Implementing SEO for lawyers requires elaborate content strategy and link building. Millions of potential customers search for lawyer keywords, seeking information to help with their cases. Professional SEO strategies can position your law firm strategically to help clients find and contact you. Below is an overview of how lawyers can implement SEO to gain more business:

Begin with an SEO Audit

SEO audits examine all the factors influencing your website’s visibility on search engines to identify potential issues and opportunities. A comprehensive audit covers indexing and crawlability, site architecture, user experience, site architecture, keyword research, backlink profile, and on-page SEO. Audits also explore competitor benchmarking using hard data to learn about competitors’ technical health, traffic, and backlink profiles. Starting with a complete audit gives you insights into what you must change to improve search engine visibility.

Research Your Keywords

Keyword analysis is at the core of SEO for lawyers as it reveals the phrases people use to find attorney services. SEO specialists research short-tail and long-tail keywords required to rank highly on search engines. Short-tail keywords are one-to-three-word phrases like “immigration lawyer,” while long-tail keywords are lengthier phrases like “deportation lawyers in New York.” Keywords can also be customer-defining, service-defining, evergreen, geo-targeted, and latent semantic indexing. Comprehensive keyword research can identify the best keywords for your locally focused campaigns, allowing you to attract customers interested in your services.

Create a Content Strategy

Quality content offers the canvas for other SEO aspects, such as keywords and links. Website visitors engage with text, images, videos, audio, and other types of content. Developing a content strategy involves planning the creation, delivery, and maintenance of your website’s content. A robust content strategy encompasses your objective, operational plan, customer personas, journey maps, brand story, and informational structure. SEO firms can help you plan a content strategy that fits your marketing campaigns and prospective clients. You can use on-site blogs, guest blogging, press releases, interviews, and more.

Build Authority with Links

Inbound, outbound, and internal links are part of Google’s PageRank algorithm. Google sees more high-quality inbound links or backlinks as a sign of credibility. High-quality backlinks come from trustworthy websites with authority on the subject. An example is a link from a well-established journal or a .gov website. Such backlinks increase your website’s authority, resulting in a higher ranking. Internal links also reduce bounce rates by keeping customers on your website longer, indicating that your content is valuable. Link building is done through guest blogging, influencer outreach and seeding, networking, and quality content creation.

Optimize for Local Clients

Local SEO taps into mobile searches to find customers looking for nearby lawyers. Optimizing your website for local clients allows you to target and build trust with the local communities you serve. You can maintain a professional profile across local directories and Google Business Profile to increase online visibility. Business profile listings are based on customer ratings and appear independently on top of search result pages. Potential customers can see your business on the list even if you don’t rank on page one of organic search results. You can also feature maps, contact information, opening and closing hours, and other details about your law firm. 

Implement More SEO Aspects for Lawyers

SEO for law firms and attorney services extends beyond keyword research, content strategy, links, and map optimization. Comprehensive SEO includes competitor research, benchmarking, goal tracking, and search engine marketing. Competitor benchmarking involves researching successful competitors’ models to inform your own strategies. Goal tracking keeps you on course to achieve weekly, monthly, and annual objectives. You can identify what works from past campaigns and refine your approach. Search engine marketing involves paid ads to help you increase visibility. Other aspects of SEO include page speed optimization and UX signals.

Hire Professional SEO for Lawyers

SEO is a multifaceted field that requires experienced strategists who know how the different parts work. Improving ranking is also an ongoing endeavor with small milestones that move you closer to achieving the number one position. Hire professional SEO for lawyers today to learn more about how to find and attract customers for your attorney services.