Attorney SEO is the practice of optimizing law firm web pages to rank well in search engines, so they appear when potential clients search for terms like “car accident lawyer,” “divorce,” or “child custody.” A successful attorney SEO strategy uses relevant keywords, quality content, and technical optimization to put a firm’s biography, practice-area pages, and blog posts on the first page of results where in-market clients can find them. The payoff is a steady stream of qualified leads rather than the short-term traffic that comes from pay-per-click ads.
What does an effective attorney SEO strategy include?
An effective strategy combines on-page content, off-page signals, and technical work. The input post breaks down the specific tactics a law firm should use, which are detailed in the sections below.
Keep your name, bio, and profiles consistent across the first page of Google
Lawyers spend decades building their reputations, and attorney SEO takes that reputation further by ensuring your biography, LinkedIn profile, and Avvo profile all appear on the first page of search results. Working with an attorney SEO company such as PSM Marketing, which is based in the United States, can improve a firm’s website, increase traffic, and verify the accuracy of its listings and content.
Treat SEO as a long-term investment, not a quick fix
Effective attorney SEO marketing campaigns don’t happen overnight. They take time to produce results, but a campaign done correctly can generate a steady stream of leads for years. The right keywords, placed in the right content, are what make the difference over the long run.
Use a sound strategy instead of relying only on pay-per-click
Unlike pay-per-click advertising, attorney SEO requires a sound strategy and effective use of resources. A well-run lawyer SEO campaign will help a website gradually rise in rankings, and it will also bring in new clients and cases for the firm. Those benefits make the effort worthwhile.
Add video to build a branded presence in Google
Using video helps law firms increase branding exposure and click-through rates, and it can also increase the number of prospects who book a consultation. A compelling video on a law firm’s website helps the site rank better on Google and gets the firm noticed by a large pool of potential clients, which is especially important in highly competitive markets.
Win the top mobile spot for plaintiff-related practice areas
People searching for a lawyer in plaintiff-related practice areas tend to use a mobile device and tap the call button on the top results. Google knows the #1 action when searching on mobile is a phone call, so the #1 ranked law firms get the bulk of those calls.
Pair quality content with optimized images and backlinks
Content drives attorney SEO, and that content should include videos and images optimized for maximum search potential. Backlinks are an essential part of attorney SEO because search engines judge the legitimacy of a law firm’s website based on the number of backlinks it receives from other websites. A professional SEO consultant can help a firm build an effective online presence and get the most out of those signals. In addition to a high ranking in Google, strong SEO brings referrals from other legal professionals.
Publish blog articles that answer real legal questions
For attorneys, blog articles boost SEO efforts by providing free information to readers. They also help a lawyer establish authority in the field and increase the chance that someone will reach out. Optimizing blog content with the right keywords is what makes those posts rank, and blogs are the most effective place to publish free-style content that’s easily search engine-friendly. A good SEO strategy includes two main components: quality content and technical optimization.
Build links from news sites to grow brand equity and local traffic
Link-building from other websites increases a law firm’s brand equity per pageview. Publishing news articles on a law firm’s blog drives traffic to the website, and the firm becomes the exclusive advertiser for every pageview. Getting the firm’s name in front of people in those markets improves the chance of a high ranking on Google, and the impact of SEO on local traffic can be exponential.
FAQ
What is attorney SEO?
Attorney SEO is the practice of optimizing law firm web pages so they rank well in search engines when people look for terms like “car accident lawyer,” “divorce,” or “child custody.” A successful strategy uses relevant keywords, quality content, backlinks, and technical optimization to put the firm’s pages, biography, and profiles on the first page of results.
How long does attorney SEO take to generate client inquiries?
Attorney SEO is a long-term solution. Effective campaigns don’t produce results overnight, but a campaign done correctly can generate a steady stream of qualified leads for years, in contrast to the short-term traffic that comes from pay-per-click advertising.
Why are backlinks important for attorney SEO?
Backlinks are an essential part of attorney SEO because search engines judge the legitimacy of a law firm’s website based on the number of backlinks it receives from other websites. Building links from news sites and other reputable sources also increases a law firm’s brand equity per pageview and drives local traffic.
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