No matter what type of law your firm specializes in—criminal, personal injury, patent—the term “search engine optimization” (abbreviated “SEO”) probably gets thrown around quite a bit during marketing roundtable discussions. But what does “search engine optimization” even involve? And what can lawyers do to boost their SEO efforts?
SEO in a Nutshell
SEO is the method of adjusting a law firm’s website traffic arising from organic searches (unpaid searches completed by search engine users). Basically, search engine optimization for lawyers relies heavily on keywords and keyword phrases searched by Internet users. The general goal of SEO is for lawyers’ websites to rank as high as possible on the list of search results in order to receive the largest number of visits, which can obviously lead to more business.
Use the following three tips to possibly enhance your approach to SEO and land on your potential clients’ radars more often.
1. Implement the correct keywords to establish your law firm’s presence.
Law firms should carefully examine which keywords and phrases to include in their online content and associate with their brand, as all keywords are not created equal. For example, the term “personal injury lawyer” is a great basic keyword to branch off of when brainstorming a list of effective keywords to associate with your law firm, but the phrase may be too general to generate much online traffic.
A law firm’s search engine optimization should focus on utilizing more specific terms that include geographical tags, such as “personal injury lawyer in South Orange County” or “DUI defense lawyer in Manhattan”. Keyword phrases that feature location information can be much more powerful than generic keywords because potential clients are likely to search for services within their local communities.
2. Tailor content to keywords, but don’t force keywords where they don’t belong.
It’s not a good idea to overstuff your webpage content with chosen keywords. Oftentimes, search engines can tell when you’re simply utilizing articles as vehicles to push keywords and increase SEO (and they may even punish you for seemingly unscrupulous tactics). Nevertheless, any and all webpage content should feature keywords scattered naturally throughout in order to elevate your law firm’s standings on the search results page.
3. Use various online platforms to guide outside traffic to your webpage.
Experts can explain that law firm SEO strategy should encompass social media. Posting on Facebook, blogs and e-newsletters, LinkedIn, Google+, and Twitter, and including hyperlinks to guide viewers back to the original content on your law firm’s website or blog can lead to a significant climb in your firm’s ranking on the search results page.
If you need help with SEO for your attorney website, contact us to see how we can help you.