It’s an undisputed fact: online advertising is important. Communication via the internet is a societal norm, and thanks to portable tech like smart watches and smartphones, everyone is literally online at every moment.
Potential clients are regularly utilizing the internet for guidance to legal representation, making SEO a crucial aspect of your marketing strategy. The purpose of SEO is to ensure Google and Bing’s search engine robots are able to find your site, so when a prospective client makes a search for a lawyer, your site appears.
These SEO tips for lawyers have the potential to be a powerful marketing tool; it depends on how you use them. Content is a key way to spotlight your qualifications, in order to convert visitors into new clients.
When you get into the habit of writing your content with SEO in mind, it becomes second nature. You don’t have to over think your approach; just by adding a focus keyword in a blog article’s title, body text and meta description, you’re already miles ahead of your competition.
Content Is King
When you your site features text that is thoughtful and compelling, visitors won’t realize they are reading SEO optimized content. When you prioritize SEO over content, you end up with copy that repels potential clients. This is called “keyword stuffing“. Take a look at the example below, to see what we mean:
“If you’ve been in a motorcycle accident in Pennsylvania, you probably need a motorcycle accident lawyer. Motorcycle crashes are unique and only an attorney experienced in dealing your motorcycle accident involving Harleys can help you. John Smith is an experienced motorcycle accident barrister in Bethlehem, Pennsylvania…”
Google prioritizes fresh content over older pages, in order to ensure your site is the most relevant option they can refer a search user towards. This works for lawyers, since the law is constantly changing and requires updated reporting. A recent experiment by researchers at Moz solidifies this point; they found that by editing past post dates, while leaving past content intact, boosted traffic from search engines. This is not an ethically sound practice, but it proves the algorithm. Keep producing new content regularly, and you’ll be doing your rankings a favor.
Keep It Simple, Stupid!
By deciding on a focus keyword prior to writing your post, you can write an article that flows naturally, while still including your SEO optimization tactics. When you write this way, you can use the keyword a few times in the article, and still score high with Google or Bing’s SEO robot.
Providing quality content should be key to your website strategy, and it’s easy to use the aforementioned tactics to boost your SEO standing. If you’re using a WordPress site, there are easy to use SEO plugins that automatically edit your articles. Try this highly rated Yoast SEO plugin, if you’re part of the WordPress family.
Basic SEO Best Practices
However, just like reaching a destination in reality, virtual signposts, familiar words and nudges can help you get there. This function is SEO at its best: make it easier for search engines and humans to find your content and quickly identify what you are actually talking about.
1) Pick your keywords. Identify what keywords you want to focus on for marketing purposes. If you aren’t sure which ones to choose, use Google’s Keyword Planner to scrub your current site, or a competitor’s site, for keywords. Focus on good phrases, and makes sure your keywords are highly relevant to your practice.
2) Include those keywords in your content. When writing your content, be sure to include your focus keyword in the title of your article or blog post, at least once in the body text of your piece,and and in the meta title and description. Meta data is what a user sees when they’re searching for your firm, and your site appears. For WordPress users, meta data can be easily added when using a WordPress SEO plugin, with no coding knowledge required.
3) Write engaging content! So your copy is optimized, but is it interesting? Don’t forget that potential clients will be reading your articles, as well as search engine algorithms. SEO will help people get to your site, but your content has to keep them there. If you’re not sure what to write about, research trending topics relating to your legal specialty, or take a look at what your competitors are writing about.
4) Make sure your site is mobile friendly. It’s official: there are more mobile search users using Google, than on desktop computers. This means it’s crucial for your site to have a mobile version. You can use these 8 tools to create a mobile version of your site, or use a plugin if you’re a WordPress user, like WP Touch (it’s free!). Google recently changed their algorithm to favor mobile friendly sites, which is another reason for you to get on the mobile bandwagon.
5) Add links. When you add external links that point to other locations on the web, you give your site serious ranking power. Some SEO experts believe this is the most important thing you can do, to rank your site higher in Google. When you have relevant links that point to trustworthy sites on the web, your ranking will go up. Need some link tips? Check this out.
SEO and the law are constantly evolving, so stay on top of your resources. The Moz Beginners’ Guide to SEO is an incredible free tool if you’re new to the concept of SEO. The Moz Blog, Search Engine Land and Search Engine Watch are worth a bookmark, as are these seven top SEO blogs.
Want to learn more about law firm marketing? Get our free guide, Law Firm Marketing 101.
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