SEO Fundamentals To Grow Your Law Practice

Date: September 27, 2022

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Search engine optimization (SEO) is an essential part of your firm’s marketing strategy. At least, it should be! Your firm may be missing out on a significant opportunity to increase your client base and grow your practice. Law firm SEO is a unique form of SEO that focuses on ranking your website at the top of search engine results pages (SERPs).

Law firm websites are complex, so it’s not surprising that they require specialized SEO techniques. In addition to all the usual things you’d do for any website — keyword research, content creation, link building — there are several more legal-specific elements that can help your site rank better in search results.

Optimize Your Site for Google Search Results

Pages must meet specific criteria before ranking highly in Google’s results pages, including having good content and backlinks from reputable websites with high authority.

It’s crucial that you invest time in making sure your content is high-quality so that it appeals to both search engines and users. Ensure your content offers something of value to your audience, gives them all the information they need and is easy and enjoyable to use and navigate.

Google Analytics

Google Analytics is another vital tool for SEO. It’s a free resource that will help track and monitor your website traffic and effectively tell you its distribution. You can then use that data to adjust your strategy accordingly. 

For example, if you find that most of your traffic comes from social media platforms, you might want to invest more time building up those platforms. Additionally, once you have a good idea of where people are coming from, you can start to optimize your site for specific keywords.

Use Local SEO

You can’t afford to ignore local SEO when enhancing your law firm’s digital presence. It’s one of the most important aspects of your business and can sometimes be the most overlooked.

Local SEO is essential to any digital marketing strategy because it appears in local search results on Google and other search engines. It allows potential clients to find you in their area and get answers to questions they may have about you and your services.

Unfortunately, if you’re not utilizing local SEO, you could miss out on hundreds, if not thousands, of potential new leads each month. Here are some basic tips for getting started with local SEO:

  • Create unique listings on Google Business Pages
  • Gain consistent high-quality, positive reviews
  • Use relevant keywords in your content

Earning High-Quality Backlinks to Your Website

Another one of the most important ranking factors is the quantity and quality of backlinks a page has. A backlink is a link from another website to yours. Having more links from well-known websites causes Google to view your site as more authoritative, ultimately improving your rankings.

You can earn links naturally simply by creating quality content that others want to link to. Infographics, in-depth content, and statistics roundups perform especially well in this area. Another way to build links is to reach out to publishers and suggest that they link to one of your pages as a way to add value to their content.

Find a specific piece of content from a publication online, pitch a specific link from your website (one that is relevant to the content), and explain how that link will enhance the piece’s content.

Another way to land backlinks is through guest blogging. Guest blogging allows you to create your own original content, and include links to key pages on your website within that content. Once published in a news publication, blog or industry-specific website, your firm will be able to receive traffic from the audience of those platforms.

Grow your Law Firm with 9Sail

SEO doesn’t have to be difficult. At 9Sail we help design a strategy to meet your unique needs. Get started by contacting us today for a free site audit!