Have you been looking into SEO and wondering exactly how it can drive leads to your law firm? Before you invest money and time into search engine optimization, do you want to see an actionable plan that can be followed? Of course you do. Yes, every law firm has different SEO needs, as they’re in different areas, with different competitors, practicing different kinds of law, and so forth. But, there are some fundamental ways that SEO for lawyers can increase your leads.
Below is a basic framework of how we start the SEO process for our lawyer clients. Again, every law firm client of ours is different. Indeed, we have different law firm SEO packages to help different kinds of firms, and even those are further customizable.
Keyword Research: Teamwork and Tradeoffs
Keyword research is a basic, fundamental step one. Without this, you really can’t move on to the other steps. If the keyword research isn’t exactly on point, then the rest of the SEO is going to suffer (if it does anything at all. Yes, you’re going to want to develop content for specific keywords. But, it’s helpful to think of keywords in “groups” versus “individual keywords.” So, “bankruptcy attorney near me,” “Chapter 11 attorney,” and “do I need Chapter 11 bankruptcy” – would all be examples for a bankruptcy attorney.
Our process usually starts with our team performing a thorough SEO audit of our client. We let them know what they’re doing well in addition to what could be improved. We also do an audit of their competition, too. That way, we can see where the competition is strong as well as where they can be attacked.
We always check what prospective clients are looking for, through wading into industry conversations on LinkedIn, Facebook, and the like. Seeing what’s discussed most can help in terms of giving a baseline for keywords, as can checking Google autocomplete and similar tactics.
From there, our team takes the keywords and then applies additional analysis to them. We ask: “how competitive is this keyword? Which keywords will be easier to win and which aren’t worth the trouble? Which keywords are worth fighting for and investing in?” Much of this comes from searcher intent, determining the right keywords based on the kinds of clients you want.
Quality Content Delivers Quality Results
Once you’ve determined which are the right keywords for your business, the next step is to create top-quality content. The better your content is, the more likely you are to be able to develop great leads for your law firm. There are multiple reasons for this.
If your content is better, folks are more likely to spend more time on your site. The more time they spend on your site, the better. After all, if they’re there for longer, yes, it’s probably more likely that they’ll reach out to your firm. However, Google certainly notices how much time someone spends at your site. If more people are spending more time consuming your content, then Google surmises (correctly) that your website is a good fit for the keywords you want to rank for. Thus, Google will reward you accordingly.
“Having great content” doesn’t just mean blogs, landing pages, and service pages (although it does). It also means having videos, podcasts, infographics, and the like. An underrated factor in acquiring leads: your website. The better your website is, the more likely you are to not just have leads, but convert them.
A site that’s responsive, that’s optimized for mobile devices, is one that folks are going to be able to access from anywhere. They’ll be able to check it on any device. If your site is well designed (in terms of not just responsiveness but layout, structure, and more) they’ll be able to navigate it easily, finding all of your content simply. Prospective clients aren’t just impressed by that, Google is, too.
A great site filled with great content – that’s a powerful, powerful driver of SEO.
Quality Never Stops
You’ve done all this great keyword research, you found the keywords that are a great fit for your SEO strategy. Your website is now responsive, your content is uploaded on there, and you’re bringing in the leads. Now what? Well, the truth is that the next step is to keep doing it. Really. You continually need to research keywords and develop great content.
As you succeed with some keywords, you’re going to see other ones that can be improved, ones that can help your business. Google always wants to see not just great content, but great content posted consistently. If you aren’t doing it, rest assured that one of your competitors is. SEO success isn’t a “one and done” thing, it’s a cycle. If you can get the machine into motion and keep at it, it can drive leads to your law firm for a long time to come.
SEO for Lawyers Experts
It’s entirely possible that you read the above and thought: “Wow, that seems like a lot of work.” It is. In fact, it’s one of the main reasons that so many law firms hire digital marketing agencies to handle their SEO. That way, you can be as involved as you want in your content creation, but you also have the time you need to focus on your practice.
That’s where we come in. Here at Website Depot, we’ve helped law firms that practice so many different kinds of law to grow their SEO and succeed, both in the near future and for a long time to come. For a free consultation with our SEO for lawyers experts, you can reach us at (888) 477-9540.