6 SEO Tips for Attorneys

Law firms looking to remain competitive in 2018 need to understand the importance of investing in high-level optimization and updating content strategies. These elements help firms keep pace with growing demands and opportunities within SEO verticals. Our team at CEM has seen a sharp uptick in the volume of law-related SEO content published within the last year. This trend has led to an increasingly competitive online market for attorneys, and is poised to continue and diversify in 2018, as more and more firms look to leverage their digital assets.

Ninety-six percent of consumers looking for legal counsel and services use search engines to find attorneys.  For law offices, especially those operating in highly competitive practice areas and locations, this makes online visibility an absolute priority. These six SEO tips for attorneys will help your firm evaluate and address SEO needs, while developing key areas of focus for digital strategies in the upcoming year:

  1. Play to Win

We’ve noticed that online marketing for law firms operates differently than many other service areas that benefit from SEO. Users don’t leisurely browse the web looking for attorneys; they search to take action, with 74 percent of users seeking to secure legal services upon visiting attorney websites. Legal issues are urgent and timely matters, and the first website that offers desirable services holds a major advantage over competitors.  Google’s current search result layout features 10 organic slots or “blue links” listed in order by page ranking. Occupying one of these spots, and maintaining your position, can be the difference between acquiring additional clients and losing entire practice areas to a competitor.

  1. Address the Big Picture

A few years ago, keyword hits, page views, and broad analytic resources may have been enough to deliver useful search results. Things are different in 2018, with Google using more than 200 different factors to calculate its algorithm. It’s not enough simply to attract page hits. Your site ranking is both positively and negatively affected by your CTR (click through rate), bounce rate, user’s time spent on page, link volume, keyword relevance, and a host of other variables that are being continuously applied and updated to separate content types and quality levels. Users must consistently navigate to your page, interact positively with the UX, and spend time viewing your content to improve your site’s ranking and help your firm maintain ongoing visibility.

  1. Pinpoint Your Demographic

Many aspects of SEO can be explained through a system of accuracy filters. Google’s algorithms work to compartmentalize search results so users have the best chance of finding exactly what they need. For law firms, this presents opportunities to leverage the breadth of services provided by their practices, while capitalizing on local relevance and specialty areas.

At CEM, we help position B2B and B2C legal clients to rank within Google’s 3-Pack, which serves as prime digital real estate for local firms. In addition, firms with multiple office locations and practice areas can optimize their results by creating additional pages to specify and differentiate searches.  If executed correctly, this practice can help your firm tap into more client pools representing different customer niches with location-specific queries and keyword patterns.

  1. Spend Some Time Onsite

The way your site is constructed can heavily affect its performance. Everything from URL hierarchy to UX optimization impacts not only your client’s ability to navigate your site, but also their likelihood of finding your firm in the first place. The best ranking digital assets are those tailored to updated specifications for search engines, which impact social media returns as well. If your site is poorly designed, or your linking procedures aren’t carefully constructed, your social mentions and impressions may reflect negatively on your digital brand by prompting red flags for spam or low-quality links. Investing in your site’s performance is a necessity in 2018.

  1. Learn the Language of Keywords

Long gone are the days of stuffing keywords into descriptions, social posts, blogs, or practice area pages to gain search results. Google’s updated keyword algorithms promote and reward not only keyword placement, but contextual application. Google uses a process called Latent Semantic Indexing (LSI) to create preferred terminology patterns. LSI-optimized keywords are contextually related terms that are digitally curated through analysis of billions of sites and pages. Using the right keywords tells search engines that your content is refined and well-written, and that your social media posts are relevant and responsive to user preferences.

  1. Content Is Still King

Professionally written, regularly updated content is still the best way to expand your digital reach. Search engines are becoming increasingly keen with identifying filler or irrelevant content in blog posts and practice area pages, and are penalizing low-quality content in search rankings.

Google uses RankBrain to conduct an in-depth review of high-performing results, and attributes positive value to sites featuring preferred content. These results are dependent on Google metrics, which measure user satisfaction. User time spent on your pages directly improves your performance within these metrics, while informative content builds trust and continued interaction with your clients. Routinely publishing high-end content drives multi-tiered SEO returns, and serves as a comprehensive approach that solidifies your brand, as well.

Search engine optimization is a complex process, but one that can be achieved through investing in key resources and knowledgeable professionals. At CEM, we understand that astute clients and partners drive success. We tailor each project to our client’s unique needs and provide customized SEO solutions for law firms of all sizes and practice areas.  Contact our team, and begin optimizing your digital presence today.

The following two tabs change content below.

Jason Burr

Jason is a detail-oriented writer from Philadelphia with an informative style. He enjoys publishing tech, lifestyle, and health-related pieces. As a valued member of the CEM editing team, you can expect to read his recent posts on the company blog.

Latest posts by Jason Burr (see all)

Related Posts:

Share This