Search engine optimization (SEO) is one of the best digital marketing tactics that you could integrate into your overall marketing strategy, seeing as it helps to promote traffic, conversion, and sales. Plus, it can help to build a sense of authority for your brand, which will allow future marketing strategies to be much more streamlined. If you’re looking to implement an SEO campaign for your law firm, here’s a complete guide on what you need to do:
Analyze your competitors
You can’t just jump into an SEO campaign without knowing anything about it, which is why you will have to spend some time looking into what works and what doesn’t. What’s a better place to learn more about the market trend than your competitors’ sites? Nowhere! Therefore, start by dropping by at your competitors’ sites and taking a look at how they do their SEO. That will help you to have a better idea on how law firms do SEO.
SEO is all about keywords, and you want to make sure that you find out what the best keywords for your law firm are. Most of the time, the best keywords are the ones that your firm specializes in. For example, if your law firm specializes in tax laws and you’re based in Detroit, you can focus on keywords such as “tax laws Michigan,” “tax levy law firm Detroit,” and “tax attorney downtown Detroit.”
Complete your title and meta description
Titles and meta descriptions determine a lot about the authenticity of the site, and since search engine algorithms will take them into consideration, you will have to make sure that you manage these elements carefully. Make sure the title doesn’t exceed 60 characters, and don’t allow the meta description to be longer than 200 characters either.
Claim your business on Google
Google can find your business even if you didn’t list it on your site, so if you’ve neglected to claim your business account from Google My Business, you should do so immediately so that you can manage it more precisely. You can add your address, phone number, email, and other necessary information so that people can contact you through Google. You can also describe your business model, your field of expertise, and your years of experience, as this information will help your clients to have a better understanding of your law firm.
Make sure everything is consistent
Everything that appears on the SERPs should exist on your site as well because if it doesn’t, your clients will feel like they have been lied to. That’s not a good way to start off a relationship, and it will do more harm to your business than good.
Use schema markups
Schema markups are snippets of information that you can add to your meta description, and it can be used to show many different things. From star ratings and upcoming schedules to links to your blog pages, you can add them in the markup so that people can have an easier time accessing and understanding your site.
Generalized optimization elements still apply to a law firm website, much like how it would be applied to any other type of website. You should look to keep the load time low, use high-quality visual media, build extensive backlinks, and make sure your site is mobile-optimized. These basic on-site optimization tactics are what you need to implement regardless of the type of business you have, so that’s what you should aim to do for your law firm. On-page optimization is a major part of every SEO campaign, and you want to make sure that your site is as SEO-friendly as possible. If your URLs are long and incomprehensible, you need to find a way to cut them down so that they look more professional and trustworthy when you copy and paste them somewhere.
Blogging is a great way to increase brand authenticity and authority, and it’s a great place to store your keyword-rich content as well. All of these elements are crucial to the success of your SEO campaign. Aside from that, blogging can also help to establish a sense of trust with your clients. This will help your law firm to have more conversions, as people are more willing to let you take a crack at their cases.