SEO for Lawyers
As a lawyer, you need to have an encyclopedic knowledge of the law. Your attention must be focused 100% on your clients, the particulars of their cases, and the flawless strategy you’ve developed to bring them legal victory. We don’t have to tell you that this can be time consuming.
What you certainly don’t need to be spending time on is marketing efforts. What you need is a sustained marketing system that continuously keeps your phones ringing with new potential clients. The answer lies in law firm SEO.
SEO stands for Search Engine Optimization. It is the process in which, through a variety of content tweaks, you can improve your standing on popular search engines such as Google. This ensures that when someone in your area does a search for the services you offer, it is your firm that comes up first.
A steady self-generating stream of new leads? Sounds good, right? So, how do you get started? SEO is not a simple process. To ensure maximum effectiveness, it takes a ton of effort and expertise. Much as your clients need an experienced and sharp legal team, so too do you need a squad of SEO specialists ready to enact a flawless content strategy to turn your site into a hub of expert legal information.
The 9Sail team knows law firm SEO with the same level of depth that you know the law. What’s more, we know how to create perfect SEO strategies for law firms. We’ve done it before, and we will do it again! Our eight-step process ensures that your website goes from simple online presence to lead generation powerhouse.
When you take on a new client, you have to learn everything there is to know about them and their case. It is no different for us. We pour over your existing website in order to better acquaint ourselves with your firm, your individual voice, and your audience.
We’re mostly looking to see what can be improved to aid in your SEO efforts. We create a list of what works on your site, and what could stand to be improved. Once we know your online home backward and forward, it’s time to examine the competition.
Who is standing on the top of the SEO mountain currently? Why are they on the first page of Google, while you’re stuck on page eight? That’s what we try to figure out through competitive analysis. We need to know what your competitors are doing in order to properly counteract them.
What keywords are they ranking for? How often do they blog? What are their title tags? Do they have a strong meta description? We look at this for each of your high ranking local competitors.
Using the most advanced tools Google has to offer, we dive into the services that you specialize in, and find what keywords are associated with them. Keywords need to be relevant to your firm’s services and high in search volume. If you practice family law, it will do us no good to try and rank for real estate law.
Trying to trick Google is never a good thing. They will figure out what you’re doing and penalize you for it.
Similarly, if “divorce attorney” gets 1,000 searches per month and “family lawyer” gets 55, then we know that we should prioritize divorce attorney as a high-volume keyword. Once we have our list of keywords, it’s time to get to work.
Your title tag and meta description together are like a mini profile that tells Google what you do. If your title is just the name of your firm, you’re missing out on one of the simplest ways to boost your SEO score. Google already knows the name of your firm. What it does not yet know is what you specialize in.
Your meta description needs to be both informative and optimized. A meta description is a 320- character summary of your site’s content. It needs to be rich with keywords, descriptive of your services, and appealing enough to encourage clicks.
We need to take those keywords that were selected in step three in seamlessly weave them into your content. This is the part that takes true writing skill and finesse. We are speaking as you, and we want to inspire both faith in your expertise from Google, while also trying to encourage potential clients who have navigated to your page to pick up the phone and call.
People want to know their attorney is intelligent and knowledgeable. Before they ever meet you face to face, this has to be conveyed through flawless content.
Your site needs to be a content powerhouse. New blog articles should go up regularly, meant to inform and impress both Google and your clients. These blogs are optimized with keywords and posted strategically in order to maximize your exposure.
Google loves fresh and original content. As such, it’s important for us to provide you with copious copy in order to satiate Google’s hunger for information while simultaneously impressing your audience with legal expertise. The 9Sail team specializes in legal blogging, ensuring that all articles adhere to your state Bar association’s guidelines for content.
If at any point during this process you’ve been thinking to yourself, “well I could do that myself,” this is the part where that stops. Link and citation building is one of the most difficult and important steps in the SEO process. We need to get highly relevant and high-ranking websites to either link back to your site, or list your name, address, and phone number in the form of a citation.
Obviously, the goal of SEO is to convince Google that you’re a legal expert. But Google is not just going to take your word for it. When a respected site links to you, it’s as if they’re giving Google their vote of confidence in your expertise.
SEO is an ongoing process. There is no case closed moment. Even once you achieve page one status, it’s not over. You need to take the mountain and then defend it. 9Sail works continuously, altering your content, creating blogs, and generating more links and citations in order to get you to the top and keep you there.