Top 4 on-page optimization rules for your law firm SEO campaign

Top 4 on-page optimization rules for your law firm SEO campaign
Internal optimization of website's pages (SEO), business concept on blackboard

When you are searching for new clients for your law firm the good news is that your potential customers are already trying to find you.

The facts speak for themselves:

  •         96% of people who need legal advice are using search engines
  •         74% of consumers visit a legal firm’s website in order to take action
  •         72% of those who want legal advice only ever contact one attorney

In short, optimizing your firm’s website is perhaps the most effective way to hook new clients.

There are four rules that you should be employing as soon as possible.

#1. Keyword research

The keywords on which your SEO campaign should be founded are directly linked to the legal services your practice provides. You may be an “estate planning attorney” or a “criminal defense lawyer.”

When you have developed a list of appropriate keywords, create a Google’s Ads account to get access to Google’s free Keyword Planner tool, which will generate ideas for additional keywords so you can identify the best search terms for your local SEO campaign.

The two keyword categories to which you should pay attention are:

1. Commercial intent

Commercial intent keywords should be a top priority because they are the ones that signal that the person searching is likely to be hiring. A keyword like “estate planning attorney” is a strong indicator that the search is being conducted by someone ready to hire a lawyer.

2. Research intent

These keywords are used by people gathering information and are unlikely to lead to direct action on the website. However, these keywords add value to blogs and FAQ pages.

#2. Optimizing Your Keywords

Your keywords should be optimized both on the website and off it. The primary page that needs optimization of your website is your page on Google My Business, followed by the core pages of the website, which are Home and Services, followed by the blog and FAQ page.

Google My Business Page delivers two crucial benefits. It is effectively mini-site for your business and by optimizing it is often a faster way of getting your business to the top of Google’s rankings than your own site.

To optimize your website, the goal is to integrate your chosen commercial intent keywords.  As far as SEO is concerned, the most important aspect is the title tag, also called the page title. It isn’t visible but is instead displayed on the web browser after your URL.  These work in much the same way as chapters in a book. They help people find their way to what they are seeking.

To establish your primary keyword consider the most basic keyword someone may use to find a legal practise in your area.

Be sure to optimize your pages with title tags, meta descriptions and well-written content that are not only unique but incorporate the appropriate keywords.

#3. Citations and Links

Citations and Links help separate your business from your competitors. Citations mention your business’s name and contact details. Include this information on your website’s contact page and in each page’s the footer.

Once done it’s good to build citations on appropriate sites across the web applying to be listed in numerous relevant directories.

There are three main directory categories:  General and National Business Directories; Industry-Specific Directories and Local Directories. It’s important that the business’s name, plus the address and the phone number/email information is 100% the same across all the directories.

Links can be defined as those hyperlinks originating on other websites and pointing to pages on your own site. Google takes a big interest in these links, which can also be called “inbound links”.

 You can build a link profile with submissions to the directories but it is also useful to investigate opportunities to get links from other relationships you may have with suppliers, partners, etc.  Check out which websites link to your competitors and ask them for similar links as well.

#4. Reviews

Reviews can give you a significant edge over competitors and they can also help and push your pages up the ranks on Google’s SERPs.

There are a plethora of places to attract reviews but it is recommended that you focus attention on attracting positive reviews to your Google My Business page.

These help you rank higher when people are searching, which in turn increases your business’s visibility.

To get reviews you need to be providing an excellent service. You then need to ask your clients to review what you have done for them. Direct approaches often yield the best results so email recent clients requesting a review with a link for them to click and leave a review.

Finding your Google My Business page is as simple as searching for your business’s name followed by “Google My Business”.

Then you can send an email like this to request a review: “Thank you for using our services. We hope you had a good experience. We’d love it if you could leave us a review on Google {Link to Google My Business profile} with your thoughts on the service we provided recently.

It should take less than two minutes to complete. Your feedback will help us to improve and make sure we continue to deliver the best possible service for our customers. Kind regards. Thanks in advance!”

It’s advisable to send out requests for reviews emails to every client who has been happy with your work but haven’t yet written a review.

By adding this step to your daily routine has the capacity to greatly help your business and boost your SEO efforts with a steady stream of reviews on an ongoing basis.

I will bring in new business and boost your search ratings.

By building a local SEO campaign on solid foundations is among the best marketing investments that can be made for any law practice. For details visit lawfirmseo.com

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