Simple SEO Tips to Grow Your Law Firm

You’ve likely heard of SEO, but maybe aren’t sure what it is or how it can work for your law practice. Quite simply, SEO stands for ‘Search Engine Optimization’. It is the umbrella term used for all of the methods you can use to ensure the visibility of your website on search engine results pages. The average internet user doesn’t go past the first page of the search results, so if your website is coming up on page two, three or even further back, people aren’t likely to find you. SEO helps you get on that first page so potential clients can find you. Here are some SEO tips to get you started.

Determine Your Law Office’s Target Keywords
When you use Google to search for something, the words you type in are “keywords”. Knowing what terms your customers are using to find an office like yours is vital information for SEO.  If your website is on the first page of Google, you have a much better chance of getting new leads, inquiries, and ultimately, more clients. According to SEOClarity, the first organic listing gets 19% of all clicks from people using desktop computers and 28% of the clicks from people using their phones. That’s a huge proportion of potential website traffic that goes to just the first search result!

Start by thinking about what kind of searches you want your law firm to appear in. Consider your main areas of practice and write down possible keywords to associate with each.

Organic listing: All major search engines such as Google, Bing and Yahoo have primary search results where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers to be most relevant. This is considered ‘organic’ or ‘natural’ search results.

Next, test those keywords out by actually entering them into Google. Do the results show similar businesses to yours? How can you stand out in this list?

As an example, if you go to Google and search ‘Toronto Real Estate Lawyer’, it will return 20,600,000 results. It will be difficult to stand out with such a broad term. However, Toronto has a lot of neighbourhoods and surrounding cities. Instead of using Toronto, try narrowing it down to a smaller city such as, ‘Scarborough Real Estate Lawyer’. This cuts down the results by 96%, to 786,000 results, which makes it easier to stand out.

Optimize Your Website’s Homepage with Your Keywords

Now that you know what keywords you want to use, start incorporating them into your website homepage. Make sure that all of the primary elements of your homepage, like your headline, sub-headers that break up topics, your calls to action and the content itself use your keywords. Here are a few examples of those primary elements and how to incorporate keywords:

Headline example:
Scarborough Real Estate Lawyers with over 20+ Years of Experience

Content example:
If you are looking for a trustworthy and experienced real estate lawyer in the Scarborough and Greater Toronto Area, look no further. With all of our costs disclosed up front and no hidden terms in our fine print, you will receive straightforward and reliable counsel all the way through your real estate transaction.

Call to Action example:
Get a Free Consultation Now

Each one of these content pieces are rich with keywords that Google will use to display relevant results to people searching for the types of services you provide. The more relevant you can be to what a potential client is searching for, the better.

Check Out Your Competition

Now that you’ve established which keywords you want to use, Google them and see where your competition appears. Competition in this case, are the websites that appear in top three or four organic search results. This is who you are truly competing with.

What do you have in common with the top-ranking law practices? What sets you apart? Visit their websites and look at how they are utilizing keywords.

Here are a few factors to look for that can impact how search engines rank a website:

  • Does the top result have a blog that is updated regularly with articles related to their practice area?
  • Is their website using keywords in multiple locations?
  • Does their website load quickly?

Examining your competition can give you good ideas for improving your own website, whether that means highlighting valuable services you offer or adjusting keywords.

Improve Your Local SEO with Your Google My Business Profile
Google My Business is a tool that can quickly improve how your law firm shows up in Google Search and Google Maps. It provides comprehensive information such as your phone number, address, website, and most importantly, client reviews to those considering your law office.

While all of that should be available on your website, Google My Business puts all of your most sought-after information directly in front of potential clients.

In 2019, Google was responsible for approximately 81.5% of search results in 2019 whereas Bing placed second with 5.3%.

Once your listing is verified, you can complete your business profile. This includes adding your keywords to your description so people searching for your area of practice will see your profile. You can also add images to create a great first impression, improve your reputation, and inspire more people to click through to your website. Try using pictures of your office, team photos and your logo.

After your profile is up and running, keep it updated! Ask or incentivize your clients to add Google Reviews which will attract more potential clients and ensure it stays relevant.

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