Attorney-specific search engine optimization, or “Lawyer SEO“, plays a vital role in ensuring that lawyers enjoy higher rankings and visibility. Many potential clients use search engines to find information about legal services. Failure to show up in search results undermines the ability to tap into online search traffic. SEO involves configuring websites to maximize content quality, navigation and overall user experience. Major search engines use complex algorithms to filter results according to a wide variety of factors. For this reason, it is imperative that law firms optimize various website elements to match requirements.
Effective use of keywords
Keywords allow search engines to determine what your website’s content is all about. In addition, they match keywords appearing on websites to those entered by users to discover relevant search results. Identifying search terms used to find legal services is a sure-fire way to optimize your website. The terms have to be strategically placed in different sections of the site. The keywords must appear on file names of videos and images, headers, title tags, meta-descriptions, page copy, page URLs and alt attributes. A wide array of online tools provide an easy way to identify popular search terms, including Google webmaster tools and the Google keyword planner. Making use of location-based terms is a practical way to attract potential local clients. Some of the location-based terms used to search legal services include personal injury lawyer Florida and defense attorney near me. However, most of the popular phrases are extremely competitive. In addition, make an effort to target unpopular phrases to take advantage of residual traffic, particularly when you are starting out. Keyword research tools indicate the level of search volume associated with given terms.
Technical SEO elements
Effective search engine optimization (SEO) involves a wide array of technical elements designed to improve the organization of content on a website. In turn, this helps search engine robots to crawl and index relevant pages. The website should feature a robot file designed to instruct search engines whether or not to crawl various pages. Although the file is not compulsory, it provides an easy way to exclude pages from being indexed. Setting a canonical URL allows search engines to identify URLs that should be indexed. Website accessibility is a vital piece of the SEO puzzle since it ensures that both human traffic and crawlers gain access. Difficulty in accessing your site will result in an unfavorable user experience. This can also lead to blacklisting by search engines. The same applies to pages that load slowly.
Lawyer SEO practices should also consider including a sitemap, which assists search engines to find and index pages easily. Using a sitemap generator tool is the quickest and easiest way to compile one for your site. User experience is affected by a variety of factors, including quality of content and site navigation. Broken links and insufficient information can lead to poor performance in search results because search engines are geared towards directing people to sites with high-quality content. Providing comprehensive information on legal services and arranging the content in a logical way boosts rankings. Visitors tend to spend more time on websites with useful information and often re-visit such sites. This is one of the criteria used by major search engine results, such as Google to determine quality sites. Focus on publishing that is unique, actionable and useful to your visitors.
Off-site attorney SEO
Some of the off-site SEO strategies you can implement include social interaction, citations, link building. Social media plays a key role in lawyer SEO search engine optimization. Google and other major search engines take into account the number of social media mentions a website receives across various networks to determine popularity and usefulness of content. Publishing engaging content that is useful to visitors helps boost the number of social shares. The links should form part of your link building efforts. Social media platforms are also great for building relationships with audiences to improve brand recognition. One of the most practical options when it comes to social network platforms for attorneys is Google Plus. The platform improves search engine visibility for your law firm.
LinkedIn profiles are another viable option since they usually rank high in search results. They provide a valuable tool to highlight projects and credentials. Embarking in scholarship programs allows you to take advantage of high-value inbound links from authoritative sites, such .gov and .edu. These types of links are worth much more in the eyes of search engines. They are viewed as a vote of confidence, thus allowing your legal services website to rank highly. Submitting contextual links to local directories helps build a collection of inbound links that boost traffic. It is imperative to target directories with a high page rank since they provide the greatest value. Website link profiles are ranked according to the ahrefs domain authority.
A schema markup is used to ensure that published content is understandable to machines. The standard enhances the appearance of a website content on search results. However, it does not influence rankings. The markups come in a wide variety to suit different applications, such as concepts, places and people. You need to understand basic HTML to manually add an attorney-specific schema to your website’s content. Alternatively, you can use schema markup generator tools available online.
Importance of publishing fresh content
Search engines value fresh high-quality content that is useful to audiences. This means attorney website need a regular supply of content, particularly on blog pages. Search engines crawl websites more regularly if they expect new content. In turn, this helps boost rankings ahead of attorney sites with static pages. Publishing fresh content expands the range of keywords available on the site, thus creating opportunities to bring in more search traffic.