Is SEO Really That Powerful For Ranking Law Firms?
Innovative and adaptive technology is at the center of our ever-changing world. The ruler of the search engines is nothing but SEO. While this seemingly complicated process can confuse business owners, it is imperative to utilize this strategy in order to rank higher on Google.
Thus helping not only niche websites but also law firms in front of more eyes and potential clients.
What is SEO?
SEO is an acronym, which stands for search engine optimization. While search engine optimization can sound daunting at first, the concept is relatively simple to understand. Google uses a specific algorithm, which is constantly evolving, to read web pages and rank them.
This ranking system tells Google which websites should be shown to users based on their search query. Google ranks websites on a variety of different factors, helping users find relevant and helpful content.
For instance, you may have something in mind that you want to search for something related to law. When you enter those search terms into the search box and press enter, Google will show you pages of results based on what you have searched.
In order to have the best chance of landing on the first page of Google, you will need to create a search engine optimization strategy for your law firm. This process will allow you to increase the quality, as well as the quantity of traffic to your website.
The strategy may include implementing changes to your content or design elements. You should make your website easy to read, easy for Google to index, and helpful to your users. If your website is user-friendly, Google is more likely to reward your website with a higher ranking.
How SEO for Law Firm websites can help them?
Proper SEO practices have the ability to help all businesses of any size. Improving your SEO strategy can allow you to expand your visibility to both Google’s algorithm and your audience. This will enable you to reach more potential clients by bringing in targeted traffic through uniquely curated content.
#1 Increase Your Traffic
When you implement search engine optimization strategies, you will bring in organic traffic. When a user enters a search query, Google will generate results.
By using SEO, you can directly pull these traffic from search engines to your website. These users are naturally searching for your business, the services you offer, or resources you can provide. This is why search engine traffic is generally regarded as top-tier traffic for all businesses.
#2 Ditch Paid Advertising
When it comes to running a successful business, advertising is essentially an important step to help get your business out into the world. However, proper SEO can help you eliminate the need to have pay-per-click (PPC) advertising in order to increase your traffic.
SEO is constantly working even when you are not. Your rankings will not reset overnight. This means you will be able to invest your money in other areas of your business.
#3 Boost Your Credibility
The world is becoming more and more digital, utilizing innovative technologies and advancements. The internet is no different and has become a reliable, as well as valued, source of trusted information. When someone has a question, they will turn to the internet.
This means that the value and demand placed in search engines have also increased. Ranking higher on search engines means that users will view your law firm as a trusted business, boosting your credibility with your audience. The higher your law firm ranks, the more likely that a user will click on your website.
#4 Reach More Potential Clients
One of the major benefits of utilizing SEO is that you will be able to reach more clients. You may be content with the pool of clients available to you currently, but there is always room for growth and expansion. If you are wondering how to reach these untapped potential clients, SEO is your answer.
A strategic plan can allow you to reach higher on the search results page. Most users stay on the first page of search results. If you are searching for your website and notice your law firm is not on the first page, then your website will not be showing up to potential clients either.
In order words, to get your website in front of more eyes, you will need to implement SEO strategies.
#5 Get Ahead of the Competition
Metropolitan areas will have more law firm listings than rural areas. Whether your area is saturated with law firms or not, it is always beneficial to have the edge over the competition. When users are looking for a law firm, they may use local keywords. These keywords could include the area they live in.
Having a dedicated SEO strategy can enable you to utilize these keywords to help your website appear to those in your area. If your competition does not have an online presence or has not utilized proper SEO strategies, then this could give you a significant edge and help you stand out from the competition when users search for law firms.
SEO Strategies for Law Firms
Businesses thrive when they implement SEO strategies. They are able to reach more potential clients, connect with their audience, and provide their audience with valuable information and services.
While the process may seem daunting at first, the concept itself is easy to understand. Now that you know why SEO is so important, you may be wondering where to go from here.
There are strategies for law firms that you are beneficial for those wanting to implement an SEO plan of action. Keep in mind that Google favors websites that provide their users with relevant and helpful content, not spam or websites that resemble spam.
#1 Focus on Quality Content
One of the most important aspects of your website to consider when you are keeping SEO in mind is your content. Google prides itself on providing users with the most helpful content on the first page of search results.
The first thing you will want to look out for is any spelling or grammatical errors in your content. Although these seem minor, these mistakes will be picked up on by the algorithm and may hurt your ranking. Too many spelling mistakes can lead to your page looking like spam.
Think about what your potential clients may be searching for. Create content that will help them answer questions, outline your services, and give them a background on why they should trust your law firm.
If you are not certain about what to write about, you can conduct searches on Google about your practice area or general topic. Often, Google will display a “People Also Ask” search feature that will inform you of similar topics that are related to your query. Taking advantage of the People Also Ask feature is helpful when understanding what Google expects to find on your page, and expanding your practice pages or blogs.
Quality content, however, is not just text. Content can also be in the form of graphics and videos. Graphics and videos can sometimes slow down your page’s load time, so you will want to make sure that they are optimized properly for your website.
Providing your users with engaging infographics, charts, and pictures can help boost your credibility among your audience.
#2 Do Not Stuff Keywords
The keyword strategy is actually an important aspect of SEO. Google Analytics provides you with a helpful tool to view helpful data surrounding keywords. You can then use these keywords to incorporate in your titles, descriptions, or text.
A good place to start when searching for keywords is to imagine what your potential clients may be searching for.
One of the most common mistakes made with keywords is known as keyword stuffing or filling. Keywords are important and can help you rank higher, but not when they are overused. In the past, the algorithm read these keywords and ranked these websites higher.
However, it was short-lived and it no longer works by those metrics. Unfortunately, some website owners have not yet caught on. Putting too many keywords into your blog posts, articles, or web pages makes your website appear spam-related. It will not only hurt your ranking but also your credibility with your audience.
#3 Link to Authority Websites
When trying to rank higher on Google, keep authority in mind when you are placing links on your website throughout your text. Typically, websites are used to link to in order to back up facts or support quotes in the text.
Users may click on these websites to see where you have pulled your information from. If they see a low-quality website, you may lose credibility and trustworthiness with your audience. Similarly, you are likely to rank higher and be viewed as trusted by Google if you are linking to high-authority websites.
#4 Optimize Your Google My Business Page
Google My Business is a local listing that is displayed on Google Maps. If your law firm is listed as one of the top three results on Google Maps, it is likely to show up within the search engine results page. This search feature is known as a “map pack.”
When your listing appears in the map pack, potential clients can call your firm directly from the search engine results. This leads to direct-from-search leads and increases client acquisitions. Along with the ability to call you directly, searchers can also opt to visit your website or read reviews on your Google My Business page.
If your firm has received high praise from clients in the form of positive reviews on your Google My Business page, your listing becomes available to be displayed when someone searches for the “best” or “top” law firm in your field.
So, be sure to email clients after the successful resolution of a case and ask them to leave you a review on your Google My Business page.
#5 Create a Schedule
While quality content is imperative to have a proper SEO strategy, it is also not enough. One blog post will not suffice for your law firm in order to start seeing results. To reap the benefits of SEO, you will need to have a consistent schedule for your content posting. This does not mean that you will want to schedule a one-hundred-word post every hour. This can come across as spam and can overwhelm your audience.
Think quality over quantity. Give your audience something to read and digest that addresses specific questions they may have come to your website to have answered. Leaving your audience in the dark for too long can hurt your credibility and trustworthiness. You will want to remain active and keep up-to-date posts for your audience to seek resources from.
#6 Utilize Social Media
One important, but often overlooked, aspect of SEO is utilizing social media. Social media can be a powerful tool when used properly and can help you reach your targeted audience. The key to posting on social media is that you will want to create shareable and engaging content.
Ask yourself what kind of content is going to make someone click on your post. Once you have created a blog post on your website, you could share it with your audience via social media. This allows your social media handle to remain updated with current information as well.
Is It Really That Powerful?
The short answer is: yes. Search engine optimization is single-handedly the most important and powerful aspect when it comes to ranking results for any business, including law firms. A proper strategy can allow you to reach untapped potential clients, as well as break new ground above your competition.
When you craft unique and relevant content for your audience, it can significantly help your business thrive, allowing you to be at the top of their minds if they need legal help. Not only will your audience be more inclined to view you as trustworthy, but you will also be ranked higher.
Search engine optimization can show your audience that you value providing helpful resources, as well as excellent services to your clients, which will promote growth within your law firm.
Note: This guide on SEO for Law Firms was contributed by Joshua Rottier. If you have an interesting topic to contribute, then proceed to our guest blogging guidelines.
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