How does SEO help law firms?
Search Engine Optimization (SEO) is one of the most effective marketing strategies for law firms. Think about it: What better way to reach potential customers than with Google?
After all, people use Google to search for attorneys and legal service providers in their area – more than any other platform. SEO enables law firms to rank highly in search results and attract clients who are already looking for services like theirs.
But SEO not only helps law firms attract new clients. There are many benefits to adopting an SEO strategy for a law firm.
1. Organic traffic
SEO focuses first and foremost on improving your Google website rankings and increasing organic traffic. Most of the time, the goal is to consistently rank high in search and gain long-term organic visitors.
Lawyers can improve their website for the search terms (“keywords”) that people use to search for their services. For example, if you are a family attorney in Denver, you can try to categorize “Denver family attorney,” “Denver family attorney,” “Denver family law attorney,” and the like.
Organic (unpaid) marketing is great because it doesn’t require a huge ad spend to achieve results. You can adopt your own SEO strategies to rank your website or choose to hire an SEO specialist to help with the process.
2. Improve user experience
Believe it or not, SEO isn’t just about pleasing the Google gods. In fact, your goal should be to provide the best site experience, content and information to your potential visitors. Google’s algorithm ranks content that best matches what users are searching for.
SEO necessarily improves user experience (UX) because UX is included in Google’s well-known ranking factors. The speed, interactivity, and accessibility of your website are all important in terms of satisfying your visitors and letting Google know that your website has been optimized.
Great user experience keeps users on your website for longer and encourages them to ‘Subscribe’ (calling you) instead of going to your competition.
3. Faster website speed
Google evaluates the “Basic Web Fundamentals” of a website in order to determine that a website is fast and that its content is easily displayed to users. In other words, you want to make sure that when users come to your site, it won’t take decades for the content to load.
A slow website speed can be a huge deterrent to potential customers. If your website takes too long, they will likely move to another location. Also, a slow website speed often means that you have “heavy” images and icons on your site, which can cause malfunctions or fail to load when users interact with them.
An effective SEO strategy improves your website’s “basic web fundamentals” across the board, so you are sure to provide your visitors with a fast and user-friendly website experience.
4. Better Content Marketing
Your SEO success is largely driven by content. The content on your web pages and in your blog posts attracts the right types of users to your site, improves your site’s authority, and much more.
When you care about SEO, you care about your content, and in turn, you create better content for users and search engines. Not only does better content rank higher in search, but it is more easily shared by users. Plus, it’s often your written content that ultimately convinces people to hire you.
5. Bonds and Power Gained
Backlinks (links from other websites) are basically votes of confidence from external sites that your website is informative, realistic and valuable to users. Every SEO strategy aims to earn these authority-boosting links to show that your website is legitimate to Google.
The power gained can improve the appearance of your website in search. At the same time, links from other websites can increase traffic to your website. Blogging, content marketing, and outreach are just a few ways law firms can earn SEO backlinks.
6. Referral traffic
Referral traffic is the traffic that comes via external links or from other websites. SEO can help drive referral traffic to your site, because other sites start noticing your content and want to link to it.
At the same time, most law firms adopt a local SEO strategy that includes submitting their business information to local directories. These directories can then send more visitors (and potential customers) to your website.
Also, posting expert-level content can attract the attention of blogs and other publications, which may then choose to feature you. Then, you can get that referral traffic via interviews, podcasts, and guest posts.
7. More phone calls
SEO for a law firm often requires a local strategy in order to target users in a specific service area. To do this, law firms can produce geo-referenced content on their websites, submit it to local directories, and even create a Google My Business listing.
Local SEO helps law firms appear in local searches. With local listings, law firms can share their business contact information to attract more phone calls and potential clients.
In short, visitors don’t even need to visit your website if they are able to find your phone number directly from Google!
8. Improve customer uptake
Website optimization makes it very easy to collect potential customer information and keep it away in order to better understand the customer. By including contact forms and contact information on your website, you can generate more digital leads and save this information in your customer management system.
If you rely strictly on phone calls, you are likely to lose a lot of potential customers. Contact forms, chat bots, and subscriptions make it easier than ever to collect real-time lead information. You can even automate text messages or follow up email to reach potential customers faster.
9. Local traffic and pedestrians
Local SEO makes it easy for potential clients to find your physical office. You can publish your address and other business information so that people can visit you in person, without having to go to your website.
Localization also sends geography-specific “beacons” to Google telling it where your business is located and the areas it serves. If you have this information, it increases the likelihood that you will appear in the right local search results for the right audience. This is especially true if you operate in a competitive market, but your competitors have not implemented SEO.
10. Reviews and Ratings
Reviews and SEO provide a “chicken and egg” status; Great reviews affect SEO, and SEO helps law firms earn reviews. There is no way to go wrong!
Positive customer reviews to Google (and users) indicate that your law firm is trustworthy, genuine (important!) and highly respected. In turn, SEO encourages law firms to reach out and generate more positive reviews so that they can improve their rankings.
Do you think these five star ratings are of no interest to research? Think again! Not only do potential customers want to see those bright reviews, but Google values your business reputation as well. So don’t forget the reviews when it comes to your SEO.
SEO helps put your law firm on the map
Search Engine Optimization (SEO) helps law firms go beyond just traffic and lead generation; It provides a comprehensive marketing strategy that improves the overall digital presence of your business. A better digital presence means more opportunities to attract new legal clients!
Every law firm should embrace SEO to improve user experience, website speed, content, and local visibility. This is one of the best ways to drive sustainable and organic traffic and put your website on the Google map.