SEO for Lawyers: 5 Strategies to Help You Rank Higher and Get Clients to Your Law Firm

Remember the days of relying on Yellow Pages and word-of-mouth to help potential clients find and invest in your services? 

How times have changed. 

With a simple Google search and a few clicks and scrolls, potential clients can discover not only your contact information but also who you are, what you do, and why you do it – if you fall within the first page on Google’s search results. 

Gaining the top position on search engines relies on a few key marketing strategies, one of the most important being search engine optimization, also known as SEO. 

Our SEO services for law firms focus on enhancing online visibility and increasing overall website traffic through content creation, link building, keyword research, and other digital marketing strategies. While local SEO services take time, it is time well spent with proven results. 

We’ve compiled a list of five key strategies to boost your law firm’s SEO and, with help from our B2B digital marketing agency, allow you to climb the ranks of Google, reach more potential clients, and help your brand make a mark on the digital landscape. 

Showcase Your E-E-A-T

When building SEO for law firms, one of the most crucial steps in the process is demonstrating E-E-A-T – experience, expertise, authority, and trustworthiness. 

Google’s search algorithm considers hundreds of factors when choosing the coveted top position on the search results page, focusing on two core areas: trust and user experience. Google aims to provide users with the most reliable results to fit their search query, and demonstrating your law firm’s expertise and trustworthiness is the first step. 

Providing detailed information about your attorneys, showcasing various accolades and case studies that demonstrate credibility, and building a positive reputation in the digital space all help show Google you are worthy of that top position. 

Power in Keyword Research 

Keyword research is discovering what your target audience is searching for in relation to your industry. By finding out what your audience is asking search engines, you can help them find the answers on your website’s pages or blog content. 

For example, if someone asks Google for information about filing a claim after falling at work, a page on your website focused on navigating the claims process after a slip and fall at work would be a beneficial resource – one Google would reward with a high ranking. 

Creating Engaging Content 

Target keywords with a low difficulty and high search volume are nothing without quality content to back it up. 

While stuffing as many keywords as possible into a blog post used to help get you a higher ranking, Google’s algorithm has adapted to focus on the quality of the writing, not the quantity of the keywords. 

Creating quality and engaging content starts with research by an expert in your field. Then, using that research, create content that is well-written, comprehensive, and accurate. Meeting these standards helps build your E-E-A-T and gives Google a strong incentive to trust your law firm. 

Building Out Your Google Business Profile (And Maintaining It)! 

When it comes to local SEO for law firms, there is nothing more substantial than a well-maintained Google Business Profile, or GBP. 

Think of your GBP like a digital Yellow Pages – it provides key information to your potential customers, from business details to customer engagement, making it easier for customers to learn and locate your business. 

Your law firm’s GBP is particularly useful in improving your local search rankings. For instance, if a potential client types “law firm near me” into Google, a well-optimized profile can help you rank highly in the map section (called the local pack) and in Google Maps. 

Errors, Warnings, and Notices: Addressing the Technical SEO Issues 

Creating engaging content, establishing a business profile, and doing keyword research means nothing if Google can’t crawl your website. 

Welcome to the most important factor in SEO marketing for law firms: technical SEO. 

Technical SEO measures how “Google-friendly” your website is. Think of it like reading a book – as you progress from page to page, Google takes in more information and learns more about its contents. 

STOP. A page has been ripped out or, in Google’s language, cannot be crawled due to an error. Google has to skip this page or stop crawling altogether, losing potentially valuable information that could help you move forward. 

Site audits help address technical SEO issues that could harm the user’s experience and make it difficult for you to rank in search engines. Site audits will address: 

• Broken links 
• Duplicate content
• Missing title tags
• Slow page speeds 
• And more

Key Takeaways 

When utilized to its fullest capabilities, SEO is a marketing component that can help you stand tall amongst the competition and garner that top position on Google’s search engine results page. 

As you take the first step towards establishing a strong SEO strategy, our team can help you: 

• Address technical SEO concerns through a site audit 
• Develop and create engaging content 
• Help you demonstrate and strengthen your expertise and credibility through current and new content 
• Conduct monthly reports to address current SEO efforts and where improvements can be made 

Our team at Motivated Marketing has excelled in providing local SEO services for law firms, along with those in the healthcare and automotive industries. 

Located in Charleston, SC, our full-service advertising agency can handle it all, from professional production shoots, SEO, and paid ads to strategic media buying – so let’s get started! 

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