Like any provider of professional services, law firms also deal with increasing competition both online and offline. Consumer behaviors continue to change, and digital marketing is becoming technically challenging as well. Because of these challenges, now is the best time for a law firm to enlist the help of an SEO firm.
There is no doubt that Google dominates the market share in search engine utilization. Hence, most of the strategies to optimize websites focus on what works for Google. Although there are universal SEO techniques that work across industries, law firm SEO services work a little differently. It is primarily due to rules and regulations that law firms need to follow when it comes to marketing their services. What are these specific methods that law firms can employ to rank on the first page of Google search?
Researching the right keywords
Optimizing a website begins with keyword research. Law firms need to use keywords that have purchase intent. For example, “divorce attorney in Aventura” may lead to more searches than merely using keywords like “divorce lawyer”. Fortunately, there are tools you can use to find out the popular keywords related to your practice. You can also identify which of these keywords have high search volume.
Calls to action specific for attorneys
Experts suggest that for a law firm, the call to action should be slightly different. On every page of your website, the firm’s phone number needs to be prominently displayed. Also, instead of putting the call to action at the bottom of the page, it needs to be higher up before the client scrolls down for more information. In addition to a phone number, you may also add other ways to contact your firm, such as an email address or a contact form they can fill out.
The website schema refers to HTML code used on the content so that the machine understands it. The purpose of a schema is to aid search engines in making sense of how several pieces of content relate to each other. The legal industry uses a specific schema which identifies that particular content is related to a law firm.
Creating umbrellas for legal content
Google employs a systematic process in crawling through and indexing pages. As such, it is easier to organize information when they are categorized logically. Not only does it help Google index your content properly, but it also helps users navigate efficiently through your site.
Content created by legal professionals
What sets law firm SEO apart is that content needs to be written by legal experts. Depending on where you are located, there may be strict rules about publishing legal articles online. To ensure that your site’s content is up to par, you can hire an in-house writer, or outsource to an SEO firm with available resources.
How to stay visible in local searches
Since law firms cater to a captive market, it is hard to remain visible in local searches. Some strategies that work include getting listed in local directories, create a Google My Business profile, and create content with location-based keywords.