Why is effective Search Engine Optimization (SEO) important?
Effective SEO helps your website rank on the first page of search engine results for your targeted keywords. Keywords are words your potential clients are using when they look for a product or service in search engines such as Google, Bing, Yahoo, Pinterest, YouTube, etc.
Why are they called search engines? When you type in your search query, they provide an answer. Google is the most popular search engine in the US, with over 70% market share. Every business needs to be aware that their potential clients are on Google and have a strategy in place on how to rank themselves as high as possible in the search engine results.
If you are wondering how to rank first on Google for your targeted keywords, the answer is effective SEO.
Why is it important to be on the first page of search engine results?
Research shows that the first 5 organic results account for over 60% of all the clicks. Effective SEO improves the quality and quantity of the organic (non-paid) web traffic to law firms sites. While the backbone of SEO is technical, the foundation is focused on people and being responsive to their search queries.
What is effective SEO for law firms?
Effective SEO is part of a law firm’s overall digital marketing strategy to drive quality traffic to your website. Effective SEO is broken down into two categories: on-page SEO and off-page page SEO. Before we explore the technical and non-technical aspects of SEO, the cornerstone of effective SEO for a law firm is relevant content. SEO drives people searching for the answers your relevant content provides.
On-page and off-page SEO
On-page SEO is within the law firm’s control and pertains to technical and non-technical ranking factors. The most important on-page ranking factor is content. Relevant content provides the solution to your client’s problem and is linkable. Keyword optimization, meta description, internal linking, URL, title tag and image alt descriptions are other aspects of on-page SEO which are within your control, and when optimized, improve your page and website’s ranking on the search engines.
Off-page SEO is the activities that occur outside of your website and which increase your domain authority. Backlinks are at the center of off-page SEO because backlinks signal to the search engines that your page’s content is relevant. Backlinks can be thought of as digital word-of-mouth references. Having high-value backlinks improves your site’s domain authority.
The following are examples of how backlinks can be built:
- Getting featured in a legal or business publication
- Being a legal or business conference panel speaker
Being a guest on a podcast
- Press Releases
Make sure that your bio includes your website. While engaged in the above activities, make sure that the publisher, conference organizers, and podcast host include your bio in their written materials (most especially on their website).
Technical and non-technical SEO
Technical SEO ensures that websites are optimized for search engines to find you. Technical SEO improves your user’s experience. An experienced web developer will optimize your robots.txt, create an XML sitemap, make sure your site structure and URL structure are SEO friendly, add and verify your website with Google Search Console.
Technical SEO ensures that your website loads fast on both desktop and mobile devices.
While technical SEO helps the search engines find your website as a whole, ranking is determined by the content on each page. SEO and keywords should be a consideration for each and every page and post on your website. Optimizing page formatting and structure, images, internal and external links, and creating quality content will improve your SEO ranking.
Local SEO for Law Firms
As defined by Moz, local SEO is the practice of optimizing a business’s web presence for increased visibility in local and localized organic search engine results. While some attorneys have an international practice, many law firms have a more local focus. Therefore, a local SEO strategy should be incorporated into the overall SEO strategy. Such a strategy should include optimizing for Google My Business, making sure your firm’s name, address and phone number are correct, adding a location page to your website, and participating in your local legal community.
SEO Content Tips
Consistent content creation is a vital part of your digital marketing strategy. Relevant content is the linchpin to your SEO strategy.
- Understand the purpose of what you are writing (answering common questions, establishing expertise and authority).
- Know who your writing audience is and write for them.
- Make sure to include targeted keywords (the phrases people would use in the search engines).
- Focus on readability (the goal is to keep your audience on your site reading your content – a page filled with text causes people to leave quickly).
- Write headlines that grab your reader’s attention.
- Use custom graphics, photos, and video.
- Proofread before publishing your content.
After publishing your content on your website, make sure to promote it on social media and make it easy for people to share your content. Let your email list know when new content is published. Content repurposing should be an element in your digital marketing.
Effective SEO for law firms makes sure that your law firm website ranks high in the search results. Your potential clients need your help with their legal issues. Let’s make sure they can easily find you when they need you.
To obtain a free SEO audit or discuss your digital marketing needs, schedule a free discovery session by clicking the link below.