4 Effective SEO Tips for Law Firms

 In B2C Marketing Essentials, Customer-Centric Digital Content Strategy, SEO for Attorneys

Getting new cases is becoming increasingly more competitive for any law firm and referral business cannot be the only reliable or consistent channel for intake leads anymore.  It’s obvious that your law firm’s website is an important part of your online marketing strategy. Getting more visibility or potential intake leads to your website is the most common challenge, you may have tried to attract new clients with limited success.

Here are four quick tips that can help you better optimize your law firm’s website and attract more potential clients without wasting your time or money. If you don’t have a website or need a redesign, that could be your first step towards better SEO for your law firm.

Tip 1: Be a student of how search engines work

What is SEO, Search engine optimization (SEO) is the process of improving your website’s visibility in search engine results.

If you understand how to develop effective SEO tactics and strategies, this will help your law firm’s website to rank higher on a search engine results page. When a potential client types a query into a search engine, the search engine compares that query against its massive database of indexed websites. Then the search engine returns what it views as the most relevant web pages for that particular query.

Google, of course, is the most popular search engine, and its search algorithm uses hundreds of components to determine the best results for a query. Most of those factors —and how they’re weighted—are not public information.

There are many SEO tools that help you uncover SEO strategies that you’re law firm website is lacking and how to improve them, but this does require for an agency or person who is expertly qualified in SEO best practices. Moreover, it requires time, energy and consistency to get the most out of your SEO strategy.

Local SEO, is a law firm’s must-have strategy

When attorneys don’t take the time to learn how search engines work, it can make SEO and successful law firm web marketing seem much more complicated than it needs to be. Also with the ever changing digital marketing landscape and Google’s algorithm updates, this is also not something you do once and just leave on auto-pilot.

Not investing in local SEO and an inbound marketing strategy also opens the door for attorneys to waste their time on strategies that don’t work, and waste their money on services that may not improve their site’s visibility.

There are still SEO providers who still attempt to use tactics meant to “trick” Google into ranking your website higher. Today, Google is too advanced for these black hat SEO strategies to work effectively and provide a return on investment over time. When Google encounters a page or site that violates its guidelines, it devalues the site, which often leads to diminished ranking in the search results.

Law firm SEO shouldn’t be complicated. Simply, Google wants webmasters to create quality educational content. It’s been true from the beginning of Google, and Google simply becomes better at enforcing it each year.

Strategic law firm content marketing is a proven and cost-effective way to improve your law firm website’s visibility and reach more potential clients. This does involve time and skill, you need to create a content tree, have a journalist or marketer to write the content and make sure that it has all the correct SEO on page and off page guidelines to be effective.

Tip 2: Think like a potential case client

As Google has often stated, you should “Make pages for users, not for search engines.”

But what does this really mean in practice? It means your clients and search engines are looking for good content that answers important questions.

Quality content is the basis of Google’s business model. It’s the most popular search engine because of its ability to return the most relevant and useful results to those who use it for searches. Quality content that answers a search engine user’s question is likely to rank higher in search engine results.

Therefore, when you’re creating content for your website, you should:

  • Be specific. Potential clients often use Google to ask complex questions about their legal issues. Rather than “Personal Injury lawyer South Florida,” they may search for “How do I get a fair settlement from my no-fault car accident in Miami?” The more specific your content is, the more likely it is to be a relevant match for a potential client’s search.
  • Avoid jargon and complicated legalese. Your clients probably aren’t legal experts, so they probably aren’t using complicated legal terms in their online searches. Use layman’s terminology whenever possible.
  • Use the words your potential clients use. If there is particular slang or jargon your clients use to describe legal concerns or geographic locations, consider using those words in your content. For example, if you’re a personal injury attorney, do locals in your area call the interstate by something other than its official name? Consider using that nickname in your content.

Is Your Law Firm Website Content Client-Friendly? For more on developing client-focused content for your website, schedule a free evaluation to see how we can help. 

Tip 3: Follow law firm SEO best practices (avoid SEO gimmicks)

There is a simple truth that underlies effective SEO strategies: Google tends to reward websites that follow their guidelines with better placement in search results.

To ensure you’re following SEO best practices visit and learn from the links below:

  • Visit Google’s Webmaster Guidelines to understand what Google expects from law firm websites. These guidelines cover the design, content, and technical aspects of websites.
  • Review the latest MOZ SEO Guide, which offers specific SEO recommendations and best practices.

In addition to following SEO best practices, is crucial to avoid bad SEO practices. Other legal marketing companies may try to sell you services that (they claim) will improve your law firm website SEO overnight.

These are typically back-linking to poor quality directories or websites that will get you penalized by Google’s algorithm. Creating low quality or poor on-page content SEO, keyword stuffing, adding multiple links to your footer with keywords for your law practice areas and locations where your seeking legal clients. These are old and black-hat listed strategies that waste your money and time. Google and other search engines penalize legal websites that use these bad SEO tactics.

Tip 4: Publish high-quality content on your law firm’s website

The most effective way to reach potential clients online is by publishing relevant and valuable content on your law firm’s website. Today your prospective legal clients have more choices than ever and they want to find your law firm on a Google search, view testimonial videos, read Google reviews, perhaps chat online with your paralegal, office manger or case worker, to get some FAQs answered. Basically do all the on-demand self conducting research, at this point they  will weed out which law firms they don’t want to call. Ultimately leaving you and most likely two other law firms to speak with about their case. This is why it’s so important to have relative and fresh content on your website, otherwise your competing law firms will win the legal consultation and client retainer.

Good content marketing requires time, effort and experienced skill, this is not something that can just be created during slow hours in the office (which would be a sure sign that your marketing is not working) by one of your paralegals or an office manager.  Legal marketing content, isn’t a quick fix. But it is one of the most effective ways to improve your law firm website’s search rankings and to attract and engage new clients.

According to Google, valuable content is:

  • Useful and informative
  • More valuable and useful than content on other sites
  • Credible
  • High quality
  • Engaging

“Thin content,” in contrast, doesn’t meet those standards. A page that says “Contact us to learn more about our services” doesn’t give a search engine much to work with. Worse, it doesn’t provide your potential clients with information they can actually use to learn more about their case or problem, and it doesn’t inspire them to hire your firm.

To create content marketing effectively, you need a strategy and a plan. You also need to consider things like your geographic area, your practice areas, and your potential clients’ needs.

To learn more about content strategy for your practice area, schedule a free digital marketing evaluation. Our content road-map session will also help you start building an integrated content plan that meets your law firm’s SEO and law firm’s business goals.

Digitechy’s legal marketing delivers cost-effective marketing strategies that work for law firms

At Digitechy Creative, we are on a mission to demystify SEO for lawyers and help them take control of their law firm’s web marketing. We offer cost-effective online legal marketing strategies that help law firms achieve their marketing goals. No long-term contracts and a 60-day money back guarantee makes us different than most of our competitors.

If you’re frustrated by SEO gimmicks that promise a lot and deliver very little, we’re here to help you learn what works in law firm web marketing. Contact us to schedule a free evaluation call today.


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