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The legal space can be ultra-competitive. It would help if you had an innovative and unified marketing effort to generate consistent organic traffic that can be converted into quality leads. One of the most tried and true ways to find the quality leads that every business needs is by optimizing your site’s search engine optimization (SEO).
SEO should be thought of as a long-term investment in your business. It may take time to move the needle, but if done right, it can provide a lasting pipeline of high-quality leads and help build brand recognition in your community. But the question is, how do you go about doing it?
Related: How AI is changing marketing in the legal industry
1. Start with the basics
When starting a comprehensive SEO review, you’ll want to start by auditing your existing content.
Your content strategy will primarily be based on specific keywords that you want to rank for. Understanding how your content is written and optimized for specific key terms is crucial to improving your digital footprint.
You should start your content analysis by focusing on your priority key terms by conducting market research. Google is a great resource to help with this.
from Google trends The tool is a great way to check search data for key terms you might be interested in while also showing you historical and demographic data about the term. For example, if you are a personal injury firm, it may be critical to understand trends in search data between accidents and car accidents. Although similar, your local clientele will likely favor one term over the other. To engage your local audience, you need to think like them, not necessarily like a lawyer.
In addition to this, they are vital terms adjacent to your focused term. If a potential client is searching for a car accident attorney, it will likely also include terms like “near me” or include the name of the local city before or after the targeted key term. Identifying these relevant key terms is essential to creating your digital marketing plan.
Optimizing your site for specific local terms will help you rank on the first page. Try to use these keywords in your title, subheadings and content. Be very careful, even if you do not negatively affect your content.
Overusing specific keywords can have a negative effect, known as “keyword stuffing.” When writing content, be careful to avoid this easy problem. In general, try to have your keyword make up 1-2% of your content.
Local service pages are a good example of how to avoid keyword stuffing. Lawyers will want to include the city name and probably a mix of keywords specific to their branch of law. Many law firms do this successfully and can include a variety of content on the page.
2. Look at your competitors
For each key term, a competitor in your space is currently ranked #1 on Google. If you still need to perform a competitive analysis, this should be done with your content audit.
If your competitor is already ranking for a keyword you want, chances are they’re doing something right. Learning from them is an excellent step to compete in the space you are looking for.
If another company is consistently outselling you, you need to know why in your effort to write content and edit your website.
Using tools like Ahrefs or SEMRush can be very beneficial in your competitive analysis, helping you decipher what content or backlinks are an asset to your current SEO strategy and what needs to be restructured.
3. Don’t ignore reviews, Google My Business and Apple Maps
If you still need to activate your Google My Business (GMB) account and get verified on both GMB and Apple Maps, you should do so immediately. Getting your business listing is crucial to building the authority you need with Google to rank on the first page.
You need more than just creating your profile; you will need to update it regularly with posts. Make sure all information is consistent between your GMB listing and Apple Map profile. Your business name, phone number, address and description must match.
In addition to your listings, you should encourage as many customers as possible to leave you a positive review. Your number of positive reviews for your business is related to your Google ranking and local map rankings. The more the merrier is the name of the game here.
Related: Having trouble with local search? Here’s what your local SEO strategy needs to compete in 2022
4. Target relevant links for niches
As mentioned above, when it comes to your GMB or Apple Maps listings, your off-site SEO efforts are essential to establishing authority with Google. For lawyers, high-authority niche sites with Google are an excellent option to improve your chances of ranking on the first page.
Find the law, Super Lawyersi Hello these are just a few examples of high authority websites. Not only do they display your information and act as a way to advertise your business, they are powerful backlinks for your site.
Again, just like with your GMB profile or Apple Maps listing, make sure your legal listing is consistent with your other online profiles. Consistency is key across your many platforms/listings to gain authority with Google or other search engines.
5. Use the available Google tools
Expanding on the idea previously presented with Google Trends, the search engine giant offers a variety of invaluable marketing and developer tools to help you make informed decisions. This web application allows users to check page health statistics on mobile and desktop. It will also show you suggestions for improving the health of your site.
This data is valuable in your efforts to optimize your website. A better user experience on your site will likely lead to a higher conversion rate. Google offers extensive guides and classes to understand the more technical aspects of what goes into web design and maintaining a healthy website.
Through these efforts, digital marketers can help propel your business toward an aggressive SEO strategy. Innovative businesses will continue to challenge themselves with new campaigns to continue growing backlinks and publish new content regularly.
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