If you own and operate your own legal practice, it is likely the culmination of years of experience and hard work. While being an attorney can call for long hours in its own right, managing a business is an entirely different beast altogether. You need to handle human resources matters, keep an eye on the books, and oversee your digital presence and marketing strategy. While that can understandably spread you pretty thin, your digital marketing efforts do deserve special attention. Search engine optimization (SEO), in particular, is key to driving meaningful traffic to your website, that is to say, traffic that is likely to lead to conversions. So, what goes into effective attorney SEO, and how can you do it? Well, as you will read in this article, it typically calls for a multifaceted, dynamic approach, and you may find that working with a digital marketing agency that specializes in the legal arena can produce real results.
At a very basic level, good attorney SEO allows your website to climb to the top of the search engine results pages (SERPs) on Google and other major search engines. Think about it in practical terms: how do you find the websites that you do business with online? Or, how do you find services in your area? Well, if you are like many, you type in a few search terms and tend to click on one of the first results that you find. You can reasonably extrapolate that principle out to the legal space as well. While word of mouth recommendations and referrals tend to be widely used in the selection of an attorney, so too do simple web searches. In order for you to routinely bring more clients through the door, you need to do whatever you can to put your page at or near the top of relevant SERPs. What follows are just a few tactics that an SEO agency like ours at Attorney Marketing Online will use to help you draw meaningful traffic to your website.
Attorney SEO: Researching Useful Keywords
Keywords are the cornerstone to strong attorney SEO. These search terms are what bring prospective clients to your website, and they should be inserted throughout your website in a relatively organic way. As an example, let’s say someone is searching for “estate planning lawyer in Los Angeles.” You can place that search term in one of the headers on your website, with the aim that Google will crawl it and place your page on that SERP. Sounds simple enough, right? Well, there is a lot of thought and tact that goes into selecting and implementing such keywords. At Attorney Marketing Online, we not only look at what your future clients are searching for, but also what your competition is doing. By taking such an approach, we can identify gaps in the marketplace where you may be able to form a foothold. We do this by employing the experience of SEO strategists, and using a multitude of tools of analytics software.
Writing Strong, Authoritative Content
While keywords are a great initial step in building SEO, you cannot just insert them thoughtlessly in a wall of irrelevant text. As your website is the face of your business in the digital space, you likely take a fair amount of pride in how it presents itself. Well, by extension, you will want to make sure that your content is written in a strong, authoritative manner so as to build trust with your audience. Google has increasingly placed a preference on websites that demonstrate E-A-T: Expertise, authoritativeness, and trustworthiness. Additionally, this can make your site look appealing to other sites, which can help generate backlinks. Backlinking is a tried and true SEO strategy, and it can certainly help you climb the SERPs.
Creating a Dynamic Google Business Profile
Local SEO is the practice of optimizing your site for your specific geographic area. As most people are likely to hire attorneys close to them, this is an area you will want to emphasize. One way of accomplishing this is by creating a robust Google Business Profile that accurately conveys the basic details of your business. Additionally, this offers real estate for keywords, and allows your clients to leave reviews, which can further establish your practice as a trustworthy resource. At Attorney Marketing Online, we can help you build a Google Business Profile that stands apart from the competition.
With a new year quickly approaching, you owe to your business and your clients to create a more formidable digital presence. At Attorney Marketing Online, we will take the time to understand your practice before developing a custom SEO strategy that suits your needs and goals. We also offer web design, content writing, and social media services. To learn more, contact us and schedule your initial consultation.