Leveraging the power of SEO is one of the best ways for elder law firms and independent attorneys to draw in new clients, both from individuals seeking those services, as well as their families. For years now, lawyers have been seeing the benefits of using search engine optimization (SEO) for organic search, pay-per-click (PPC) advertising, content marketing, and other digital marketing tools to increase their online audience, generate leads, sign clients, and open new cases.
In the case of one elder law firm that we work with, 9Sail was able to help them generate 2.15 million impressions, or search appearances, and over 250 conversions during 2021 alone. The firm was able to achieve this with a combination of law firm SEO, paid online advertising, content marketing, and social media outreach, fueled by our comprehensive, personalized digital marketing services.
In today’s increasingly digital business environment, it’s crucial for every elder law lawyer to have a strong online presence to reach potential clients and stay ahead of the competition.
Understanding the Fundamental Components of SEO
To effectively optimize your website for online search discovery with any product or service, it’s helpful to have an understanding of the fundamental components of SEO, or the factors which search engines like Google use to index and rank websites and individual web pages. These optimizations include three main categories:
- On-page optimization: Optimizing the content on your website, including meta tags, titles, descriptions, and keywords for high-traffic search words and phrases.
- Off-page optimization: Building backlinks to your website from other reputable sites, social media promotion, and guest blogging.
- Technical optimization: Optimizing the technical aspects of your website, including site speed, mobile responsiveness, and site architecture.
No one category is more important than any other, since search engines use a holistic analysis of all these ranking factors in order to decide in what order pages will appear on search engine results pages (SERPs). Let’s take a closer look at some of the more significant components of SEO that we focus on.
Link building involves generating high-quality backlinks to your website from other reputable websites. Backlinks signal to search engines that your website is a credible and trustworthy source of information. However, it’s important to ensure that the backlinks you build are from reputable and relevant websites, as low-quality backlinks can have a negative impact on your website’s rankings in search.
Technical SEO involves optimizing the technical aspects of your website, including site speed, mobile responsiveness, site architecture, and crawlability. A website that is fast, mobile-friendly, accessible, and easy to navigate is more likely to rank higher in SERP, as search engines prioritize the experience of internet users.
Keyword research involves identifying the search terms and phrases that potential clients are using to find an elder law attorney. By optimizing your website’s content with these keywords, you can improve your website’s visibility and attract more relevant website traffic. We conduct keyword research to identify the most relevant and high-traffic keywords for the specific services your firm provides.
Local SEO Techniques
Local SEO techniques involve optimizing your website for local search, which is particularly important for any elder law practice that serves a specific metropolitan or geographic area. This includes optimizing your website with local-specific keywords, claiming and optimizing your Google business profile, and building citations on local directories.
Strategic Content Marketing
Creating and publishing high-quality content on your website is an essential component of SEO for law firms. Strategic content marketing involves creating online content that is relevant and valuable to your target audience, and optimizing it with relevant keywords.
Our primary focus is on helping you publish a library of high-quality written content, but depending on your elder law firm’s marketing budget and potential audience, we may recommend publishing videos, podcasts, social media posts, and other content types to better engage with the sorts of people who might be searching for the services your firm provides.
We work with all our clients to develop a broad-based content strategy that covers the topics and content types their audience is searching for, as well as researching competitors to find out how they are winning search traffic, and how to exploit any gaps in their SEO strategies.
What Makes SEO for Elder Law Firms Unique?
Elder law SEO is unique due to the specialized nature of the industry. It requires a deep understanding of statutes, the specific needs of elder law clients, and the legal terminology used in the industry. There are a wide variety of complex issues to consider, relating to inheritance, guardianship and custody, medical issues, interactions with government programs such as Medicare, end-of-life care, and more.
Effective elder law SEO strategies involve using relevant keywords, creating valuable content, and building backlinks from reputable websites which speak to all of these areas and more. This is done in order to make sure you are addressing the needs and concerns of any potential client who might be searching for your services.
The Impact of SEO on Your Elder Law Firm
An effective SEO strategy doesn’t just get your pages appearing at the top of search results; it can also help establish your firm as a thought leader in the elder law industry, leading to increased trust and credibility with potential clients.
Optimizing for organic search is a holistic, ongoing process, and it often takes time, up to 3-6 months or more, to start seeing the results from any SEO campaign. But the payoff is that increases in search position, impressions, website traffic, and conversions from SEO tend to be more long-term and sustainable than other marketing channels.
9Sail’s Elder Law SEO Success
At 9Sail, we have helped numerous elder law firms improve their online visibility and attract more clients through effective SEO strategies. Our team of SEO experts has cultivated a speciality in serving the elder law industry, and has a deep understanding of the unique needs and challenges of elder law. We use a data-driven approach to create customized SEO strategies tailored to the specific needs of each client.
Be sure to read our case study: “Bridging SEO, PPC and Content to Help Generate Revenue for Elder Law Firm.” Find out more about how we were able to design and execute a long-term SEO, paid search, and content strategy to supercharge this elder law firm’s online search visibility, conversions, and revenue.
Ready to Optimize Your Elder Law Firm’s Website?
SEO is an indispensable component of successful digital marketing strategies for elder law firms. By effectively optimizing your website for search engines, you can improve your online visibility, attract more relevant traffic, and become a thought leader in your industry. At 9Sail, we specialize in elder law SEO and can help you develop a customized strategy to achieve your online marketing goals.