Law is a competitive industry, especially when it comes to SEO. But if you only focus on the big keywords in search of traffic, you could be wasting a lot of effort.
A location links most searches for legal questions or services. You want them to appear in the most relevant results, targeted at local searchers.
Therefore, to rank higher in Google and other top search engines, you should focus on local search engine optimization (SEO).
Google’s local package has become more competitive, showing fewer results. Although local SEO and organic SEO are different strategies, you need to approach your organic SEO with a local mindset.
This article will show you how to optimize your law firm website and business listings to rank better for local SEO.
What is Local SEO for Law Firms?
Local SEO is a type of search engine optimization that targets local SERP features like the local pack. These features appear at the top of the page, often next to a map, when Google considers a search query to have location-based intent.
Organic search focuses on results below ads and SERP features. But to help you with your local SEO efforts, it’s also essential to bring a local mindset to your organic results.
If someone is looking for a service in their local area or using localized search terms like [best lawyer in New York]they are likely to see Local Pack results.
Google search screenshot [best lawyer in new york]August 2022
In the case of lawyers, they are also likely to see ads with “Google Screened” results for nearby providers.
Evaluated by Google the results are ads for service providers that have been subjected to additional checks by Google. Industries using this feature include childcare, finance, health and law. You’ll notice that Google Screened results focus on nearby businesses and show some of the local bundle features, such as reviews and hours. They are also at the top of the page. If you want that coveted spot, you’ll need to be vetted and develop a local advertising strategy.
Local SEO is essential for law firms because most law firms serve clients in a specific geographic area. Unless you serve customers nationally, you probably only want contacts from people in your county, city, or state.
Also, it’s less competitive to test and rank for localized keywords than broad keywords.
Fewer people may be searching for a [criminal lawyer in Dallas]. However, there will also be fewer law firms trying to qualify for this term compared to the [best criminal lawyer] period
Key Components of Local SEO for Law Firms
If you’re ready to invest in one of the most effective marketing methods for law firms, it’s time to get into local SEO.
Below, we’ve outlined the main components of local SEO for law firms and how to implement them on your site so you can start attracting more local clients.
Website optimization
The first component of local SEO for law firms is website optimization, as you’ll need a fast, functional and SEO-friendly website to attract organic traffic.
If you already have a website, this means following on-page SEO best practices and techniques to resolve any on-site issues.
This could include fixing broken links, optimizing your website’s loading speed, using your target keywords through page titles and content, and designing a user-friendly site structure.
If you’re building a new site, make sure your web developer understands SEO and can design a site optimized for search engines and people.
If your website loads quickly, is easy to navigate and can be indexed by search engines, you will have a better chance of ranking in local search results.
Mobile experience
51% of website visits in the US come from mobile devices. This means that people are using smartphones and tablets to search for goods and services and then browse websites on the go.
As a website owner, you’ll want a mobile-friendly site so potential customers can navigate your site even on a small screen.
To do this, you should create a mobile-friendly version of your website with clear text, fast-loading images, and clear call-to-action buttons.
Focusing on the mobile experience is essential not only because mobile-friendliness is an important ranking factor, but also because it will keep visitors on your website longer.
Content creation
Your website content tells visitors what you do, how you can help them, and how they can contact you.
It also works to attract organic visitors when you use localized keywords in the titles, meta descriptions and body text of your web pages.
When doing keyword research for your law firm’s content strategy, use keyword research tools like Semrush, Google Search Console, or Soovle. They can help you find terms relevant to the area you serve and your services and inspire the content you should create.
For example, if you provide criminal law services in Los Angeles, you may want to target keywords such as [Los Angeles criminal lawyer] or [criminal law attorneys in Los Angeles].
You may then use these terms on a “Criminal Law” service page or on the home page of your site.
Beyond that, you can publish informative articles that attract potential customers.
With blog posts like “What the new DUI laws mean for Los Angeles residents” or “What do I do if I get pulled over in Los Angeles?” you can work to attract potential customers to your business.
This is where a local SEO strategy shines in organic results. People searching for information probably don’t want Local Pack results to navigate to articles. You still want to let them know that your answers are relevant to their location when they do.
Once you’ve found the keywords you want to target, you’ll need to write informative content that speaks to your customer’s interests. Then, naturally, use your target and related keywords throughout the page to rank for those terms in local search.
But remember not to overload your content with keywords. So much so that it detracts from the intent of your content.
Google Business Profile
How can I get my law firm to rank higher on Google Maps or local map apps?
Law firms often struggle to rank well on Google Maps because they don’t have a strong presence in their city’s area code.
Unfortunately, this means fewer customers will see them and they won’t show up in search results.
And you may already realize that Google’s Local Pack algorithm affects your local SEO ranking. The Local Pack algorithm provides consumers with high-quality information from nearby locations. As a result, you may see fewer local listings appear in organic search results.
To gain visibility on search engine results pages (SERPs) and Google Maps, start by leveraging your Google Business Profile (GBP). A GBP helps businesses connect with customers across devices, whether you’re looking to reach new audiences or improve conversions.
Getting started with your Google Business Profile is free, and there are several fields where you can include your business hours, services, address, phone number, website URL, and more.
Start by adding photos and details about your practice, then add information about your staff and services. Finally, let Google know where your office is.
Once completed, check back frequently to ensure your listing is accurate. A GBP is essentially an online directory and one-stop shop for potential customers, so it’s crucial to update it consistently.
A GBP also allows you to accumulate reviews from past clients, increasing your law firm’s reputation and local rankings.
Reputation and reviews
Positive customer reviews can do wonders to increase your law firm’s authority, online reputation, and search engine rankings.
If potential clients are looking for a lawyer and see that your firm has the most positive reviews, they may be inclined to choose you over the competition.
You can ask customers to leave reviews on your Google Business Profile, Facebook, and other directory listings.
Having a large number of positive reviews can set your law firm apart and signal to Google that your firm is legitimate.
When it comes to reviews and online reputation management, it’s critical to have a strategy for monitoring and responding to online reviews promptly.
Online reviews are important to consumers and are an important indicator of whether they will choose your business.
A recent study proves it 53% of consumers expect a company to respond to a negative review within seven days. But don’t ignore the positive reviews. It is also essential to respond to them.
If consumers see that your business responds to reviews, it can show that you provide good customer service and that your customer’s impression of your business matters to you.
Link building and citations
The last component of local SEO for law firms is link building, which involves attracting links from other sites to your website.
Since a link from another site (a “backlink”) is essentially a vote of confidence from that site that your law firm is reputable and a good source of information. Therefore, attracting a variety of high-quality links can improve your local rankings.
The key here is to attract links from reputable industry-related sites. One way to do this is by submitting your company information to directories.
Or you can submit guest posts to websites and get interviews in industry publications, creating high-value content that naturally attracts links.
Also, marketing your content, eBooks and PDFs to external blogs can be a beneficial strategy.
This is just the tip of the iceberg when it comes to link building, but it’s worth trying different strategies instead of buying cheap links.
Remember, focus on quality over quantity. Better links will help you improve your local ranking and generate more referral traffic.
Your law firm needs local SEO
If you haven’t already, now would be a good time to optimize your website and listings for local search. This will give potential clients a better idea of where you practice law and allow you to attract new clients from the community you serve.
Local SEO has become increasingly important for law firms looking to grow their practice.
So it only makes sense for businesses to leverage the same tools that other businesses use to build their online presence and authority.
Optimizing your website presence will increase local search traffic and help your business rank higher in the SERPs.
Featured image: Paulo Bobita/Search Engine Journal
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