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How Does SEO Affect My Law Firm?

Andrew Adams
Someone searching on google

SEO is Powerful for Generating New Client Leads

Even if you are not well-versed in the world of Search Engine Optimization, you are probably aware that a solid SEO strategy can help your page rank and establish your firm’s credibility. It is safe to say that businesses need a website. SEO is important for every business with a website, and it is especially useful for attracting new clients to your firm.

What makes SEO so important for law firms is the fact that the Internet is the main resource that clients use to find representation. 96% of clients use the Internet to find their attorney, and 70% of law firms land new cases through their website. This means that if you are looking for new clients for your firm, much of your success depends on whether your page appears at the top of a typical Google search.

Outsmarting Google might sound like an impossible challenge, but do not be discouraged. Studies have shown that most legal searchers proceed to work with the first attorney they contact. This can be great news for you if you know how to utilize SEO marketing tips, or if you work with a team that does. SEO marketing will help get specific pages from the firm’s website to appear at the top of the search engine result pages (also called SERPs). The stronger your SEO efforts are, the more likely it is that your business and website will rank higher.

Some of the other good reasons to implement SEO strategies include:

  • Higher-ranked law firms are seen as more trustworthy
  • SEO can help a firm establish a market position, attract targeted traffic, and create more conversions
  • SEO success creates more reviews through local searches, making them increasingly important for local businesses like law firms
  • SEO gives your firm the ability to reach potential clients while on the go -- on smartphones and tablets

What Search Engines Use SEO?

When it comes to SEO platforms and marketing, Google is usually the main focus. While Google is not the only search engine on the market, it is by far the most popular. It dominates the search engine market, maintaining a 92.47% market share as of 2021. Regardless of whether or not you are working with Google, your future clients are working with it, so cooperating with their algorithms is a good idea. If you are ready to start incorporating SEO into your digital marketing practice, check out some of our best tips below:

Use your firm’s keywords and location

When you consider what your firm’s keywords should be, it is important to think about what services you want to improve your ranking. For example, if you are a personal injury firm in Texas and you want to work on more medical malpractice cases, you’d want to have pages that include keywords like this“What Constitutes Medical Malpractice in Texas?” Other popular keywords you might consider for this type of practice include the following:

  • Personal injury attorney [in targeted location]

  • Injury lawyer [in targeted location]

  • Law firm [in targeted location]

  • Malpractice lawyer [in targeted location]

  • Attorney at law [in targeted location]

  • Accident lawyer [in targeted location]

Most people who are searching for a lawyer tend to look for a local option, so incorporating local keywords will increase the odds that your content gets in front of the right eyes. You are more likely to appear in the results of a “lawyer near me” search if you are targeting the searcher’s location.

Incorporate keywords throughout the website consistently

Once you have determined what keywords you would like to rank for, you will want to incorporate them into your home page, landing pages, and blog posts. One simple way to do this is to make different landing pages for different keywords and phrases. Not only will this help you rank for your desired services, but it will showcase your knowledge in this area.

Create informative content

When you create informative and useful content, it will help your SEO efforts in a few ways. For one, when Google registers that your website is being consistently updated, it will prioritize your site in its rankings. Consistent, updated content will also provide a better experience for those who land on your site, which will keep them coming back. Informative blog posts give you the opportunity to use your keywords more often. This will drive more traffic and build credibility.

Create a positive user experience

There is nothing worse than finding a seemingly credible business with awesome reviews, only to find that their website looks like it is from the 90s. You have probably been there, and you know this experience can be enough to make you forget about the business entirely. A positive user experience can motivate the user to stay on the site, which can turn a simple visitor into a client lead.

If you are asking yourself whether your website is “user-friendly,” one factor you will want to consider is whether your website is aesthetically pleasing. Not only does poor design have a negative impact on the user experience, but it also negatively impacts rankings. If users land on your website and are immediately dissatisfied with the design, they are likely to click away, which will create a high bounce rate. Google detects high bounce rates and uses them to negatively impact your rankings, but a strong and appealing design can help you avoid this. The right marketing team will be able to provide you with an intuitive design that makes sense for your brand. You will also want to consider the speed of your website and its mobile-friendliness if you want to provide a positive user experience.

Include links

Links are another part of a positive user experience that helps with SEO efforts. There are two main types of links: internal links and external backlinks. Internal links are designed to connect users with other relevant content on the site. They allow visitors to make sense of your page as a whole, and they help increase traffic to multiple pages.

External links, on the other hand, are usually used to cite resources. If you make a claim on your website, you will want to make sure you can verify that claim. This is where external links come in handy. Both internal and external backlinks can improve your practice’s website rank and will show that your firm is an industry leader.

No matter what type of law firm you might be running, your SEO efforts will be one of your most vital marketing strategies. The majority of individuals who are looking for a lawyer will use Google to do so. Implementing the tactics above will encourage them to find you and contact you. If you would like to learn more about SEO marketing and how it can affect your law firm, the marketing experts at Scorpion would be happy to answer your questions. The world of SEO might seem confusing on the surface, but as you dive in, you will realize that a few website changes can have you ranking highly and earning new clients in no time.