical step is to acquire backlinks. SEO for attorneys isn't just about the site—off-page factors are equally important. While getting links from low-quality sites won't do very much good, backlinks from established, high-authority sites will significantly improve a firm's search engine ranking and bring in more quality traffic.

While there's a great deal of debate on the best search engine optimization methods for attorneys, some approaches are known to be problematic. Avoid these and other mistakes to prevent de-indexing and keep your firm's website high in search engine results.

Best Practices for Law Firm Search Engine Optimization

Law firms and attorneys are always looking for new clients while growing their brands, and ranking at the top of the search engine results is a great place to start. As the legal field becomes more competitive, it's crucial to understand the role of SEO and to know how to use it. In the sections below, we'll list a few best practices for lawyers and firms.

Design a Responsive Website

Every law firm's website should be mobile-friendly. If your site isn't mobile responsive, the firm's SEO will be affected, and you may miss the opportunity to reach thousands of potential clients. Responsive site design boosts a lawyer's SEO by:

  • Giving the site a 'mobile friendly' designation in clients' online searches
  • Offering a streamlined, consistent user experience across a range of devices

Digital marketing for law firms is a two-step process. First, lawyers must find ways to bring people to their websites, and then, they have to give them a reason to stay. With mobile responsive web design, you'll accomplish both goals.

Avoid Penalties

The process by which sites are ranked isn't fully understood, but there are a few well-known penalties.

  • The walled garden. If a site shows all its content to the search engine—but only part of it to visitors—it could be penalized.
  • Site hacking. If a law firm's site is hacked and it is redirecting traffic to scam sites, the search engines will flag it right away, burying it deep in the results.

Getting penalized can seriously affect a firm's search engine ranking. The team at Posirank will use well-known webmaster tools to monitor clients' sites and mitigate the effects of these penalties.

Incorporate Relevant Keywords

Attorneys can get their sites ranked higher and increase traffic by incorporating more keywords into quality, relevant content. Posirank's marketing team knows the ins and outs of SEO for law firms. We'll find the most popular keywords, analyze your site, and optimize its structure to increase the firm's ranking.

Give Potential Clients Something Valuable

The production of top-quality legal content does much to ensure the success of a law firm's SEO campaigns. Blog posts and other content should answer clients' questions and address their pain points. When audience members find the information they are looking for, conversion rates naturally increase. If you're looking for topics to discuss, start with the most frequently asked questions among potential clients.

  • How long has the firm been in business?
  • What kinds of cases do you accept?
  • Who is the average client?
  • Have you handled similar cases in the past?
  • Do you have additional training outside of the legal field?
  • How does the firm handle its fees?
  • How will my attorney keep me updated about the case?
  • What are my chances of success in court?

By providing clients with this vital information in the form of well-written, unique content, you're not just giving them something of value—you're saving time by avoiding the need to answer repetitive questions.

Content must be created with clients' needs in mind. Long-form content typically includes articles on terminology, case studies, and the legal process itself. When creating content, don't use sales-focused language and strategies. Rather, take the opportunity to build a trusting, authoritative relationship with potential clients.

Build a Professional Profile

A lawyer's website should make it easier for prospective clients to learn about the firm and its services. It's common practice for attorneys to include links to their profiles on social media and sites like Avvo. It's a simple step that will widen the firm's reach, increase its authority, and boost its search engine ranking.

Offer a Better User Experience

When optimizing a law firm's website, attorneys should focus on the user experience or UX. Whether the goal is to increase the number of qualified leads or to rank higher in search engine results, one must first find their target audience. By creating buyer personas, attorneys can tailor their content to those most likely to use their services. A well-crafted, informative website is crucial for ranking and conversions. Without it, most people will simply go elsewhere.

Law firm SEO, including UX improvement, helps attorneys build stronger reputations and brings in more site traffic. The search engines place great emphasis on usability when ranking sites, including page load times.

To give users a better experience, make the site's structure concise and clear. When visitors can easily find the information they're seeking, they're more likely to engage with the firm and provide their contact information. Finally, consider adding a contact form and a chat box for 24/7 client access.

Optimize Metadata, Title Tags, and Content

Metadata and title tags are another important aspect of SEO for lawyers. Both are hidden site links that appear in search engine results. When creating metadata, include relevant keywords and keep descriptions at 60 characters or less. Concise descriptions are more likely to be read by the search engines, and they tend to attract more leads.

Title tags should provide an accurate description of content and be unique to the website. Misleading or inaccurate title tags will decrease a site's chances of being indexed—or worse yet, remove it from search results entirely. Let Posirank's experts use their skills, as well as the latest tools and plugins, to create accurate, concise title tags and metadata.

Update the Site Regularly

Google prioritizes sites that are updated regularly. The practice builds credibility and helps the search engine recognize a law firm's website as one that provides a steady stream of fresh, relevant content. Our team will help you create a content management plan that includes scheduled posts and other features.

Attorneys have a lot of responsibilities, not the least of which is keeping up with local, state, and federal legislative changes. Not only do they need to consider these developments in their line of work, but they must also include them in site content. Outdated information decreases a site's ranking and turns potential clients away, but we can help. Contact us to learn how we can help keep your site up to date.

Offer a Compelling Call to Action

Of all the SEO and site improvement tips we've offered, this is one of the most important for attorneys. Calls to action are memorable, unique statements that outline a site visitor's next steps. When a potential client comes to your firm's site, they should be presented, at the least, with a contact form.

Additionally, attorneys should consider how they can make their location and contact information stand out from all the other content on the page. Many firms offer free consultations, which gives potential clients additional incentive to book appointments online. No matter how these calls are created, it should be easy for visitors to understand and act upon.

The Time to Start is Now

Before optimizing a law firm's website, it's important for an attorney to keep in mind that SEO isn't a one-and-done effort. Once strategies are developed and implemented, it's crucial to monitor results, learn about SEO trends, and find areas for improvement. The best time to start the process of search engine optimization is when the site is launched.

Several elements of a law firm's website play roles in determining its SEO outcome. We'll work with your entire team to design the firm's site around the best practices referenced above. The sooner an attorney focuses on improving their site's search engine ranking, the sooner they'll see results. Request additional information via our online form or call to see how Posirank can boost your law site's credibility and search engine ranking.

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