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10-step SEO strategy for law firms

13 March 2023

As a law firm, it’s essential to have a strong online presence in order to attract potential clients. But simply having a website isn’t enough – you need more in order to stand out from the crowd. One of the most effective ways to reach prospective clients online is through search engine optimization (SEO).

SEO involves optimizing your website and content in order to improve its visibility in search engine results pages (SERPs). In other words, you take specific steps to ensure that potential clients find you on Google before they find your competition.

Check out our 10-step SEO strategy for law firms and follow these simple tactics to reinforce your online presence and reach new clients.

1. Research keywords & search intent

The first step in any successful SEO strategy is keyword research. Identify the words and phrases that potential clients might use to search for a law firm like yours. For instance, if your practice is focused on employment law and your office is based in Madrid, a keyphrase you may want to consider is ’employment law firm in Madrid’. As it is a highly competitive keyword, you may need to narrow it down. Check out our article on keywords for more details on what they are and how to choose the right ones.

You can use tools like Ahrefs, Answer the public and Google’s Autocomplete, People also ask and Related searches, to find relevant keywords and assess their search volume and competition.

2. Optimize your website with keywords

Once you’ve identified your keywords, make sure you use them strategically throughout your website. This includes your website’s content (practice area and services descriptions, blog posts, lawyer bios), metadata (such as meta titles and descriptions), and URLs.

Just be careful not to overuse keywords. Keyword stuffing can actually hurt your rankings and is considered black hat SEO, which means a practice that goes against search engine guidelines. It’s important to remember that you are creating content first and foremost for humans, not for machines.

3. Maintain a high-quality blog

A blog can be a great way to attract potential clients and demonstrate your expertise, in addition to another opportunity to use keywords. Make sure you update it regularly with high-quality, informative content. Consider topics that potential clients might be searching for, such as how to handle a specific legal issue, recent legal changes or trends.

Keyword research tools also come in handy if you are looking for inspiration for your blog. Try out Answer the public, Answer Socrates or our favourites – the Google trifecta: Autocomplete, People also ask, Related searches.

* Pro tip: if you keep on clicking on questions in Google Search’s People also ask, you’ll get an infinite amount of related topics.

4. Use reputable directory listings

Being listed on reputable directories can improve your online visibility and help potential clients find you. Make sure your information is accurate and up-to-date, including your firm’s name, address, and phone number.

Talking of online listings, a Google Business profile is a must for any law firm. Find out more about it in our article: What is Google Business and how to make the most of it.

If you are ranked in legal directories, take advantage of their domain authority (typically they rank higher than law firms’ own websites) and optimize your profile.

5. Build quality backlinks

Backlinks – links from other websites to your own – are a key factor in SEO. They give authority and recognition, which reassure Google that a business is authentic and trusted. Try to get backlinks from high-quality, relevant websites (legal directories, chambers of commerce, sector publications). You can do this by creating shareable content, reaching out to other websites to request a link, or participating in guest blogging opportunities.

6. Be active on social media

Take advantage of social media platforms to engage with clients, raise brand awareness and share updates about the firm’s services and successes. Presence on social media reinforces online authority, which helps SEO.

Make sure your social media profiles are up-to-date and that you’re sharing your blog posts and other content regularly. Engage with followers and respond to comments and messages promptly.

Depending on your target audience and content marketing strategy, some networks may be more suitable than others. Check out our tips on using LinkedIn for law firms.

7. Make analytics your best friend

A good SEO strategy should be based on data above anything else. Tracking organic traffic on your website, bounce rate, time spent on site, conversions and overall performance is essential in order to know what works and what doesn’t. Monitor your website’s performance using tools such as Google Analytics, Search Console Page Speed Insights.

Learn more about how technical aspects, such as speed, affect SEO, or how user experience, measured with bounce rate and other metrics, also influence your website’s optimization.

8. Manage online feedback

Google reviews can make or break an online reputation. Most users consult reviews before making a decision to contract one business or another. Therefore, monitoring and responding to online reviews and feedback is essential. It helps your law firm maintain a positive online reputation and shows potential clients that you’re responsive and care about your clients’ experiences. 

Also, the more reviews and responses you have, the more Google will notice your firm and rank it higher in its results. So it’s a good idea to incentivize customers to leave feedback after they’ve used your services. 

Benefit from the opportunity to respond to reviews and use more of your chosen keywords in the responses, rather than sticking to simple Thank-yous

9. Optimize for mobile

With more and more people accessing the internet on their mobile devices, it’s crucial that your website is optimized for all kinds of devices. Make sure it’s easy to navigate and pages load quickly on smartphones and tablets. Consider using a responsive design that adjusts to different screen sizes. You can quickly check if your website is mobile friendly in Google’s Mobile-Friendly Test or see how it displays on a variety of devices with the Mobile Simulator extension for Chrome.

10. Continue improving

SEO is an ongoing process and position in search engine results pages (SERP) takes a relatively long time to change. It’s important to continuously re-evaluate and adjust your strategy based on fresh data and results.

Google often launches updates and improvements to its algorithm and to SEO recommendations, so it’s important to adapt optimization tactics and internal practices accordingly.

Legal Marketing FAQ2023-04-15T09:31:29+00:00

What is legal marketing?

Legal marketing refers to the process of promoting a law firm, legal services, or lawyers through various marketing strategies, such as content marketing, search engine optimization, social media marketing, and advertising.

How can legal marketing help my law firm?

Legal marketing can help your law firm increase its visibility, generate leads, and acquire new clients. It can also help you establish your law firm’s brand, reputation, and authority in your practice area.

What are the best legal marketing strategies?

The best legal marketing strategies depend on your law firm’s goals, target audience, and budget. However, some effective legal marketing strategies include creating valuable content, optimizing your website for search engines, building your online reputation, and using paid advertising.

What is content marketing for law firms?

Content marketing for law firms involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The content can be in the form of blog posts, videos, infographics, e-books, webinars, and podcasts.

How important is search engine optimization (SEO) for legal marketing?

SEO is crucial for legal marketing as it helps your law firm’s website to rank higher in search engine results pages (SERPs) and attract more traffic. This, in turn, can increase your law firm’s visibility, credibility, and authority.

What is social media marketing for law firms?

Social media marketing for law firms involves using social media platforms, such as Facebook, Twitter, LinkedIn, and Instagram, to promote your law firm’s services, engage with your target audience, and build your brand.

How can online reviews help my law firm’s marketing efforts?

Online reviews can help your law firm to build trust, credibility, and reputation online. Positive reviews can also encourage potential clients to choose your law firm over your competitors.

How can I measure the success of my legal marketing efforts?

You can measure the success of your legal marketing efforts by tracking key performance indicators (KPIs), such as website traffic, search engine rankings, lead generation, social media engagement, and conversion rates.

SEO FAQ2023-04-15T09:38:27+00:00

What is SEO, and why is it important for my website?

SEO stands for Search Engine Optimisation, and it’s the practice of optimising your website’s content and structure to rank higher in search engine results pages (SERPs). Good SEO practices are essential for increasing website traffic, visibility, and credibility.

Which are the four pillars of SEO?

The four pillars of SEO are content, technical aspects, user experience and authority.

How do I optimise my website for search engines?

There are several best practices to optimise your website for search engines, such as using relevant keywords, creating high-quality content, optimising meta tags and descriptions, building high-quality backlinks, and improving website speed and mobile responsiveness.

How often should I update my website’s content for SEO?

There’s no set frequency for updating your website’s content, but it’s essential to keep your website up-to-date and relevant for your target audience. Updating your content regularly can help improve your website’s visibility and search rankings.

How long does it take to see results from SEO efforts?

The time it takes to see results from SEO efforts varies depending on several factors, such as the competitiveness of your industry and the quality of your SEO practices. It could take a few weeks to several months to see noticeable results from SEO efforts. However, it’s important to remember that SEO is a long-term strategy, and consistent efforts over time will yield better results.

Is it essential to have a mobile-responsive website for SEO?

Yes, having a mobile-responsive website is essential for SEO because Google considers mobile-friendliness as a ranking factor. A mobile-responsive website ensures that your website is easily accessible and user-friendly on mobile devices.

How do I optimise my website for local search results?

If you have a physical location, you should optimise your website for local search results by including your business address and phone number on your website, creating a Google My Business listing, and getting listed in local directories.

Can I use any keyword I want to rank for in my content?

No, you cannot use any keyword you want to rank for in your content. You should only use keywords that are relevant to your content and target audience. Avoid using irrelevant or spammy keywords that could harm your website’s credibility.

What are backlinks, and why are they important for SEO?

Backlinks are links from other websites that point to your website. They’re essential for SEO because they’re a signal to search engines that your website is credible and authoritative. However, not all backlinks are created equal, so it’s important to focus on building high-quality backlinks from reputable websites.

2023-05-26T11:43:27+00:00March 13, 2023|Legal Marketing Posts|
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