The Definitive Guide to SEO for Lawyers

The Definitive Guide to SEO for Lawyers

You might wonder what SEO has to do with a law firm, especially since it’s not a term you’re familiar with. If you’re not working in the marketing industry, SEO (Search Engine Optimisation) can seem like a foreign language. 

We’re living in a digital age, so if people can’t find you online, you might as well be invisible. Luckily, there’s a way to make yourself seen online, and it’s easier than you might think. Whether you have some understanding or are new to the world of SEO, this guide is for you. Let us equip you with SEO knowledge and how to implement it in your practice. 


First Things First: What is SEO?

SEO refers to the strategy of increasing your website’s ranking on search engine results pages. For example, when people type questions into Google, Bing or other search engines. If your practice appears near the top on the first page of search results, you’re more likely to get more visitors to your site and more clients to your law firm. Also, the higher you rank, the more people will trust your firm! Just think about how often you go to the second page of Google’s search results. We bet it’s very seldom!

Contrary to popular belief, SEO doesn’t have to be overly complicated. There are various ways to improve your chances of ranking on the first page of Google’s search results. If you understand the primary factors search engines evaluate when deciding which websites are the most valuable to online users, it’s simple to cut through the noise in the market.


Why SEO for Lawyers?

Here are some key statistics showing why having a website and SEO strategy is of the utmost importance for lawyers.

These statistics show that SEO plays a role in the world of law and order. The question is, what does this role look like?

Let’s take a look at specific factors that influence a website’s SEO.


SEO Factors to Consider

When it comes to SEO, lawyers have to be well-prepared in several areas. Here are some critical factors 


1. Always Start with Keyword Research

Your keyword research will help you map out which questions and phrases to include on your website and in your blog strategy. Here are some standard types of legal keywords to consider.


Common Search Terms

These are high-level queries people will search at the beginning of their legal journey, like “lawyer,” “legal advice,” or “attorney near me.”


Location-Specific Keywords

Since legal services are localised, every lawyer should specialise their website with keywords like “Western Australia divorce attorney” or “criminal defence lawyer in Perth”.


Service-Specific Keywords

Many people also search for the specific type of legal service they need, as in “car accident injury lawyer” or “estate planning attorney”.


2. Quality Content is Key

What does good content look like for a law firm? Well, it all comes down to answering those commonly searched questions outlined in your keyword research and consistently publishing new quality content. You have to ensure the content is always up-to-date as no one will trust something published years ago. Especially not from a law firm! 

Furthermore, as part of your blog strategy, you can pinpoint terms you can base your blogs on. For example, “how to choose a divorce lawyer” or “where to find a divorce lawyer”. Then, consider the other related questions they might have. A good way to do this is to create subheadings for each question you see people often search for in your area and industry. 


3. Optimise Your Content

Targeting specific keywords per web page makes it easier for potential clients to find your site. This is how you make it clear to visitors and search engines alike that you are, in fact, a “divorce attorney in Perth”.

To optimise your pages’ SEO, always use the main keyphrase in the following areas:

  • Meta title (the title preview)
  • Meta description (the short description you see under the title preview)
  • Throughout your headings and subheadings
  • Throughout paragraphs (but be careful not to overstuff your content with keywords)
  • The web page’s URL


4. Include More General Search Terms 

Although it’s great to be very specific to law firms in your area, you should also try to address some globally searched terms. This will help you get a bigger footprint which, in turn, will have a snowball effect on your other SEO efforts.


5. Aim for Backlinks and Citations

How does Google determine the value and trustworthiness of your website’s content? One significant factor is the quality and quantity of backlinks, which are the referral links on other websites that direct traffic back to your website. 

You can compare backlinks to your website to a popularity contest. You build credibility if your law firm gets many links from other popular websites. And as a result, Google or other search engines pick up that you have many backlinks, especially to known credible sites, and it will then push your content higher up as it sees it as trusted information.

However, on the other hand, your popularity and credibility are low if your law firm’s website only has a few backlinks. 


6. Implement Technical SEO

This basically means looking at how “Google-friendly” your law firm’s website is. Since this can get complicated to execute, many law firms decide to hire an SEO agency to handle the technicalities.

Keep these three things in mind with regards to technical SEO:

  1. Ensure you follow Google’s Webmaster guidelines
  2. Check that your site loads quickly and is mobile-friendly 
  3. Make sure your law firm’s website is easy to navigate. You can do this by creating simple and easy-to-use menus and frequently link to other important pages on your website


Final Thoughts

SEO for lawyers is more like a marathon than a sprint. Instead of looking for immediate results, be patient and continually create quality content relevant to potential clients, build backlinks, follow Google’s Webmaster Guidelines, and generate positive client reviews. 

Also, use Google Analytics to keep a lookout for your website’s progress and measure the impact of your SEO efforts. Over time, we guarantee that you’ll see quality results.


No Time? Leave it to The Pros!

As a lawyer, you’re busy and have bigger things to focus on. However, that does not mean your website and SEO strategy should be neglected! 

Hand it over to the experts. As Perth’s top SEO agency, we can help. Contact us today, and let us take your law firm’s website to that coveted #1 spot on Google’s search results!

Updated: August 8, 2022
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