Are you an attorney looking to rise to the top of the search engine results? Then click here for a complete guide on SEO for lawyers.
In 2016, there were nearly 1.5 million licensed lawyers in the U.S.
Whether you’re based in Alabama or New York, it can be tough finding a competitive edge as a lawyer.
Luckily, as an attorney, you have a lot of options when it comes to building your online visibility and attracting new clients.
One of the most effective ways to drive traffic to your website and acquire new clients is Search Engine Optimization (SEO).
SEO can be your secret to dominating search listings and becoming more visible.
In this post, we’ll give you the complete guide to SEO for lawyers. Read on for valuable insight.
What is SEO?
Let’s start by tackling the definition of Search Engine Optimization (SEO) itself.
SEO is all about your online visibility. It takes advantage of the fact that most people rely on Google or other search engines to find information, businesses, and services.
When someone performs a typical Google search, they often pay most attention to the results at the top of the search listings.
This is because listings with higher “rankings” are what Google views as most authoritative for the search performed. Listings at the top of the first page of results will also be optimized to appear in this prime real estate.
So, what gets you to the top of search listings?
A solid SEO campaign can give you a better authority in Google’s eyes, as well as a few other things we’ll discuss in this post.
When it comes to SEO for lawyers, your task is to dominate search listings by keeping popular Google searches in mind.
Let’s get into how to do this.
1. Develop Your Material
Before you delve into optimizing your content for common Google searches, you have to have material to actually optimize.
Your material includes anything online that represents you as an attorney. This should include your website, social media profiles, and anything else you use to attract clients.
When it comes to SEO for lawyers, spend some time ensuring that this online material is professional, concise, and SEO-ready.
Spend some serious time cleaning up your website. SEO works best when content is clear and distinct across web pages.
In fact, Google prioritizes websites that are professional, free of grammar or spelling mistakes, and relevant in content.
Make sure that it’s easy for clients to navigate between pages and easily reach out to you through a contact form.
If you’re feeling iffy about your web content, feel free to reach out to development or content professionals for assistance.
2. Choose Your Keywords
Now that your content is ready for optimization, spend some time developing some searchable keywords or phrases.
As a lawyer, clients come to you for a variety of needs. They may need an attorney for a divorce or an injury claim, for example.
Some good keywords may be, for example, “injury law lawyer” or “divorce attorney.”
You’ll want a unique keyword or phrase per page on your website, as well as per social media post.
Try to think outside the box, putting yourself in your clients’ shoes and identifying their needs.
You may want to optimize a page for “U.S. legal system” for example, or “how to afford an attorney.”
You can use Google’s Keyword Planner for assistance in choosing keywords. Or you can perform a variety of organic searches on your own to see what’s trending.
Now that you have your keywords in hand, it’s time to optimize.
In general, you should use your keyword at least five times per 500 words of content. But you don’t want to overuse a keyword or phrase.
Keywords should appear in page titles, Header 2 titles, introductions, conclusions, and moderately in the body of the content.
You can also optimize images for searches by incorporating keywords in their ALT file descriptions.
Google has some advice here when it comes to optimizing, as do we here at Small Business Brief.
Check out a great example of a legal firm’s search engine optimized page here at Dodge Jones.
4. Perform Keyword Audits
A successful SEO campaign is one that adapts to the constantly changing world of SEO.
Check your keyword performance by using your free SEO reporting tools in Google Analytics. You can also perform your own random Google searches to assess your ranking.
Lastly, check on your keyword health by performing regular audits. Check out our list of SEO tools here.
5. Embrace Local SEO
As an attorney, you depend on local clients to keep your name afloat in the industry.
SEO for lawyers should always include a local angle. Implement local SEO to meet your clients where they’re at.
This means choosing keywords that resonate with community members. You may optimize a page for “criminal defense attorneys in Seattle,” for example.
Local SEO works best when you also have a lot of local citations. Make sure you are registered on Google My Business, Yelp, and WhitePages.
Local citations and SEO campaigns can also be helpful in generating lots of online reviews.
6. Optimize Social Media Campaigns
If you’re active on social media, you can also optimize the content in your campaigns.
Whenever you post something on social media, make sure you optimize it for a chosen keyword.
This also goes for if you maintain a blog and share your blog content on social media platforms.
7. Stay Fresh
Last but not least, when it comes to SEO for lawyers, staying fresh is the name of the game.
Keep constant tabs on your SEO campaigns, and always analyze your data. Keep your content online fresh and relevant to your clients.
You’ll resonate most powerfully with clients if you present yourself as an attentive and adaptive attorney.
SEO For Lawyers
As an attorney, it’s essential to develop greater digital visibility to get the clients you deserve. SEO for lawyers means generating the right online content so that you can dominate Google search results.
Dive into SEO by honing your online content and choosing powerful keywords. Keep tabs on keyword performance and don’t forget to implement local SEO.
Last but not least, keep your content fresh. You can also always rely on professionals if you’re in need of some SEO assistance.
At Small Business Brief, you can find all of the resources you need to make it in any industry.
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