Lawyers come into the industry with many skills. They have to know the ins and outs of various state laws. Mediate between two battling sides. And act as a confidant to their clients.
But one skill many lack is search engine optimization. Digital marketing isn’t something that’s taught in law school, yet it’s one of the most important talents you’ll need to succeed. Most of your prospects today are online, which means you have to be as well.
There are SEO solutions you can try yourself or hire a pro to do for you. In this guide, we’ll go over some of the ways you can amp up your online presence and draw in more hot leads.
Why Learning Proper SEO Solutions is a Must
Before we dive into the list of essential SEO solutions, let’s cover why you need them in the first place. If you’re like most lawyers, you have a website and a blog, but the traffic results are extremely lacking.
Let’s take a closer look at why your SEO campaigns are likely failing you.
You’re Breaking Google Webmaster Guidelines
Google is still the top search engine people use today. If your content and website aren’t meeting the guidelines of the search engine giant, then you can guarantee your site ranking will suffer for it.
This includes over-stuffing your website with keywords, not optimizing your website (meta description, etc) and not having a mobile-friendly site. Today, it’s imperative to have a responsive web design so visitors can access your site on any device.
You’re Reusing the Same Content
Let’s face it, you don’t have the time to consistently write and publish fresh content weekly. You have cases to manage and court dates to attend. But this doesn’t mean you should reuse the same content.
This will only hurt your Google ranking. And it’ll turn off your website visitors and followers. If you don’t have the time to do it yourself, then hire a pro writer.
You’re Using Bad SEO Techniques
Now, there are some lawyers out there who receive bad advice from mediocre “experts.” They may read about these SEO solutions online or from someone claiming to know search engine optimization.
On that note, it’s important to avoid the following:
- Writing and distributing press releases
- Writing articles for content farms
- Submitting your website to “high-end” link directories
- Paying for links or guest blog posts on prestigious websites
Hopefully, this gives you some perspective on what not to do. Next, let’s focus on what you should be doing.
Conducting Thorough Keyword Research
Optimization begins with your keyword selection. Make sure you’re using keywords that are industry-related, used by your audience and low-competition.
This will make it easier and more effective to optimize your website and blog content. You can use tools like Google Keyword Planner for your research.
Consistently Publish Fresh and Relevant Content
It’s important to continuously populate your blog with engaging content. Make sure the topics you choose resonate with your audience. They should be relevant to their problems, answer their questions and provide actionable advice.
If you can establish yourself as a leader and authority in your industry, then your recognition and trust-worthiness will increase.
Don’t Forget About Technical SEO
There’s more to optimizing your site than placing keywords on your home page, services page and blog content. There’s also the technical side to worry about.
This consists of placing keywords in meta tags, such as meta descriptions and meta titles. This is what will help search engines index your page in the search engine page results (SERPs).
Optimize All of Your Images
Hopefully, you have graphics placed throughout your site and blog posts to make your content more engaging. The Rand Spear personal injury lawyer website uses images very well.
This is an opportunity to further optimize your website. For example, in the ALT text, you can insert keywords related to the photo and/or content it’s being used for.
Remember, search engine bots can’t see images, so the text will help them determine how to index the page in the SERPs. For example, if you have a photo of a lawyer in court, you can write something like “Texas divorce lawyer in court.”
Conduct Regular Website SEO Audits
Optimization isn’t a one and done deal. You have to continuously monitor how your SEO is faring in the search engines. If it’s not doing so well, then it may be due to your keyword selection or the SEO solutions you use.
An audit will help determine the pitfalls of your SEO strategy.
Have Active Social Media Accounts
Having a presence on social media is a quick way to increase your visibility and build up your brand. Growing your following requires regular engagement.
You can find public legal conversations and join in with your expertise. Those who like your comments may check out your profile and eventually your website. You can also reach out to industry influencers to build relationships and one day leverage their long list of followers.
Accumulate Positive Reviews from Former Clients and Colleagues
In the legal field, your reputation is everything. If you have experience with winning cases, then it’s a good idea to ask your past clients for testimonials and reviews.
However, if you don’t have much experience, you can get reviews from your colleagues. This will show up in the SERPs and help drive more traffic to your website.
Claim All of Your Business Listings and Citations
When people look for a lawyer online, business directories pop up. If yours don’t show up or contains inaccurate information, then you have to fix it right away. Go to directories like Google My Business to find your listings, then claim them.
Update and fill out all the information in the profile so it’s consistent with what’s on your website.
Create Video Content for YouTube
Online video is very popular today. One billion hours of YouTube videos are watched daily. You can take advantage of this by creating videos on the topics you cover on your blog.
It’d also help to have video testimonials from your past customers or colleagues.
Write Guest Blog Posts
You made a few connections with others in the legal or related fields. It’s time to leverage this by writing for their blog. You can include a link to your website to help drive some of their traffic to your site.
If you don’t have connections, you can start making few on platforms like LinkedIn and Twitter.
Get Professional SEO Solutions for Your Legal Website
There’s a lot to learn in the world of SEO. Thankfully, you can cut out the learning curve by hiring professionals to do it for.
Just as people need a lawyer to win a case, you need an SEO expert to build up your traffic. And let’s not forget your website design. This should be user- and SEO-friendly.
At CrazyLeaf Design, you can find developers who can create a legal website that’s optimized for search engines and users. Contact CrazyLeaf Design today to learn more!