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What's The First Step In Law Firm SEO
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SEO First Steps for Law Firms
- 1- Define a purpose
- 2- Understand your market
- 3- Create the SEO strategy
- 4- Monitor performance
When creating a website for your office, it’s normal that you want it to appear quickly on Google, preferably in the top position for searches. However, for this to happen, you need to develop SEO for lawyers.
Through SEO for lawyers and content marketing, it is possible to value the areas of activity of law professionals, win new clients, educate and inform with relevant and quality content related to the legal sector and increase the network of contacts.
To understand the importance of SEO techniques, do a web search for the term “petition templates”. What content will you click on to learn about this subject? Probably in the links that occupy the top of the page.
So think: how many customers could you win that way with the good positioning of your website in search engines? That would be just the first step to stand out on the internet, without paying for ads.
The Benefits of SEO for Lawyers are:
If you want to learn how to take the first steps in legal SEO, read the content that we have prepared below with all the details on this subject
What is the Importance of SEO for Lawyers
When we talk about technological devices, we are referring to the digital means of communication that are available and can be used in favor of your office, such as social networks, email marketing, YouTube, blog, podcast and even Google itself.
In addition to these channels being useful for informing and educating the target audience, it is also a way to use the internet to increase your customer base naturally.
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The Advantages of Having Your Law Office Well Positioned on Google are:
• More than 70% of people search on Google before hiring a service;
• SEO is one of the legal marketing strategies with the best ROI (Return on investment), reaching 5 to 8 times the amount invested;
• SEO turns your website into a generator of new business, as it is capable of achieving 9 times more qualified clicks than paid strategies.
How a Legal SEO Project Works
In the legal marketing project, we consider SEO as part of your firm’s content marketing strategy. That is, your client will be attracted to your website through really relevant, useful content that answers one or more legal questions that your firm can resolve.
This digital marketing strategy is widely used in other markets and has proven its effectiveness. Furthermore, it is fully permitted by the ABA Code of Ethics, which encourages attorneys to report through advisory and educational articles.
In order for all articles to make sense for your audience and for your company, it is necessary to make a strategic plan. In it, we will understand what are the main areas of activity of your office and what are your growth goals.
During planning, we also verify how your client searches for legal services and which keywords are used at each moment of the purchase journey.
Over time, it will become essential to monitor and measure the results of the strategy through metrics and KPIs that directly impact the success of your office.
First Steps to Getting Started with SEO in Your Law Firm
The first step in SEO for lawyers is to establish goals and objectives. Like any business, it’s important that you define where you are and where you want to go with your online presence.
A viable goal is to get as much visibility as possible to organic search engine results, increasing traffic to your site and gaining new customers.
Once your goals are defined, the next step in SEO for lawyers is to understand the market. Make sure you are up to date on the latest trends and technologies related to legal services, as this information is critical to driving positive outcomes.
Once the goals and market are understood, it’s time to create an SEO strategy. The strategy should cover factors such as keywords, content, wristbands, external links and social media interaction. It’s important to point out that a great strategy can take some time to build, but it’s essential to ensure long-lasting results.
Finally, put the plan into action. Monitoring performance is critical to improving results, as well as making necessary adjustments and improvements. By following the steps above, you will create the foundation for successful online marketing of your law services.
Necessary Care in SEO Projects for Lawyers
We know that legal digital marketing can be something new for your office, so we separate a checklist with the main points of attention.
The Main Points of Attention in SEO Projects for Lawyers are:
• Make sure your content is unpublished – Copied articles, in addition to disturbing the positioning of your site, can damage your firm’s reputation;
• People should be looking for what you write – Research is key to identifying how and what topics are of interest to your audience. You can have a great article, but it won’t help your office sell more if nobody reads it;
• Your website must be professional – Great content is of no use if your website is not credible to customers. One of the pillars of organic positioning is Technical SEO, which measures the performance of your website and the quality of your programming;
• Don’t be too technical – Remember that your client wants to solve a problem in a practical and objective way. By writing very technically, you can scare away people who don’t understand much about the legal world.
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SEO Tips for Lawyers
Discover in this topic the elements that are part of SEO and that will help you in the Legal Marketing strategies for your office.
The 7 SEO Tips for Lawyers are:
1. Keywords
The use of keywords in your content production is paramount. However, they must be used correctly, otherwise they may not bring the expected result, or even cause you to lose positions instead of gaining.
The first step to being successful with keywords is to research them, find out which are the most searched terms according to the contents that have to do with your office and target audience, and also know which are the main related expressions and keyword variations.
To do this research, you can use paid or free tools, such as Google Keyword Planner. Through it, you know which are the terms with the highest volumes associated with your area of expertise, as well as synonyms and other similar expressions.
The Steps to Do Keyword Research for Legal Marketing in Google Keyword Planner are:
With the keyword defined, produce your content focused on and around it – both texts for the blog and texts for any page on your website. Mention it whenever necessary, especially in the title and intertitles.
However, be aware: the exaggerated use of the term can harm your text. In addition to making it artificial and making it difficult to read, this can also show Google that you are overusing the keyword in an attempt to manipulate the results.
Also, don’t forget to use keyword variations. This helps you not to overwhelm the text and also helps your story to be recognized in searches that use variations.
2. On-Page and Off-Page SEO Optimization
After doing keyword research, optimize your pages by targeting keywords in content, title tags, URLs, and images.
The use of internal and external links is also one of the elements that are part of SEO for lawyers. Partner with other legal sites to get quality, relevant links.
3. Attention to the URL
The clearer your URL is, the easier it will be for search engines to find it. It also indicates to the user what he will find on the page, so create URLs with clarity.
Avoid putting numbers in URLs. For example: “www.mysite.com/2348456465966/”.
4. Responsive website
This is one of the most important points today, as more and more people are connected to the internet. A responsive website is one that adapts to any device, be it cell phone, tablet, laptop or computer.
You need to have a website that offers the best usability experience for the user, regardless of the format and type of device they use to access the internet.
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5. Quality content
Produce content that adds value to your website and your office, offering information and knowledge about the legal sector to the user.
Keep an eye out for all the news in the market and in legal marketing, so that you are able to share good information and answer questions from readers. If you deliver the best content to the user, you attract more customers and end up retaining current ones.
Quality content can generate credibility, recognition, relevance and authority. That way, when they need some legal service, they will feel confident in hiring the services of their law firm.
6. CTAs
The Call To Actions (CTAs) are the calls to action that indicate to the user the next step he should follow through a button or a link.
The most common CTAs are: “learn more”, “click here”, “sign up”, “receive”, “guarantee now”, “subscribe” and many others that you may have already seen.
7. Use optimized images
Using optimized images can greatly influence the performance of your website, making it load faster and making Google recognize the images from a search.
The first thing that deserves your attention regarding images is their size. Very large and heavy images can slow down your site, which ends up impacting the bounce rate and, consequently, your ranking.
Try to compress the illustrations and maintain their quality. For this, it is possible to use websites and applications that provide this type of service.
Also note the format of the image. If you intend to use it in a smaller format than it is, resize it.
Finally, it is critical that you allow your images to be recognized by Google. Define the name of the image even before uploading it to the website. In your computer or cell phone files, rename the illustration according to the elements of the image itself or the title of your story.
When uploading it to the site, inform the alternative text. It is essential for Google to understand the theme of the image, in addition to offering a better experience for the visually impaired, as the screen reader will read this text.
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FAQ – First Step Frequently Asked Questions in SEO for Law Firms
1. Which major search engines should you be targeting first?
2. What's the best way to get quality links back to my site?
3. How can I monitor my SEO results?
4. How important is it to create quality content for my law firm website?
5. What improvements can I make to the site to improve my SEO?
Conclusion
Throughout the article we saw practices, tips and examples on how to do legal marketing in an organic and ethical way.
It is true that there are some strict rules when it comes to digital marketing for lawyers or a law firm. It’s not something that’s unachievable or unattainable, though – it’s just strategies that need to be applied with caution.
SEO for lawyers accompanies the entire user process, from educating and naturally influencing all stages, to reaching the decision to hire services. It is clear that if this strategy is used correctly, it will generate good results in the end.
Seeking a specialized company is a great option to have a successful legal website and stay well positioned on Google.
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