Attorney SEO services help law firm websites attract more online traffic through search engines. A first-page ranking increases organic traffic and lead generation, and firms that outrank competitors can generate more quality cases.
Why law firms need industry-specific SEO
Attorney SEO has to account for how law firms actually operate. Most firms are licensed only in specific states, so local search rankings carry real weight. A company that understands the legal industry should optimize local searches and help the firm move up in search engine rankings.
The Google local panel and Google Business Profile
An attorney SEO campaign also needs to account for Google’s local panel, the section that displays business information and acts as an extension of the Google Business Profile. Attorneys should evaluate which areas of the search results matter most to them and monitor their visibility there, since Google constantly updates its algorithm and weighs websites against a wide set of factors.
SEO vs. pay-per-click for lawyers
Unlike pay-per-click marketing, attorney SEO runs on a sound strategy and effective use of resources. A properly executed campaign helps law firms compete in a crowded market, raises website traffic, and improves the firm’s overall conversion rate. It is a complex process that depends on dozens of factors working together.
What an attorney SEO campaign includes
Attorney SEO is one of the most effective marketing tools a law firm can use to raise the profile of its website. When implemented properly, the campaign increases the volume of quality traffic the site receives, and more traffic means more prospects and more quality case leads.
Blogging and content for law firm SEO
Beyond rankings, attorneys should consider blogging and website content to lift their visibility. A blog gives lawyers a place to offer free information to customers and demonstrate their expertise, and it gives Google more material to learn about the firm. Each post should be optimized on its own. A blog works well for clear, plain writing; it is not the place for jargon.
Video and Schema for stronger search results
Video is another useful tool. When paired with Schema language, it lets a law firm customize the thumbnail image that appears in Google search results, which builds a more branded presence and helps the firm stand out from competitors. The more relevant content people see in search results, the more likely they are to pick up the phone and call the firm.
FAQ
What do attorney SEO services do for a law firm?
Attorney SEO services increase online traffic to a law firm website through higher organic rankings. A first-page ranking drives more organic traffic and lead generation from search engines, and firms that outrank competitors generate more quality cases.
Why does local SEO matter for law firms?
Most law firms are licensed only in specific states, so local search rankings are a priority. An attorney SEO provider that understands the legal industry should optimize local searches and help the firm move up in search engine rankings for its market.
What does an attorney SEO campaign include?
A campaign covers website ranking work, content like blogging that demonstrates expertise, and tools such as video paired with Schema to customize thumbnails in Google search results. These pieces work together to raise traffic, improve the firm’s conversion rate, and produce more quality case leads.