4 Essential SEO Tips For Law Firms To Improve Conversion |
Posted: July 5, 2019 |
The internet has become the primary source of information for all kinds of users. Even people looking for legal assistance log on to search engines to find lawyers. This makes it necessary for attorneys to have a powerful SEO strategy. In this article, we are presenting a list of some of the most effective SEO tips for law firms. Every lawyer who has invested in a website knows that search engines are great avenues to drive new clients to his/her firm. With most professionals aware of the importance of SEO for law firms, it is vital to have a plan to beat the intense competition to get in front of relevant audiences. The suggestions discussed here will help legal practitioners in formulating a well-structured plan to optimize their website for relevant search results. 1. Target All Google Search Result Types For most attorneys, SEO is all about appearing prominently in relevant search results but rarely do they plan to target all kinds of “search results”. Conduct a search related to your practice area and location on Google and check the results. Take a look at the results shown in the image given below for the search query “divorce lawyers in Florida”. The first result is a paid advert followed by the local 3-pack. The organic search results are displayed only after the questions section. Moreover, in organic results, the topmost positions are usually dominated by aggregator sites. In order to appear in a prominent position, you must be prepared to target all search result types. Your SEO strategy must involve bidding for PPC ads for relevant keywords. You must also create profiles on lawyer aggregator platforms like Avvo. Even if your website does not appear on a SERP, your firm can appear by default through an advert or aggregator result about your agency. 2. Conduct Keyword Mapping To Identify The Best Terms Keywords are central to every SEO strategy but most lawyers are unaware of how to choose the best terms to drive positive results. Law firm owners must conduct keyword mapping to optimize their interface according to the intent of the terms. You can categorize the phrases according to three kinds of searcher’s intent. The first is attention where a person is searching for information related to his/her legal issue. For example, how to appeal for obtaining child custody in Florida. Ranking high on the term in this query will draw a lot of visitors but chances of conversion may not be high. The second category is called discovery. Consider a query, “Orlando divorce attorney fee”. Here the searcher is looking for information on the professional’s service. The final category is money. For example, Orlando divorce attorney near me is a query where the person is actively looking for a service. Use keyword mapping to find all three types of search phrases and try to target each one of them instead of focusing only on “money” terms. This is one of the most important SEO tips for law firms. 3. Select An Ideal Domain Type For Your Law Firm Website An accurate URL is necessary for effectively optimizing a page for search engines. Links that have been crafted thoughtfully will be easy to understand for humans as well as search engines. The structure of the URL of your website depends on the nature of your law firm. In case, you are a single service law firm which specializes in only one practice area, then it will be pertinent to use an exact match domain. For example, www.orlandodivorcelawyer.com will be an ideal address for an Orlando-based firm which only provides divorce law services. Agencies which offer services in multiple practice areas must use a branded domain like www.examplelawyer.com You can use the name of your agency as the root domain and add services pages for each separate practice area. For instance, “www.examplelawyer.com/services/corporate-law/ Finally, the website for a multi-location firm must use the following link structure: www.examplelawyer.com/orlando/services or www.examplelawyer.com/port-saint-lucie/services This will help search engines in understanding which search results should the pages be included. 4. Craft Content Which Audience And Search Engines Will Like Crafting valuable content can help drive more clients to your firm. Every lawyer knows this and almost all legal websites have a blog section attached to them. All interfaces try to position themselves as experts and thought leaders in their domain. It is essential for you to create your own distinctive identity. This can be done by categorizing your chosen keywords based on searcher’s intent. Look for terms that are being used for uncovering information related to your practice field. Use the same mapping tactic that was suggested earlier in the article. These phrases must be included in the material being published in the blog section. Merely inserting the terms in the content is not enough and you must strive to provide information which the audience cannot get anywhere else. Similarly, the “money” intent words which clearly indicate that a visitor is looking for your service must be included in the services pages. The term must be in the text, URL and the title of a page apart from the image alt tags. Conclusion Simply identifying keywords relevant to your domain and optimizing the content with them is not enough for driving better results. It is essential to know which phrase will be ideal for a specific content type. These SEO tips for law firms will be helpful in creating a powerful plan which addresses each optimization aspect from keywords to the URL structure. About Author: Sophia is an experienced Website developer & Digital Marketer by profession who provides Law Firm Web Design Services at Conroy Creative Counsel Ltd. She has a passion for creative and technical writing and always look out for learning something new.
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