{"id":41674,"date":"2020-03-13T08:02:12","date_gmt":"2020-03-13T12:02:12","guid":{"rendered":"https:\/\/www.kinexmedia.com\/?p=41674"},"modified":"2025-01-07T02:18:28","modified_gmt":"2025-01-07T07:18:28","slug":"law-firm-seo","status":"publish","type":"post","link":"https:\/\/www.kinexmedia.com\/blog\/law-firm-seo\/","title":{"rendered":"Law firm SEO: How to Do it Right"},"content":{"rendered":"

Is your law firm struggling to attract enough clients? Regardless of your current lead generation strategy, if you haven’t tapped into SEO, you’re missing out on a significant opportunity. As <\/span>96% of people look for lawyers online<\/span><\/a>, <\/span>research shows that 45% of people click<\/span><\/a> on organic search results rather than paid ones. This shows how you really need SEO for your law firm’s website<\/a>.<\/span><\/p>\n

In this blog post, we will discuss what is SEO, its benefits, and the best SEO practices for law firm websites.<\/span><\/p>\n

What is Law Firm SEO?<\/span><\/h2>\n

Law Firm SEO is a website optimization practice that involves improving website aspects such as technical architecture, speed, content, UX, and keywords so that it is easy for search engines to find, crawl, and index it.\u00a0<\/span><\/p>\n

Why do Law firms need SEO in 2025?<\/span><\/h2>\n

Focusing on SEO, your law firm website can draw huge traffic and establish brand awareness. Unlike other marketing methods, SEO is cost effective but it takes significant time to show results. SEO also allows you to target with precision using specific keywords that match your audience’s search intent, helping you receive qualified leads.\u00a0<\/span><\/p>\n

The best part about SEO is its impact remains for a long time, which means once you establish your authority over the search engine world, you are going to rule for some significant time, and your competitors will need to sweat a lot to outrank you.<\/span><\/p>\n

Best SEO Practices for Law Firm Websites\u00a0<\/span><\/h2>\n

Focus on the E-E-A-T principle<\/span><\/h3>\n

Google wants to rank websites that really has user centric content. That’s why it laid out a set of principles, also known as E-E-A-T<\/a>, to evaluate the quality of your content.\u00a0<\/span><\/p>\n

It’s not clearly a ranking factor but Google’s search quality evaluator that determines whether your content is helpful for the users or not.\u00a0<\/span><\/p>\n

E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. While curating content for your website, keep these principles in mind:<\/span>
\n<\/span><\/p>\n

    \n
  1. Experience: <\/b>Your content should reflect your experience in your field. Showcase that you are writing the content using authentic experience. You can do this by including “Author bios” or by directly referencing your experience within the content.\u00a0<\/span><\/li>\n
  2. Expertise: <\/b>Show your subject matter expertise by offering in-depth analysis and accuracy of your content. Use author credentials and citations from reputable sources and surveys for this purpose.\u00a0<\/span><\/li>\n
  3. Authoritativeness: <\/b>Consistently offer high-quality content to your audience to build your brand’s authority. You can also build your authority by earning mentions and coverage from other authoritative websites.\u00a0<\/span><\/li>\n
  4. Trustworthiness: <\/b>Craft your content clearly and accurately without bias. Leverage user-generated content, such as testimonials and reviews, to provide your audience with an inside look into how your services help them.\u00a0<\/span><\/li>\n<\/ol>\n

    Build Quality Backlinks\u00a0<\/span><\/h3>\n

    Backlinking is the process of obtaining links from other websites that point to your website. They are endorsements from other sites. In simple words, having quality backlinks<\/a> from reputable sites can indicate to Google that your content is valueable and this can eventually boost your ranking in search results.<\/span><\/p>\n

    \"build<\/p>\n

    The higher the number of links and the quality of backlinks your website will have, the more it will be perceived as reputable. To acquire good quality backlinks for your websites, you should first ensure your legal practice is listed on reputable directories such as FindLaw, Justia, etc. Alongside, you should start pursuing your unlinked brand mention where clients have used the name of your firm but have not added a link. You can ask them to add a link if they are willing.\u00a0<\/span><\/p>\n

    You can engage with journalists who request your legal commentary on hot and trendy topics.\u00a0<\/span><\/p>\n

    You can find broken links to your competition\u2019s site and request webmasters to link them with your website.\u00a0<\/span><\/p>\n

    You can also employ skyscraper technique where you have to create content superior to those currently ranking high on the SERPs and then reach out to the websites linking to that original content and convince them to link with yours instead.<\/span><\/p>\n

    Keyword Research\u00a0<\/span><\/h3>\n

    \"keyword<\/p>\n

    Keyword research helps you find the key terms your potential clients use to search for the services they need. After carrying out this research, you can strategically use the keywords in your content and increase its likelihood of ranking for popular search queries.\u00a0<\/span><\/p>\n

    Brainstorm keywords and make a list of search terms your clients could possibly be searching. These keywords can be broad as you can include any search term that is related to your service or industry. Research your competition and find how they are using the same keywords. After you are done with the keyword researching<\/a> part, it’s time to conduct keyword analysis, where you have to examine the keyword difficulty score, intent, monthly search volume, conversion potential and intent.\u00a0<\/span><\/p>\n

    Optimize Your Content<\/span><\/h3>\n

    Now, to use the target keywords strategically and rank for them, you will need to curate an effective content strategy<\/a>. The most important point to note here is that your strategy should align well with the search intent. Let’s understand this with the help of an example.\u00a0<\/span><\/p>\n

    People searching for <\/span>\u201cDo Mothers Have More Rights Than Fathers in Canada?\u201d<\/span><\/i> need relevant answers to their queries.\u00a0<\/span><\/p>\n

    That\u2019s why top-ranking pages feature the content with relevant information regarding this subject.\u00a0<\/span><\/p>\n

    \"optimize<\/p>\n

    On the other hand, for a different type of query, \u201cChild custody lawyer,\u201d the top results are like this:\u00a0<\/span><\/p>\n

    \"optimize<\/p>\n

    This demonstrates the search engine’s ability to understand how relevant your content is to the search query. That\u2019s why it\u2019s important to create a well-defined content strategy.<\/span><\/p>\n

    Set Up Your Google Business Profile<\/span><\/h3>\n

    If your legal practice is mainly for local clients, it’s really important for you to focus on Local SEO strategies, especially setting up your Google Business Profile.\u00a0<\/span><\/p>\n

    \"set<\/p>\n

    Your Google business profile is your digital storefront, so make sure to include all the necessary information clients need in it and create a good impression of your business.\u00a0<\/span><\/p>\n

    How is how you can set up your Google Business Profile:<\/span><\/p>\n

      \n
    1. Sign into GBP.\u00a0<\/span><\/li>\n
    2. Enter the name of your business.<\/span><\/li>\n
    3. Claim your business and verify your location.<\/span><\/li>\n
    4. Complete your profile with all the necessary and accurate information.<\/span><\/li>\n
    5. Provide HD photos.<\/span><\/li>\n<\/ol>\n

      After setting it up, don’t ignore the following steps:<\/span><\/p>\n

        \n
      1. Keep it regularly updated.<\/span><\/li>\n
      2. Respond to Google reviews and feedback.<\/span><\/li>\n
      3. Generate more reviews.\u00a0<\/span><\/li>\n<\/ol>\n

        All these tips can help you boost your local rankings and work as a client magnet for your law firm.\u00a0<\/span><\/p>\n

        Lookout for the Technical Issues and Fix them\u00a0<\/span><\/h3>\n

        Technical issues can adversely impact the ranking of your website by affecting user experience.\u00a0<\/span><\/p>\n

        These issues can occur with any of the following elements:<\/span><\/p>\n

        Slow Page Speed: <\/b>Page speed is one of the metrics defined in Core Web Vitals as an influential factor in ranking. When page speed is low, it\u2019s likely to impact your ranking and UX.<\/span><\/p>\n

        Missing title tags:<\/b> Search engines understand your page’s structure with the help of title tags. When they are missing Googlebot may fail to understand the context of your page.\u00a0<\/span><\/p>\n

        Robots.txt.errors:<\/b> It’s a robots.txt file<\/a> which helps search engines to understand which pages should be crawled. Errors in this element can cause improper crawling and indexing.\u00a0<\/span><\/p>\n

        Duplicate content:<\/b> Identical content wastes Google\u2019s crawling and indexing; ultimately, it can weaken your SEO efforts.\u00a0<\/span><\/p>\n

        Broken links: <\/b>When links point to invalid URLs, it can make it hard for crawlers to explore your website efficiently and lead to a frustrating user experience.\u00a0<\/span><\/p>\n

        Monitor Your SEO Results\u00a0<\/span><\/h3>\n

        It’s crucial to consistently check your performance to know what’s working and what’s not. Google Analytics and Google Search Console can be used for this purpose.\u00a0<\/span><\/p>\n

        In the Google search console, you can monitor the following:\u00a0<\/span><\/p>\n