Attorney SEO is the practice of optimizing a law firm’s written and video content around the keywords prospective clients search for, while also keeping the site fast-loading and mobile-friendly. It is an essential component of digital law firm marketing.
Be the go-to resource online for your practice areas by publishing comprehensive articles that answer questions in full.
What keywords should a law firm target?
Keywords are at the core of any SEO campaign. When someone types a query into Google, the search engine scans billions of websites looking for those specific words before organizing results, a process which takes approximately 0.91 seconds.
Start improving the search visibility of your law firm by researching which keywords prospective clients use to locate you online. Tools such as Moz and Semrush can identify and track keywords.
Choose keywords that reflect the needs of potential clients. For example, family lawyers might target “divorce attorney” or “child custody attorney” instead of simply “attorney general.” Beyond core practice areas, also consider transactional and informational keywords when building your search keyword list.
How does on-page optimization work for law firm websites?
On-page optimization is a series of techniques used to enhance front-end and back-end elements of a website, including keyword research, writing high-quality content, and using appropriate HTML markup tags. Of these elements, page content plays an essential role in communicating value to both Google and website visitors.
Content should be optimized with relevant keywords and be easy to read. This helps search engines quickly identify the main topic of a page and rank it accordingly. URLs should include key terms and be mobile-friendly so they can be accessed on various devices.
Why do backlinks matter for attorney SEO?
The more relevant backlinks a website has, the higher it tends to rank in search engine results. Backlinks act as votes of confidence from other websites that your content is worthwhile. Not all backlinks carry equal weight: links from reputable sources, such as .edu and .gov sites, have more weight than links from random marketing blogs.
Attracting high-quality backlinks requires publishing valuable content or engaging in outreach efforts. Google Alerts for your brand name can notify you when someone mentions your business online without providing a link, which helps build local authority and improve search engine rankings.
How does social media support law firm SEO?
Social media provides law firms with an opportunity to connect with potential clients, increase website traffic, and maximize conversion rates. It also helps firms keep up with industry developments.
Beyond promoting content, social media can aid search engine rankings by increasing quality backlinks. Google takes into account numerous factors, including social media engagement, when calculating search engine rankings.
Post engaging, informative content on social media to attract followers, and use retargeting ads to boost engagement. Maintaining a comprehensive Google Business profile with images and updates, and encouraging clients to leave reviews, both support search engine rankings.
FAQ
What is attorney SEO?
Attorney SEO is the practice of optimizing a law firm’s website content, including written and video material, around the keywords prospective clients search for. It also involves making sure the site loads quickly and is mobile-friendly.
How long does Google take to return search results?
Google scans billions of websites for the keywords a user searches and organizes results in approximately 0.91 seconds.
What kinds of backlinks help a law firm rank higher?
Backlinks from reputable sources carry more weight than links from random marketing blogs. Links from .edu and .gov sites are examples of higher-value backlinks that can boost a law firm’s SEO ranking.