Legal websites are under increasing pressure from online competition. Whether its PPC or organic search, firms are finding it more and more difficult to get their website in front of potential clients. Today, a click in PPC may cost anywhere between $5 and $100. This makes it difficult for firms to allocate their marketing budget in an effective way. SEO is no easy route either. A search for the keyword ‘attorney near me’ returns a whooping 862 million results.
So how can a legal website hope to compete?
The answer lies in SEO. But not just any kind of SEO. This is where most firms make a mistake. They focus on the basics like optimizing title tags, meta descriptions, and headings. While these are important, they are only a part of fundamental SEO. To really stand out, you need to go beyond the basics.
Here are 6 expert SEO strategies for legal websites:
1. Keywords Research
A solid SEO strategy starts with keyword research. This may sound pretty basic but it is not. Most businesses make mistake here. Most websites try to target wrong keywords. Keywords that are either too broad or too specific while neither give them the desired result. Keywords that are too broad will be difficult to rank for and will bring little to no traffic. On the other hand, targeting keywords that are too specific may get you ranked but will not bring in enough traffic to be sustainable in the long term. The trick is to find the right balance.
To find the perfect set of keywords, start by brainstorming a list of relevant terms and phrases related to your business. Think holistically about all the possible ways someone might search for your business online. Consider all the factors that make a keyword good one – This include keyword traffic, competition, specificity, search intent, relevancy and scope.
Once you have a list of potential keywords, use a tool like Google Keyword Planner or Moz Keyword Explorer to get search volume data and further insights about each keyword. If you need help with this, you can always hire a professional SEO agency.
2. Optimize for Voice Search
With the rise of digital assistants like Siri, Alexa, and Cortana, voice search is becoming more and more popular. In fact, comScore predicts that 50% of all searches will be voice searches by 2020. This presents a great opportunity for legal websites.
When someone uses voice search to find an attorney, they are often looking for instant help. This means that they are more likely to convert into a paying client. To optimize your website for voice search, make sure to include long-tail keywords and questions in your content. Since most voice searches are done on mobile devices, it is also important to optimize your website for mobile. Voice search functions in a similar way to mobile search so all the same optimization techniques apply. Usage of natural conversational language, short and concise sentences, and a fast loading website are all important factors.
3. Google My Business Listing
Your Google My Business listing can be a powerful tool to attract new clients, specifically for legal websites. The instant help that clients receive from voice searches often leads them to GMB listings. And this is where you want to be.
To get started, create or claim your GMB listing and fill out all the relevant information. This includes your business name, address, phone number, website, business hours, and category. You should also add photos and videos to make your listing more engaging and attractive. Once you have completed your listing, make sure to monitor and respond to any reviews and ratings left by clients.
4. Structured Data Markup
Structured data markup is code that you can add to your website to help search engines understand your content better. This can be anything from event listings to reviews and ratings. Adding structured data markup to your website can increase the chances of your website being shown in search results and also getting a high click-through rate. Adding structured data markup also enables your website to show up in rich snippets, which can further improve your click-through rate.
There are many different types of structured data that you can use. For a legal website, some of the most relevant are Local business, Attorney, Article, Web Page, Events, Ratings, FAQs, and more. You can find a full list of all the available types of structured data on Schema.org.
To add structured data to your website, you will need to edit the code of your website. If you are not comfortable doing this, you can always hire a developer to help you. Once you have added the structured data markup to your website, you can test it using Google’s Structured Data Testing Tool.
5. Listing in Local Legal Directories
Local legal directories are another great way to attract new clients. When people are searching for an attorney, they often turn to these directories for help. By listing your website in these directories, you are increasing your chances of being found by potential clients.
Some of the most popular legal directories are Avvo, Justia, FindLaw, and Nolo. These directories all have different requirements for listing so make sure to check each one before you submit your website.
6. Improve Website Content
Most legal websites have terrible content. It’s either dry and boring or too technical. This is a turnoff for potential clients who are looking for help. They want content that is easy to read and understand. They want content that answers their questions. Think of the website content as your opportunity to establish your credibility and build trust with potential clients. Research about what kind of content your users are most interested in and make sure to include long-tail keywords.
To further improve your website content, you can also add videos and infographics. These are both great ways to engage potential clients and answer their questions. Make a comprehensive list of FAQs, popular myths, and common misconceptions related to your practice area. All these make for great topics that will help improve your onsite SEO.
In conclusion, these are six expert SEO strategies for legal websites. By following these tips, you can improve your website’s ranking in search results and attract more clients. If you need help with your legal website’s SEO, contact our team of experts today. We specialize in SEO for law firms and can help you achieve your desired results.
