Search engine optimization (SEO) has become an increasingly important part of digital marketing for businesses of all kinds, including law firms, although a surprising 14% of law firms still don’t have a website.
A 2020 study found that 79% of brands claimed SEO was their most effective channel. Back then, 84% of law firms planned to increase their digital marketing budgets, and we’d hazard a guess even more have done so since then.
With more and more people using search engines like Google to find services, having an effective SEO strategy is critical for lawyers who want to attract new clients online – online searches account for 68% of digital traffic for law firms.
If you’re still on the fence about spending money on SEO, here are some of the key reasons why SEO should be a priority for legal marketers and lawyers.
Improved Website Visibility
The main goal of SEO is to improve a website’s rankings in search engines for relevant keywords and phrases. Higher search rankings lead to more organic traffic, meaning more people will find your law firm’s website when searching for legal services you provide. Without SEO, potential clients may never come across your website, even if it offers exactly the kinds of services they need. SEO makes a website more discoverable and visible to searchers.
More Client Leads & Business Opportunities
More website visibility directly translates to more opportunities to gain clients. The majority of adults use search engines not only for basic information lookups but also when they need to research products and services before making a purchase. Someone searching for “personal injury lawyer Dallas” or “family law attorney Los Angeles”, for example, is actively looking for legal representation. Appearing on the first page of search results for common lawyer searches will expose your firm to more of these prospective clients. A strong SEO strategy that improves website rankings will bring in more leads and inquiries.
Cost-Effective Marketing
Unlike paying for ads, organic SEO is essentially free. You don’t have to pay every time someone clicks on or views your site listing. The investment is primarily in the time spent optimizing website content and code for search engines. While ads can also be part of an effective digital marketing plan, SEO provides complementary benefits that improve brand visibility without ongoing advertising costs. Especially for smaller firms, SEO is a budget-friendly way to strengthen their online presence. Even something relatively cost-effective, like legal blogging, can make a big difference.
Builds Authority and Trust
Appearing at the top of search rankings can make a firm seem more reputable and authoritative in their practice areas. Even if visitors are unfamiliar with a firm, a top search ranking can make them seem established, trustworthy, and credible. Higher perceived authority makes site visitors more likely to contact the firm. Additionally, SEO best practices like content marketing using a legal content writing service demonstrate in-depth knowledge and make a law firm more authoritative on specific legal topics.
Keeps Pace with Competitors
Firms that neglect SEO risk letting competitors dominate search rankings. Lawyers don’t want to lose potential business simply because a competing firm has better search visibility. Checking competitors’ keyword rankings helps identify areas to focus SEO efforts on to outrank competitors or at least appear on the same search results page. If competitors are actively optimizing for search, firms need an SEO strategy to keep pace.
Supports Broader Marketing Goals
SEO doesn’t exist in isolation. It supports and amplifies the results of a law firm’s overall marketing plan. For example, content created by a legal blog writer for SEO purposes, such as blog posts and attorney biographies, can also be leveraged on social media and used for email newsletters. Strong SEO makes other assets like new website pages and online ads more discoverable to searchers. Integrated digital marketing brings the most value when different strategies mutually support each other.
Local SEO for Lawyers Targets Local Markets
Local SEO for lawyers provides a great opportunity to target local service-based markets by optimizing for geographic keywords. Someone searching “Denver personal injury attorneys” or “Tampa divorce lawyers” has indicated both their location and legal need. Local SEO for lawyers ensures firms appear for searches within their service regions. Location-based keywords help attract nearby prospects ready to hire.
Many Marketing Options
SEO can feel overwhelming given the many on-page and off-page optimization techniques available today. However, there are lots of marketing tactics firms can prioritize that serve SEO objectives while also supporting overall branding and content initiatives.
- Blogs, FAQs, attorney profiles, and guides offer helpful information to prospects while also improving SEO.
- Social media builds brand awareness and backlinks.
- Client reviews demonstrate credibility while bringing in keyword-rich testimonials.
A thoughtful SEO approach will leverage activities that serve multiple purposes.
Improves UX
Some SEO best practices directly enhance the user experience on a firm’s website, which improves conversions. Optimizing page speed and mobile responsiveness makes a site easier for visitors to use. Well-organized navigation, readable content formats, and clear calls-to-action guide visitors to take next steps with a firm, whether contacting for a consultation, downloading a guide, or subscribing to a newsletter. A positive user experience translates to more contact form submissions and leads.
SEO Mistakes to Avoid
Here are some common SEO mistakes law firms should avoid:
- Not doing keyword research – Firms need to identify relevant keywords and phrases that potential clients are searching for locally. Optimizing for the wrong terms won’t drive traffic.
- Poor website architecture – Websites should be designed for both users and search engines. Key content should be easy to find and indexed, with simple navigational hierarchies.
- Thin content – Pages should be fleshed out with detailed, useful information focused on specific topics. Light or duplicate content does little for SEO.
- Slow page speed – Quick loading pages are better for both SEO and user experience. Too many large images, videos, widgets or server issues can slow things down.
- Lack of mobile optimization – Many users search on smartphones, so pages need to be mobile-friendly and load quickly on cellular networks.
- Automated translated content – Google will detect duplicate or auto-translated content that adds little value for local audiences. Unique content is best.
- Poor internal linking – Links between related site pages help search engines categorize and index content more accurately.
- Too many ads above the fold – Don’t let ads and pop-ups overly disrupt the user experience and push down real content.
- Outdated design and content – Regularly update content and keep designs modern. Old sites can send wrong signals.
- Lacking image optimization – File names, alt text, titles and captions should include relevant keywords where logical.
- Not claiming and verifying local listings – Be sure to claim and optimize Google My Business, Bing Places and other directories.
- Buying links – Don’t buy low-quality links from link farms, as search engines frown on manipulative link-building tactics.
SEO delivers results by increasing a law firm’s visibility and presence in front of potential clients searching online for specific legal needs. It brings in more contacts and opportunities without ongoing advertising costs. When made part of an integrated digital marketing plan, SEO amplifies a firm’s reach and authority while improving website usability. In an increasingly digital legal marketplace, lawyers can no longer afford to neglect the benefits of search engine optimization.
Implementing SEO best practices like local SEO for lawyers ensures a firm gets found online and converts website visitors into retained clients.
If you need some help with your SEO content, contact us today. Our legal content writing service can create blog posts for your law firm’s website. This will position your law firm as an authoritative resource and help you attract new clients.
Get in touch to learn more about the legal blog writing service we offer.
