Lawyer SEO combines link building, blog content, podcasts, on-page and technical SEO, and commercial-intent keywords to help a law firm rank higher on Google and reach more potential clients. The tactics below break down each piece of the strategy so you can apply them to your own site.
Link building
Link building is a core part of any lawyer SEO campaign. It increases your visibility to potential clients, improves search engine rankings, and helps establish you as an expert in your field.
Start by analyzing your competition. Identify what types of links each one is acquiring and why. Then pick strategies that fit your practice.
Add your law firm to reputable legal directories geared toward the legal profession. These include low-impact links and may also appear on local business pages.
Next, create accounts on major social media platforms and consider starting a Meetup group. This is a practical way to network and build relationships with your local community.
Blog posts
If you work in the legal industry, a blog is a direct way to stay current and communicate with your clients. The most effective posts are well written and informative, and they can also showcase your skills as a lawyer.
Writing a blog for your law firm lets you cover the subjects you care about, namely your clients and your community. A personal injury attorney, for example, will likely write about car accidents in the area, while a divorce attorney may cover family issues.
Podcasts
Podcasting can boost your law firm’s SEO and help you build an engaged audience. Podcasts let you deliver a personalized message to potential clients and are a cost-effective, accessible marketing medium.
The success of your podcast depends on finding topics with a large number of searchers and providing an engaging experience. It also depends on your voice and how well you engage your audience.
In addition to content, you need a strategy for your podcast. Optimize each episode across multiple platforms and use keyword phrases. A free keyword research tool such as Ubersuggest can help.
A podcast gives your legal practice a platform to showcase your expertise and educate the public about important topics in your field. This can lead to new prospects and leads.
On-page, off-page, and technical SEO
Search engine optimization is a complex process made up of three main categories: on-page, off-page, and technical SEO. Each type has its own strengths, and combining all three is the best approach.
On-page SEO covers the changes you make to your website. You can adjust the title, tags, and content to improve your ranking.
Off-page SEO covers the activities you do outside of your website. These include networking, guest posting, and link building. The most common way to improve rankings is to build backlinks. Google does not favor links that use unnatural anchor text, so focus on building natural, relevant backlinks.
Keywords with commercial intent
Attorneys need commercial search intent keywords to convert leads into clients, and this approach can also boost top line revenue. Combining commercial intent with organic lawyer SEO helps a firm grow its online presence.
Commercial search intent is a growing area of digital marketing for attorneys. These keywords often appear in comparison shopping and product reviews, and they describe the legal services a particular law firm offers.
Law firms can use Google AdWords and Bing Ads to run keyword searches and check the suggested bid and CPC value of a given keyword. A higher CPC value means advertisers are willing to spend more on that keyword.
FAQ
What are the main parts of a lawyer SEO strategy?
Link building, blog posts, podcasts, on-page and technical SEO, and commercial-intent keywords.
Why does link building matter for attorneys?
Link building increases visibility to potential clients, improves search engine rankings, and helps establish a lawyer as an expert in their field.
How can law firms find commercial-intent keywords?
Law firms can run keyword searches in Google AdWords and Bing Ads, then check the suggested bid and CPC value. A higher CPC value signals that advertisers are willing to spend more on that keyword.