SEO for Lawyers

Posted on: 1 May, 2021

Lawyer/Attorney SEO

Think about the last time you wanted to find a product or a service. Chances are, you used Google. When it comes to looking for information, the majority of people go online and use search engines to find what they are looking for. When it comes to reaching prospective clients, Search Engine Optimization (SEO) marketing is truly the best option available to push your information to the forefront of the internet–right in front of potential clients. Although the majority of us are familiar with how to use Google and other search engines, a lot of people fail to recognize how search engines index or organize the content that is presented to us every time we search.

What is Attorney SEO?

Attorney Search Engine Optimization involves an array of tactics, strategies, and techniques that work to attract more prospective clients to a lawyer’s website. This is done by obtaining a first-page ranking position in major search engines, like Google, Bing, and Yahoo.  Although social media and word of mouth play a role in helping people select the law firm they need to help with legal matters, online searches are a critical part of the research process. The majority of people turn to Google to find legal services in their area.

SEO works to compound and increase their benefits over time, which enables law firms to boost their rankings and gain exposure to even more potential clients. Content, in particular, allows law firms to increase rankings by adding more keywords. It also allows for natural link building to occur. Working with a marketing firm that is savvy in SEO content marketing can help improve rankings and exposure of your website.

What SEO Considerations Attorneys Should Make?

When it comes to finding a local attorney, many people search Google for lawyers nearby. When it comes to gauging the success of your website, one of the best indications is whether your site shows up on the front page of the Search Engine Results Page (SERP).  SEO helps dramatically to improve your organic search engine rankings. This boosts the position of your site on Google and helps place your law firm’s site in front of potential clients. SEO for lawyers can mean a variety of things, including:

  • Analyzing your law firm web page’s existing online footprint.
  • Taking various actions to ensure your law firm stands out above the competition.
  • Reaping the benefits of sustaining and implementing your attorney SEO strategy to increase visibility, generate more leads and customers, and grow.

Committing to a long-term, dynamic internet marketing strategy surrounding the use of SEO can help ensure you can experience long-term benefits. Whether you are interested in undertaking an SEO campaign on your own, or you want to enlist the assistance of a qualified and knowledgeable SEO firm for lawyers, Actionable Agency is here to provide you with the information you should consider when determining the SEO marketing strategy that’s best suited for your firm.

Important Factors for Lawyer SEO Marketing

Although we would like to believe that SEO only involves adding strategic keywords to your website, this is far from the truth. Yes, incorporating relevant keywords into your website is a critical way to communicate its intent to search engines, however, SEO is far more complex. SEO marketing includes various components. These include:

Website Optimizations: Incorporating specific URLs, images, titles, tags, headers, as well as meta attributions, can help Google determine how your content is to be indexed. Think of this process in a way similar to how a librarian sorts a full stack of information by call numbers. Google also utilizes the attribution designations on your website to file it in the correct location. This makes it easier for users to find it. It is important to understand that if your website is not properly sorted, it will be impossible for users to find it. Even if the card catalog insists that the information is present, it will not come to the forefront of users browsing through search engines for legal sources.

Navigability: Remember a time when you visited a website and had difficulties making your way around? The very last thing you want is for people to land on your website and have no idea how to locate the information that they need. Sound navigability on your website works in the same manner as a handshake, a warm smile, and eye contact during an initial consultation. Making a good first impression through your online presence is imperative. Not only does it help potential clients recognize the breadth of knowledge and experience you offer, but it reassures them that they can depend on you to handle their sensitive matters. The time a person spends on your website, browsing through each page, and the total number of clicks users make on your site are all factors that impact your SEO.

Content: Your website must be updated regularly. Having relevant, updated, and informative content can help to draw users to your website. Having a big, yet simple, list of keywords will not trick search engines into boosting your rankings in SERPs. Instead, having authentic and useful content that incorporates relevant keywords on your website or blog is the only worthwhile content to include.

Backlinks: Search engines uniquely analyze websites by crawling through their content and reading it very quickly. The search engine will utilize links in the content to move from one page to the next. When other companies include links to your website, it directs the search engine to your page. This drastically works to improve your rankings on the Search Engine Results Pages. Links are extremely valuable, especially when it comes to having internal links, which are those that connect your website to others. SEO helps by focusing on the architecture and the structure of your law firm’s site, the quality of the content on the site, and your link profile. Keywords work by speaking directly to the needs of your clients. However, website navigation is important for search engines and users alike as it provides them with the ability to share their content on social media. SEO aids search engines to more readily display your firm’s page to users who are searching for information. Using keywords that are relevant to your industry provides you with an improved chance of ranking highly on the SERP.

Using SEO to Gain Greater Visibility for Your Website

SEO involves far more than just adding in keywords. By performing an internet marketing analysis on your law firm’s website you can better determine where to focus your SEO strategy. Conducting an analysis can help point out its strengths and weaknesses. Crafting a website that is intuitive and easy to navigate encourages user engagement and helps to improve your SEO. A marketing firm can review your website navigability to determine a variety of strengths and weaknesses surrounding:

Backlinks: Knowing how many websites link back to your site can help provide you with a better understanding of how to expand access to others on the internet. Backlinks are a major indicator of your firm’s website performance.

Content Organization: Having a strong website structure allows search engines to crawl your site easier and more thoroughly. This also increases the time that users are on your law firm’s website. Proving them with a resourceful roadmap can help users browse your content and find the information they are looking for.

Dead Ends or 400 errors: Having dead links and unimportant information can draw users away from your site. When it comes to law firm websites, most users have a general idea of what they are looking for. When browsing your site, they are essentially turning to you for a better understanding of what type of legal representation is available to them for dealing with the matter at hand. If your website is full of errors and information that is not helpful, they will look elsewhere.

Internal links: Interconnecting the various pages on your website is imperative. This allows users to navigate from place to place freely and simply. Allowing users access to information that they can read more extensively on various topics while directing search engine spiders to different locations within your site, helps to improve both your SEO and website ratings.

External links: External links can help prove to search engines that you thoroughly researched the information that you provide for users. In many cases, external links are used to verify the information and to provide citations to authoritative sources so users can verify the information they read on your site with ease. Given the fact that Google strives to present the most valuable information to users, you must make sure to include outbound links so Google and your users know that your page is truly a one-stop-shop for all of the information they need on a subject.

Word count: Without a doubt, the more comprehensive your website is, the better your site will do in terms of search engine results page placements. This analysis takes a firm look at the quantity, quality, and performance of the backlinks on your site. Broken links will deter the interest of users in your content and cause readers to turn to others for more valuable and thorough information. Analyzing link profiles, optimizing your anchor text with adequate and applicable keywords, and incorporating internal links to ensure search engines, as well as users, can find and navigate your website are all critical tasks that directly influence the success of your site.

Our firm understanding of SEO and how to strategically implement quality content on your website can help you expand your services by reaching more potential clients. Contact Actionable Agency today to see how we can help you get started.

Law Firms Internet Marketing Analysis

Benchmarking the performance of your website can help measure the success of your current SEO techniques. Various Key Performance Indicators (KPIs) can help to scrutinize the quality of your content and SEO strategy and identify both strengths and weaknesses. KPIs are extremely beneficial in that they analyze the navigational structure of a website as well as your link profile. These areas impact your website’s search engine rankings and play an integral role in helping potential clients reach you. There are various steps that you can take to inspect your internet marketing techniques, including:

Identify your plans and strategy ahead of time: Is there a particular strategy that you have? Many companies publish websites and expect promising results with little effort. This is not always in the best interest of a company. Instead, you must have a well-rounded and thoroughly developed internet marketing strategy plan before you begin.

Use various tools available to you: You must use Google Analytics, AHREFS, SEMrush, Keyword Planner, and an entire suite of useful tools to better understand all of the information surrounding SEO and how to effectively implement keywords. Additionally, these tools allow you to see the total number of people visiting your website and what keywords, tools, links, or other information they are using to reach it.

Conducting link analysis: It is important that all links on your website function as intended. Performing a link analysis will help to determine if there are any broken links, if the links are for non-authoritative sources, and the number of authoritative links you have coming out of your website. Google understands the importance of providing search engine users with information that is unique and true. Being knowledgeable on a particular subject is crucial. Having authoritative links help show Google that you took your time to research and provide information for the most relevant readers.

Studies have found that around 87% of smartphone users search online at least one time per day to find some type of information or service. Around 96% of these searchers use Google to find their information.

You may be asking why this is important to you. Given the fact that searching online is the go-to resource these days for information and legal services, it only makes sense that your firm utilizes these invaluable sources to get your name, services, and information out there. Around 96% of people seeking legal advice use search engines during their research process. More than 74% of consumers visit a law firm’s website to take action. Simply put, people are using organic search to find and hire lawyers across the United States. The most important part of an SEO campaign lies in measuring the return on investment. Our team at Actionable Agency can help you better understand internet marketing and help to create a website for your firm that secures top-ranking positions on major search engines. We work to get you noticed and to help potential clients find you.

Comparing On-Site and Off-Site SEO

When it comes to SEO, it is important to understand the difference between on-site and off-site SEO and how they work to improve your website’s rankings in their unique ways. On-site SEO is an array of actions that take place within your physical website, on both the front end and back end. These actions complement your SEO efforts directly. Off-site SEO involves various methods that are unrelated to any particular changes on your physical website. However, they play a critical role in contributing to the efforts of your SEO campaign, increasing web traffic, and getting your name out there on the internet.

How Law Firms Can Implement On-Site SEO

To boost the rankings on your website, it is crucial to take an aggressive approach to optimize your website. Using an elaborate strategy can help to ensure your website receives high rankings so you can earn relevant traffic. On-site SEO is one of the most beneficial tools for helping users find your webpage useful. Additionally, it helps search engines find your page worth ranking. Our approach at Actionable Agency includes making your website easy to navigate, producing custom content, and selecting relevant keywords to incorporate into your webpage naturally. Our agency has expertise in multiple areas, including:

  • Keyword Selection: Implementing various keywords that are relevant to your law firm and services that are based on what people are searching for, as well as what competing law firms are using, can help boost your search engine presence. We take an intuitive approach with selecting keywords from top search queries (like Google Analytics) to determine what keywords work best to draw in readers.
  • Website Structure Optimization: Optimizing the structure of your website can help you achieve the goal of providing users with the most relevant information for your visitors. This information is selected based on the pages visited. Incorporating immaterial content will negatively impact the optimization of your website.
  • Using Headers (H1, H2, H3, H4, and more): Headers are one of the best tools for breaking up content, highlighting important information, and helping readers navigate the content with ease. Furthermore, various headers are useful for general organizational purposes. The type and size of headings used on your website can help readers sort through the content easier and scan various topics.
  • Title Tags: Title tags help to explain the content that is on the website. These tags direct themselves to your website and select the information that closely matches their search interests.
  • Meta Descriptions: Meta descriptions are used to describe the website and pages on the Search Engine Results Pages (SERPs). Given the fact that Meta-descriptions are always 160 characters or less, you must use concise information. These little detailed packed lines are either make it or break it when it comes to influencing others to visit your site.
  • Custom Content: Successful websites offer information that is useful to the audience. Law firms benefit immensely by including information-rich content that covers common questions, helpful solutions, and suggestions. The content should be long-form and easy to read while incorporating engaging visuals. Implementing cutting-edge customized content is a results-driven search engine marketing method that will have a dramatic impact on your website’s SEO and its overall success.
  • Google Analytics: This beneficial platform allows you to track a variety of aspects of your site. You can view your website’s click-through position, traffic, keyword ranking, and other useful information. You must submit your sitemap to all major search engines so that you can find pages within your site easier. This also helps with the ranking position of your website.
  • Google Search Console and Including Your Sitemap: Incorporating a sitemap within the Google Search Console provides useful information to Google about the content within your website. You must assert your sitemap into top search engines to maximize exposure potential. Doing so will ensure users can find your web pages faster and they can be ranked according to the quality of your site and content.
  • On-Site Security Measures: Implementing effective security measures on your website can help to prevent an attack. It is crucial to maintain strong security within your website to ensure viruses do not damage your computer or visitors’ computers who visit your website, as well as to make sure information is not compromised. The last thing you need is for your website to cause harm to the mobile devices or computers of potential clients.
  • On-Site Load Speed: One key to ensuring visitors have a pleasant experience on your site is by having an adequate load time. Users place particular importance on how long it takes your website to load for them. Potential clients do not want to wait forever to view information and find out about the services you offer. The longer the page takes to load also impacts the rankings you receive on search engines. When pages take a long time to load, they are not ranked high.
  • Calls to Action (CTA): Your site must have a variety of buttons and other CTAs to let users know that your services are right at their fingertips. Once you draw in a potential client, you must provide them with a simple way for them to retain your services and seek further assistance.

Incorporating all of these things into your website can help boost your rankings on top search engines and bring potential clients to you. Working with a skilled law firm marketing team can help to ensure all of these beneficial tools are utilized to help grow your site and market your name.

Finding the Right Target Audience

When developing content for your website, you will want to determine if you are targeting the correct audience. Implementing proper geo-modifiers can help target your ideal audience. Whether you are trying to represent clients in your city or you are trying to expand your services nationwide, the content on your site must be relevant to your target geographical area. The use of targeted keywords can help users find your content and information much easier. National SEO marketing is much broader, requiring the use of phrases that are much more relevant to the type of services you offer.

For example, someone who is marketing their services to a specific area would use terms like “Dallas personal injury attorney” whereas a person marketing on the national level would use terms like “medical malpractice attorney” instead. The use of specific locations is more likely to draw in readers from a specific location. However, this can prevent you from picking up clients outside of the specific area. Working with a law firm marketing company can help to ensure you can market your content and services to the target audience you desire.

At Actionable Agency, we take into consideration the needs and desires of law firms. We analyze their short-term goals and help them reach long-term goals through marketing and helping them to expand their services and their client base. We work with law firms of all sizes and craft plans that are truly specific to your needs. Contact our team at your earliest convenience to see how we can help you market and grow your law firm.

The Importance of Having Great Content

Even though there are a variety of SEO focus areas, they will do very little if you do not have great content to keep users interested once they land on your site. It is very important to have information that is up to date, allows users to find out what they want to know, and allows them to see the quality of services you offer. Users visit your site for quality content and finding incorrect information, uninteresting content, and outdated stories will drive clients to quickly turn away and move to a competitor’s website for more information.

How an Active Blog Can Help Your Law Firm

Blog posts are a necessary part of keeping your law firm website up to date with relevant and current information. Every time you make a post on your website, it provides users with another potential reason to visit and to learn more useful information. It also helps clients understand the breadth of your knowledge and the strength of your legal representation, which is likely to drive their decision to retain you for their legal needs. Websites that are full of static pages that remain relevant can drastically extend the time users spend on your site. For example, if you are a criminal defense attorney that helps people facing DUI charges, testimonials, including blogs and other applicable information can help users better understand their potential charges and the importance of hiring you. Incorporating a vast amount of relevant information can help build confidence among users and drive them to retain you for services.

By blogging on relevant topics and news stories over time, you can direct traffic to your website continually. It is important to ask yourself a series of questions to help you better understand your readers and create content that reflects their needs. Some important decisions to consider include:

  • What type of readers make up your audience? Who are you interested in attracting to your website?
  • What is the message and brand that you are trying to market?
  • What type of visuals would you like to include on your website? Should you use written content, visual content, or include audio and visual elements?
  • How often do you plan to post new content? Set a schedule to help keep your content up to date and fresh for users.
  • Who will you have to write blogs for you?
  • Are you considering the use of an internet marketing firm to help you with managing your blog?

Working With Actionable Agency

When it comes to incorporating interesting and effective blogs, creating compelling and relevant content is greatly improved by the use of internal links. Linking content and other pages within your site can help optimize your website to the full extent, expand information to readers, and drive users to browse through various areas of your site to find more information. Working with a law firm marketing company, like Actionable Agency, can help to ensure your website is marketed in the best way possible. Our skilled and knowledgeable team produces top-quality content that is focused on your practice area. We individualize our services to best reflect your unique needs and the goals you have with your firm. Contact our team to see how we can help you.


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