Search engine optimization (SEO) is the process of improving your website and its content so that search engines find and rank them higher on search results. It’s one of the most effective organic marketing methods and if done right, can take your law firm right to where people are looking for your services.
The benefits of SEO for law firms cannot be overstated. When your content is visible to relevant searches, your legal site gets more traffic, engagement, and ultimately, some of the visitors turn into clients.
So, how do you optimize your law firm’s online presence for search engines? Here are a few places to start:
A lot of technical factors in your website will determine how visible your law firm is to potential clients.
First, the total loading time has to be relatively fast or visitors will abandon your site and probably never come back. With such a high bounce rate, search engines might start ranking more useful and faster sites higher than yours.
Second, optimize your site’s functionality so that it displays seamlessly on different screen resolutions like desktops and mobile phones. Your law firm’s website design should also provide a smooth user experience from things like colors, buttons, transitions, and so on.
Potential clients use specific words and phrases to search for your legal services, known as keywords. These are what you should integrate into your content as naturally as possible.
Start by researching the most popular keywords in your industry and then narrow down to the specific legal services that you offer. Use this information on your website copy or blog posts.
Remember to research for local keywords as well. Since a majority of your clients will come from your local area, optimizing your content for local search will ensure that they find you faster.
Content That Offers Value
Even with the right keywords and a well-designed website, the value of your content is what determines how long potential clients stay.
People click on your site because they are looking for specific information. Valuable content means that you answer their questions in the best way possible.
If you are displaying a landing page, the content should answer things like what you do, values you believe in, previous cases you have won, and how potential customers can find you. For blog posts and articles, research the main problems that your audience is experiencing and offer solutions.
Include Your Social Media
Besides a website, law firms should also have at least one social media profile. It’s effective for brand exposure and increased website traffic.
Social media can contribute to your SEO efforts in several ways. It offers an ideal platform for you to share website content that might be useful to your audience such as blog posts. Another way is by appearing in results for branded searches. If you are providing valuable content, your followers are likely to share it in other places as well. This increases your overall website traffic and engagement from potential clients.
When this happens, search engines mark your site as useful and are likely to display it among the top search results.
An online directory is like a catalog or database with information about people or businesses. A legal directory contains data about law firms, including the name, physical address, phone number, operating hours, website address if any, and even images of the premises.
Claiming your listing on a legal directory is especially effective for local SEO. The location-specific information required by online directories enables search engines to match your content with the right local searches.
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