The Importance of SEO for law firms
If you’re a lawyer, or run a law firm, then you know that online marketing is essential to your success. And while there are many ways to market your firm online, search engine optimisation (SEO) is one of the most important.
Because when it comes to finding lawyers online, potential clients will almost always start their search with a Google search. And if your law firm isn’t near the top of the search results, you’re going to lose out on business.
What is the value of a #1 search engine ranking to a lawyer?
Being at the top of search results is very valuable for law firms. You will be at the top of the list of people looking for a law firm. Simply put, when your website appears more prominently in search results, the result will be increased traffic, leads and clients.
How can law firms optimise their website for better rankings?
Adding keywords into the page titles, meta descriptions, and header tags of website pages is vital for lawyers who want to optimise their website for better search engine ranking.
Improving your website’s loading speed can also improve SEO performance, as well as increase your chances of getting an enquiry.
It is important that content on the firm’s website is relevant and engaging. The website is a great place to communicate the value of a good lawyer and showcase your expertise. Your website content should focus on this.
I also recommend that my legal clients focus on getting more 5 star reviews. Positive reviews will help drive consumer confidence, referrals, and repeat customers. It can also help your listing rank higher in Google Maps.
Is law firm SEO worth it?
SEO is valuable if it gets good results. But in a competitive industry, law firms must have the right strategy in place and partner with an SEO provider that knows how to get results.
A report from Brightedge found that 68% of online experiences begin with a search engine. So it makes sense for law firms to focus on SEO as a marketing channel.
A good way to evaluate the value of organic traffic (free traffic from search engines) is compare it to the equivalent value of the paid traffic for that keyword in Google Ads. For example, keywords such as “lawyer” and “solicitor” are two of the most expensive keywords in Google Ads, costing upwards of $100 per click. The more specific the search, for example “workplace injury lawyer” or “criminal solicitor” can cost much more. The value of ranking for those keywords and getting free clicks, rather than paying upwards of $100 per click, is tremendous.
Measuring the success of SEO efforts
The beauty of SEO is that improvements in SEO typically deliver ROI for months/years to come, whereas Google Ads only delivers traffic if you’re continuing to pay for clicks. There’s a place for both in a law firms marketing campaign, but the budgets for each should be similar.
Of course, law firms need to calculate the return on investment (ROI) of their organic traffic based on their investment in SEO.
By keeping track of the leads generated from the website, a law firm can cross-reference that with the revenue generated. Calculating the total revenue generated from website leads divided by the total number of website leads will give you the value each lead has to the firm.
Working out the value of each lead is helpful to determine the success of SEO for law firms.
Techniques law firms can use to improve SEO
There are a number of search engine optimisation techniques that are effective, but the three most cost-effective ways are keyword research, onsite optimisation, and backlink building. It is essential to be certain your website’s content falls in line with SEO best practices. When you’re writing for SEO, you need to keep a few key things in mind.
- Ensure that your content is original and high quality.
- Make sure that your content is keyword rich, without being overbearing.
- Make sure that your content is properly formatted and easy to read.
Optimising the site structure will help search engines understand the hierarchy of pages on your website. It should be structured so your most valuable keyword themes/topics are given priority.
Backlinks are an important part of SEO and can provide a number of benefits for your website. When another website links to yours, it tells Google that your content is valuable and worth linking to. As a result, your website may appear higher in search engine results pages (SERPs), which can increase traffic and help you reach more customers.
Backlinks also help to improve your website’s credibility and authority. Google considers websites with more backlinks to be more authoritative and trustworthy than those with fewer links. This can help boost your ranking in SERPs and attract more visitors.
Additionally, backlinks can increase the visibility of your content. When another website links to one of your articles or blog posts, it sends a signal to Google that the content is worth indexing and displaying in search results.
How Law Firms Can Win at SEO
Law firms succeed at SEO when they understand what searchers are looking for when they are looking online for legal services.
Identifying the specific legal terms that are often used when people are looking for a type of legal service will help optimise your website for a range of potential keywords.
By structuring your website based on the full range of services and potential keywords users are searching for, your law firms will get more traffic, leads and cases.
Contact me if you’re looking for an SEO expert to provide recommendations and find out how much you need to invest each month to become the top ranked lawyer in your local area and beyond.