Google recently released data pertaining to the legal market, revealing that 96% of people seeking legal advice use a search engine, and 74% of users who visit a law firm’s website end up taking action. Considering the prodigious number of lawyers and law firms operating in any American city, it’s crucial to have solid strategies in place for Search Engine Optimization (SEO). Likewise, local SEO is something that those within the legal profession must place a focus on to compete. In this article, 8 marketing experts discuss the best SEO tips for lawyers and law offices in 2020.
Keyword Research, Niche Down, Post On Prominent Sites
“Here are five top tips (and a bonus sixth!) for
lawyer offices SEO in 2020.
1) Think of the situation your clients are in and the results they are looking for. These words will be what they’ll type into Google or Bing to find you. For example more time with my kids and parenting plan vs. just family law.
2) Niche down. We recommend getting very specific with at least some of your clientele. Do you see any patterns in who you serve? Use that in your SEO language – age, income, occupation, general needs and goals, etc.
3) In your blog posts and website, use lists and quick tips (i.e. top 5 things to remember in custody battles). This attracts both readers and SEO engines.
4) Post an article on Medium or another site at least monthly, and ideally weekly at first. You can do these in advance and release weekly.
5) Hire professionals to help you. Just like there are some great self-help legal tools, there’s nothing like a great law professional in your time of need. SEO experts are worth it and likely a business expense (check with your professional accountant, of course).
6) Bonus tip – review a few how-to videos for SEO, so you know the language, expectations and goals. There’s certainly Youtube, and also take a look at Thrive, who offers a very effective short, practical class on SEO.”
Top-Of-Funnel Questions And Pain Points A Potential Client Might Have
“In the legal space, there are
tons of opportunities to capture leads from search engines by examining
some of the top-of-funnel questions and pain points a potential client
might have. To start, I recommend asking lawyers at your practice, or any
client-facing staff, about some of the frequent questions that arise from
leads and clients. This is a great place to start building up content
ideas to build a blog that actually generates qualified traffic and find
success from SEO.
After this, examine where the overlap is among
these questions or pain points. Some of these topics could join with
others to create longer, more in-depth pieces of content that will widen
the funnel of the blog in terms of the audience in can reach, by answering
different aspects of a specific area. For a bonus tip, type in some of
these questions into Google, then examine some of the other questions in
the People also ask box to find even more ideas for your blogs.”
Write Detailed Articles That Answer A Specific Question Many Of Your New Clients Have
“The number one SEO tip I could give would be to use your
expert knowledge to educate the public (and potential clients) about the field
you are an expert in. Write detailed articles that answer a specific question
many of your new clients have.
For example, if you specialize in injury or
insurance cases, your customers may frequently wonder if there are minimum
settlement amounts to which they are entitled for their specific injury or if
they are required to file a police report at the scene of a car accident in
order to proceed with a legal suit.
Writing these detailed answers will not only
improve your SEO ranking for these questions that many of your potential clients
are asking but it will build trust with them as well, improving the likelihood
that they want you to represent them.”
Cory Porteous, Director of Marketing & Inbound Business Development, Office Interiors
Claim Your Business Listings, Location Pages, Reviews, Analyze The Competition
“When it comes to SEO tips for lawyers and law offices, the SEO practices would be the same for any small or local businesses.
1) Claim Your Business Listings (Including Google My Business)
Google My Business is getting a huge percentage of organic clicks these days, especially for small and local businesses – so it is critical to follow all of the best practices when it comes to optimizing this page.
2) Add Location Pages to Your Website
People are going to search for law offices in a city. If you want to maximize your chance to rank for each city, build out various pages that are optimized by city.
3) Get reviews
People trust companies that people like, this has been proven overwhelmingly. The first step will be to get great reviews, then you need to use schema markup to ensure these results show up on your actual SERP listing!
4) Analyze the competition (for the search terms).
Don’t go in assuming you know who your competitors are. All you need to do is search for the term you want to rank for (side note: it wouldn’t hurt to pay an expert to find exactly what terms you “should” be ranking for, since it isn’t quite as easy as it seems –volume, difficultly, long-tail vs short-tailed, etc.). Once you search the term, click into the top few pages and see how the pages are built and what they cover, then do it better than they do!”
“In 2020, focus on improving the overall user experience of
your law firm website. Here are five useful tips to help a law firm improve its
SEO efforts quickly and easily.
First, a law firm website must be
mobile-friendly. Websites that do not cater to a mobile audience offer a
frustrating browsing experience that users won’t want. You have a short window
of time to win the interest of a visitor, so get their browsing session off to
a good start with a rock-solid mobile design.
Second, make sure your website loads FAST. If
using WordPress, several caching plugins are available, which will enhance and
optimize the way your site loads. This decreases the amount of time it takes to
load your pages and delivers your content faster for your readers. With the
number of law firms competing for clients in your space, a visitor will not
wait around for a slow-loading website.
Third, work on increasing your visitor’s time
on site. Create content that includes useful graphics to break apart your
content into easily consumable sections. For even better results, add videos
where it makes sense to do so. Integrating these elements into your pages will
help to increase your visitor’s time on site and show Google that your website
is a trusted source of legal information.
Fourth, set time aside to work on your Google My
Business listing. Don’t just claim your listing and leave it be. Put this
incredibly useful tool to work for your firm. Stick to a process of collecting
reviews from clients and don’t forget to respond (whether the review is
positive or negative). Add photos of your office and staff to humanize your
organization. Potential clients will feel like they already know their new
lawyer before they meet for the first time. Publish posts to your Google
listing to help searchers get additional information and offers about your
legal services. Follow these tips on your Google My Business listing and watch
as you start to get more leads and sales.
Lastly, continue to build new content for your
website regularly. Every blog you write creates new opportunities to connect
your firm with potential clients who are searching for legal help. Be very
specific regarding the topic of your blog content. Anticipate the relevant
questions you would expect your clients to have in this scenario and provide
meaningful answers. Add calls to action with each of your blogs – when you can
create an emotional connection with a visitor, you’ve earned their trust and
likely their business.”
Profile In Traditional Media Sources, Google My Business, And A Keyword Research Tool
“For lawyers and law firms to succeed in
the search engines, there are three areas that I’d strongly recommend that
they focus their efforts on.
The first, building their profile through
traditional media sources, is a must-do. By sharing their knowledge with
the public via traditional media – whether that’s online and print or
television and radio, they are generating highly sought-after backlinks
for their site that are likely to be shared and therefore seem more
authoritative to Google and other Search Engines. By utilizing
news-jacking opportunities (things that are likely to become hot in the
news) and reaching out to local reporters, they should start to build
their public profile amongst the media and become more sought after.
The second is ensuring that they are using local
SEO best practices. Utilizing Google My Business features such as the
products and services information will help them stand out from the crowd.
They should also direct some energy into creating city-centric and near me
queries so that they stand a higher chance of success within their local
The third and final tip is that they should be
focusing on content that is geared to answer common queries for the
public. This can be done by using tools such as Google Trends and Answer
the Public—or a keyword research tool—to find out what people in their
general area are asking and provide informative and clear to understand
answers. By doing this, especially if encoded with Schema Markup, the law
firm or lawyer stands a good chance of earning a coveted Knowledge Card or
Rich Snippet at the top of the SERPS. Although this might only lead to a
few more click-throughs to their site, the brand recognition garnered is
likely to help increase their business for a long time to come.”
“I’ve had a lot of success, as a personal
injury lawyer, in the highly competitive market of Orlando, Florida, employing
basic SEO techniques. My best advice, which sounds simple, but is extremely
powerful, is that lawyers should read or watch learning guides about SEO, such
as books, articles, and video tutorials or courses, all of which are widely
available. SEO really isn’t that complicated — the actual “techniques” are
writing or creating good content (either through articles, podcasts, or
videos), obtaining links around the Internet, and having good technical website
design and structure. ‘The secret is there is no secret.’ You just have to
believe that you can learn SEO, then do it, then build your dream website. ‘If
you build it, they will come.’
That being said, I have spent thousands of hours
reading intricate details about SEO. Much of what is written is contradictory
or unclear. No one knows, for sure, what Google wants, or will penalize. So
there is a lot of trial and error. If you try something, and it doesn’t work,
then try something else. Eventually, you will probably be rewarded, perhaps
If learning and doing more doesn’t help your
website rank higher, at a minimum, you will be more educated when hiring a
professional, which, assuming you hire a good one, should work just as well,
and take a lot less time than teaching yourself.”
“1) Focus on the unique descriptors for your business instead of bulk keyword stuffing. Is your office in a specific neighborhood, or do you offer a certain type of service? These are the long-tail keywords that will match your business to customers who are looking for exactly your services. Long-tail keywords are search phrases with longer word counts. Their length makes them more specific than searches with fewer words. “Best child custody lawyer in Chicago” (6 words) is an example of a long-tail keyword, whereas “custody lawyer” is a short tail keyword. Long-tail keywords that really match your business will help target the right types of customers for your business.
2) Subscribe to a SEO alert tool that will let you know when things are going great, and when they are not. 404 errors, broken links and HTTPS issues can negatively pull down a website’s SEO ranking, as search engines like Google see them as poor quality and/or a security threat to people on the web. Be in the know on where your business stands with its SEO score. https://neilpatel.com/seo-analyzer/ is a great free to get a general idea of what your website’s health is.
3) Look up your three top competitor’s keywords and inbound links to their website. https://moz.com/free-seo-tools Moz has another free SEO tool where you can enter any website URL and see their top converting keywords, long-tail keyword strategy, links pointing to their website, and even their Press Release connections. Use wisely and in moderation.”
in the legal industry is fierce, and effective SEO is invaluable for lawyers
and law offices to increase visibility and thus, profits. In fact, implementing
the SEO tips these experts have discussed could prove to be the most reliable
and profitable marketing tactic that law firms employ. Although it may seem
daunting to rank on the coveted first page of a search, utilizing the proper
SEO techniques will create long-term, sustainable results.
Sarah Bauder is a senior content specialist at IronMonk Solutions. Sarah has a degree in journalism and has a decade of experience writing content at numerous renowned publications. She enjoys writing about digital marketing, business, entrepreneurship and more.