When it comes to marketing a law firm there are many components that must be covered, especially for personal injury lawyer SEO. Personal injury keyword phrases are extremely expensive to bid on when running online ads. Knowing how to hire a lawyer marketing agency that is experienced in SEO for law firms is crucial to your success. Read on to learn more so you can make an informed choice.
As mentioned above, in order to avoid having to pay exorbitant advertising costs it is important to have a solid keyword strategy and populate the pages of your website with quality content. Part of this “on-page SEO” is internal linking to relevant pages and posts as well as relevant external links to sites that provide references and more information on your content.
Another area of SEO is off-page SEO which involves building backlinks to your site and enhancing your site’s authority and credibility by having it mentioned by other credible websites. We will go into this and other key components of SEO in more detail below.
Even though the search engines don’t focus on keywords as much as they did twenty years ago, the algorithms are still driven by keywords and the topics that real people are searching for. We utilize a variety of keyword research tools to discover these terms including AHREFs, Google Search Console, a People Also Ask emulator, and more. Taking the time to do this work enables us to build a solid strategy for success for our clients. Read some of our law firm case studies here:
Click here to read about a family law firm that increased caseload five-fold in a few months.
After doing our keyword research, we take the keyword phrases we want to rank well for and we build pages around them. For optimal search engine rankings, content must not only be well written but research shows that longer content tends to outrank shorter content. When evaluating a law firm’s website word count is one of the factors we consider. It is also necessary to have individual pages for each of your practice areas and geotargeted pages for areas nearby that you want to rank for. An example of this would be like this page for one of our family law clients, Naperville Divorce Lawyers.
Another often overlooked piece of the law firm marketing puzzle is blog marketing for lawyers. Let me explain why it is necessary. Search engine spiders crawl web pages to determine if they should be indexed on the web and also how highly they should rank. The more often you post blogs the more often the spiders return which helps to increase rankings. Our legal clients that follow our advice and post for times a month have had the greatest success, in fact, one has doubled his revenue in the last year.
Another important aspect of a solid law firm marketing strategy is acquiring quality backlinks. This has to be done the right way or search engines like Google will penalize you. If you build too many links too quickly they will see that as unnatural. They will also penalize you for linking to sites they consider spammy or of low authority. This is yet another area best left to professionals and at FORWARD Lawyer Marketing we have teams that have many years of experience.
Local SEO, as the name denotes, is focused on geo-targeted areas. Large national and international companies generally don’t need local SEO because they do business on a larger scale. Law firms for the most part tend to focus on specific local areas unless they are extremely large firms with offices in multiple locations. Due to the competitive nature of the legal terms for law firms, local SEO for lawyers is even more crucial than for many other types of businesses. At FORWARD Lawyer Marketing, we focus on local SEO to help our attorney clients outrank their competition.
From one of our recent blog posts, here are eight of the top reasons you should focus on local SEO for your law firm:
Another very important component of your local SEO strategy is to claim your Google Business Profile and optimize it. Below are some of the most important steps to take.
Local directory citations are any online mention of the name, address, and phone number of a local business. Citations can occur on local business directories, on websites and apps, and on social platforms. Citations help Internet users to discover local businesses and can also impact local search engine rankings.
At FORWARD Lawyer Marketing, we also do all of this for you to help you the competition in your local area.
Many companies overlook social media marketing and in this day and age that is a huge mistake, the average person spends over 145 minutes a day on social media. We suggest for most law firms that they at least market on Facebook, Instagram, and Twitter. For the law firms willing to go further, we also highly recommend that firms create videos and post them on YouTube as well as on their blogs and other social media. The law firms we have that are doing this are seeing huge increases in rankings. Read how we perform social media management for lawyers here.