Lawyers have long worked to build name recognition. Attorney SEO takes that name recognition further: with a well-constructed campaign, your biography, LinkedIn profile, and Avvo profile can appear near the top of search results. PSM Marketing has a team of experts who implement SEO tactics for attorneys throughout the United States.
Why attorney SEO matters for law firms
Almost 70% of searches end up on the first page. Without a good ranking on page one, local searchers are unlikely to call a law firm. An effective SEO campaign for a law firm boosts website traffic and overall conversion rates, but it isn’t simple. Dozens of factors come into play, and not all of them are directly related to SEO.
Which SEO factors move the needle for lawyers?
Keyword research
Keyword research identifies the keywords and search phrases people use and analyzes their value. This information helps Google decide which pages to rank and which to ignore. If your site doesn’t have relevant information, your competitors’ sites will.
User experience and visibility
The goal of any attorney SEO campaign is to increase website traffic. When a website is confusing, visitors leave and move on to a competitor’s site. Most people don’t call a law firm off the Yellow Pages; they look for lawyers online. Attorney SEO is crucial for ensuring a law firm’s online visibility, and 70% of new leads come from attorney SEO. Firms ranked #1 on Google receive the majority of calls from people who have searched for a lawyer.
Video and Schema
Using video is another way to increase a website’s visibility in search results. Video can be used with Schema language, which lets Google recognize the thumbnail image of the video when people perform a search. This type of content is useful in law firm SEO because it helps establish a branded presence for the firm.
Content as currency
The content on a website is the most important part of an attorney SEO marketing strategy. Modern algorithms treat content like currency, so the more authoritative information you publish, the higher your site will rank. Blogging lets a firm provide free information, demonstrate expertise, and build authority in the practice area, which helps Google determine the relevance of the entire site.
Quick-win keywords and three-pillar budgeting
A good SEO strategy focuses on keywords that can rank quickly and easily, since minor changes to content or link building can move the needle. The strategy should maximize current potential while planning for growth. On The Map Marketing divides the budget of an SEO campaign into three pillars: technical SEO, link building, and content.
FAQ
How much of attorney SEO leads come from search?
According to the article, 70% of new leads come from attorney SEO, and firms with #1 rankings on Google receive the majority of calls from people who have searched for a lawyer.
What are the three pillars of an attorney SEO budget?
On The Map Marketing divides the SEO campaign budget into three pillars: technical SEO, link building, and content.
Why is video useful in law firm SEO?
Video can be paired with Schema language, which lets Google recognize the thumbnail image when people search, and helps a law firm establish a branded presence online.