It is not necessary to have a law degree to realize that the legal area of SEO (Search Engine Optimization) is quite competitive, with law firms around the world trying to appear in the SERPs (Search Engine Results Pages) in an effort to attract more customers in a saturated space.
SEO stands for Search Engine Optimization. When we talk about search engines or search engines, we are referring fundamentally to Google, since it almost completely dominates the market share in most of the world, far from other very minority options today such as Bing or Yahoo.
As is the case with all SEO, SEO for law firms serves as a way to ensure that your website appears at the top of the SERPs when people search for terms related to your legal experience. Law firms also have the opportunity to build a reputation by creating content that can answer questions and educate the public.
Therefore, while obtaining new customers will be the main objective of your SEO efforts, focusing on general search terms is a worthwhile secondary objective, as it will help you earn a reputation as an expert in your field.
Develop your content strategy listing the areas of practice of your company and create categories where you can create high-quality content. Some ideas include the following:
- Instruction Guides
- Blog posts on key topics for your target audience.
- Answers to frequently asked questions
- Locally focused content
- Articles that break down technical issues and make them more accessible.
When we talk about law firm SEO, we can say that we are trying to increase the options for your website to appear on Google when users make queries in the search engine, with the aim of generating more visits, and as a consequence of these visits more customers. And with this we come to the following essential concept to understand how SEO works:
The keywords are those that users write to make a query in the search engine. When talking about SEO properly, we mean optimizing the positioning of a web page for certain keywords. The fundamental objective of SEO is to improve the position in Google of the website of the firm for those keywords that directly or indirectly help to obtain more customers. Therefore, when we talk about SEO we mean to improve the positioning of a website for specific keywords.
Position of keyword
It is also very important that you understand that the position of a web page for a keyword is highly variable. As a general rule, it cannot be said flatly that a web page occupies a certain position for certain keywords. The only thing we can say is that a web page occupies a certain position at a specific time, with a specific device, in a specific geographical location, with specific browsing history. This is because there is no single order of results for the same keyword.
Organized and unique content
Google scans and indexes content in a methodical and systematic way. The organization of information on the Internet works best when there is one page for each practice area and when the practice areas are logically categorized, which also makes it easier to search for content on a website. lawyer.
Lawyers should follow this format when organizing the content of the site:
- The website should focus on a general theme (such as personal injury law).
- The site should explore the subthemes of the central theme (for a personal injury law, ie car accidents, truck accidents, motorcycle accidents, etc.)
- Every page of the site should deal with a particular subject.
- Building content in this way helps search engines organize it and visitors find it.
SEO is effective in the medium and long term
The reality is that there is no single answer to when you will start seeing results of SEO and it depends on many factors. If you already have a web page and an acceptable positioning, it will be faster to improve the situation than if you just published your web page. And the more resources dedicated to positioning the website of an office, the faster the improvement will begin to be noticed.
In the same way, competition influences a lot when it comes to obtaining results more or less quickly. The more lawyers are competing for the same keywords and more resources are investing in SEO, the more complicated it will be to make a foothold.
You should have at least one period 3 to 6 months to start seeing remarkable results in your SEO strategy. For this reason, positioning is a very interesting and sustainable strategy for lawyers in the medium and long term, but it is not the best option if you are only looking for clients in the very short term.
Maintaining visibility in search results
Lawyers who rely heavily on a local clientele and certain geographic areas are quite competitive. Local SEO is therefore important for your lawyer site is visible on a specific geographical area.
Here are some strategies to stay visible in local search:
- Join the local legal and traditional directories.
- Register your site on general directories, good for local SEO.
- Update your profile on your local bar’s website.
- Create your Google My Business profile, fill it in completely and check it.
- Claim your Bing Business registration (in some countries only).
- Create a site-specific page with location-based terms.
- Build links back to your site for lawyers.
Google announced in 2016 that links were one of the main factors that influence the ranking of pages in the search. However, not all links are equal. Lawyers need to spend time acquiring links from contextually relevant and high-quality sources. The higher the number of high quality links to a lawyer’s website, the higher the likelihood that the site will rank well for its target keywords.
A website is no longer optional for lawyers. Many consumers go online to find information on legal services, and a comprehensive SEO strategy is essential to ensure that you appear on the first page of the search results.