Differentiating your firm from the competition lends you a competitive advantage over the other practices in your area, of course, but that doesn’t mean you have to reinvent the wheel on lawyer SEO. Sometimes it’s best to try what is already working for others. Learn these three lessons from your competitors and reach SEO success that much faster.
- The keywords you should be implementing online
You know the five biggest competitors in your space. Let’s say that three of these competitors experience greater revenue than your law firm, mostly due to better lawyer SEO strategy and a consequently higher level of traffic on their website than yours.
The key to grabbing some of their search traffic is to rank higher on specific keyword phrases searched by potential customers. That way, when web users use Google or Bing to search terms like “bankruptcy lawyer in Dallas,” your website will appear among the top results on the search engine results pages and receive more clicks.
Use tools like SEMrush (a free resource, with the option to upgrade) to uncover the keywords that your competitors rank highest for. Simply visit the website and enter your top competitor’s website URL. You should see a small table labeled “Top Organic Keywords.”
If the data applied to your top competitor, for instance, you could make it a point to include phrases like “Orange County law firms” and “law firms in Orange County” in your website copy and blog content in order to rank higher on these highly-searched keyword phrases. Or, you could choose to boost your ranking for similar keyword phrases that have less competition, such as “Orange County law practice” or “Orange County legal.”
- Where to find backlinks
SEMrush and other tools can also help you discover which websites provide backlinks (links from outside websites) to your competitors’ websites. More backlinks pointing to your site means better lawyer SEO and greater website traffic.
Underneath the Top Organic Keywords section on your competitor’s SEMrush analysis page, you’ll find a Backlinks section like the sample below (assuming that the data is available for SEMrush to pull; if not, the site will say that they haven’t found any backlinks data).
Once you know the websites that are providing backlinks to your competition, you can reach out and request backlinks to your page as well. For instance, if an online legal publication is featuring blog articles from your top competitor’s website in their monthly newsletters, offer to guest blog for them as well, which can earn your website backlinks that promote your lawyer SEO efforts.
- Topics that engage potential clients
On the topic of blog articles, exploring your competitors’ blog pages is a great way to gather topic ideas that potential clients want to read about. If you notice that an article about qualifying for workers’ compensation has received dozens of comments underneath the article and hundreds of shares on social media, it may be a hot topic thread to explore on your blog. Eventually, this could result in greater lawyer SEO for your site.
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