Law firm search engine optimization is the process of improving your law firm’s website and online presence to generate more leads. This can include a range of tactics that increase your ranking in search engines, such as improving keyword research, optimizing site structure and code, creating content that aligns with Google’s guidelines and much more.

It’s no secret that a successful business requires effective marketing, and the legal industry is no exception. The financial crisis of 2008, digital technology advances and a shift in demographics have all made it imperative for businesses to find new ways to attract customers.

For the legal industry, the most effective method of reaching potential clients is through search engines. If your law firm’s website is ranked highly in Google, it will be visible to the most potential clients.

The goal of any law firm SEO strategy is to increase the number of potential clients that your law firm can reach and convert into paying clients. This can be done by improving your organic rankings, implementing marketing strategies that increase client retention, or by combining the two.

Increasing SEO results takes time and a commitment to maintaining your website. This is why many lawyers choose to hire a professional agency to help manage their marketing campaign.

Step #1: Research keywords and identify competitors.

When a potential client is looking for an attorney, they will often search for a law firm using keywords related to their particular situation. This is where identifying keywords that have a high search volume and low competition can be critical.

Once you have a list of keywords that match your law firm’s practice areas and services, it is time to find opportunities to use these in your website and other content. You can do this by researching industry blogs, trending topics, local and national news, legal journals, and more. Read more

You’ll want to find keywords that have a high volume of searches and are more research-based in nature, such as “How to get a divorce in New York,” or “Will a criminal trial matter?” These are great opportunities to use in your content to target clients who are searching for answers to their questions.

Writing and posting regular blog posts is an excellent way to increase your SEO and improve the experience of your visitors. This can be accomplished by writing about a wide range of topics, including trending ones and evergreen ones that will remain relevant for years to come.

It’s also a good idea to write about your practice area and other important topics that may affect your clientele. This is a great way to build brand awareness, establish yourself as an expert and earn referrals from existing clients.

Step #2: Create a summary of your law firm’s services and prioritize the most important factors that a customer should consider before hiring you.

The summary should be written in an easy-to-understand format that highlights the value that your law firm can bring to a specific situation. You can use the information from your client intake notes and other sources to help you develop this summary.