In today’s digital world, if
people have any query, they straight away turn to search engines, especially
Google. This was not the case some 10 to 15 years back. But now, you get your
answer with just a click of a button, thanks to the internet and the search
engines, especially Google.
Today, no business can think
about surviving in this hugely competitive world, without having a digital
marketing strategy. Law firm internet marketing is no different. If planned and
implemented properly, law firm SEO
expert strategies can open new avenues for new clients and bigger
earnings.
The legal landscape has become
highly competitive, and if you have to survive this cut-throat competition, a
strong law firm SEO strategy is critical, not only to make online connections and
networking but also to generate leads. Firms that are proficient in SEO are
more likely to be successful than those which fail to utilize SEO. As search
engine rankings are critical to the growth of a law firm, we will discuss the best SEO strategies for lead generation.
1. Schema
All websites have a particular
set of Schema- a collection of data that sends signals to the search engines to
let them understand the content and purpose of the website. In law firm SEO marketing, the Schema needs to be
properly formatted and added to the HTML mark-up to create rich excerpts that
are displayed below your website name on the search engine pages. It gives the
searcher a brief idea of what information is contained on the website. Schema
can also be formatted to incorporate star ratings from reviewers. Including
structured data in your website’s Schema is very important.
2. Narrow Down the Sub Niche
Narrowing down the subtopics, along with keyword strategy, to go
with more specific searches, also improves the SEO for law firms. It’s usually seen that people enter non-branded
online legal searches, but they use descriptive keywords to find particular
expertise they need.
So, you have to define the specific
legal area your firm caters to, your area of expertise, the geographical
market, and the kind of lawsuits you take up. You also need to do keyword
research to understand what long-tail keywords your prospective clients are
using in their search. To appear on the SERP, your website should contain all
these keywords on the home page.
3. Building External
Links
One of the best SEO strategies is
to build links. Called Link Building, you have to convince related legal blogs
to include links that would lead back the searcher to your site. Link signals,
according to recent research, contribute 27% to the ranking signals used by
Google to determine search results. Typically, backward links are created by
providing relevant and engaging content as a guest blogger to external
websites, which in turn include links redirected to your website.
4. Keywords
The choice of relevant keywords
to be strategically placed on the home page is very important. Including
purchase-related keywords, contact keywords, cost comparison, and pricing
keywords and location-specific keywords are crucial. One main keyword should be
there on each page. Keyword optimization is an important SEO strategy for lawyer lead generation.
5. Altering website structure
It is
important to have an easy to use the site to improve search results. For that, you
need to group content, navigation, and URL properly. A website needs to be
designed based on the structure of your law firm. The real benefits of SEO for
law firms can only be achieved if you alter the structure of your website to
suit the needs of each of your services and locations to optimize the search.
6. Local Search Visibility
Research indicates that a law
firm’s Google My Business page contributes around 9 percent to Google’s
ranking signals, but in local searches, this contribution jumps to 25 percent.
Reason being that GBM is designed to supply precise information on local
factors, such as office address, contact information, office timings, etc. So,
if a client is searching for a lawyer with particular expertise in a particular
geographical area, Google utilizes the GBM to come up with the appropriate
result. Register your law firm’s profile on as many review sites as possible to
enhance visibility.
7. Social Media
Though social media does not have
any direct bearing on a law firm's SEO, it does help in boosting traffic and
generating leads. Your social media game plan should be a part your law firm
SEO marketing as it complements other SEO strategies. Research has shown that
quite a few networking sites play an important role in attorney search. You
must leverage your social media presence to share relevant and informative
content with links to your blog posts and website.
Conclusion
Implementing the above-mentioned
law firm SEO expert strategies would help immensely in lead generation for
lawyers. You can hire law firm SEO
services to implement these strategies.
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