Search engine optimization (SEO) is an important part of building a powerful and effective web presence. SEO when done well can bring your website and/or blog (and subsequently your brand, business or project) with the much needed traffic and clientele respectively.
Lawyer SEO and the Importance of Keywords
The success of SEO for law firms campaigns are anchored in two things:
– which keyword phrases are used (as law firms differ regarding their target markets and niche)
– how well they are used (if the use of the keyword phrases is effectively attracting the desired clientele within the target market or niche)
These two factors, when combined, will determine if a given campaign is successful or not as they determine the direction of the direction. Add to this the fact that legal SEO is very competitive and you will quickly begin to see why it is important that law firms get the right kind of lawyer SEO support to help them get ahead and standout. Below we look at some of the tools that law firms can use to benefit from an online campaign.
Localization and Siloing: Two Indispensable Law Firm SEO Tips
Localization in lawyer SEO is basically adding your location to your area of specialization to build your keyword phrase. For example, if you specialize in personal injury law, and you operate in Manhattan, New York, then your targeted keyword phrases can include:
– Manhattan personal injury law
– Manhattan personal injury lawyer
– Personal injury lawyer Manhattan or
– Personal injury attorneys Manhattan
and so forth . The trick with key word phrases is to think like a client looking for the services you offer, and then match keyword phrases they would type in search engines trying to find you. Importantly, these keyword phrases ought to be woven throughout the content of your website and/or blog, so that it can rank highly in the results. As for localization, and using the example above, you can further target even more local areas by using the name of your town within Manhattan.
Another important step in localizing your lawyer SEO, is having your firm listed in directories such as Google Places. This will result in you showing up prominently in listings within Google Maps, SERP and the Local Carousel for your locale. Of course, this too helps to spread your total influence online as far as your business services and niche within law are concerned.
In addition to localization, siloing is important too. Siloing is the practice of weaving your practice areas throughout your web content as well. Using the same personal injury example above, you can further begin to add keywords related to the kinds of personal injury cases you and your firm are likely to undertake. These can include motor vehicle accidents, construction accidents, bicycle crashes and so forth. Of course, the actual terms and phrases are likely to depend on the specifics of individual law firms.
Blogging, Web Design and other Winning SEO for Law Firms Tips
There are other great SEO tips you can use to market your law firm and its services. Adding a blog to your official law firm website is a great way to rank well in search engines, as you are able to add fresh information regularly as well as work your targeted keywords throughout the content to make yourself an authority within your domain. As far as lawyer SEO designs are concerned, it is important that information is presented clearly. Layout, the use of colors, fonts, cell spacing and padding, and other similar features help to make this so. Minimalist and masonry website designs are becoming increasingly popular for this reason. There is a fair amount of genius in simplicity.
Of course, great web design also goes beyond just how a website looks, to include how well the website functions. Potential clients visiting your website should be able to easily find information they are looking for — whether that be reading blog articles, or trying to contact you for hire. Navigation should be straightforward. Adding features such as properly titling URLs and breadcrumbs so site visitors can always know where they are, is a great place to start. All of these add to the total success of your SEO campaigns as anchored in the first two points listed in the first part of this blog.