When people need legal advice or are looking for an attorney, they ask Google. They only trust the top results and search engines give priority to law firms that are most relevant. If you’re not in one of those spots, then you will have to invest in SEO for lawyers.
Getting there involves a suite of strategies, from content marketing to off-page search engine optimization (link building) and everything in between. It also requires an understanding of how SEO for attorneys differs from other types of businesses because it has to be tailored to specific practice areas and geographic markets.
The Role of Social Media in Lawyer SEO: Tips for Success
For example, family lawyers in Texas must target a different set of keywords than personal injury attorneys in New York. That’s why it’s important to analyze your competitors and learn how they’re optimizing their websites. It’s not so much about following a standard set of rules but rather understanding how your competition is leveraging keywords, creating unique content, and constructing their web pages.
You can do your part to improve your rankings by optimizing your firm’s website, Google Business Profile, and online reviews. Keeping your law firm’s profiles on lawyer directories such as Avvo, FindLaw, and Super Lawyers updated and consistent with your own website is also important for off-page SEO. This is an area of law firm SEO that can take time because it’s about quality over quantity when it comes to your inbound links. A quality link will improve your ranking, increase referral traffic, and promote brand awareness.