A Round-Up of 2023 SEO Trends for Law Firms

Date: December 1, 2023

As 2023 comes around the last bend, the digital landscape continues to evolve at breakneck pace, no less so in the realm of search engine optimization (SEO). For law firms looking to stay ahead of the curve, understanding and adapting to the latest SEO trends is essential to maintain a business edge in the fiercely competitive legal industry. This year, we’re witnessing how a fascinating blend of technological advancements and user-centric approaches are reshaping the ways legal websites rank and perform. From the rise of AI-powered tools to the ever-increasing importance of user experience (UX), the SEO playbook for law firms is getting a significant update. 

In this article, we’ll explore the key SEO trends from 2023 that law firms need to know, offering insights into how you can optimize your digital strategy for better visibility and engagement. Whether you’re just starting to dip your toes into SEO or looking to refine your existing strategy, these insights will help you navigate the dynamic SEO landscape as we move into 2024.

The New “E” in E.E.A.T.

2023 introduced a significant update to Google’s content evaluation criteria with the addition of ‘Experience’ to the page-ranking acronym E.A.T. (Expertise, Authoritativeness, Trustworthiness). This change is particularly impactful for law firms, emphasizing the value of content created from real-world legal expertise.

Content that reflects practical experience in the legal field is now much more likely to gain higher rankings. Law firms have a unique opportunity to leverage their professional experiences in creating content that not only aligns with Google’s E.E.A.T. criteria but also resonates with clients seeking authentic legal advice.

A Focus on Helpful Content

During 2023, creating genuinely helpful content has been at the forefront of SEO strategies, and law firms are no exception. Every Google algorithm update this year has increasingly favored sites that provide informative, accurate, and user-friendly content. For law firm content marketers, this means crafting content that not only incorporates keywords but also thoroughly addresses the needs and questions of their audience.

This trend emphasizes the importance of producing content like in-depth blog posts, comprehensive legal guides, and FAQs that offer clear and actionable information. Older pages can be audited to discover any that could benefit from a fresh content update, or content may be added to help capture rich elements on search engine results pages (SERPs) such as Google’s Featured Snippet.

But the focus on helpful content goes beyond just appeasing search engines. It’s about building trust and credibility with your audience. When potential clients find valuable and relevant information on your site, they’re more likely to consider your firm as a reliable source for legal services. By prioritizing the creation of helpful content, law firms can enhance their SEO while strengthening their client relationships and overall brand reputation.

Algorithm Shifts from Core Updates

The SEO landscape in 2023 was significantly influenced by Google’s core algorithm updates, which are reshaping how law firm websites are evaluated. These updates place a greater emphasis on content quality, understanding user intent, and overall site performance.

For law firms, maintaining or improving search position means staying current with these changes. Content should not only be keyword-optimized but also rich in information, easy to navigate, and in direct response to user queries. Regular website audits and adherence to SEO best practices are more important than ever to bolster positive search results.

For example, Google’s Core Web Vitals, which measure pages’ UX performance, will be changing in March 2024, replacing one of three metrics (First Input Delay, or FID, is changing to Interaction to Next Paint, INP). Failing to keep current with changes like this would mean losing a significant advantage to better-informed website owners.

These algorithm shifts require a balanced approach: focusing on high-quality content, technical SEO, and understanding your audience’s needs. Adapting to these changes can help law firms enhance their online visibility and provide better user experience and engagement, both highly valued by search engines.

Major Advancements in Artificial Intelligence

2023 was a pivotal year for AI in SEO, bringing significant changes to content strategies for law firms. AI technologies, especially those that leverage natural language processing (NLP), are revolutionizing how content is created and optimized.

Law firms can now use AI tools for efficient keywords research, content optimization, and even drafting initial content. However, AI-generated content should always be reviewed and supported by human expertise to maintain authenticity, particularly in the complex and nuanced field of law.

AI is also changing user search behaviors, with an increase in voice searches and AI-driven queries. Law firms should adapt their content to these trends, optimizing for conversational queries and long-tail keywords. Embracing AI in SEO means enhancing your ability to connect with your audience effectively, ensuring your content remains both visible and relevant.

Optimizing for Voice Search

Going forward from 2023 into 2024, voice search optimization is becoming ever more important for law firms. With incredible advancements in voice-activated devices, adapting your content to fit this trend is key. Voice search queries are typically longer and more conversational, and often framed as questions.

For law firms, this means tailoring content to answer these types of queries. Including a FAQ section on your website can effectively address common voice search questions. Additionally, optimizing for local SEO is vital, as many voice searches are location-based, like searching for nearby legal services.

Leveraging Video Content and Other Visual Elements

Incorporating video and other visual elements has gained renewed importance this year for law firm SEO strategies. Videos provide an engaging way to present complex legal information and can significantly enhance your website’s user experience and SEO when optimizing your videos correctly.

Law firms should consider creating a variety of video content, such as explainer videos, client testimonials, and legal process overviews. Additionally, other visual elements like infographics and high-quality images can make content more appealing and understandable. As you include more graphical elements, don’t forget to follow image SEO best practices, including keyword-optimized alt text & file names, as well as compressing file sizes for fast download.

User Experience is Key – Especially on Mobile

In 2023, as in previous years, a stellar mobile user experience was tremendously impactful for law firm SEO. With a significant portion of web traffic now coming from mobile devices, ensuring your website is mobile-friendly is critical for reaching potential clients and boosting just about every search ranking factor.

Responsive design, fast loading times, and easy navigation are key elements of a mobile-friendly site. Google’s mobile-first indexing means your mobile site’s content quality should be your first priority for SEO success. Prioritizing mobile UX not only aids in SEO but also caters to the growing number of clients who rely on mobile devices, both textually and via voice activation, for online searches.

Prepare for 2024 with 9Sail’s Law Firm SEO Services

If you’re ready to incorporate insights gleaned from 2023 as we step into 2024, bolster your law firm’s online presence and harness the power of the latest SEO trends, our team at 9Sail is here to help. We specialize in crafting bespoke SEO strategies that align with your firm’s unique needs and goals. Contact us today to learn how we can help your law firm thrive in the ever-changing world of digital marketing.