Creating a website for your law firm is essential in the 21st century. Securing your place in the digital world, however, involves more than acquiring a domain name. In 2015, Google reported processing up to 3.5 million searches a day. To have your law firm’s website served up in search results requires you to have a comprehensive law firm SEO strategy.
Here’s how to get the most from your firm’s website and harness the power of search.
Showing up in search results is one of the most difficult parts of maintaining a website, but there are steps you can take to improve your search engine optimization (SEO). First, we need to understand what SEO is and then explore the secrets to getting law firm SEO just right.
What Is SEO?
Every website’s success is determined by the number of visitors to the website. This is particularly true in select niches such as law and healthcare. The most affordable and organic way to get visitors begins with showing up in search results.
Search results are displayed by search engines such as Google, Yahoo and Bing. These engines crawl the Internet and categorize websites and webpages. This categorizing or indexing process is steady and consistent.
Search engine optimization or SEO is the method websites use to tell search engines how to index them. When indexed with accuracy, a website shows up in search results for targeted keywords. When indexed extremely well, the website shows up on the first page of search results for those keywords. Getting found organically on the first page is the ultimate goal.
This process is often referred to as search rank. Ranking high and on the first page of search results takes strategy and know-how.
8 Ways to Implement Law Firm SEO
There are many aspects to designing your law firm’s website. Balancing law firm SEO with lawyer marketing requires planning and creativity. Here are the best practices to optimize your website for search.
1. Learn Basic HTML
One of the most important aspects of law firm SEO is understanding how search engines see your website. Search engines are unable to read images, and instead read HyperText Markup Language (HTML). This language tags text and tells search engines what the pages are about. Learning HTML helps you code your websites so that the search engines know what they are about.
2. Find Long Tail Keywords
Although keyword importance is often thought of as a thing of the past, keywords are still useful in SEO. Long tail keywords are key indicators on what your audience is searching for. Create webpages that feature these topics to attract the right traffic to your website.
3. Local Context
One of the easiest ways to show up in search is to aim for local-oriented topics and webpages. Local search is on the rise, and search engines provide options based on where the search query originates.
As search engines have evolved, so has the way they index webpages. They often take cues from other interactions with your website. Work hard to network and gain shares from relevant influencers in your niche. Use your community influences and relevant local topics to also drive follows and likes.
5. Social Proof
There have been many indicators that SEO can be influenced by popularity and engagement. Webpages that are shared, visited or liked on social platforms often rank well in search. It is important to establish social media presences that are relevant. Use these platforms to share your webpages and improve engagement with your site.
6. Website vs. Webpages
As you build your website, keep in mind that search engines view each webpage. Each webpage should feature a heading, keyword focus and alt text if images are present. Title tags and meta descriptions should also be developed. Avoid thinking of your website as a whole when developing your law firm SEO strategy. Instead, focus on its individual webpages.
Think of your website as a house and your webpages as the rooms in the house. Create a cohesive way to navigate your website beyond navigation menus. The easiest way to do this is to link to other webpages on your website. Linking gives search engines more insights into what pages are about. Think of the links to your other webpages as hallways in your house.
8. Get Started
The most important part of a successful law firm SEO strategy is planning and creativity. Begin by developing a list of all the pages on your website. Assign each page a particular keyword and identify what you want the page to rank for in search.
Next, take a look at the HTML code to ensure that your content is tagged appropriately. Look for ways to link to other webpages within your website and to other relevant websites. Then share your webpages via your social media presences.
As you work to strengthen your digital presence through law firm SEO consider these suggestions, which are some of the best practices employed by leading SEO firms. Optimize your website one webpage at a time, then track whether your efforts are a success by using a simple rank tracker. If you follow these recommendations, you should see improvement in your website’s rankings.