Potential clients are on Google searching for your law firm. Some of them will search by the name of your firm, for example, if a friend told them about your law firm. But more of those people will use unbranded search terms like “Cleveland personal injury attorney.” To show Google valuable search terms related to your law firm’s practice areas, you must continuously optimize your website. search engine optimization (SEO). To help you do just that, we’re sharing 19 actionable tactics you can implement right away to increase your visibility and rank higher on Google.
1. Make sure your website is user-centric.
Always ask yourself “What’s in it for the customer?” Make the pages easy to navigate and easy to read. Avoid long paragraphs and use images to break up the text. By focusing on creating a positive and seamless experience for your website visitors, you not only improve user satisfaction, but also improve your website’s chances of performing well in search engine rankings. Google can tell if your content is useful and visitors are more likely to come back.
2. Increase your website speed.
A painfully slow website really turns off visitors and page load speed makes a real difference in Google ranking factors. Enter your URL into Google PageSpeed Insights Tool to see how your website is performing so you can determine if you need to address speed issues or not. If you do, Regularly review and optimize your site’s performance to ensure it meets the evolving expectations of both users and search engines.
3. Focus on the customer journey when it comes to keywords.
Chances are you’re familiar with head, body, and long tail keywords, and they certainly have their place. It can be more effective to try to reach people where they are in their search by focusing on user intent. Consider queries such as “How are traffic ticket points removed?” rather than just keywords. Also, remember that when people move to the evaluation stage they may search for terms like “[Your law firm] reviews” or other information that can help them make a real decision.
4. Practice area pages are the most important.
Aside from the home page, the best place to share useful and relevant information is on practice pages. Make sure they are rich in content, but with short, easy-to-read sentences, captions, and images. Develop a single page per practice area. I will see: 5 ways to optimize your law firm’s practice area pages.
5. Optimize the home page.
This is the most valuable area of your website, and your law firm’s SEO strategy should reflect that. Make sure you’ve optimized for competitive keywords and highlight social proof (such as positive reviews), link to other internal pages and add more ‘sticky’ content such as videos. Keep your homepage content fresh and up-to-date. Update information regularly and consider adding new elements to keep visitors interested.
6. Develop unique and authoritative content.
Creating unique and authoritative content is a critical aspect of SEO success. High-quality content not only engages your audience, but also establishes your website as a valuable resource in your niche. You have a lot of experience – make it available by developing videos, how-to guides, checklists, etc. Make sure you focus on the quality of your content before including your keywords. In the future, websites will rank more based on the performance of this type of topical authority than keywords.
7. Remember that YouTube is the second largest search engine.
Video containst is crucial. Add videos to your homepage to increase user engagement and add videos to your YouTube page to improve your visibility on Google. Try answering frequently asked legal questions, share how-tos, or present a case study of client results. Remember that YouTube’s search algorithm takes into account factors such as watch time, engagement and relevance. By aligning your content with user interests, optimizing search, and encouraging viewer engagement, you can improve your presence on YouTube and tap into its broad audience base.
8. Create a polished “Google My Business” page.
Start by creating a Google Account, then add your business, enter your information, and verify your business. Then optimize your locations, add images and get some reviews and you’ll start performing better in local searches. This information is displayed in the “Local Search Results” section of Google, so it’s important that you’ve added the type of information you want people to see.
9. Think of reviews as corroborating evidence.
People want to see proof of your success and why they should trust you. 85% of the people you rely on reviews as much as personal recommendations, so it’s key that you highlight your best testimonials, case studies, etc. and use a plugin to highlight your star rating on a search page. Actively manage and leverage reviews. Respond to positive and negative reviews promptly and professionally. Show that you value customer input and are committed to solving problems.
10. Leverage other websites for SEO.
Leveraging other websites for SEO involves building a strong online presence beyond your own website. Look for guest blogging opportunities for reputable websites and build strong profiles in legal directories. Remember, the key is to create a diverse and natural online presence. Quality is more important than quantity, so focus on building relationships and providing value to your audience and the websites you engage with.
11. Develop a backlink strategy.
In SEO, authority is measured in part by the quantity and quality of websites linking to your website (called backlinks). Think of these links as “digital votes” and the company with the most votes wins. Build relationships with other websites and influencers in your industry. Networking can lead to natural link-building opportunities.
Backlink building is a science in itself, so check out our past post about the best way to do it.
12. Link a two-way street.
Don’t just try to get backlinks – share some on your website. Add links to useful and reputable resources or non-competing companies. Try to link to other websites that will help your readers better understand the topic of your website. Always prioritize the quality of backlinks about the amount Focus on building a diverse and natural link profile that reflects the authority and relevance of your website.
13. Attention to security.
A Secure Socket Layer (called an SSL certificate) is the standard security technology for establishing an encrypted link between a web server and a browser. Security is increasingly important to online users and demonstrating this will reassure them. Not only that, Google representatives have mentioned that if all things between two competing sites are equal, this can be the tie breaker.
14. Check for mixed content.
Mixed content poses a security risk to your website and its visitors. Mixed content issues occur when a secure page (loaded via HTTPS) also contains styles, images, scripts, or other linked content that is served over an insecure HTTP connection. Make sure all links on your HTTPS site, as well as redirects and canonical content, point directly to HTTPS pages.
15. Dating gives you a boost.
Links aren’t the only things that matter for law firm SEO. Citations are crucial for local SEO as they help search engines validate the legitimacy and relevance of your business. Having citations in trusted and trusted sites such as online directories can also contribute to ranking factors. The best citation sources are prominent legal directories.
16. Optimize for voice search.
Optimizing for voice search is becoming more important as more people use voice-enabled devices, such as smart speakers and voice assistants on smartphones. Many people use voice search to find what they’re looking for: “Google, find me the nearest personal injury law firm.” Voice search is essentially asking a device to find results for a user. Optimizing voice search involves understanding how people speak and the context in which they use voice commands. following best practices for optimizing voice search it will help you perform better in search results.
17. Focus on mobile usability.
Mobile usage has surpassed desktop usage since 2016. By the end of 2021, mobile devices generated approx 54.4% of website traffic. Make sure all pages display well on all screen sizes and create forms that are easy to fill out even on a phone. Make sure your website is tactile for mobile users. Buttons and interactive elements should be the right size for easy tapping.
18. Monitor your SEO efforts with Google Analytics.
Tracking your SEO efforts using Google Analytics is crucial to understanding how users interact with your website and to gain insight into your site’s search engine performance. The most important part of your law firm SEO strategy it’s where you measure, report, and analyze metrics so you can make data-driven changes for future performance. Focus on metrics like ranking, traffic, engagement and leads.
19. Conduct an SEO audit of your law firm website.
SEO audits are an important component of keeping your law firm’s SEO strategy up to date. Every year, search engine criteria and ranking factors change, so it’s important to stay up-to-date on the ways your website is affected. Click this link to run a free SEO audit of your law firm’s website.
Take away
SEO is an essential part of any law firm’s online marketing strategy and these are some of the most important law firm SEO tips and tricks you can focus on for better results. If you follow all of these tips, you’ll be well on your way to greater visibility and higher Google rankings.
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