If you’re looking for a way to find more clients, one of the best ways to do so is through SEO (search engine optimization). SEO is a type of marketing that helps a law firm’s website gain a higher ranking in the Google search results for their specific practice areas. When a potential client searches for the terms “legal services” or “legal counsel” in the Google search bar, your law firm’s website will appear as a result. And when they click on your website’s link, you can bet they’ll be thinking about your specific practice area and whether or not they need legal services.
In order to properly utilize SEO to your advantage, you’ll need to follow the appropriate steps. Below, you’ll discover several tactics that can help you reach top search engine ranking for the terms “legal services” and “legal counsel”.
Build Quality Content
The first and most crucial step to effectively utilizing SEO is to create high-quality content. The better the content, the better the SEO. To properly use the “SEO maximizer tool,” you need to first enter your keyword phrases and practice areas for which you want to rank. Hit the “Create report” button, and you’ll start to see a lot of green in the results, indicating that most of the content you’ve created so far is relevant to the keywords you entered.
A good starting point is to look at the existing content on your website. Is it any good? Are the articles free of spelling errors and is the language appropriate?
If you answered “no” to either question, then you’re going to have a hard time convincing Google that your content is any good. To fix this, you need to take two steps: 1) hire a copywriter to create high-quality content for your site and 2) engage with your target audience through various types of content, including podcasting, video blogging, and social media.
Create Great Headlines
Your headlines play a crucial role in getting your content out there for free. The better the headline, the better the SEO. However, this doesn’t mean that you should overuse the same headline for every piece of content – you need to create a great headline for each individual article you write!
To help you create the best possible headlines, we’ve compiled a list of tips and tricks that can help you get the most read out of your content.
Keeping with the previous point, you need to make sure that the keywords you are using are relevant to the article you are writing. For example, if you’re writing an article about real estate law, you may want to include the keywords “real estate” and “law.” Doing so will help readers find your content organically when they are searching for information on related topics.
As you probably guessed, the use of keywords is especially important when it comes to SEO. If someone is searching for information on “real estate law,” your article on the topic will appear high up in the results. However, if they were to search for “real estate” or “legal services,” your article may not appear at all because it doesn’t match exactly what they are searching for.
Avoid Using All Caps
Once you’ve decided that you’re going to use keywords in your article’s title and content, one of the first things that may pop up is all-caps. While it may seem like a good idea at first, all-caps titles and content are usually a no-no in SEO.
Why is this? Well, when someone is searching for information on your topic, they may already know the name of the company they’re looking for. So, if your title and content are all in uppercase letters, it may not be as catchy or interesting as if they were all lowercase. Omitting the uppercase letters may also make your content seem more humanized – with words like “ASSOCIATE,” “ATTORNEY,” and “CLINICAL LAWYER” all lowercase, it seems like you’re speaking more to a generic lawyer website rather than a Drake Legal or a Gilbert Associates website. (We can’t emphasize enough how important it is to choose the right keywords in your content!)
Avoid Using Short Descriptions
To effectively utilize SEO, you need to keep the text as short and sweet as possible. A good rule of thumb is to keep the text under 400 words. Anything more, and you’re probably going to run into problems with page loading time. Keep those text lengths simple and easy to understand, and your SEO efforts will certainly pay off.
Backlink To Relevant Sites
One way to find authoritative websites that are relevant to your topic is to link back to them. When someone does this, it is called a “backlink.” The better your backlinks, the higher you’ll rank in the search engines. So, to create quality backlinks, you need to make sure that the sites you are linking to are relevant to your topic as well.
Don’t Forget About The Images
Another important factor in SEO is the inclusion of images. An image can make any article more attractive and easy to read. When including images in your content, make sure that they are relevant to the article and that they don’t take up too much space. A good rule of thumb is to include one image for every 200 words of text – that should be plenty!
In addition to properly utilizing SEO to get your content out there for free, you need to make sure that the content is actually found by the right people. To do this, you need to create quality backlinks to your website. A backlink is when another website brings your website to their potential or existing audience. For example, let’s say you’re the founder of a blog that focuses on real estate law – one of your articles may be on the topic of including appliances as part of the settlement when selling a home. In this case, you’d want to backlink to real estate websites that have a category or need an article on the subject.
To properly build backlinks, you need to do the following:
- Join relevant groups on social media platforms
- Comment on relevant blogs
- Join relevant communities on LinkedIn
- Follow relevant Twitter accounts
- Join a legal forum and comment on posts
- Create and contribute to content for other websites
- Organize, participate, and comment in webinars
- Sign up for a blog tour
Monitor Your Progress
Even the most determined SEO optimizer will struggle to create perfect content if they don’t monitor their progress. To ensure that you’re on the right track, you should be able to see the results of your efforts in your Google Analytics dashboard. Your Google Analytics account will also notify you if there are any changes or updates to your website that compromise your SEO strategy.