Attorneys who want to rank well in Google when clients search for legal advice need a planned SEO strategy. The four core steps cover backlinks, site security, custom website design, and content, each addressing a different ranking factor.
What does an attorney SEO strategy need to include?
To rank well in Google, a law firm must create a strong backlink profile, one of the most important factors in search rankings. The firm also needs to identify the terms and phrases its target audience uses. Free website analysis tools can show which sites are already linking to the law firm, which is the starting point for building more links.
Site security is another core requirement. A law firm website should have built-in protocols that block malware, virus attacks, and phishing emails. Automated hosting renewals prevent the URL from expiring, since an expired domain can be picked up by competitors. Offsite SEO work helps increase traffic to the site, and listing a local phone number makes it easier for local clients to contact the firm.
Why does website design and content matter for lawyer SEO?
The site’s design and content are among the most important elements of an attorney SEO strategy. Quality content lets potential clients find the attorney online and helps the site rank high on search engine results pages. The content should be relevant, useful, and informative, and every page should have a compelling headline and meta-tag.
What should a custom-built attorney website include?
A custom-built website should be optimized for Google and easy to navigate, which grows the firm’s online presence and brings in new clients. An optimized site delivers personalized information for prospective clients, boosting a law firm’s online visibility and client count. Once the technical foundation is in place, the lawyer can focus on features that make the firm unique.
A good attorney SEO strategy is customized to the law firm’s business model. Beyond Google optimization, the site needs relevant content that draws in new clients and an easy-to-navigate layout. A site built this way attracts new clients and raises the firm’s reputation among customers. Optimizing the site for SEO is what brings more exposure and more clients.
How should meta descriptions and content be handled?
A lawyer’s website needs an engaging meta description, a keyword-rich description that catches the attention of potential clients. The meta description tag should be as detailed as possible, and the page content should relate to the client’s needs. An SEO provider working with attorneys should also know the rules and ethical guidelines of the legal industry, since crossing that line can land the firm in a legal malpractice lawsuit.
A successful attorney SEO strategy means a website that is optimized for Google searches and that contains information about the law firm, including client testimonials. The strategy should include a content plan based on the firm’s specialty, since relevant content makes it easier for prospective clients to choose a lawyer.
What ongoing tactics keep an attorney SEO strategy working?
An attorney SEO strategy is ongoing, covering a diverse set of tactics for the website. It includes content creation that positions the firm as an expert and code optimization for the website, both of which give the firm a competitive edge. With the right strategy, the law firm stands out from the competition, which is a core part of the attorney SEO process.
When optimizing a website, the right images and videos raise a site’s SEO by providing keywords, and they should be high quality and high resolution. Images on a website raise the chance that a visitor will click, and the right keywords that match the practice make it easier for prospective clients to locate the firm in Google. A site that uses many photographs is easier for those clients to find.
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