SEO for Divorce Lawyers

What Is SEO?

As we mentioned above, SEO is a set of marketing practices and techniques. We design, create and analyze websites using these techniques. The point is to make our clients rank higher on Google search results pages as well as the other major search engines.

Most websites aren’t really optimized for search engines. Here are some of the things we do to increase ranking:

• Selecting words and phrases that people search for, and then incorporating those keywords into articles and webpages
• Creating descriptive captions for images and videos for search engines to index
• Writing informational articles on subjects that people are searching for
• Providing useful links to other pages on our clients’ websites

This all adds up to a better search ranking and it is something that must be done continually. SEO is an evergreen task, not something that is just done one time.

How Do Search Engines Work?

SEO practices are based on how search engines work. These powerful systems do more than match search keywords with website articles. Google’s Jacob Devlin and his colleagues developed the latest technology that seeks to process and understand natural language in 2018. Called BERT for short, it stands for Bidirectional Encoder Representations from Transformers and is a Transformer-based machine learning technique for natural language processing (NLP) pre-training.

Search engines take hundreds of points of data and correlate them. The result is a simple list, but the process behind generating that list is one of the most advanced computing applications in the world.

Information about your site, about user behavior, about your site’s status relevant to other websites: Search engines use it all. Here are some examples of things that could change your rank:

• The quality of the article
• The amount of time a visitor spends on the web page
• How many websites link to your article
• How many people select your website from the search results page
• Whether people remain on your site after visiting it
• How people interact with multimedia content, such as videos
• The size of the paragraphs in the article and the presence of subheaders and tags

Building Your Website With Quality Information

One thing that many people overlook is the quality of their online content. To visitors, your website is more than an invitation to contact you. It is a source of information, a test of how credible you are, and an example of how you communicate. Thin content can impact SEO, this is why it pays off to invest in well-written content and not just put a couple of hundred words on a page and call it done.

Obviously, defining quality content involves a qualitative assessment. Here are some of the questions we consider:

• Does it speak to people with your most desirable cases?
• Does it engage the viewer or reader?
• Does it represent your brand?
• Is it easy to access and understand?
• Is it free of spelling and grammatical errors?
• Is it optimized for search algorithms?
• Is it in the correct file format and markup layout?

At FORWARD, it isn’t just one person making all these considerations. We have a team of writers, computer programmers, analysts, editors, project managers, and an SEO Director with well over two decades of experience in the field who reviews every piece of content. Everyone has something to contribute to every piece of content we publish on behalf of our clients.

On a related topic, the same rules go for the rest of your web presence — including social media. We also offer social media management services, helping you create a cohesive, profitable brand for your business across all channels.

Generating Quality Leads

One of the ultimate of goals search engines is to give people the information they’re looking for. SEO aligns your website with that mission.

This means that SEO helps you generate traffic that matches the content on your website. You get the attention of people who are looking for the exact type of services you offer.

This is the category of people most likely to spend more time on your website, a behavior that raises your search rank. They’re more likely to contact you for additional information. They’re more likely to hire you to represent them during their divorce.

FORWARD Lawyer Marketing SEO Services for Divorce Law Firms

As much as we’d like to, we can’t advertise a flat rate price or even a distinct set of services for SEO. That’s because what you need will depend on your goals, your website’s current structure and content, and so on.

We can support you in all of your online marketing goals. Here are some of the services we offer:

• Initial and ongoing personal consultations
• Personalized SEO strategy — no cookie-cutter solutions
• Website design and redesign
• SEO audits and analysis
• Blog marketing, website rewrites, website content buildouts, and other writing services
• Content optimization
• Google Analytics management, tracking, and reporting
• Chatbots and live chat services
• Video, audio, and photo content production
• Social media management
• Integration with call tracking, PPC, Facebook advertising, and more for maximum tracking and accountability

You can start small and scale up or start big — but the important thing is to start soon. Please contact us for an initial consultation at your earliest convenience.

We Doubled a Family Law Firm’s Client Retention

In the abstract, this can all get confusing. Here’s how one of our family law clients benefited directly from our services

We started with this client in February of 2018. The firm ranked quite low for all 20 of the keywords we identified as having high value. Their site didn’t show up on the first or second results page — and when was the last time you clicked past even the first page?

Fast-forward to September of 2020. We now have SEO plans for 118 keywords. Our client is on the first page for 103 of them.

That’s a big deal. To amplify their SEO results, we also instituted an ad campaign through Google’s PPC (pay-per-click) service. We tracked over 60 inquiries per month from this program alone, leading to a combined doubling of new client retention.

We rolled out targeted, sustained strategies. We set appropriate client expectations. We tracked progress. We empowered our clients to focus on what they do best — providing quality legal services.

Which Types of Divorce Law Firms Need SEO?

Anyone who wants to be found on the internet should probably invest at least some resources into SEO. Of course, that includes divorce law firms

A winning approach to SEO for divorce law tends to focus on highlighting your firm’s unique selling points, special services, and geographic location. That works for nearly any divorce concentration, such as:

• High-asset or complex-asset divorces
• Child support and alimony/spousal support
• Asset division
• Paternity, adoption, and so on
• Child custody, visitation, and parenting plans
• Emancipation of minors
• Negotiation, arbitration, or any form of alternative dispute resolution
• Divorce litigation and appeals
• Guardians ad litem
• Grandparent custody and extended family custody
• Domestic abuse and sexual abuse
• Hidden asset discovery
• Tax optimization
• Military divorce
• Same-sex divorce
• QRDOs and other specialist practices

This is not a complete list. If you don’t see your exact focus, please contact us to discuss your firm and the possible scope of any SEO efforts.

Providing a Resource for Your Clients

There’s another commonly overlooked benefit of SEO. It establishes a resource for your potential and existing clients.

It is, of course, part of your job to explain divorce law to your client so they can make the best possible decision. If you’re like many lawyers, you prefer to do this in person. However, SEO builds up your website so you can also send links to relevant topics when people have questions. It also helps to build your authority and credibility as an expert in your field.

Rather than answer all of the FAQs for each new client, you could direct them to a page specifically designed for your practice. Typically, that answers some of your clients’ general questions — and helps them express the specific concerns of their unique case.

One tactic that we like to employ with our divorce attorneys willing to do it is to create videos answering common questions people have. We then transcribe that video into written content as well so we have both video and written content.

 SEO For Divorce Lawyers FAQs

How Does On-Page SEO Influence The Search Visibility Of Divorce Lawyers?

On-page SEO is a critical component that directly influences the search visibility of divorce lawyers. It involves optimizing individual web pages to rank higher in search engine results and attract more relevant traffic. This optimization starts with keyword research to identify terms that potential clients are using when searching for divorce-related legal services. These keywords should be strategically integrated into various elements of the web page, including the title tags, meta descriptions, headers, and body content.

Proper use of header tags (H1, H2, etc.) is essential for organizing content in a way that search engines can easily understand. For instance, a well-structured H1 tag that clearly defines the page’s topic can significantly enhance a page’s relevance for specific search queries. Additionally, content must be optimized not only for keywords but also for user intent, ensuring that it answers the specific questions or needs that users may have during their divorce process.

Another critical aspect is optimizing images and multimedia content by using descriptive file names and alt text that includes relevant keywords. This not only improves accessibility but also provides additional context to search engines about the page’s content. Furthermore, internal linking within your website helps distribute link equity across various pages, making it easier for search engines to crawl and index your site effectively.

FORWARD Lawyer Marketing emphasizes the importance of continuously monitoring and refining on-page SEO elements. This ongoing process is designed to adapt to evolving search algorithms, ensuring sustained visibility and ranking performance. It’s a reassuring practice that keeps you informed and in control of your online presence.

How Can Local SEO Strategies Improve The Client Acquisition For Divorce Lawyers?

Local SEO strategies are vital for divorce lawyers looking to improve client acquisition. These strategies foster a sense of community by focusing on optimizing the law firm’s online presence for geographically relevant searches. This begins with claiming and optimizing a Google Business Profile, which allows divorce lawyers to appear in local search results and Google Maps when potential clients search for legal services in their area.

Consistent and accurate NAP (Name, Address, Phone Number) information across all online directories is crucial. Search engines use this information to verify the legitimacy and location of your law firm. Any discrepancies can negatively impact your local search rankings. Local citations, which are mentions of your law firm on other websites, also play a role in boosting local SEO. Ensuring that these citations are accurate and consistent across various platforms helps establish your law firm as a trusted entity within your local community.

Creating location-specific content that addresses the unique aspects of divorce law in your jurisdiction can further enhance your local SEO efforts. This might include blog posts or pages that discuss state-specific divorce regulations, common legal challenges faced by local clients, or even local court procedures. By targeting keywords that include geographic modifiers, such as “divorce lawyer in [city],” you can increase the likelihood of your website appearing in relevant local search results.

FORWARD Lawyer Marketing employs advanced local SEO techniques, including structured data markup. This markup, which provides search engines with additional context about your law firm, ensures that your law firm is prominently featured in local search results, ultimately driving more targeted traffic and increasing client acquisition.

How Does Technical SEO Affect The Performance Of Divorce Lawyer Websites?

Technical SEO is fundamental to the performance of divorce lawyer websites, as it encompasses the backend elements that affect how search engines crawl and index your site. A key aspect of technical SEO is ensuring that your website is mobile-friendly, given that a significant portion of users search for legal services on their mobile devices. A responsive design that adjusts seamlessly to different screen sizes is essential for both user experience and search engine rankings.

Page load speed is another critical factor in technical SEO. Slow-loading pages can lead to higher bounce rates, which is the percentage of visitors who navigate away from your site after viewing only one page. High bounce rates can negatively impact search rankings. Compressing images, leveraging browser caching, and minimizing JavaScript can help improve load times, providing a smoother user experience and better performance in search results.

Search engines also favor secure websites, making HTTPS encryption necessary for protecting user data and enhancing trust. Implementing a secure socket layer (SSL) certificate not only protects your site but also signals to search engines that your website is secure, which can positively influence your rankings.

Another important technical SEO consideration is the structure of your website’s URL. Clean, descriptive URLs that incorporate relevant keywords help search engines understand the content of your pages. Additionally, a well-structured XML sitemap submitted to search engines ensures that all pages on your site are indexed correctly, while a properly configured robots.txt file helps control search engines’ crawl behavior.

By focusing on these technical SEO elements, divorce lawyer websites can improve their overall performance, leading to better search engine rankings and increased visibility among potential clients.

How Does Content Strategy Impact SEO For Divorce Lawyers?

A well-executed content strategy is pivotal to the success of SEO for divorce lawyers. Content serves as the primary vehicle for engaging potential clients, answering their legal questions, and demonstrating your law firm’s authority in divorce law. High-quality, relevant content that addresses the concerns of your target audience can drive organic traffic and improve your website’s search engine rankings.

Keyword research is the foundation of any content strategy. Identifying the most relevant and high-traffic keywords that potential clients use allows you to create content that meets their search intent. However, it’s not just about stuffing keywords into your content. Search engines favor content that is valuable and informative, meaning your articles, blog posts, and pages should provide clear, concise, and actionable information.

Regular content updates are also essential. Search engines prioritize fresh content, so publishing new articles or updating existing pages with the latest legal developments, case studies, or client testimonials can improve your rankings. Additionally, using a content calendar to plan and schedule content releases ensures that your website remains active and continues to attract new visitors.

Internal linking within your content strategy not only helps with site navigation but also distributes link equity across your pages. Link equity, also known as link juice, is the value and authority passed from one page to another through hyperlinks. By strategically linking to your important pages, you can improve their chances of ranking. This is especially useful for promoting less visible pages or newly created content.

FORWARD Lawyer Marketing recognizes the importance of a strategic content approach. It focuses on creating content that not only ranks well but also converts visitors into clients. This involves a deep understanding of user intent and search engine algorithms, ensuring that your content strategy drives sustainable growth in organic traffic and client inquiries.

How Do Backlinks Influence SEO For Divorce Lawyers?

Backlinks are a crucial factor in the SEO strategy for divorce lawyers. They serve as endorsements from other websites, signaling to search engines that your site is credible and authoritative. The quality and relevance of these backlinks significantly influence your website’s search engine rankings. For instance, acquiring backlinks from reputable legal directories, industry-specific publications, or authoritative local websites can enhance your site’s authority, improving its visibility in search results.

However, not all backlinks are created equal. Search engines evaluate the quality of the linking site, the relevance of its content to your own, and the anchor text used in the link. A backlink from a well-respected legal blog with anchor text like “divorce lawyer in [city]” is far more valuable than a generic link from a low-quality site. Over time, accumulating high-quality backlinks can substantially boost your website’s domain authority, making it more likely to rank well for competitive keywords.

FORWARD Lawyer Marketing emphasizes the importance of building a strong backlink profile through strategies like guest posting on reputable sites, earning links through high-quality content that naturally attracts mentions, and engaging in digital PR efforts to secure coverage on authoritative websites. This approach not only improves search engine rankings but also drives targeted traffic from users who are more likely to convert into clients.

What Role Does User Experience (UX) Play In SEO For Divorce Lawyer Websites?

User Experience (UX) is increasingly recognized as a significant factor in SEO for divorce lawyer websites. Search engines aim to provide the best results for users, and websites that offer a seamless, intuitive experience are more likely to rank higher. Key elements of UX include site navigation, page load speed, mobile responsiveness, and the overall design of the website.

A well-structured website with easy-to-use navigation allows users to find the information they need quickly, reducing bounce rates and increasing time spent on the site. Search engines closely monitor these metrics and can impact your rankings. For instance, if users frequently exit your site shortly after arriving, search engines may interpret this as a sign that your content is not meeting user expectations, which can negatively affect your rankings.

Mobile responsiveness is another critical aspect of UX, given the growing number of users accessing websites via mobile devices. A responsive design ensures that your website functions correctly across all devices, providing a positive experience that keeps users engaged. This, in turn, can improve your site’s rankings in mobile search results.

Additionally, content readability and visual appeal contribute to a positive user experience. Well-organized, easy-to-read content complemented by relevant images or multimedia can engage visitors more effectively, encouraging them to explore more of your site and take action.

FORWARD Lawyer Marketing integrates UX optimization into its SEO strategies for divorce lawyers, ensuring that websites not only rank well but also provide an exceptional experience that converts visitors into clients. By focusing on both the technical and user-facing aspects of SEO, we help divorce lawyers achieve sustained growth in organic traffic and client inquiries.

These divorce lawyer SEO FAQs should provide a comprehensive and technical understanding of various SEO strategies that will drive quality leads and business growth. Contact FORWARD Lawyer Marketing to receive your free consultation.

Contact FORWARD Lawyer Marketing for a Consultation

We can start soon, but we will need to understand your goals and constraints before we recommend any specific SEO strategy. Please contact us to set up an appointment today at (888) 590-9687.

(Updated 8/14/2024)