In the modern world, for a successful career as a lawyer, only knowledge in the specialty is not enough. Representatives of the professional community state that many lawyers today take an outdated position, in particular, they do not pay due attention to the promotion of their services. But in the world of Internet technologies, the legal business will become more successful if the owners invest in digital marketing for law firms in particular, in PR campaigns and SEO optimization of their sites.
Three factors are essential for the success of your legal business: visibility, recognition, and conversions. But how can this be achieved? The answer to this is SEO.
Did you know that 93% of people do an online search when they need legal advice? But that’s not all. 76% of people visit a lawyer’s website before taking any action.
What does it mean? Well, if your legal business website is not to search engine optimized, you will be in a bit of a quandary. The reason is simple: 93% of the people we just mentioned won’t see your business when they search Google or any other search engine. When it comes to lawyers, there are many things that can be achieved with a well-thought-out SEO for lawyers.
Focus on Local SEO
More often than not, when someone is looking for a lawyer or other professional from a legal niche, they are looking for someone in their area. That’s why a significant part of your SEO strategy should be targeted to the local target audience.
While all SEO efforts can contribute to local SEO, there are some things you can do to reach local audiences in particular: Use local keywords. Local keywords are keywords that people in a particular region are searching for and are based on location. If your law firm is based in Chicago, you might want to rank for the keyword “best lawyer in Chicago,” for example. Keep this in mind when searching for keywords.
Choose the right keywords
Keyword research is one of the important aspects of SEO for lawyers. If you don’t do it right, many of your next steps will be wasted. For example, if your firm specializes in personal injury, it is useless for you to rank highly when searching for general legal services. You will need to invest in SEO for personal injury lawyers.
Here’s what to focus on Consumer Profile.
It is very important to understand who your target audience is and what they want. Only when you understand the demographics and psychographics of your audience can you determine what they are looking for and how to reach them.
Purpose of search
Determine what you want to achieve with keywords. There are different types of keywords that have different search intents. For example, informational keywords are used when someone wants to know more information about a topic. For example, “how to file an assault complaint. The person searching for this keyword is not looking for any services – they are looking for advice. Writing an informative blog post for this keyword would be the right place.
A commercial keyword reflects the intent to make a purchase. An example is “the best lawyer in Chicago.” Whoever is looking for this is definitely looking for legal services. Including this keyword in your website content as well as blog posts would be the right decision.
Ease of ranking
Good things don’t come cheap. When a keyword is more popular, it is harder to rank because the competition is much higher. And when we say “harder” we mean that achieving a good rank will be more expensive and time-consuming. If you have the resources and ability to rank for that keyword, great! But if you don’t, it would be a good idea to choose keywords with lower competition.
A good way to figure out which keywords you should use is to research your competitors, preferably from the same region. The keywords they rank for are the ones you want. Why? Because you know that they work – they attract customers.
Ensure keyword optimization
Once you have identified keywords that you can easily rank for and that will be useful for your legal business, you need to put them into action. Your law firm’s SEO is only as good as your content optimization level. That’s why you need to improve your current content so that it contains the keywords your target audience is searching for.
· Optimize all your content including web page copy and blog posts.
· Optimize your meta tags i.e. title tags and meta description tags.
· Use appropriate title tags to structure your web page and include keywords where possible.
Track progress, make improvements
Regular reviews of the law firm’s SEO strategy implementation are essential. Keep a close eye on metrics such as website traffic, bounce rate, ranking positions, shares, online reviews, leads generated, conversions, and more. By doing this, you will know which of your game plans are working and which are not producing the results you were hoping for. With this very valuable information, you will be able to make informed decisions about the changes you need to make.
It remains to add that the number of areas that a modern lawyer has to master is growing very rapidly, and the speed of assimilation of new information is becoming a key skill today. A lawyer will be able to master the work of a PR manager, SEO specialist, marketer, and SMM specialist. This will help his business to rise to a new level and generate more income.