If you’re a lawyer, you know you have to get people to visit your website. If you’re not able to do that, you’re not going to attract the new business that will keep you afloat. Also, if you can’t attract locals who might need your services, then you’re going to allow your competitors to surge ahead and dominate your area, and as a matter of pride, you don’t want to allow that. That’s where local SEO comes into play. SEO, or search engine optimization, is one way for you to rank at the top of the search results when someone looks for lawyers in your geographic area. We’ll give you some lawyer-specific SEO tips in this article, so pay attention and get ready to implement these strategies for maximum success.
Identify the Long-Form Keywords Potential Clients Might Utilize
If you’re looking at key factors to improving your local SEO, you’ll certainly want to think about long-tail keywords before virtually anything else. Long-tail keywords are strings of words that someone might type into Google or another search engine when they’re trying to find something within a particular geographic region. For instance, if you’re in Chicago, and you’re a law office that does a lot of car crash lawsuits, you might want to rank for keyword strings or long-tail keywords like “the best Chicago car crash lawsuits,” “top ten Chicago car accident attorneys,” and so forth. Take some time and write down all the long-tail keywords for which you want to rank. Then, think about ways to incorporate those on your site if you have not done so already.Use Analytics Tools
You’ll have to confirm that the keyword strings or long-tail keywords you came up with are going to attract clients like you think they will. You can’t leave that up to chance. You need to do some research that backs up your assertions. You’ll need to get an analytics tool or software suite that can do this for you. There are several good ones, like Moz, Screaming Frog, Google Analytics, Ahrefs, and SEMrush. Any of these are not that difficult to use, and that helps, especially if you are not the most tech-sophisticated individual. These software suites make hunting for keywords and coming up with viable ones easy for you. You should be able to produce keywords with minimal effort that you must have on your website if you want to beat your competitors.Hire Experienced SEO Writers
Now, you’ve got the keywords and long-form keyword phrases that you know have to go on your website. However, you can’t just stick them on your site anywhere with no regard for style. Your site needs to look well organized, and the copy there needs to be concise and professional. You may be able to do this yourself if you’re a gifted writer, but even if that is so, you probably don’t have the time. As a lawyer, you’re going to spend most of your days talking to clients, preparing for cases, appearing in court, and so forth. That’s why you need to hire a skilled web designer to set up your site for you, and you also need to locate a great copywriter to write your site’s copy. They should have not just excellent writing skills but also above-average SEO skills. That means they have to understand SEO and where they need to insert those keywords and phrases to create the maximum impact. They will want to put them in places like your landing page before the fold, in your H1 and H2 headings, and elsewhere. You can either pay a freelancer from Upwork or a similar platform to do your SEO writing, or else you can hire someone full-time. It’s more likely that you’ll use a freelancer, but if you feel like you have enough work to justify hiring someone permanently, there’s nothing wrong with going that route.Use Awareness, Action, and Interest Keywords
The research that you do will be just as crucial as the copywriter that you hire. That’s why, when you use the SEO tool you purchased, you’ll need to make sure that you’re doing the right kind of research and producing the correct keywords and phrases. If your site features the wrong ones, you’re not going to get the traffic you so badly need. You’ll need to look for keywords that are awareness, action, and interest-based. Let’s give you an example of what each of those means. We’ll say that you’re a Chicago-based lawyer again. Awareness-type keywords will be things like “Chicago car wreck lawyers near me” or “hire a Chicago car accident attorney.” With action keywords and phrases, you’ll have examples like “Illinois DUI prison sentence length.” These keywords and phrases might not necessarily contain words like “lawyer” or “attorney.” Still, you have to talk about things on your website like DUI prison sentence lengths because it’s likely that someone who wants to know about that needs a lawyer. Interest-based keywords are the third variety. What you’ll want to have on your website to corner this market are phrases such as “Chicago DUI attorney client reviews” or “Chicago DUI lawyer cost.” Again, it’s likely that the person who searches for these terms using Google or another search engine needs an attorney. You need to get this right because it’s not an exaggeration to say that if you don’t set up your website with the right SEO structure and content, your business can fail. SEO is not the final or only component if you want success as a lawyer, but there are few more vital aspects if you're going to market yourself and get lots of clients within a particular geographic region. Even if you only hire an SEO copywriter on a short-term basis, keep in mind that you may need them again before too long. That’s because even if your site has the proper keywords at one point, those might change as time passes.
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