Search engine optimization, better known as SEO, is one of the most powerful tools law firms have for getting noticed on the internet. It ensures potential clients find you when using search engines to look for lawyers and answers to their legal questions.
The good – and surprising – news is that not only is SEO necessary for online marketing success, it’s also easy to implement.
Here’s what lawyers need to know about SEO.
Google Calls the Shots
People use different search engines when looking for information, but most turn to Google. This means you’ll need to cater to Google’s demands when boosting your SEO.
Luckily, you don’t need to do different things for different search engines, either. What works for Google works for any search engine, so the occasional searcher looking for you on Bing or DuckDuckGo or any other option is just as likely to find you as they are on Google.
Getting Google to notice you is a challenge, but it’s one you can master with a little elbow grease. Learning and staying up-to-date with Google’s Webmaster Guidelines is an essential part of successful SEO. Granted, this is an investment of your time, but once you get the hang of things it’s just a matter of knowing what improvements to make when Google makes changes.
According to Google, it rewards sites that “uphold the spirit of the basic principles,” and gives these sites a better ranking than those that look for “loopholes they can exploit.”
Google’s basic principles include:
- Create pages for users, not pages that primarily cater to search engines
- Avoid deception and tricks
- Focus on what makes your site unique and engaging – you need to stand out from the competition
Your number one goal when creating your site and content for your site is to first ask if what you’re doing offers value to visitors. That’s your main priority.
Content is (Still) King
For years, the cliché “content is king” has guided website owners and that rule continues to this day.
Google is the most popular search engine because it provides the most relevant results for people searching. Their exact algorithm is a secret, but one thing that’s always clear is that its focus is on high-quality content.
The three basic content rules lawyer need to know about SEO include:
- Create high-quality content
- Make it well-structured and easy to reach
- Don’t stress about the other stuff or get sucked in by the latest SEO trends – if you aren’t sure what to do, see rule #1
Providing the answers potential clients are searching for ensues Google is pleased and it provides human visitors what they need.
You might be reluctant to answer their questions, assuming that means they won’t contact you once they’ve gotten their answer, but this isn’t true. Helping them builds their trust in you and is the first step in forming a relationship. They’re more likely to reach out to someone they’ve already interacted with when it’s time to hire an attorney.
Using the Right Tools Improves SEO
Finding and using the right tools helps you create content and improve SEO. Optimizing your firm’s SEO can seem like a daunting task. Many attorneys let it overwhelm them. Unfortunately, many neglect SEO and lose out on the opportunities provided by their websites.
If this sounds familiar, we can help. If you’ve struggled with SEO and you aren’t sure what you’re doing wrong, give us a call. We’ll provide site analysis, help you identify your strengths and weaknesses when it comes to ranking, and help you achieve your goals if you’re looking for someone to take the wheel.