Using the digital realm to find new clients for a legal business is ideal for both remote and main street lawyers. It’s a low-cost strategy that works well, but it takes time for any new strategy to bear fruit.
Here are four pointers for newer law firms that are dipping their toes into search engine optimization for the first time.
1. Use Local SEO to get your business on the map.
It’s a good idea for law firms with a physical office to use Google Maps to determine where the business is located. Even if the office is temporarily closed or has limited operating hours, with the majority of the lawyers working remotely, it is still important to plant the flag.
Use Google My Business to add information about the law firm, images, opening hours, verify the relevant locations (one or more), describe the business, and upload corporate videos if available.
2. Optimize for Legal Keywords That Are Relevant
While Google’s core algorithm is becoming smarter with each update, it still heavily relies on search phases known as ‘keywords.’
These are the terms that users type or speak into their phones when looking for information on legal issues and law firms in particular. Using an experienced SEO agency to find appealing legal keywords can help you rank higher in Google faster. And when a law firm ranks higher, it is far more likely to attract clicks through to its website.
While search engines consider sites and content when determining which search keywords to rank each page for, strategically adding selected legal phrases to the site points the way. When properly chosen, this significantly increases the likelihood of ranking success.
3. Establish a Content Marketing Strategy
A legal website can only naturally rank for a certain number of search terms. A good ranking position is earned over time and by focusing on easier phases with less competition.
To broaden the reach of a legal website, it is beneficial to publish articles that provide readers with useful tips about when they need legal services and various aspects related to that.
For personal injury lawyers, this could mean answering questions about what to do first after a car accident. It could mean talking with criminal defense attorneys about what steps to take if you’re about to be arrested.
4. Website Optimization
Websites that are not well optimized will struggle to rank well in their industry.
The Googlebot must crawl the site in order to collect information about what is available and correctly index it. This is the first step toward ranking for the home page, services pages, and any previously published blog content.
Make sure the navigation is simple to find and use. There should be a clear hierarchical structure that is easy to understand. Furthermore, because it confirms indexing errors, the Google Search Console can be used to verify any indexing problem.
When it comes to ranking a new site, content marketing, getting Google to recognize the business, and some light link building in the early months all help to put a legal site on the map. When it comes to new businesses and websites, it’s important to tread lightly when it comes to link building in order to avoid anything that appears unnatural. As a result, a multifaceted approach is required to get the site noticed without raising any red flags.
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