How Lawyer SEO Can Help Generate New Business
Search engines can help you make your case with potential clients. They are, after all, how most people locate legal services providers. So it pays to ensure that your site is getting the best placement possible in search results.
As we’ve explained in previous blog posts, the better your website’s search engine optimization (SEO), the more of a chance you have of potential and existing clients finding you. So how do you transform your site from practically invisible to a top search result? Here are four lawyer SEO tips to get your started:
- To stand out from the crowd, your law firm should make its site unique. Get creative: Original content such as blogs, videos, infographics, and podcasts are a great place to start. The more you can set your firm apart from your competitors with distinctive content, the more you will improve the website’s visibility to search engines. Law firms should carefully target their audiences and create instructive content that is about the specific areas of law they practice. Your website is an ideal showcase for the special characteristics that make your firm a go-to legal services provider.
- Posting regular updates and new content is critical. Even the most unique and creative content can become stale if not routinely refreshed, and search engines know this. A website without fresh content falls quickly out of favor with the search engines.
- With so many legal websites to be discovered by search engines, law firms look to descriptive keywords as another way to be found. Keywords are how a search engine knows what information a website contains and which websites to present in response to a given search query. Law firms should use keywords that pertain to their area of law, geographic region, and most important services, among other descriptors. Creating clear, factual and updated content with specifically relevant keywords is how law firms get noticed.
- Pay per click marketing is another way to attract search engines to your website. In our last post, we explained how a law firm can pay for search engine placement. This gives the website another shot at being discovered by search engines such as Google or Yahoo. Pay per click can allow a site to become one of the first that users see when they type keywords into a search engine – regardless of whether the site has been optimized for search engines. Law firm sites can also gain traction by partnering with other websites and linking back and forth. This is a great source of free marketing and that shows that the site is a relevant, reliable source.
Search engines are a necessary tool for attracting clients and it’s important for a law firm to optimize its website to insure that search engines are properly indexing your site. Properly optimized websites have to consistently adapt to the ever changing search engine algorithms.